Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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Chapter 11, Problem 11.21CC
Summary Introduction
Case summary: Brand LU has immediately ascended to the highest point of a yelling market that it assumed a noteworthy job in defining. With roughly 400 stores far and wide, Brand LU hawks its own brand of yoga-enlivened attire with its immediately conspicuous logo. But unmistakably more than selling garments, Brand LU stimulates a picture and a lifestyle. The organization oozes the rationality caught by its proclamation. Certainly, this brand is about dynamic, sound, back-to-nature lifestyle and is not modest about saying as much. That picture, complimented by a "no discounts" philosophy, has a fanatically faithful customer base willing to purchase everything Brand LU with no worry about the high prices.
To Discuss: The reasons on whether Brand LU can continue to succeed with the present pricing strategy.
Characters in the case: Brand LU.
Introduction: Organizations manufacturing products and services need to set the cost for their item. Setting the price for a company's finished product or service is a standout amongst the most significant decisions a manager faces. Such decisions are called as pricing decisions.
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