Pricing Strategies in Marketing Campaigns

By

ACKNOWLEDGEMENT

I feel honoured to thank my research supervisor, acquaintance and family for their dedication and supervision towards my research work without which this study would not have been achievable.

DECLARATION

I, [write your full name with your surname here], state that the filling of this study/thesis signify my own single handed effort, and that the study/thesis has not formerly been put forward for intellectual examination towards any aptitude. In addition, it symbolizes my own view and not essentially those of the academia.

Signed __________________ Date _________________

ABSTRACT

In this study, the researcher focuses to determine pricing strategies in marketing campaigns. It enabled the researcher to determine the significance of pricing in the entire process of marketing. The researcher's discuses the aims and objectives of the research and answer research question through literature review and analyzed it through quantitative methods. In Chapter 2 the researcher reviewed extensive literature to get in-depth knowledge about pricing strategies and the significance of marketing campaigns. Company's promotional expenses for marketing campaign need to be built into their price. Online retailers with high consumer awareness could take the advantage of consumer dependence and set higher prices. Less well-known retailers would adopt a random pricing strategy to attract those consumers who know them as well as those who use shopping search engines. Chapter 3 covers the research methodology. Quantitative methodology was opted for this research. Primary data was collected through survey questionnaire and it was analyzed through SPSS. Chapter 4 covers the discussion on the focal point of the research. Survey questionnaire were analysed through SPSS, descriptive statistics elaborate the significance of the responses and the acceptance shown by the respondents. A marketer should make sure that his product is not under pricing. If the product is of high quality then its price should be justified with the quality. The price reflects consumer's perception about that product. Finally, the researcher concludes the research by summarizing the outcome of the research.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the Study1

Introduction1

Purpose of the Study2

Problem Statement2

Aims and Objectives2

Research Questions3

Ethical Concerns3

CHAPTER 2: LITERATURE REVIEW5

Marketing Mix5

Product5

Place6

Promotion6

Price6

Pricing7

Subjectivity of the perception of price7

Marketing Approach for Pricing9

Internal and external fixation of prices10

Pricing as a Marketing Tool13

Pricing Strategy14

Factors effecting the Pricing Strategies17

Types of pricing strategies18

1.Skim Pricing Strategy18

2.Prestige Pricing Strategies19

3.Pricing Strategies Oriented Competition19

4.Differentiate from competitors with higher prices20

5.Differentiate from competitors with lower prices20

6.Competitive Strategies20

7.Psychological Pricing Strategies21

Pricing Strategies for Product lines21

Pricing Strategies for New Products22

Pricing Strategies Product Mix23

Marketing Campaign24

Pricing Strategies in Marketing Campaign28

Role of Marketing Campaigns for Pricing Strategies31

Evaluation of Pricing Strategies in Marketing Campaign34

Campaign Strategies34

Marketing Communication Activities35

Advertising Media35

Target Audience:35

The Budget for the Marketing Campaign36

CHAPTER 3: METHODOLOGY38

The Research Process38

Research Design39

Data Collection and Analysis40

Questionnaire Design40

Primary Data40

Questionnaire Frame Work41

Questionnaire Responses41

Selection of Participants42

Likert Scale42

Research Philosophy43

Literature Search44

Confidentiality44

Validity and Reliability of Data44

CHAPTER 4: DISSCUSION AND ANALYSIS46

Discussion46

Pricing Strategies in Marketing Campaign46

Significance of Marketing Campaign50

Analysis of Survey Questionnaire51

Sample Size51

Question 01: Pricing Strategies in Marketing Campaign51

Question 02: Pricing52

Question 03: Marketing Campaign52

Question 04: Price and Quality53

Question 05: Pricing Strategies and Consumer Perception53

Question 06: Pricing Strategies Success54

Question 07: Low price and perception55

Question 08: Companies Objectives and Marketing Campaign55

Question 09: Pricing Decisions56

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