ビジネス英語：ペネトレーション・プライシング

モノを売る上で、販売価格の戦略は非常に重要です。そのうちの一つが、「ペネトレーション・プライシング」です。以下のWebサイトで説明されています。

ペネトレーション・プライシング

ペネトレーション・プライシングとは、市場シェアを獲得するために、価格設定をコスト以下、あるいはコストとほぼ同等に抑えることで、競合他社の追随を断念させるもの。市場浸透価格設定ともいう。新製品の、導入期の価格戦略の1つ。

この手法は、販売量が上がるにつれて単位コストが顕著に下がるという仮定に基づいている。まず、経験を積むことによって、生産プロセスはより効率的になり、従業員は熟練し、原材料や部品の大量購入が行われるようになることから、変動費が低減する（経験効果）。同時に生産量増大に伴って、固定費が分散されるようになることから、単位当たりの固定費も低減していく（規模の経済）。

グロービス経営大学院

この価格戦略が上手く当てはまる事例について、AとBが会話しています。

A: Have you heard of penetration pricing?

B: Yes, it's a marketing strategy where companies offer their products or services at reduced rates to better compete in the industry and attract new customers.

A: That's right. The goal is to eventually increase the price or offer a different version of the product at a higher price. Do you know any examples of companies using penetration pricing?

B: Sure. One example is streaming services that offer a trial period to prospective customers. This helps them grow their subscriber base and also serves as promotional content to attract customers.

A: Good example. Another example is cable and internet providers who offer new customers reduced prices for a limited time and then slowly increase the price. This helps them attract new customers who want to try their services.

B: That makes sense. Another example is banking institutions that offer discounts or other sales deals to new customers for opening a checking or savings account. This helps them develop positive relationships with their clientele.

A: Absolutely. Another example is hotels that offer reduced rates for a limited time to increase brand awareness and secure long-term customers who travel often.

B: Another example is grocery store chains that offer food products at reduced rates to promote their brand and increase sales. They can also promote new products to develop positive relationships with their distributors.

A: Right. Lastly, airlines may use penetration pricing to encourage patrons to choose their services over others during a particular travel season. This can especially be helpful for smaller airlines during high-volume events.

B: It's interesting how companies in different industries can use the same strategy to achieve their goals.