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In other words, the customers have to pay how much they put the frozen yogurt and toppings into the cupand each of the cups has different colors and sizes such as small, medium and large. Tutti Frutti chargeddifferent prices for different customersand it referred as segment price policy. For students, Tutti Fruttioffers 10% discount for this segment, senior citizen with 15% discount while 50% for the disabled.Therefore, it enables to make these three different segments consume more and increase their level ofsatisfaction yet also will attract them easily to purchase and consume thus it can help Tutti Frutti gainmore sales and profits.In addition, Tutti Frutti has focused on the value driven and brand driven.Before the value buyersmaking a purchase, they would estimate a lot of alternatives and they can afford the cost of search too inorder to increase their purchasing behavior and fulfill their satisfaction. Tutti Frutti is heavily investingand put a lot of afford in terms of the quality of frozen yogurt. Thus, it can attract the value buyer toconsumer Tutti Frutti and make them feel it is worth for it. On the other hand, brand buyer also known asrelationship buyer and this kind of buyer is not easy to determine the prior to buy however the cost toestimate the suppliers that to determine the best deal is too high. The customers consume Tutti Fruttibecause of it is well-known for delivering a premium and high quality of frozen yogurt and also deservedwith a high prices of it. 20
BBDT3193 Pricing Strategy3.1.5 Price LevelThe top of the pyramid which is price level and it is for setting a good price in order to maximize theprofitability as well. Different people have different views thus the issue is that they have different viewon which price that will achieve the goal in the firm. Other than that, different company is using differentlevel of price for its own product and it is based on the value and quality of product. The majority ofpeople love to consume ice cream and it can be an artisan luxury yet also make people happily andsatisfied. Some of the customers will choose the ice cream brand based on the comparatively low pricehowever others would like to select higher-priced ice cream. About the price level of Haagen-Dazs, it applied premium pricing for its premium ice cream. Premiumpricing strategy refers to the organization is setting a high price of its product so as to make a signal thatHaagen-Dazs is a super-premium ice cream in the market. Though this kind of pricing strategy iscomparatively high price of the product, Haagen-Dazs is deserved for it because it is using high quality interms of the ingredients, ice cream and so on. Haagen-Dazs target upper middle customers because of itspremium ice cream with high prices. They should choose a right target group because not all of the peopleare willing to buy and consume of this premium ice cream. Besides that, Haagen-Dazs is using skimpricing and initially the company would set high prices for its product and the purpose is to skim theprofits of market layer and maximize the profitability too. Regarding this kind of pricing, it can assist