When thinking about pricing, do you base it on competitive alternatives or the value you deliver to customers? And what are the marketing trade-offs when choosing either option?
5 Answers
Kong Senior Director of Pricing and Packaging • 5y
At Intercom we believe in value-based pricing, which means we price primarily, but not exclusively, according to the perceived value of our proudct to our target buyers. ...
1740 Views
FICO Sr Director Strategy & Pricing • 3y
Basically, you do both. Working for premium product companies, you tend to optimize for customer value learnings. And then obviously recognize the reality of a compet...
729 Views
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LaunchDarkly Vice President Product Marketing • 4y
Hands down the value you deliver. In an ideal world, you figure out the willingness-to-pay (WTP) for your product in the market, and set your price close to the WTP line ...
750 Views
Vori Head of Product Marketing | Formerly Square, Intuit, Brex, Dandy, Klaviyo, PepsiCo, Heineken, Mondelez • 3y
It would be best if you considered both options when determining a pricing strategy for a product - based on my experience, the answer typically lies between both options...
552 Views
Uber Director, Global Head of Rider Product Marketing | Formerly Lyft, Hims & Hers, American Express • 4y
It’s always really tempting to look for “answers” among what competitors are doing. I think you should absolutely keep competitive moves in mind, but I would urge you to ...
317 Views
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