Adaptive pricing
The adaptive pricing concept is base on creating off-products or services from your main line, this will provide customers options base on their budget and needs. For example, when customer were trading price for quality, 'Tide' came out with a different detergent to attract the consumer that needed to make this trade-off.
What 'Tide' created was a “Fighter brand”. Keys to success on this fighter brand is:
1. Be able to remove it from market when there is no need.
2. Make sure that it does not replace your main line, but keep interest on your product, so that customer doesn’t migrate or explore.
Some side benefits are: the attraction of new consumers, maybe by curiosity, but people that would not had try the product otherwise.
This tactic should be very well plan, as you do not want your brand to depend on the “fighter brand”.
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