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: OFFER A TRADE-IN ALLOWANCE
| No. | SIC | Year | Notes |
| 1 | 3571 | 1994 | Cabletron offers discounts of up to 30% to SynOptics customers, provided they turn in their SynOptics equipment. |
| 2 | 3571 | 1995 | To lure customers of 3Com and Chipcom, Cabletron is planning to announce today a trade-up program, offering to apply a discount of as much as 40% of the price of 3Com or Chipcom equipment toward the purchase of a Cabletron replacement. |
| 3 | 5122 | 2001 | Pricing is a big issue when it comes to the pharmacy benefit management (PBM) industry. Caremark RX recently lost one of its mail-order prescription drug clients (Oxford Health Plans) as it canceled its contract. Caremark's rival, Merck, offered $87 million for Oxford to switch. |
| 4 | 7375 | 2002 | Microsoft is launching a new advertising campaign to persuade America Online customers to switch to their Internet service, Microsoft Network. MSN will offer $50 rebates and a month's free service with a 12-month contract for those who change from AOL. |
| 5 | 7375 | 2005 | SBC Communications, which kicked off a boom in discounting among its competitors, upped the ante by offering free Internet for three months to cable broadband subscribers who switched from competitors. |
| 6 | 7841 | 2005 | Blockbuster has struck against Netflix by announcing that it will give members of its competitor's service two free months of movies and free DVD if they switch over. |
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