Pricing it Right: Three Caselets in Pricing

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Case Details:

Case Code : MKTG187
Case Length : 13 pages
Period : 2006-2008
Pub Date : 2008
Teaching Note :Not Available
Organization :; Apple, Inc.; F. Hoffman-La Roche Ltd.
Industry : Travel; Consumer Electronics; Pharmaceutical
Countries : Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Caselet 1: Priceline's Pricing Strategy: Name Your Own Price (NYOP) & Beyond

In November 2007, (Priceline)1 an Internet-based travel service provider which offers services like airline/cruise tickets, hotel bookings, vacation packages, and rental cars at discounted prices, gave a major jolt to its competitors like (Expedia), (Orbitz), (Travelocity), and by “permanently” eliminating all booking fees on published airfares.

This left analysts wondering whether its competitors would follow suit. This was not the first time that Priceline had taken industry watchers and competitors by surprise.

The Name Your Own Price (NYOP) system that it had pioneered in 1998 was considered a revolution in pricing by many experts. Priceline was one of the leading US online travel services companies.

It was a commercial web portal that provided the advantage of comparative pricing from a number of service companies for its value-conscious leisure travelers and international online hotel reservation service takers.

Priceline was the brainchild of two entrepreneurs -- venture capitalist Jesse Fink and digital entrepreneur Jay Walker (Walker) of Walker Digital2 fame. Walker had a stake of 49 percent in the new start-up Priceline...

Caselet 2: Apple's Pricing Strategy for iPhone in The US - Next Page>>

1] Priceline is headquartered in Norwalk, Connecticut, USA. In 2007, its gross travel bookings were US$4.8 billion, a 45.5 percent increase compared to 2006. (Source: “ Reports Financial Results for 4th Quarter and Full-Year 2007,”, February 14, 2008.

2] Walker Digital is a private research and development laboratory in the US devoted to developing patents and business models that use new technology. It is the parent company of several companies that exploit the power of digital networks for new business models.


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