PRICE

Price is the exchange value at which seller sells the product and the buyer buys the product.
The price must be right. It I should neither be too high nor too low. If the price is too high,
the customer’s may prefer competitors product and if it is too low, the firm may not get
adequate returns and also buyers may think that low price is equal to low quality.
Product’s price depends upon the several factors such as demand, cost, competition,
consumer tastes and preferences, etc. Proper price is important as it generates higher profits
and higher sales.

NOTEBOOK
1) HARD BOUND & SOFT BOUND BOOKS:-
Sundaram company has placed its product in three major markets which it segregates as
Gujarat, Maharashtra other than Mumbai and thirdly Mumbai whole as a market. The motive
of company to provide quality books to consumers at right prices. The product pricing for
these markets vary from one another due to difference in transportation costs, credit policies,
cost involved in manufacturing, discounts and so on. But internally the rural and urban
markets of the major markets the prices of books are same to maintain the market and any
above cost is borne by the company out of profits. Company follows cost of manufacturing
plus various costs included plus different factors and variables plus the markup. Price of hard
bound books is higher than soft bound books as the manufacturing cost is higher in it. But in
general the prices of the books are more or less as competitors price of books which provides
quality products.
Sundaram company moreover uses Cost Push and Pull pricing strategy for promoting its
product in market. A push strategy requires trade promotion activities such as incentives so as
to induce dealers to stock and push the product in the market.
A cost pull strategy requires promotional efforts directed at consumers, such as various sales
promotion schemes, and trade fairs so that the consumers demand the product from the
dealers.
Moreover push strategy is used and put main focus on because most of the consumers for the
stationery products such as books are not brand loyal and gets settle with whatever similar
products available with the retailers unless if they want some specifications which Sundaram
Company provides. So company pushes more products to dealers and retailers to stock.

TYPES SUNDARAM PRICES COMPETITOR PRICES

6 SUBJECTS BOOK 170 160

SOFT COVER 200 50 55

PAGES A4 SIZE BOOK
2) OFFICE STATIONERY:-
Sundaram Company provides large variety of stationery for office purpose like lekhan book,
cash memo book, challan book, voucher book, etc. All these books are made in view to be
useful for all types of businesses ranging from small to large scale organizations. The price of
the product is not too much costly so it is targeted to all size business where they provide
common inputs linked to all businesses. For this Company also uses price push strategy
requires trade promotion activities such as incentives so as to induce dealers to stock and
push the product in the market. Hence Company pushes more of office stationery products
near Corporate and office areas. As it is targeted towards all business houses Company tries
to provide product at right prices inorder to increase sales and earn brand loyalty from
corporate houses.

3) E-CLASS:-
As the E-class provides digital platform of learning to students of 1st to 10th standard of
Maharashtra State Board and school to ease the burden of studies and provide innovative
learning. The price to get this varies as per standards, subjects and languages chosen, but
generally price is affordable with the technology and quality of education which they
provides. Also the one of the motive of keeping affordable price is to give all students the
privilege of the e-platform. Also the Maharashtra being the largest state he company can
cover the large number of Maharashtra State Board students and cover all costs and make it
profit earning product with enhancing educational platform with technology.
Company uses Slow Slimming pricing method for this product. Slow skimming method is
that the product is launched at relatively high price and with low promotional expenditure.
This pricing method is used because the market is of limited size so low promotional
expenditure and also the potential buyers or the target audience are aware of the product’s
features, uses, etc. and they are ready to pay the given quoted prices.

4) EDZAM:-
Edzam is the e-learning app designed for students to enhance their understanding and love
learning. For trial some of the videos are free for students to try and learn the functioning of
the app. After that the app charges the using fees of the premium videos which is quite high
since the app is very useful and effective and targets all students overall irrespective of any
educational board as in the case of e-class. The e-class and price is set on the basis the
features provided like chapter videos, chapter revision, question and answers section,
multiple choice questions games, etc. and also the high cost of designing an app.
For this product company uses Rapid Skimming pricing method. Rapid Skimming pricing
method is that the product can be launched at a high price and with high promotional
expenditure. This pricing method is used because the target market is large in size, so high
promotional expenditure, also the product is recently launched so a large part of market is
unaware of the product and therefore high promotion is required.
This strategy will enable the firm to build a good brand image which will enable to face
competition effectively in today’s competitive market.

TYBCOM -D
SUB:- MHRM
TOPIC:-MARKETING STRATEGIES OF SUNDARAM
MULTI PAP LTD.
YEAR:-2019-2020

ROLL NO. NAME SAP NO.

17 UMMEHANI CHITTAL 40311170116

25 PALAK DOSHI 40311170176
29 JAINI GALA 40311170204
70 PAYAL MEHTA 40311170448
84 TANISHA PATEL 40311170567
97 DARSHI SATRA 40311170632

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