Pricing: Market Penetration Pricing

Market penetration pricing is used by many businesses wanting a quick entry for new products or by businesses wanting to grow their share of the market.

To develop a successful pricing strategy for your small business growth, you need to understand your market, your product and your competition.

You will need to perform competitive intelligence and/or refer to your competitive analysis in your marketing plan to gain an understanding of competitive strategy; you need to be able to predict how your competition will react to your pricing strategy.

You will need to have a strong marketing mix product strategy and have developed unique product differentiation for your market segmentation. You will also have to ensure that your product positioning is 'right' for your targeted market.

Market penetration pricing is a strategy to gain market share (or penetrate the market) by setting the lowest price in the market.

In order to be able to set the lowest price, the business must be capable of producing with low costs or have enough capital funds to hold on while prices are low (my advice: unless you have the lowest costs in the market and/or you have a very big reserve fund, do not use this strategy).

This low price model could be used if the market is highly price sensitive (and price elasticity is high); manufacturing and distribution costs are low; and the low price you use will discourage new competitors from entering the market and encourage existing competitors to leave the market.

Market Penetration Pricing

• What it is: A strategy often used when introducing new products to the market or when trying to gain significant market share. The concept is that the new low, 'introductory' price will entice customers to buy. Prices are low to attract attention and buyers.

• Why and When to use it: This should be used only if you feel you need a low price to stimulate attention from the market and if you want to hold off or stall competitors from entering the market (they might be scared off at the low margins).

  This is most successful when used for products that are mass produced and therefore have some economies of scale: you will be ramping production up to launch the new product and therefore your costs per unit should be lower.

When building your sales plan include the pricing strategy details, for example market penetration pricing, in the assumptions section of the plan (if using several strategies include that information). Include also the reasons why you are using the specified pricing strategy or strategies - you want to be able to define why you've chosen the strategy and also what you expect the market response to be.

Then, when you're assessing and comparing results to the plan, you can determine whether or not that strategy has been successful for you, or not. If not, change to another strategy to see if it fits better.

Remember that market conditions, your customers and your competition do not stand still, strategies will need to be revised, updated, and changed as the business environment changes. (Also remember that most strategies - particular pricing strategies - are not a perfect-fit; look for a best-fit with your business and strategic plan.)

Return from Penetration Pricing to Pricing.

Or Return From Market Penetration Pricing to More-For-Small-Business.