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عنوان فارسی مقاله:
قیمت گذاری Razor و Blades بازبینی شده
عنوان انگلیسی مقاله:
Razor-and-Blades pricing revisited
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مقدمه انگلیسی مقاله:
1. Introduction
During its 2015 annual New iPhone event, Apple Inc. announced notjustthe iPhone 6S and iPhone 6S Plus, but also a new iPhone Upgrade Program that gives customers a way to upgrade their phones every 12 months without being locked into a specific mobile carrier and its rate plan. While the new program was a major broadside against other mobile carriers, it was just one more strike against the mobile phone industry’s traditional practice of razor-and-blades pricing: a revenue model in which the marketer offers a durable product (i.e., the ‘razor’) at a low price (even at a loss) and more than makes up for the initial subsidy by charging a high price for the consumable complement (i.e.,the ‘blades’) over the lifetime of the durable product. Just a month earlier, Verizon Wireless, the U.S. carrier with the largest number of subscribers, had announced it was doing away with phone subsidies and two-year service contracts for new customers. Close on the heels of Verizon’s announcement, Sprint followed suit, and T-Mobile was already offering its customers other pricing models.At about the same time as the above developments, the razor-and-blades pricing model was being revisited in another industry. In early August 2015, Epson brought to market a large-inkwell printer that broke the long-standing industry practice of ‘ink-onomics’: offering consumers a printer for a low price and more than making up for it later with high prices for ink cartridges (Rothman, 2015). The razor-and-blades pricing presumably began in the men’s grooming industry where it continues today. In 2014, Gillette, feeling the pressure from web-based competition offering blades on a $1 per week subscription plan, responded with its own online subscription blades but with arguable assumptions in support of a competitive price: ‘‘To come up with the $1 figure, Gillette assumes men shave just four times a week, pay $4 per blade and change blades once a month’’ (Ziobro, 2014). Reading about of the above examples, I began to wonder: ‘‘What is happening to the tried-and-true practice of razor-and-blades pricing? Are these just stray examples, or are there systemic changes at play requiring the marketer to revisit the pricing model? And, if so, are there other alternatives?’’ This article addresses these questions in three phases. First, it reviews the what, why, and how of razor-and-blades pricing. Next, it explores why, given today’s consumer and contemporary trends in technology, marketers should take a fresh look at any reflexive resort to razor-and-blades pricing. Finally, it offers examples of innovation departing from the tried-and-true-but-perhaps-now-tiring pricing model.
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کلمات کلیدی:
PDF]The Razors-and-Blades Myth(s) - Chicago Unbound - University of ... chicagounbound.uchicago.edu/cgi/viewcontent.cgi?article=2716&context... by RC Picker - 2011 - Cited by 34 - Related articles prices or even giving them away, then sell the razor blades at high prices to ... patents that Gillette switched to something akin to razors-and-blades, and it did ... Forbes: Razor-And-Blades Pricing Strategies In The Digital Age - Pros www.pros.com/about-pros/news/razor-and-blades-pricing-strategies-digital-age/ Dec 19, 2012 - Around the world, it's the mantra that's filled classrooms and boardrooms for nearly a century: “We're pursuing a 'razor-and-blades' marketing ... Razor-And-Blades Pricing Strategies In The Digital Age - Forbes www.forbes.com/sites/.../2012/.../razor-and-blades-pricing-strategies-in-the-digital-ag... Dec 19, 2012 - Guest post written by Craig Zawada Craig Zawada is senior vice president of PROS Holdings, a provider of pricing and revenue management ... The Proteome Revisited: Theory and practice of all relevant ... https://books.google.com/books?isbn=0080518966 A. Stoyanov, M. Zhukov, Pier Giorgio Righetti - 2001 - Science ... gels can be removed with a blade and then a brush with some scrubbing powder. ... (each about 120 p.m thick) can be stacked and cut with a razor blade.
