The 5 Cs of pricing provide a comprehensive framework for strategic pricing decisions. They include:

1. Company Objectives: The company's goals are pivotal in determining pricing. Whether the aim is to maximize profit, increase market share, or survive in a competitive market, it will directly influence the pricing strategy.
2. Cost: It involves calculating the total cost of producing a product or service, including fixed and variable costs. Pricing must cover these costs and provide a reasonable profit margin.
3. Customers: Understanding the perceived value of a product or service from the customer's perspective is crucial. Customers' willingness to pay, needs, and preferences shape pricing decisions. A price that reflects value to the customer can boost sales and customer loyalty.
4. Channel: The distribution methods used can impact pricing. For instance, selling directly to consumers may allow for lower prices than selling through intermediaries that require their margins.
5. Competition: Competition can set a benchmark, affect perceived value, or influence price elasticity. An awareness of competitors' pricing strategies and customers' perceptions of their offerings is essential for the brand's positioning and pricing strategies.

By considering all these aspects, businesses can ensure that their pricing supports profitability and aligns with market dynamics and customer expectations.