Reduce Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: ATTRACT CUSTOMERS
CHOICE 2 SEGMENTS: TARGETED COMPETITOR SEGMENT / PRICE LEADER PRICE AGAINST STANDARD LEADER
CHOICE 3 COMPONENT: OFFER A TRADE-IN ALLOWANCE
| No. | SIC | Year | Notes |
| 1 | 7372 | 1988 | After Lotus announcement, Borland announced a brief promotion to sell Quattro for $99.95 (2/3 the normal discount price) to anyone who mails in a cover from a Lotus 1-2-3 manual. |
| 2 | 7372 | 1991 | In 1989, Borland began pushing competitive upgrades–discounts for people who switch from a competitor's product. |
| 3 | 7372 | 1994 | Borland was first big software supplier to offer competitive "upgrades" at discount prices. If you owned a competitor's spreadsheet, you could buy Borland's latest version at 1/20 of the list price. Became an industry standard. |
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