Reduce Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: RETAIN CUSTOMERS
CHOICE 2 ISOLATE SEGMENTS: TARGETED COMPETITOR SEGMENT
CHOICE 3 COMPONENT: OFFER A TRADE-IN ALLOWANCE
| No. | SIC | Year | Notes |
| 1 | 7372 | 1991 | Lotus will offer discounts on Lotus 1-2-3. The discounts are for owners of Excel or Quattro Pro: $150 retail (vs. $595). Recently, Microsoft (Excel) and Borland (Quattro Pro) offered deep discounts to Lotus users who switched, helping drive down Lotus's share of spreadsheet unit sales from 73% (89) to 48% (91). |
| 2 | 7372 | 1991 | Moving to halt steep market share losses, Lotus for the first time will offer competitors' customers sharp discounts on its industry-leading Lotus 1-2-3 spreadsheet software. It will sell its latest 1-2-3 version to owners of Excel or Quattro Pro for a suggested retail price of $150, or as low as $99 through distributors. The product now carries a list price of $595. Microsoft and Borland have made enormous advances against Lotus recently by offering deep discounts to Lotus users who switched. |
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