This time, I will explain the product (product) and price strategy, one of the basic strategies.We will explain in detail why we formulate strategies and how to set the product strategy and price strategy.

1. Difference between products and products
2. 顧客とお客さまの違い
3. 戦略と戦術の違い
4. Product strategy
5. Price strategy

Before entering the strategy, we will unify the meaning of the words to be used.

Difference between products and products

I often hear the word products and products.However, when asked, "What is the difference between the product and the product?", It's surprisingly difficult to answer.

What is a product?

Items from manufacturing process to shipment are called products.Basically, the product and the product are the same, but please think that the name changes depending on the viewer and stage.

What is a product?

Items sold from purchases are called products.Those that are manufactured by processing raw materials are called products, and those that are not manufactured are called products.It is called a product because agricultural products and marine products are not processed and manufactured.

In the case of companies that are performing from manufacturing to sales, such as "Tower Tanya", products and products are mixed, but the EC site sells goods, so we will unify the product in the future.

About differences between customers and customers

The words "customers" and "customers" tend to be vaguely used, but strictly, the "care" of "customers" means "the customer who purchased the second time" because of the meaning of "Kaerimiri".increase.

It is sometimes called new customers or existing customers, and there is usually no problem with "customers" and "customers".However, since the planning stage has not yet been purchased, it will be unified to "customers".

About the difference between strategy and tactics

Words such as "strategies" and "tactics" are often used in business places.However, although you can understand the two, you may be incorrectly aware of the difference, so let's organize it.

What is a strategy

A strategy is "a direction from a large perspective to achieve the purpose", and in companies it is a content that managers and executive levels should consider.

What is tactics?

Tactics are "specific strategy and measures in accordance with strategies to achieve their goals", and companies should work on departments, sections, and person in charge level.

Strategy and tactics are always connected like parent -child relationships, such as the purpose of the company, there are multiple strategies to achieve the purpose, and several tactics in each strategy.

Why formulate a strategy

Without a strategy, you will not be able to make tactics.Tactical is a specific measure of "what to do", so if you don't have a strategy, you don't know what to do or what to start with, so you can't move forward.In addition, the effects on measures cannot be verified halfway.

It is dangerous to go without thinking about anything, as you have to get results in your business.Even if you take any measures and verify, the direction and strategy are essential.

If a strategy is set, it can be taken into specific measures, and verification and subsequent trajectory correction will be a good point.

Product strategy

The product strategy is subdivided into three elements, "concept", "product itself", and "accessory function of the product".

concept

The concept determines "who will use", "when to use", and "value for customers".

Product itself

It refers to the characteristics of the product, design, quality, brand, and package, which vary greatly depending on the concept of the product.For example, the concept is completely different between daily necessities and luxury goods.

In the EC, packing also greatly affects the reliability of the store, so consider packing that matches the product size and packaging that will not be damaged.

Product attached function

It is not a product itself, but an item that comes with it when purchasing a product, such as "guarantee", "payment method", and "delivery method".It is often neglected compared to the concept and product itself, but it is an important item that affects the customer satisfaction.

保証

It is an item that can return, exchange, and refund products.In particular, the fact that clothing cannot be tried on, so being able to replace it will lead to a sense of security for customers.

決済方法

By preparing a settlement method according to the customer's circumstances, it will help prevent withdrawal from the cart.

For corporate products, it is a good idea to incorporate the bill after the invoice.Payments will be charged, but you can avoid unpaid risk by issuing invoices through payment agency.

In addition, ID payments such as "Amazon Pay", "Rakuten Pay", and "PayPay" have become essential.By introducing ID payments, you can omit customer information input that causes withdrawal when purchasing on an EC site, and is more convenient.

配送方法

Delivery companies have different fields such as luggage size and delivery areas, so they will choose a delivery company that suits their products and customers.If you can specify the date and time, your convenience will increase.

他店とは違うサービスで差別化を図った事例

Products that can be purchased anywhere are difficult to differentiate because they tend to be selected due to price -oriented, and it is necessary to sell from a different perspective instead of ordinary sales.Here are some examples that are famous for selling from a different perspective.

When you hear a small bookstore in the region, you may feel that management will be severe.The book is a fixed price, the same price no matter where you buy it.Products are not available for major bookstores or online sales.

