Question

When Frito-Lay introduced its Stax brand of potato chips. These chips were meant to compete directly against Pringles. The intent was to gain market share quickly. During the first few months they were on the market, Stax retailed for 69 cents. What type of pricing strategy is Frito-Lay likely using?

A. ​Bait pricing
B. ​Penetration pricing
C. ​Periodic discounting
D. ​Price-skimming
E. ​Captive pricing

Answer 1

B, penetration pricing

Step-by-step explanation:

Penetration pricing is a pricing strategy in which a manufacturer sets the price of its product low for a start so as to have a wide reach and acceptability in the market.

This pricing strategy is meant to make customers ditch their usual product for the new product, thereby having the new product attracting customers to itself.

Ultimately, penetration pricing increases market share of the new product manufacturer as it gains a lot of customers within the shortest possible time.

Penetration helps to discourage new product entrance into the market thus giving the product a large/high stock turnover throughout the product's distribution channel.

In the above question, Frito lay introduced its chips at a low price of 69cents for a period of time (first few months, say 3 or 4 months for example) in order to gain market share quickly.

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