Reduce Price to Improve Revenues and Margins

CHOICE 1 OBJECTIVE: ATTRACT CUSTOMERS

CHOICE 2 SEGMENTS: TARGETED COMPETITOR SEGMENT / STANDARD LEADER PRICE AGAINST ESTABLISHED STANDARD LEADER / AGAINST A TOP TIER STANDARD LEADER

CHOICE 3 COMPONENT: CHANGE THE BENEFIT PACKAGE

No.	SIC	Year	Notes
1	2320	1991	P-VH has taken market share from Arrow and others by covering all the price points. It offers medium-priced Van Heusen 417 and Hennessy shirts, ranging from $21 to $36. It offers upper-scale customers Geoffrey Beene, Cezani and Etienne Aigner labels at up to $45. The company is also the nation's largest private-label dress shirt maker.
2	3571	1999	Priced from $149 to $249, the Visor was at least one third cheaper than Palm was asking for comparable devices.
3	3576	1999	The personal digital assistant will retail for $499, about $100 less than what Palm announced last May.
4	3577	2005	Canon, which put the finishing touches on its new $99 PIXMA iP3000 printer last year, decided to position the machine against a comparable $129 Hewlett-Packard product. Canon built features into the printer such as two-sided paper printing and a second paper input tray that H-P's product lacked. The machine was soon selling briskly.
5	3651	2003	Dell's response to the iPod is a handsome silver and black unit with simple, easily understood buttons and a barrel-shaped scrolling device for navigating long song lists. The Dell DJ comes in two models, which vary only by the capacity of their hard disks. A 15-gigabyte model, which can hold over 3,700 songs, costs $249, or $50 less than Apple's 10-gigabyte iPod. A 20-gigabyte model, costs $329 versus $399 for Apple's 20-gigabyte iPod. Sturdy rubber feet and a rubberized material on the edges give the Dell a solid, high-quality feel. The Dell is also much bigger than the iPod. Some of that extra bulk is used to house a larger battery than Apple's. The Dell claims up to 16 hours of play time on a charge, which is double the iPod's eight hours. It also can record voice memos.
6	3674	1997	Analysts say that Intel's new pricing should help it stop losing market share to new low-priced chips introduced during the quarter by Advanced Micro Devices, Inc. and Cyrix Corp. Both rivals are trying to price chips at least 25% and as much as 50% below Intel's comparable chips. AMD officials said it would continue to price its chips 25% below Intel's comparable products.
7	3674	1997	Cyrix's new microprocessors cost much less than Intel chips. A Cyrix 233 MHz chip will cost $320, versus $636 for a comparable Pentium II.
8	7372	2009	When Westcon complained of high costs for Microsoft's portfolio of business software, a sales rep offered him a new version of Exchange—an e-mail systems software—for a monthly fee, while Microsoft maintained the bulky program and data on its own servers. The deal promised to save the company hundreds of thousands of dollars a year in hardware, software, and IT personnel costs.
9	7999	2003	Alpine Meadows ski resort recently added a daily, slightly restricted adult lift ticket for $39, down from $56 last year. Skiers at Alpine last spent $39 for a day pass in the 1989-90 season. Sugar Bowl quickly matched the offer this season. To deal with the heavy volume of skiers its $39 lift pass deal will attract, Alpine will cut off sales and parking (except to season pass holders) when the slopes and parking lot are deemed too crowded.

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