However, there is a bookstore that is flooded with orders from all over the country for a certain service.It is a shop called "Iwata Bookstore" in Sunagawa City, Hokkaido.

At "Iwata Bookstore", a service called "10,000 yen selection", in which the owner selects and sends recommended books to each user for a budget of 10,000 yen.The content has become a hot topic, and orders are flooded from all over the country.

Because it is not the information of a book sales company, but a book read by the owner of each book, customers have high reliability and satisfaction, which has led to the securing of repeaters.In addition, information such as book preferences and residence is also the property of the shop.

It is an example of a product that is difficult to differentiate, depending on how you sell it.

Price strategy

Kazuo Inamori, the founder of Kyocera and Daini Denki (now KDDI), and the famous businessman, Kazuo Inamori, who was in charge of rebuilding Japan Airlines (JAL), says that "the value is managed."Such a price strategy is a core element for companies.The price strategy can be broadly divided into the general price setting of existing products and the new product price of new products.

General price setting

General prices are divided into three types: (1) cost -oriented (manufacturing cost standards),) demand -oriented (customer value -oriented), and competition -oriented (competitive price standards).

1．原価志向（製造コスト基準）

The following three are divided into the following three methods by calculating the cost of manufacturing and setting a price with a certain margin.

① Cost plus price setting

We will calculate the price by adding profits to the actual cost.This method is often used when cost is not clearly calculated in advance, such as construction and system development.Since the cost will be added later, there is a problem that there is no restriction on the price in advance, and the seller does not work for cost reduction.

In EC, this method is not realistic because the price needs to be specified when purchasing, and the price does not fluctuate later.

② Markup price setting

It is commonly used in the distribution industry in a method of performing a certain markup (addition) to the purchase cost.It is thin for a thin -profitable product, and in high -end products tends to be thick and set.

This is the most common price setting method for EC sites that sell and sell products.

③ Target price setting

Based on the expected business scale, set the price to ensure certain profits.It is adopted in the industry where the operating rate of manufacturing equipment, such as chemicals and cars, is a bottleneck.

The EC site, which is manufactured and sold, "Ganya -san," also uses some of this price setting.

2．需要志向（カスタマーバリュー基準）

This is a method that focuses on the value that customers recognize and set prices.

① Acquisition value price setting

Make it to the "selling price range".It seems to find the "selling price range" by marketing research and the like, and seems to match the price range.If the cost is higher than that price range, cost reduction.

In the target price setting mentioned above, the cost structure of the company is reflected in the price and it may deviate from the actual price (selling price range), so the price is investigated and the price is set.think.However, it is not good if it is cheap, but it is important for customers to think that it is appropriate, taking into account quality and incidental function.

② Demand price setting

This is a way to change the price for each market segment.We present different prices depending on the customer, time zone, and location, such as student discounts and late -night rates.

It is a price setting that is commonly found on single -selling EC sites such as supplements.It is effective for new customers and repeaters by dividing customers and discounts by the first half price, the number of purchases and the amount of purchase.However, if you sell discounts (sale) regularly, it will be difficult to sell in normal times, so be careful about the number of implementations.

3．競争志向（競合価格基準）

The following methods are set to set prices based on the price of competing products.

① Bidding price

The price is determined by bidding, and there is a characteristic that it cannot be determined by negotiating sellers and buyers.Effective when it is not determined by market mechanism.Buyers can search for the lowest price seller.

"Yahoo auction!" Is corresponding to it, and it is rarely seen on EC sites.

② Actual price

It is used in many industries in a way to determine the price level in consideration of the prices of the competition.In the oligopolistic industry, the leading company determines the price and the second or less is based on the price (a company that affects the price setting of the entire industry is called a "prime leader").

While appliances are very effective, small and medium -sized companies cannot compete with major companies.For this reason, we will create and differentiate services such as installation services, warranty, and useful content.

I've explained how to set the general price, but I'm wondering which price setting method to choose.The recommended method for EC site is the "customer value standard".

Customer value is the value of the customer's value.Therefore, it is not an external factor that cannot be controlled by the company as a standard based on competitive prices, etc., but is a relative standard.

In other words, if you create a device that can find the value that matches your price to your store, you can increase your customer value.

So how do you raise the customer value?Next time I will explain the method.