Reduce Price to Improve Revenues and Margins

CHOICE 1 OBJECTIVE: REWARD CUSTOMERS

CHOICE 2 SEGMENTS: COMPANY REVENUE IMPROVEMENT SEGMENT / RECRUIT OTHER CUSTOMERS ON THE COMPANY'S BEHALF

CHOICE 3 COMPONENT: CHANGE THE LIST PRICE

No. SIC Year Notes
1 3576 2001 Cisco sells products two ways: directly to big customers and indirectly through distributors. The gear is sold to distributors at from 38% to 42% off the list price, depending on how much they buy. Those distributors tack on an extra 10% when they sell to others. So the final customer may pay 30% to 35% under list for new gear.
2 4813 1991 MCI beefed up computer systems to permit innovative residential calling services, such as the new Friends & Family plan, which offers 20% discounts on calls to pre-selected parties.
3 4813 1991 MCI's Family and Friends rate offers a 20% discount to any 12 #s of the customer's choosing–if both sides have MCI.
4 4813 1992 AT&T will subtract 10% of its fee on frequently dialed int'l calls. The catch is that the numbers called must be AT&T long-distance customers as well.
5 4813 1992 MCI says Friends & Family customers call 25% more than they used to, at least initially, and are 20% less likely to drop MCI.
6 4813 1993 MCI's "Friends and Family" program offers discounts to groups of MCI customers who phone one another: very successful. MCI share of US market has expanded 14% to 17%, while AT&T's has contracted from 68% to 66%. MCI has a sophisticated billing system needed to link accounts of customers from all over the country: AT&T doesn't (makes Friends and Family possible).
7 4813 1995 New MCI Friends and Family offers 50% off when you call other MCI customers in your designated calling circle.
8 4931 2000 Essential.com offers to sell utilities at lower rates than can be generally found elsewhere by aggregating customers. New England Electric System sells electricity through Essential at 10% below competitors' prices.
9 6141 1987 Affinity credit cards offered through an agreement between card issuer and an organization that markets the card to its members. Interest charges for affinity cards ranged from 16.89% to 17.65% in mid-1987. Industry average: 17.24% to 17.98%.
10 6162 1993 Prudential Home Mortgage faces industry slowdown by moving to offering affinity programs.

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