Competition oriented pricing policy
Most companies fix the price of their products after a careful consideration of the competitor's price structure. Deliberate policy may be formulated to sell its products in the competitive market. Tree policy alternatives are available to the firm under this pricing method:
1) Parity pricing or going rate pricing: under this method the price of a product is determined on the basis of the price of competitor's products. This method is used when the firm is new in the market or when the existing firm introduces a new product in the market. This method is used when there is a tough competition in the market. The method is based on the assumption that a new product will create demand only when its price is competitive. In such a case. The firm follows the market ledger.
2) Pricing below competition level or discount pricing: discount pricing means when the firm determines the price of its products below the competitive level i.e., below the price of the same products of the competitors. This policy pays where customers are price the method is used by new firm entering the market.
3) Pricing above competitive level or premium pricing: premium pricing means where the firm determines the price of its product above the price of the same products above the price of the same products of the competitors. Price of the firm product remains higher showing that its quality is better. The price policy is adopted by the firm of high repute only because they have created the image of quality producer in the minds of the public. They became the market leader.