Why didn’t Energizer capture market share from Duracell when it priced its Advanced Formula brand the same as its standard AA battery?

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?