Raise Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: RAISE PRICE, RAISE PERFORMANCE AND COST BY SMALLER AMOUNT
CHOICE 2 ISOLATE SEGMENTS: DUE TO A UNIQUE RELIABILITY
CHOICE 3 COMPONENT: CHANGE MAIN PRODUCT/IMPROVE EXPERIENCE/IMPROVE IMAGE
| No. | SIC | Year | Notes |
| 1 | 2082 | 1992 | To position Rolling Rock as an American beer of import quality, Labatt hiked its price about 70 cents a six-pack. This attracted more fans nationwide. |
| 2 | 2082 | 1986 | Stroh's bestseller, Old Milwaukee, is a lower-price brand. A prestige brand can mean a 20-35%/barrel price hike over a bargain brand, w/ very little difference in production costs. |
| 3 | 2082 | 2002 | In Brussels the Stella Artois costs $1.10 a pint, but in New York the beer costs $8. Interbrew NV is the Belgian brewer of Stella Artois. Interbrew's marketing strategy is simply convincing the public that it is a premium label and insisting foreigners pay dearly for it. |
| 4 | 2086 | 1990 | About 95% of US bottled water consumption is domestic and sold for less than $1 a gallon, mainly in supermarkets and convenience stores. But Perrier costs 99 cents to $1.09 for a 23-oz bottle in supermarkets, and $2.50 or more for an 11-ounce bottle in restaurants. San Pellegrino costs more than $5.40 a gallon retail. |
| 5 | 3011 | 1994 | Cooper prices at 1% to 1.5% off the market price to compensate for its lack of national name-brand recognition and advertising. Michelin has a reputation as a premium pricier, pricing at about 2% above the market price for its flagship brand. |
| 6 | 3021 | 2000 | Adidas is boosting prices of its core brand. It just rolled out its most expensive sneaker to date, the $125 futuristic-looking Kobe Bryant basketball shoe, marketed under the company's new corporate tag line "Forever Sport". |
| 7 | 3711 | 2001 | BMW consumers have great brand-loyalty, two-thirds of customers being repeat buyers. This aspect of BMW's brand allows for 10% to 30% higher pricing than comparable models, whereas the rest of mass-carmakers are offering huge discounts. |
| 8 | 3751 | 1994 | Cannondale took bikes overseas to sell into the Japanese market; targeting consumers that like the status and image of high-end American mountain bikes. |
| 9 | 5651 | 1997 | Abercrombie sells denim "cargo" jeans for $59.50–twice the price of Gap's Old Navy version. |
| 10 | 6141 | 2000 | Diners Club International is issuing its first new card in the U.S. in five decades. They are resuscitating another illustrious name from the past, Carte Blanche, a card also owned by Citigroup that is still in limited circulation but hasn't been marketed for years. The chief targets for the new Diners Club Carte Blanche card are people who might actually remember Carte Blanche and Diners Club. They are middle-aged and well-heeled consumers willing to pay a $300 annual fee, the same as it costs to have an American Express Platinum card. The Diners Club Card offers free international cell-phone rental, bookings for more than 200 famous golf courses, a free companion airline ticket on British Airways, restaurant discounts, a concierge service to give references on everything from museum opening times to lawn care, and an extended billing period to avoid interest charges. |
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