Оптимізація ціноутворення в брендингу

Abstract

Стаття присвячена оптимізації процесу ціноутворення брендових товарів. Запропоновано алгоритм розробки ціни, що включає позиціювання товару і вираження ідентичності бренду, а також забезпечення відповідних прибутків в каналах розподілу. Уточнено методологічні засади використання вертикальних маркетингових систем розподілу в процесі ціноутворення брендового товару. Ключові слова: бренд, ціна, ціноутворення, позиціонування, маркетингова система розподілу.

Price is one of the main factors influencing the decision to buy. If the price is not enough, because it is too high or too low, the consumer will probably refuse to buy. This raises the question of streamlining the process of pricing the branded product, improving its algorithm and methodology. Brand highlights of all the characteristics of the goods those that are important to the consumer and facilitates the understanding of the product. The brand value is estimated in monetary terms as the monetary award, which is presented to consumers, which followers of this brand agree to pay for it. The pricing in the company should be guided by the positioning of the product and an expression of brand identity, and ensuring that revenue in distribution channels. To solve the problem the following algorithm can be applied: set the minimum (non-profit) price level, which calculates the cost of production of goods, cost of sales, merchandising and the like. The price level is set based on the company's strategy of bringing products to market, which implies a focus on the recognition and representation of goods to consumers. Based on the system of brand identity is established a price that will reflect the personality of the brand. It should be monitored so that in the case where the brand name of a product already positioned in the market, with the introduction of new products under this brand these products should be positioned in the corresponding price range so as not to undermine the system of identity that already exists. We are talking about the price in the final channel of distribution, which is difficult to control by the manufacturer. After you establish a price that reflects the brand identity, the necessary adjustment towards the attractiveness of distribution channels, that is, the return for Resellers. To collect information the manufacturer should use the cooperation and support from other participants, members of the vertical marketing system of distribution. For the success of the communication policy of the brand, the manufacturer must enter into one of the vertical marketing systems distribution: in the case of a powerful, financially independent of the manufacturer – in the system of retail holders of privileges under the auspices of the manufacturer, in the system the wholesale of holders of privileges under the auspices of the manufacturer; in the case of a small business manufacturer in the managed vertical marketing system. Keywords: brand, price, pricing, positioning, marketing distribution system.