6.9 : 新製品の価格戦略

The two most prevalent pricing strategies for new products are market-skimming and market-penetration pricing.

In market skimming pricing, a company sets a high initial price for a new offering and gradually lowers it over time.

It is often used for innovative or unique products with limited competition, allowing the company to capture the maximum value from early adopters.

For example, Apple launches its iPhone models at a high price, targeting early adopters willing to pay a premium.

As newer versions are launched, it reduces the price of the older ones, expanding its market reach.

On the other hand, market penetration pricing involves setting a low initial price to attract price-sensitive customers and gain market share quickly.

This strategy is used for products with mass appeal and high competition.

For example, Xiaomi, the world's second-largest smartphone manufacturer, uses this strategy by launching quality phones at lower prices to capture the market rapidly.

In conclusion, price skimming works best for products with inelastic demand, while price penetration is effective for products with high price elasticity.