The price of the diesel oil, the price of the raw materials, the price of the light… lately, and next to the word crisis, the word price one is of the most mentioned. Most of the companies they are struck by the macroeconomic situation and what is worse are forced to make a decision, again more, with regard to its prices.

Price, price, price…almost as an obsession appears by all sides and almost as a fear we are ourselves forced to decide on our prices. But the worse thing of everything is than who really see themselves affected by this vortex are those of always, the chiefs of a main directorate of all the companies, the client.

To play with the prices has a direct consequence and she is not other than to play with the elasticity of the demand. To greater price smaller demand and vice versa… is the Bible of the economists…

How to play with the prices without your demand is affected?

1. Fidelity: Before an increase of prices most of the clients it can make several things to avoid to have to consume that product and if it is not possible to avoid his consumption, example of the diesel oil, will try to reduce to the maximum that cost with multitude of eventful journeys: To change car by public transport, to reduce average speed, to pass of the gasohol premium to the normal one…

Unfortunately for you, industralist, you cannot make great thing if the hour has arrived to raise to prices and insurance that you will listen to complaints. That to do? Then unfortunately not much except for trying to award the faithful clients. At the moment they are the promotions by vol., by types of products, antiquity and things of the style the only ones that will help to handle the malaise you.

2. Resegmentar: Unfortunately to play with the prices always entails a diminution of the demand reason why now it is called on to redefine that are your clients and who are what they wish not to lose quota of market. Probably when returning to redefine that it is what they buy your clients and who is what they would wish to buy you can find new products that help you to palliate that diminution.

3. Sizes: When purchases a product usually you think about the price of three different forms: the cost by unit, the cost by package and the monthly cost. Psychologically, and at time of crisis, the habitual thing is that most of the buyers they are decided by consumptions of costs by unit with the belief to save at the moment of the purchase, although not in the long run. Por ello reducir tamaños de los envases puede ser una buena forma para no reducir tu demanda.

4. Desglose Precios: Para no confundir a los clientes solemos agrupar los precios por packs o por precio único. El menú del día en un restaurante tipo suele ser un buen ejemplo. Lo lógico es que el precio incluya platos, pan, bebida y café. Pues una forma de desglosar este precio acumulado sería desglosando el precio de acuerdo a platos y pan por un lado y bebida y café por el otro. La idea es que la subida del precio se perciba por unidad y no por el total y que los propios clientes decidan que es lo que quieren del pack y que no.

5. Marca: En momentos complicados es donde la persuasión del branding juega un papel clave. Si tus clientes han de decidir entre tu marca y la de tu competidor ¿Por que deben elegir la tuya? ¿Cómo se lo vas a transmitir? ¿Cómo vas a lograr que te elijan?

Manejar los precios siempre es un tema escabroso y siempre tendrá consecuencias por lo que trata de anticiparte a ellos de la mejor forma posible.