Raise Price to Improve Revenues and Margins

CHOICE 1 OBJECTIVE: RAISE PRICE, RAISE PERFORMANCE AND COST BY SMALLER AMOUNT

CHOICE 2 ISOLATE SEGMENTS: CUSTOMER SEGMENTS WHO PURCHASE PRODUCTS WITH HIGHER COST COMPONENTS

CHOICE 3 COMPONENT: CHANGE MAIN PRODUCT/IMPROVE EXPERIENCE/IMPROVE IMAGE

No.	SIC	Year	Notes
1	2085	1990	Trying to match bourbon success overseas, many US distillers are launching premium bourbons. Industry cynics suggest the only thing that's premium about them is the price: $15 and up per 750-mm bottle, double the tag on standard brands. Premium bourbons have more intense flavor than the cheaper versions. While most bourbons are stored in barrels for 4 years, many premiums age 6 or 8 or even 12 years. Age doesn't automatically mean quality, but it does impart mellowness.
2	3661	2005	Motorola is emphasizing high style in one new product, an ultrathin model called Slvr. It hopes Slvr will replicate the success of its Razr folding phone. The U.S. version of Slvr is for consumers who might spend $150 on a phone rather than the $300 a Razr costs.
3	3711	1990	Mercedes-Benz said it's raising its base prices of its 1990 US models by a relatively modest average of 2.2%. It said it is attempting to hold the line on some vehicle prices by including as standard some previously optional equipment at no additional cost.
4	3711	1987	American auto makers have been loading cars with non-optional extras that people pay for with their cars. As a result, the average price a consumer will pay for a domestic car will rise sharply from the current $13,113. On many popular models, the base sticker price will jump 6% to 8% from last year, and as much as 14% on some of the upscale cars.
5	3711	2003	Despite the bitter price war in the full-size truck market, Ford Motor raised sticker prices on its 2004 F-150 pickups by as much as 10%. This increase factored in now standard features and reduced the real increase to only 1-2%.
6	3711	1993	The automotive market is "increasingly robust." GM announces it will raise the prices of its 94 models by an average of 1.5% for cars and 2.2% for trucks. More previously optional equipment would become standard and included in the price.
7	3711	1990	The U.S. sales arm of Hyundai raised prices of its 1991 model cars as much as 7%. Price reflects new standard equipment.
8	5632	1991	Retail industry no longer based on selection of merchandise, but on consumer marketing. Victoria's Secret sold soap bars at 50 cents each. Now repackaged in lace, ribbon and sold 2 for $7.50.
9	5699	2001	In 2001, Swatch made $2.5 billion in revenue, making it the world's largest watchmaker. The company produces 18 different watch brands that range from the $30 Flik Flak to the $310,000 luxury Breguet.

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