Competitive pricing is one of the best pricing strategies

Competitive pricing is one of the best pricing strategies

There is no doubt that price is a key factor for consumers when purchasing a product or service. 60% of Internet users agree that price is more important than brand. The right pricing strategy is an integral part of a good business, but with a large number of pricing strategies, making the right choice is not easy. It is important to realize that not considering your competitors’ prices after making a pricing decision can be a fatal mistake. Competitive pricing may be your best strategy in the long run.

We will try to explain what competitive pricing is, consider its advantages and disadvantages, and also tell you how to set competitive pricing correctly.

What is competitive pricing?

Competitive or market pricing is a pricing strategy where you take into account the prices of your competitors relative to the value of your products. This pricing method is typically used for homogeneous products in highly competitive markets.

Competitive pricing strategies

When it comes to competitive pricing, there are three options to choose from:

Set a higher price than competitors. This strategy can be used when you decide to increase your income and maybe even your sales by setting a higher price than your competitors. At first glance, this may not seem like a logical decision, but setting a higher price can help improve your brand image. But you have to be careful – if you want to get more, you have to offer more, so think about the additional features and premium product options you can offer.

Set a price similar to the prices of competitors. While price is excluded as a factor, the main focus will be on the brand itself and the features that the product can offer. If you can offer more than your competitors, this strategy will work for you.

Set a price lower than competitors’ prices. You should be careful here. If you are new to the market and trying to gain attention or survive in a competitive environment, this method can help. However, you should not forget that a lower price can reduce profits, as well as the image of your brand.

How to implement competitive pricing?

Although competitive pricing is considered one of the easiest, in some cases it can become a time-consuming task with several potential points for error. Moreover, if you make a mistake, you can lose sales and profits. The competitive pricing process boils down to data collection, analytics, and setting the right price.

Market analysisan important part of a competitive pricing strategy because the next decision will be made based on the data you collect.

The simplest and most reliable way to conduct competitive price analysis is to use a specialized price monitoring service. Good software will not only save you time and resources, but also open up opportunities for dynamic pricing.

Pros and cons of competitive pricing

Nothing is absolute in the business world. There is no one pricing strategy that is perfect for everyone in every situation. Obviously, a pricing strategy that is successfully used by one brand may turn out to be a complete mistake for a brand in another industry or market.

Advantages of competitive pricing

Less risk. If you are new to the market, then the probability of mistakes in pricing is high. However, if you rely on the prices of competitors who have been in business for a long time, you can reduce the risks, because they have some experience in pricing.

Relative simplicity. The essence of the strategy is to identify the main competitors and collect their prices, after which only decisions should be made based on the received data. Of course, in some industries this can be a very difficult task due to the huge number of products and frequent price changes, but this is where price monitoring services come to the rescue.

Flexibility. You can always combine competitive pricing with other pricing strategies to get the perfect price.

Disadvantages of competitive pricing

Inattention. There is a risk of missing some important details that may be in the products of your competitors. This can lead to incorrect pricing.

You won’t stand out. If you decide to follow your competitors’ prices, you will become one of many, it will be more difficult to create something recognizable.

Repeating mistakes. What if your competitors made mistakes in setting their prices? You will make the same mistakes and miss the opportunity to beat them by setting the right prices.

Resource. For smaller companies, the task of collecting and comparing prices can be difficult and require more people and resources. This problem can be overcome with the help of monitoring services.

Potential problems and ways to eliminate them

Price wars and shrinking margins are common problems that businesses face when implementing competitive pricing strategies.

Price wars occur when competitors constantly change their prices to capture a large share of the market, resulting in a race for survival. On the one hand, this will benefit consumers in the short term, but on the other hand, it will cause significant financial losses for businesses.

Margin reduction refers to the gradual reduction of profit margin while lowering prices in order to remain competitive.

The key to reducing these risks is finding a balance between offering competitive prices and maintaining profitability through other means such as cost optimization, product differentiation or additional services.

How to make a profit and stay competitive?

Maintaining profitability while remaining competitive is the most important business goal. The achievements of this enterprise can be focused on several key points. Strategies such as value-added services and product differentiation can be quite effective.

Value-added services involve providing additional benefits or features beyond the core product, increasing perceived value for customers. By introducing additional services, businesses can justify higher prices and differentiate themselves from competitors.

Product differentiation involves creating unique features or characteristics that distinguish the product from others on the market. This can be achieved through innovative design, excellent quality or exclusive functionality. By differentiating their offerings, businesses can attract customers who are willing to pay more for distinctive features.

By implementing these strategies, enterprises can solve the problem of price competition and stand out in a crowded market, increasing their profits.


In a world where price determines almost everything, it is necessary to monitor the pricing policy of competitors. Having the right price at the right time can bring big profits to your business. That’s why a good pricing strategy is the key to success.

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