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: MAKE MORE THAT ONE CHANGE IN FUNCTION, RELIABILITY AND CONVENIENCE BENEFITS, ALONG WITH THE PRICE CHANGE

No.	SIC	Year	Notes
1	2840	1996	USA Detergents cleaning products are "value-priced": means they cost a bit more than the lowest-priced products, private-label brands. And they're priced about 60% less than premium brands by firms like P&G.
2	3955	2001	Each printer ink kit contains enough ink for about three refills. The color ink kits cost about $25; the black ink kits cost about $20. Compare that with $105 for three color cartridges or $75 for three black cartridges, and you get a good idea of just how much you could save.
3	4512	1994	By charging 25% to 33% less than established carriers along CA routes, Southwest's market share has soared from 4% in 1987 to 47% today.
4	4513	2003	Brand-new Boeing 777s are selling for $165 million–and competing with 10-to15-year-old 737-300s available for $5 million to $8 million and 20-year-old 737-200s at $1.5 million. A wide-body 250-seat Boeing 767-300ER, which sold new for $65 million in 1998, should go for $35 million now. The middleman gets at least $1 million.
5	6211	1997	Internet brokers such as E*Trade Group Inc. offer trading to cost-conscious investors at half Schwab's commission.
6	6211	1999	Commission rates had fallen substantially throughout the 1990s, from an industry average of $53 in early 1996 to $16 by the end of 1997, when rates had leveled. Schwab, Fidelity, and DLJdirect maintained higher commission price-points and relied on fewer trades from their clients, while Datek and others with a $10 price point in 1999 relied upon more frequent, small trades
7	7372	2004	Linux is finally gaining a toehold in Microsoft's backyard, office desktop computing. Organizations can buy Linux and Sun Microsystems' StarSuite of word-processing, spreadsheet, and other programs for less than $100 – or even download free versions. Comparable Microsoft software for corporations cost more than $600. While Linux and the desktop applications designed to run on it don't have as many features as Microsoft's products, they offer the capabilities most people need.
8	7375	2003	United Online Inc. Sales rose 37% to $65.8 million, ended quarter with 5 million subscribers, 2 million of which are paid subscribers. United's $9.95 monthly fee is the selling point of the service, AOL charges $23.90, while EarthLink collects $21.95 a month. Major service providers have cheaper plans but don't want customers to go to that service first. United has a one price plan.
9	7514	1995	Thanks to lower overhead costs, Enterprise's rental rates are generally below those of competitors, sometimes as much as 30% under its airport-based rivals.

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