100%(11)11 out of 11 people found this document helpful
This preview shows page 7 - 10 out of 17 pages.
Firstly, the strategy used by Marrybrown in product mix pricing strategies is product-line pricing. A product line pricing strategy is a strategy in which the company sets theprice steps between various products in a product line based on cost differences betweenthe products, customer evaluation of different features and competitors’ prices.Marrybrown provides several foods such as Nasi Marrybrown, burger, fish, nasi lemak,porridge and kids meal. The price range is due to the ingredients used and also the set ofthe food. For example, kids meal will be cheaper than others because it is in a smallerquantity.In addition, Marrybrown also uses the product bundle pricing strategy. Marrybrownoften combines their several products and offers the bundle at a reduced price, then thebundles of products together to the consumer. For Nasi Marrybrown, Marrybrown offersthe rice, crunchy peanuts, “acar”, chicken and drinks in the same set of food. For othersexample, Marrybrown combines the crispy chicken, prawn fingers, chicken fillet, fishnuggets, vegetable salad, mashed potato and drinks as the Variety Combo, then sell themin a lower price compare to the sum of their separate purchase prices. This will attractscustomers to purchase it as they can enjoy the food at a lower price.Page | 7
2.2.4 Price Adjustment StrategiesCompanies usually used price adjustment strategies adjust their basic price toaccount various customers differences and changing situation. Marrybrown also usessome pricing adjustment strategies to set the price of Nasi Marrybrown.One of the pricing adjustment strategies used by Marrybrown is the InternationalPricing. They will set a higher price for their products if the economic condition is welland vice versa. The sellers can certainly set their price lower than their competitors as theconsumers will think that that they can consume the same kind of products at a lowerprice compared to others competitors. Consumers perception and preferences areimportant as well because consumer will continue to support Marrybrown andrecommend them to friends in the future if they are satisfied with the products.Furthermore, Marrybrown also apply the Segmented Pricing. This occur when thecompany sells a product or service at two or more prices, even though the difference inprices is not based on differences in costs. Marrybrown sell the Nasi Marrybrown in aregular set and large set. These two sets are in the different price although they have thesame quality but different quantity. The different size of the product are priced differentlybut not according to the differences in their costs.Page | 8
2.3 PLACE STRATEGY2.3.1 MARKETING CHANNELS / DISTRIBUTION CHANNELSMarketing channel is a system of marketing institution that enhances the physicalflow of goods and services, along with ownership title, from producer to customer orbusiness user.