Reduce Price to Improve Revenues and Margins
CHOICE 1 OBJECTIVE: RETAIN CUSTOMERS
CHOICE 2 SEGMENTS: TARGETED COMPETITOR SEGMENT / STANDARD LEADER PRICE AGAINST ANOTHER LOW-END COMPETITOR
CHOICE 3 COMPONENT: MAKE MORE THAN ONE CHANGE IN FUNCTION, RELIABILITY AND CONVENIENCE BENEFITS, ALONG WITH THE PRICE CHANGE
| No. | SIC | Year | Notes |
| 1 | 4512 | 2004 | United attempted with Ted to wrest market share from a gaggle of increasingly scrappy low-cost carriers by offering lower fares and a more informal atmosphere than in mainline carrier. |
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