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(Tactics), Tatics - Coggle Diagram

- - - - prevent direct price competition
        
        eg. Airline fares
        
        different price for the same flight
        
        ( advance booking & refund flexibility )
        
        shift focus
        
        convenience or service
    - - create ambiguity
        
        shift focus from price to product features
    - - Unique specs/designs
        
        reduce price focus
        
        highlight Quality
    - - Low-cost: Match competitors.
      - Quality: Use subtle differences to avoid price comparisons.
- - - - earn steady profits from loyal customers
      - one store lowers $199
        
        captures all price-sensitive customers
        
        trigger Price War
  - - - create a “fog of prices”
- - - - competition from Walmart, Amazon, and economic downturn
    - - Ron Johnson's "Fair and Square"
        
        eliminate discount
        
        used whole-number pricing (eg. $9.99 to $10 )
      - Psychological Impact
        
        Ignored consumer habits, failed to attract higher-spending clientele.
- - - - shifts focus to service and convenience
        
        ( eg. purchasing time or refund flexibility )
- - - - affordable teas in standard sizes
        
        premium teas in non-standard sizes