Quais são os principais fatores a serem considerados ao precificar o lançamento de um novo produto ou serviço?

Pricing Strategy should be context driven. You may have noticed the companies adopting different pricing in different countries for a a same product/service. To elaborate consider, a trading business with several SKUs and high scale - here a adopting "Cost plus methodology" may be suitable, but for a novel product launch with no competition - "Skimming Pricing" aligning with the product adoption cycle is recommended. If your business strategy is quick market share gain and if your P&L can afford customer acquisition costs you might as well adopt "Subsidized/predatory Pricing".. In summary, Pricing is a beautiful art and has to blend in multiple dimensions..

When pricing a new product or service launch, key factors to consider include the cost of production, the perceived value to the customer, competitor pricing, market demand, positioning and branding, profit margins, pricing strategy, pricing flexibility, regulatory and legal considerations, and integration of pricing into the overall launch strategy. These factors help ensure that the pricing aligns with financial goals, market conditions, and legal requirements.

A análise de custos e ponto de equilíbrio é crucial na precificação de produtos ou serviços. Considerando custos fixos e variáveis, o ponto de equilíbrio determina o volume mínimo de vendas para cobrir despesas e alcançar lucro zero, orientando uma faixa de preço sustentável.

Costs and Breakeven Analysis: Understand all associated costs (production, marketing, distribution) and determine the breakeven point where revenues cover costs. This ensures your pricing is sustainable and profitable.

Launching a product requires a 360 degree analysis and pre work to hit the right pricing and value proposition in your targeted consumers mind. The most critical point to keep in consideration are as follows: 1. The emotional and functional benefits of the product. 2. Business outlook which included competion landscape, current product offering, distribution channels, customer margins, price offering, consumer need and insight. 3. Strategically leverage the levers mentioned in point 2 to craft USP and differentiation strategy. Furthermore a new product launch has to be leveraged by existing core competencies of your organisation. For example: A strong distribution network, will help in product availability & pricing strategy.

The key to successful pricing doesn't solely lie in the product or service itself but in the ability to craft a compelling story around its value proposition. By building a strong narrative that highlights not only the tangible features but also the emotional and aspirational aspects of the product, a deeper connection with customers can be established. This emotional connection reinforces the perceived value and justifies the price, as consumers are not just buying a product but the experience and identity it represents for them. Therefore, effectively communicating the unique and differentiated essence of your product lays a solid foundation for premium pricing acceptance, supported by customer loyalty and preference

Na minha opinião, ao precificar um novo produto ou serviço, a análise da proposta de valor e diferenciação é crucial. A proposta única e atributos distintivos não apenas justificam o preço, mas também fortalecem a estratégia, comunicando efetivamente o valor aos clientes e capturando sua disposição de pagar.

Pessoalmente, considero a segmentação, embora valiosa, às vezes pode limitar a compreensão das nuances individuais dos clientes, correndo o risco de generalizações excessivas e perda de oportunidades únicas. A adaptação do preço a diferentes segmentos é vital, mas deve ser equilibrada com uma compreensão mais holística e personalizada das necessidades do cliente.

Na minha visão é imperativo avaliar os concorrentes e as condições de mercado e, trazendo as forças de Porter, sobretudo ameaças de novos entrantes e o poder de negociação dos compradores e fornecedores, é essencial compreender a dinâmica competitiva e os elementos externos que moldam a oferta e a demanda, como economia e regulamentações, possibilita uma estratégia de precificação mais robusta.

É inaceitável quando empresas, ao precificar produtos ou serviços, ignoram completamente o poder de compra dos mais desfavorecidos. Colocar objetivos estratégicos à frente da acessibilidade para consumidores de baixa renda é uma prática predatória e insensível, refletindo uma total falta de responsabilidade social e ética empresarial.

Whether your goal is market penetration, quick revenue generation, or long-term profitability, I suggest aligning your pricing strategy with your broader business goals. Common methods include cost-plus pricing, value-based pricing, or dynamic pricing depending on your industry.