Question

​refer to scenario 12.3. given ray-ban's plan for positioning the new sunglass line, they should use a ____ strategy when introducing their new product.

Answer 1

Suppose that Ray-Ban is considering a new line of sunglasses that would be sold in major department stores. The new line would be positioned as a more distinctive brand than the typical glasses sold through department stores, and would be priced higher than other brands in the store, but a lower price line than the current Ray-Ban lines that are sold through more selective stores. In determining the price for this sunglass line, Ray-Ban wants to gather information about all brands sold in department stores and about customers' perceptions of those brands.

Given Ray-Ban's plan for positioning the new sunglass line, they should use a price skimming strategy when introducing their new product.

Price skimming is a pricing strategy in which a marketer sets a relatively high initial price for a product or service at first, then lowers the price over time. It is a temporal version of price discrimination/yield management.