PRICE ANALYSIS

Marketing Objectives Affecting Pricing Decisions

Mr. Martin Case

Current Profit Maximization

Choose the Price that Produces the Maximum Current
Profit, Cash Flow or ROI.
SETTING PRICE

CUSTOMER MARKETING STRATEGY,

PERCEPTIONS OF OBJECTIVES, MIX
VALUE

Setting
Prices
MARKET AND PRODUCT
COMPETITION COSTS
Our considerations are:
Alba Pastilles is food and beverage products. The current situation is cannot differentiate
products from other competitors, then Mr. Martin must adjust prices with other
distributors and resellers in order to differentiate from others
 External Factors:
- Pak Martin’s competitors are from online seller and other similar product.
- product demand: lack awareness of this product, only certain people (age above 20) who knows alba pastilles
Market Pricing Objectives
Target Positioning
Decisions
Internal Factors
Distribution cost and profit to Pak Martin (Usually the margin for retailer is around 30 – 40 % of the published price)
Factors to Consider when Setting Prices SETTING PRICE
SETTING PRICE

1. Price Objective
To set price at the best price to attract consumers in 2. Determine
order to increase sales and revenue of Mr. Martin as demand
the distributors of Alba Pastilles at Yogya
Supermarket

4. Analyze
6. Select final 5. Select 3. Estimate
competitor
price pricing method costs
price mix
SETTING PRICE

2. Determine 3. Estimate
1. Price
demand costs
Objective
(NO DATA) (NO DATA)

4. Analyze
6. Select final 5. Select pricing
competitor
price method
price mix
SETTING PRICE
By Distribution Online
4. Analyze
By Product
No Distributor E-commerce Price Weight
No Brand Price
competitor 1 Hexos Mint IDR 21.500
1 Very Simple Bukalapak IDR 9.500 100g

price mix 2 MintZ IDR 8.100

2
3
supershop15
Very simple
Shopee
Shopee
IDR 12.000
IDR 9.000
100g
100g

3 GoFress IDR 9.500 4 fiiena_storee Shopee IDR 13.000 100g

Lowest price : IDR 8.450 4 Tic Tac IDR 9.900

5 istanacemilan Shopee IDR 12.000 100g

Highest price: IDR 13.000 6 eatanddrink Shopee IDR 13.000 100g

5 Ricola IDR 21.500
Average : IDR 10.902 7 kedainonie Shopee IDR 9.000 100g

Price at Yogya Supermarket: Pagoda 8 Eat and Drink Tokopedia IDR 13.000 100g
6 IDR 6.000
Pastilles
IDR 9.100 9 Toko 61 BDG Tokopedia IDR 9.000 100g
10 Lemuelknitworks Tokopedia IDR 9.500 100g
11 Istana cemilan Bibli IDR 12.000 100g
12 K-24 K24klik IDR 10.980 100g
13 kripiksingkong Lazada IDR 11.100 100g
14 supershop15 Lazada IDR 8.450 100g
15 supershop Elevenia IDR 12.000 100g
SETTING PRICE
4. Analyze
1. Select the price 2. Determine
3. Estimate costs competitor price
objective demand
mix

5. Select pricing method

We are using Competition-based Pricing, that is setting
prices based on competitors’ strategies, costs, prices, and
Select final price market offerings. Consumers will base their judgments of a
product’s value on the prices that competitors charge for
similar products (Alba Pastilles).
SETTING PRICE
4. Analyze
1. Select the 2. Determine 3. Estimate 5. Select
competitor
price objective demand costs pricing method
price mix

6. Select final price

Based on the result of the survey on the selling price set by Mr. Martin’s competitor :
Lowest price : IDR 8.450
Highest price : IDR 13.000
Average : IDR 10.902
Price at Yogya Supermarket: IDR 9.100

Then we recommend the selling price of Alba Pastiles by Mr. Martin is …..
(mau ambil harga rata2 aja atau jual dg harga paling murah?)
SETTING PRICE Product Mix Pricing Strategies

Product-Bundle Pricing
(Pricing Bundles Of Products Sold Together)
Example:
Snacks + Alba Pastilles
Cigarettes + Alba Pastilles
Cough medicine + Alba Pastilles
RECOMMENDATION FOR ADDING
NEW VALUE
• Positioning product
• Pemasaran di convinence store (indomaret, alfamart, cirle K, dsb)
• Dimarketkan sebagai permen pencuci mulut di restaurant – restaurant (Free in
restaurant atau café) -> seperti sushitei kasi permen setelah bayar
• Dijual juga melalui platform go-food /grab-food / penjualan online lainnya
KESIMPULAN
• Alba Pastilles masih di cari sampai sekarang oleh orang-orang di Indonesia, terbukti
dari postingan Instagram dan Facebook yang kami temukan, bahwa sampai tahun
2018, orang-orang masih ingin mengkonsumsi permen tersebut. Sayangnya, Alba
Pastilles sudah dianggap sebagai permen yang sulit ditemukan, bahkan ada yang
beranggapan permen ini sudah tidak diproduksi lagi

• Dipasaran, utamanya orang-orang yang menjual secara online tanpa melewati

distribusi Pak Martin, harga yang ditawarkan ada pada range Rp8.000,- sampai
Rp10.980,-

• Demografi orang-orang yang membeli adalah orang-orang dewasa, jarang ditemui

anak yang menyukai rasa dari Alba Pastilles