Product Pricing Definition, Strategies for Increased Demand

Do you ever wonder how the prices of products are…

Do you ever wonder how the prices of products are determined? Why are some products more expensive than others, even when they fulfill similar functions with the same level of effectiveness? Businesses don’t price products whimsically. This article will help you understand the product pricing process and its importance.

Read on to begin.

Wine bottles on display with each price tag clearly visible.
Photo by Akshay Chauhan on Unsplash

What is Product Pricing?

Product pricing is a strategy that determines the value of a product to a consumer when they make a purchasing decision. Factors such as market characteristics, input costs, a company’s business model, product characteristics, and utility affect product price. The price of competing products can also affect product price.

The three main factors to consider are:

  • The value you deliver to customers.
  • Your brand’s position in the market.
  • Competitor pricing strategies.

Why is it Important?

Product pricing is important because it dictates the growth margins of your business. Customers almost always avoid overpriced products, while companies may go bankrupt if they underprice their products.

The primary principle is to ensure customers get value from what they pay for, and companies profit from manufacturing and selling products.

Striking a balance between what customers are willing to pay for and company profits is key to pricing your products correctly.

The following section outlines the general process for determining a product’s price.

Key Product Pricing Steps

1. Summarize Variable Costs Per Product

This step means you must consider all costs related to producing your product. It can include raw materials, labor, and variable overhead costs (costs that change based on production volume).

Don’t forget that the time spent producing your product is also valuable; Include it in your cost summary. 

For example:

A shoemaker spends $50 on raw materials. The shoe design is intricate and time-consuming. The shoemaker decides to add an extra $30 to account for time and labor costs. Therefore, each shoe will cost $80 to produce.

2. Set Profit Margins

Profit margins are the minimum amount of money a company needs to profit from a sale. The company’s profit margin is calculated by subtracting total costs from total revenues. You have to manage this budget line to have a successful business. 

For example:

To earn a 25% profit, you need to price your product to cover variable product costs and make a 25% profit.

The shoemaker spends $80 to produce a pair of shoes. To earn a 25% profit, the shoemaker must sell the shoes for $100. 

($80 covers production costs, and the shoemaker has a $20 profit.)

But that’s not all you need to account for.

3. Account for Fixed Costs

Fixed costs refer to expenses incurred regardless of production. Companies pay these costs even if they aren’t producing and selling a product.

These costs are built into the company’s operating costs. Whether you sell ten products or a hundred, you pay the exact price. 

Fixed costs are challenging to determine. It’s why we highly recommend performing a break-even analysis. You may also use product price calculators to help make your job easier.

Bonus: Product Price Examples

Apart from your standard pricing process, you can also use these pricing strategies:

Competitor-Based Pricing

A competitor-based pricing strategy considers the prices your closest competitor charges. Your pricing can be derived by averaging the competitor’s price. Then, set your price higher or lower depending on your brand’s positioning. 

For example:

Apple can charge a lot of money for its products. Apart from top-quality products, they also have excellent market positioning.

Cost-Plus Pricing

Cost-Plus pricing refers to the classic formula of selling price calculation. 

Add your preferred pricing percentage to production costs for a single unit. 

For example:

Our shoemaker wants a 25% profit. He adds 25% on top of production costs. As shown below:

$80 (production cost) + $20 (25% of $80) = $100 (Product price required to generate a 25% profit) 

Value-Based Pricing

In value-based pricing, a product’s price is based on its value to the customer. (Plus production costs). Value-based pricing is most applicable to high-demand products. 

For example:

It turns out that Cristóbal Balenciaga designed the pair of shoes. Designer brands are notoriously expensive because of their perceived value. Instead of charging just $100 (profit + production cost), the shoes now cost $400. 


Identifying the factors important for increasing demand for your product is an important step in determining pricing. Price plays a vital role in the success of any business, but that’s not where product pricing ends. Understanding the three key steps above will help you sell products effectively without losing inventory.

Frequently asked questions

What are the 3 pricing strategies?

Cost-Based Pricing. Value-Based Pricing. Competition-Based Pricing.

What are product pricing strategies?

A pricing strategy establishes a price for a product or service by utilizing a model or method. The price calculator allows you to maximize profits and shareholder value while taking into account consumer demands and market demand.

How is demand based pricing implemented?

Price skimming: setting a high price initially in an effort to increase demand, then gradually lowering the price so the product can be seen by more consumers. Pricing discrimination: Product offering at different price points according to demand changes.

What are the methods of pricing?

  • Psychological pricing
  • Bundle pricing
  • High-low pricing
  • Competitive pricing
  • Premium pricing
  • Penetration pricing. A business cannot enter a new market and immediately capture market share, but penetration pricing can get you started.
  • Skimming pricing
  • Cost-plus pricing

What is the key to demand oriented pricing?

Accordingly, all expenses and costs are calculated, after which the desired profit is added to arrive at the price. Marketers who use demand-based pricing try to determine what consumers are willing to pay for goods and services. This method of pricing relies on the consumer’s perceived value of the item.

What are the three major pricing strategies?

In this short guide, we discuss three major pricing strategies: Cost-Based Pricing and Cost-Oriented Pricing. Value-Based Pricing. Competition-Based Pricing.

What is demand pricing strategy?

As a result of demand-based pricing, the product price is determined by customer demand and perceived value. As a result, customer responses are considered and a suitable price is determined. The factors considered include manufacturing cost, location, market competition, and quality. Here are a few of the strategies.

What is the factor that affect demand based pricing?

Three factors affect the perception that the product offers value, how many buyers there are, and how sensitive they are to price changes. Companies must collect data on the size of markets to understand how price sensitive customers are.

What are the 5 product mix pricing strategies?

  • Bundle pricing for several products.
  • The potential cost of products with complementary characteristics.
  • By-product pricing – by-products
  • Pricing options – products that are optional or accessories.
  • Pricing of a product line – the products in that product line.

What is an example of demand based pricing?

Airliner provides one of the most prominent examples of demand-based pricing. Timing and seasonality vary flight prices. In New Year’s Eve, airlines usually charge higher prices for tickets to Las Vegas than they do most other times.

How do you define product strategy?

In a product strategy, a company outlines its strategy for its product offerings by telling the company where its products are headed, how they will get there, and why they will succeed. A product strategy allows you to focus on one specific market and feature set instead of trying to be everything to everyone.

What are the 4 pricing strategies?

Depending on the industry and business model, value-based, competition-based strategies, cost-plus, and dynamic pricing are all commonly employed pricing strategies.

What is the importance of product pricing?

Pricing is important since it reflects the value that your products are worth for you to manufacture and for your customers to use. This price point helps customers gauge whether time and investment is worth it.

Product Pricing Definition, Strategies for Increased Demand

Abir is a data analyst and researcher. Among her interests are artificial intelligence, machine learning, and natural language processing. As a humanitarian and educator, she actively supports women in tech and promotes diversity.

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