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2.2 Pricing Strategy 2.2.1
Factors Factor s affecting pricing decisions decisio ns
“Customer Perception of Value “ Factor that affected Proton Holding Berhad on the product pricing decisions on it product(Proton Saga) are “Customer Perception P erception of ValueProton ValueProton Berhad uses such strateg! "ecause the product are meant to "e economical econo mical and afforda"le for an! segment of customer#$hich the compan! prioriti%e on the afforda"ilit! of the product to fulfill it o"&ecti'e#$hich is to create a car that is high in ualit! and afforda"le afforda"le to e'er!one.ore'er#Proton e'er!one.ore'er#Proton Berhad selected “*ligopolistic Competition for the product primar! mar+et to compete in creating the most economical and afforda"le car. 2.2.2
,e$ Product Produ ct pricing strategies strategi es
(i)ar+et Penetration Pricing Proton Berhad uses such strateg! to penetrate the mar+et "! setting a lo$ initiati'e price $hich is from the starting price of RM33,438 (RM 8000 lower than it rival Perodua Myvi) for the product#so that it $ill "e a"le to attract more customer and once the customer population achie'ed the compan! target#the price of the product(Proton Saga) increases.ore'er#Proton Berhad succeed such strateg! $ith effort "! pro'iding 'arious promotion effort and campaign to promoted it product. 2.2.-
Product Produc t i Pricing Strategies Strateg ies
(i)*ptional/product Pricing Proton Saga are offered in 'arious t!pe and customer are a"le to choose $hiche'er specs the! preferred such as anual(0 -2) or utomatic 3ransmission(0 3ransmission(0 -4567)#"od! +its# "uilt in 8PS(8lo"al Positioning S!stem)#BS Bra+ing s!stem and much more.3his strateg! are used to ma+e sure customer get the! desired Proton Saga in matter of price#spec and personal preference. (ii)Product Bundle Pricing Proton Saga came $ith 'arious offer $hen a customer purchase a ne$ car.For eample# the car came $ith a 5!ears $arrant! offer#insurance and free car ser'ices.3his is to encourage the sales of the product and pro'ide augment products to it customer. 2.2.6
Price d&ustment Strategies Strate gies
(i)9iscount and llo$ances pricing
Proton Berhad offer the customer $ith a cash discount of 5: if the! purchase on cash and e'en an interest free on monthl! installment if the customer pa! it monthl! installment "efore 2 th of each month. (ii)Promotion Pricing Proton Berhad temporar! lo$er their product price to create a surge and ecitement in the mar+et.For mar+et.For eample#during eample#during a festi'al festi'al season#Proton season#Proton Berhad lo$er it product price "! 0 7 certain sales such as Hari 0a!a Sales and Chinese ,e$ ;ear Sales in order to dra$ more customer.ore'er#Proton customer.ore'er#Proton Berhad offers cash re"ate to customer if the! "u! the product in certain period to attract more customer.3he product Proton Saga also offer a lo$ price in o'ersea mar+et $hich is onl! 12
