Why didn’t Energizer capture market share from Duracell when it priced its Advanced Formula brand the same as its standard AA battery?
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Why didn’t Energizer capture market share from Duracell when it priced its Advanced Formula brand the same as its standard AA battery?
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Energizer’s Lesson in Price Perception—Value Lies in the Eye of the Beholder. Read the Marketing Matters box on page 346 in the text.
1 – Why didn’t Energizer capture market share from Duracell when it priced its Advanced Formula brand the same as its standard AA battery?
2 – Consider the example of Energizer. How do you think that customers will perceive your course project product or service? How will you consider that in your pricing strategy?
3 – What are the circumstances in pricing a new product that might support skimming or penetration pricing?
