The price is the amount of money that must be paid by consumers to obtain a product or service. In marketing, price is one important factor affecting the marketing of a product. High and low prices are always a major concern of consumers when they search for a product. So that the price offered to special consideration, before they decide to buy goods or use a service. Of the habits of consumers, it can be concluded that the pricing strategy is very influential on the sale or marketing of the products offered.

In determining the price, each business may have different strategies – different. But any strategy that they run still has the same goal. Basically the purpose of price fixing has four orientations, among others, namely:

1. The purpose of profit-oriented

Every effort is always to choose the pricing that aims to generate profit the most., but because the amount of competition, so that a business is often difficulty in ensuring that prices can generate the most profit. As a solution the business profit targets approach, namely large profits in accordance with profit targets.

2. Goal-oriented volume

Determination of volume-oriented, aimed at set prices to achieve sales volume targets or certain market share. Usually cheaper, than the profit-oriented pricing.

3. Goal-oriented image / image

Pricing is aimed at forming the image or product image of a business. For example, by providing the lowest price to instill cheap image on the products you offer.

4. The objective of price stability-oriented

Orientation on price stability objective to maintain the stability of product prices with the price of a business owned by its competitors.

Based on the pricing objectives that have been discussed, product pricing has several strategies that can be used for new products or old products are tailored to existing conditions. Here we give some way / pricing strategies that can be used:

1. New product pricing strategies

In setting prices of new products, try to determine the price that can attract market interest. There are two ways that can be used in pricing new products, which are as follows:

* Skimming price

That set a high price on a new product, along with promotion of large – scale. Then the longer, the price will be more down. For example, in electronic products such as mobile phones, laptops, or computers.

* Penetration price

Penetration price is the opposite of skimming price, by setting the initial price as low as possible to reach a wide market share reaches all circles in order to build the image on the consumer. For example, the rate of new carrier services.

2. Implementation strategies that have long product prices in the market

For product pricing that has long circulated in the market, usually to change the price if it influenced the market environment changes or a shift in consumer demand. To overcome these factors, the producers use three pricing strategies as follows:

1. To maintain a position in the market and the image that has been embedded in society, producers use a strategy to keep prices on the market.
2. Manufacturer lower the price, but if you use these strategies should producers have a large reserve expense of having to accept smaller profits.
3. Raise product prices, this strategy is an attempt to maintain profits amid rising production costs.Listen

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