Co branding breyers oreo ice cream what are the

-Co-branding- Breyers “Oreo” ice cream
What are the strategic alternatives for brand development (i.e. the brand and product
development matrix)
Market penetration
Diversification
Market development
Product development
What is a product life cycle
Introduction>growth>maturity>decline
What are product life cycle strategies
Introdution -gain awareness-
Growth- stress differentiation-price to gain market share, more versions
Maturity - Maintain brand loyalty-reminder oriented
Decline - Harvesting or deletion-try to stay profitable but minimal promotion
What are the internal and external factors that influence pricing decisions
Internal factors – Marketing objectives
Marketing mix strategy
Costs
Organizational consideration
External factors- Nature of the market
Competition
Environmental factors (economy, resellers, government)
cost-based pricing
Setting prices based on the costs for producing, distributing, and selling the product. Ignores
demand and competition

demand elasticity
The quantity demanded or supplied that responds to price changes in a greater than
proportional manner
markup
The amount added to the cost price of goods to cover overhead and profit.
margin
The difference between the price at which you purchase a product and the price you sell the
product through the distribution channel.
Value based pricing
Pricing strategy that sets price primarily based on perceived or estimated value of a product to
the customer rather than according to the cost of the product or historical prices.
Competition based pricing
Pricing method that makes use of compeitors prices for similar products in setting the price.
Focuses on information from the market rather than production costs
Two different pricing strategies for new products
Skimming strategy -setting a high price for a new product to skim maximum revenues layer by
layer from segments willing to pay the high price
Penetration strategy -setting a low price for a new product in order to attract a large number of
buyers and a large market share.
Segmented pricing
Charging different price to different consumers according to their willingness to pay (capture
maximum surplus) (Ex: student discounts at AMC movie theaters)
Pricing mix pricing strategy
-Product Line pricing
Price steps between product line
(ie. Marritott Courtyard, Marriott resorts, JW Marriott)
-Optional-product pricing
Pricining optional or accessory products sold with the main product ((supplemental
software, printers sold with a new PC)
-Captive-product pricing (razor-blade pricing)
-pricing products that must be used with the main product
-Services:two-part pricing strategy(fixed fee plus variable usage rate
-Product bundling pricing
-pricing bundles of products sold together (common in fast food industry)

Why would companies initiate price changes and how do they respond to competitive price
changes
- increase profits
cost inflation
greater demand than can be supplied
has excess capacity
faces falling market share due to price competition
desires to be a market share leader
Respond by holding or adjusting their price based on what the competition is doing.