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Pricing and Sales Promotion
Give two examples of brands where manufacturing costs are well below the selling price.
Example 1: Nike
Nike is a well-known brand that manufactures athletic footwear and apparel. They have a
significant presence in Atlanta, Georgia. Nike is known for its high-quality products and strong
brand image. The manufacturing costs of Nike products, including labor, materials, and
production expenses, are relatively low compared to their selling prices. This is due to several
factors, such as economies of scale, efficient supply chain management, and outsourcing
production to countries with lower labor costs.
Example 2: Coca-Cola
Coca-Cola is another well-known brand with a significant manufacturing presence in Atlanta,
Georgia. As a leading beverage company, Coca-Cola produces a wide range of soft drinks,
including its iconic Coca-Cola brand. The manufacturing costs of Coca-Cola products are
typically low compared to their selling prices. This is because the ingredients used in their
beverages, such as water, sugar, and flavorings, are relatively inexpensive in bulk. Additionally,
Coca-Cola benefits from economies of scale in production, efficient distribution networks, and
strong brand loyalty, allowing them to maintain a healthy profit margin.
How have the companies successfully charged high prices to the brand's consumers, despite
the low manufacturing costs?
Nike and Coca-Cola have successfully charged high prices to their consumers despite
having low manufacturing costs due to several key factors. Firstly, both brands have invested
heavily in branding and marketing strategies to establish themselves as premium brands. Nike,
for instance, has built a strong brand image associated with quality, innovation, and performance
in the athletic footwear and apparel industry. This branding allows Nike to command a price
premium, even though its manufacturing costs may be relatively low (Principles of Marketing,
2015). Similarly, Coca-Cola has invested in marketing and advertising campaigns to create a
strong emotional connection with consumers. By fostering a sense of nostalgia, tradition, and
happiness, Coca-Cola has positioned itself as an iconic brand in the beverage industry, justifying
higher prices (Stokes, 2020).
Secondly, both companies focus on product differentiation to justify higher prices. Nike
continuously introduces new and innovative products, leveraging advanced technologies and
materials. By offering unique features and superior performance, Nike creates a perception of
value among consumers, which justifies the higher prices they charge (Principles of Marketing,
2015). Coca-Cola also benefits from product differentiation through its wide range of beverages,
flavors, and packaging options. By offering diverse choices and catering to different consumer
preferences, Coca-Cola maintains a competitive edge and can charge premium prices (Stokes,
2020).
Additionally, selective distribution strategies contribute to the success of charging higher
prices. Nike and Coca-Cola carefully choose their distribution channels, partnering with
premium retailers and limiting the availability of their products. This exclusivity enhances their
products' perceived value and desirability, enabling them to maintain higher price points
(Principles of Marketing, 2015).
How is customer information used as a part of the pricing strategy?
Customer information plays a vital role in shaping the pricing strategy of brands like Nike and
Coca-Cola. These companies leverage market research and customer insights to understand
consumer preferences, behaviors, and willingness to pay. By conducting market research, Nike
and Coca-Cola gather data on consumer segments, their buying habits, and their perceptions of
value. This information helps them identify target markets and tailor their pricing strategies
accordingly. For example, if customer research reveals that a particular segment is willing to pay
a premium for exclusive or limited-edition products, Nike can introduce higher-priced special
editions to cater to this demand (Mishra et al., 2021).
Moreover, customer information enables these brands to implement personalized pricing
strategies. Nike and Coca-Cola can offer customized pricing incentives by analyzing individual
customer data, such as purchase history, loyalty, and engagement. This may include personalized
discounts, loyalty programs, or special offers, which enhance customer satisfaction and
encourage repeat purchases (Mishra et al., 2021).
In summary, brands like Nike and Coca-Cola in Atlanta, Georgia, keep their
manufacturing costs low through economies of scale, outsourcing, and supply chain
optimization. Despite the low manufacturing costs, they maintain healthy profit margins through
solid brand equity, marketing efforts, product differentiation, and effective pricing strategies.
Customer information is a foundation for understanding consumer preferences and willingness to
pay. By leveraging this information, brands like Nike and Coca-Cola can develop effective
pricing strategies that maximize profitability while maintaining strong customer relationships. It
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Important weights
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