Definition
Price skimming is a pricing strategy in which a marketer sets a relatively high initial price for a product or service at first, then lowers the price over time. It’s often used during a product’s introductory phase to maximize profit from early adopters. This strategy allows businesses to recover the cost of development quickly before competition enters the market.
Phonetic
The pronunciation of “Price Skimming” in the International Phonetic Alphabet (IPA) would be: /praɪs ˈskɪmɪŋ/
Key Takeaways
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- Maximizing Early Profits: Price skimming is a pricing strategy that allows businesses to maximize their profits on a new product or service at its early life or introduction stage. This strategy takes advantage of early adopters who are willing to pay a high price to have the product first.
- Recovering R&D Costs: An advantage of the price skimming strategy is that it allows for a quick recovery of research and development costs. The higher initial price can help the company recoup its investment more quickly before the market becomes saturated or competitors introduce similar products at lower prices.
- Positioning and Value Perception: Price skimming can also help to position the product or service as being more valuable or premium. The high price can create a perception of a high-quality or unique product. However, it is important for the quality of the product to match this perception to avoid customer dissatisfaction and damage to the brand’s reputation in the long run.
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Importance
Price skimming is an important business/finance term as it refers to a pricing strategy where a marketer sets a relatively high price for a product or service at first, then lowers the price over time. It is a financially beneficial strategy that can help a company recover its production costs early and enables it to maximize its profits from a market segment willing to pay a premium price for a product or service. Price skimming is particularly useful during a product’s introductory phase, when the demand of early adopters is high, and competition is low. However, over time, as more competition enters the market, the company can lower the price strategically to appeal to more price-sensitive segments.
Explanation
Price skimming is a pricing strategy utilized by businesses to capture maximum revenue from their customers. The strategy revolves around setting higher initial prices when a product or service first launches, typically for a novel offering where the company holds a competitive advantage or has substantial unique value. This is usually deployed when the product is so compelling or innovative that early adopters or those with high purchasing power are willing to pay a premium price, thus allowing businesses to recoup initial investment costs quickly.Moreover, price skimming aids in segmenting the market by gradually lowering the price over time, which attracts price-sensitive customers who were reluctant to purchase the product or service at its initial cost. This strategy also maintains the product’s high-quality image. With this, a company can effectively tap into various economic segments of the market, enabling them to maximize profits throughout the product’s life cycle. Price skimming strategy can therefore be a valuable tool for businesses, especially those in technology or luxury goods industries, where innovation and differentiation are key.
Examples
1. Apple Inc.: Apple is a well-known example of successful price skimming. When the company releases a new iPhone, the price is initially very high, often around $1,000 or more. Tech-savvy consumers who want the latest technology are willing to pay this high price at first. After a few months, however, Apple begins to slowly lower the price of the iPhone to make it more affordable for a broader audience. As the price drops, different segments of the consumer market are targeted, but Apple succeeds in gaining substantial profits due to the early high price.2. PlayStation 5: When Sony launched its PlayStation 5 (PS5) console in 2020, the company used a price skimming strategy. Initially, the PS5 was priced at a premium, exploiting the high demand among hardcore gamers who were willing to pay top dollar to get their hands on the latest gaming technology. As the hype around the product decreased and the market saturation increased, Sony could consider reducing the price to attract a larger, more price-sensitive audience. 3. Pharmaceuticals: The pharmaceutical industry often employs a price skimming strategy, particularly when a new, breakthrough drug comes to market. When the life-saving EpiPen was first introduced, for example, its high price was justified by the lack of competition and its unique value proposition. Although the price has decreased somewhat over the years due to public outcry and increased competition, early skimming enabled the pharmaceutical company to recoup its investment quickly.
Frequently Asked Questions(FAQ)
What is Price Skimming?
Price Skimming is a pricing strategy where a business initially sets its product or service’s price high and then gradually lowers it over time. It’s often used for new, innovative, or high-demand products.
When is Price Skimming typically used?
Price Skimming is often used when a product is first introduced into the market, especially if it has innovative features or aspects that differentiate it from existing products.
What are the benefits of Price Skimming?
There are several benefits to Price Skimming. These include maximising profits in the initial stages when there is less competition, recovering research and development costs quickly, and creating a perception of product quality and exclusivity.
Are there any downsides to Price Skimming?
Yes, the strategy may lead to lower sales volumes as the high price can deter some customers. Additionally, if the high price isn’t justified or doesn’t match the product’s perceived value, it can negatively affect a brand’s reputation.
Does Price Skimming work for all types of products?
No, Price Skimming is generally most effective for new, innovative products that offer unique advantages or have a high perceived value. It’s not as effective for commoditized products where differentiation is challenging.
How does Price Skimming differ from Penetration Pricing?
The two strategies are quite the opposite. While Price Skimming starts with a higher price which is gradually reduced over time, Penetration Pricing involves setting a lower initial price to quickly attract customers and gain market share.
Can Price Skimming deter competition?
To some extent, yes. A high initial price may make it less attractive for competitors to try and offer a similar product at a lower price, especially if customers are willing to pay the high price due to the product’s perceived value and quality.
Related Finance Terms
- Market Segmentation
- Product Life Cycle
- Early Adopters
- Brand Loyalty
- Price Discrimination
Sources for More Information
