What is target pricing?

What is target pricing?

06/13/2024 - Price optimization

One of the main challenges for any business is determining a sales price that allows it to achieve the target profit margin while remaining competitive. A target pricing strategy is crucial for companies to remain profitable in highly saturated markets.

If this resonates with you and you want to know how this strategy can benefit your business and how tools like Reactev’s price optimization software make it easier to implement this strategy effectively, read on.


Definition of Target Pricing

A target pricing strategy focuses on determining the most competitive price in the market based on expected demand and competition. Unlike other methods, such as cost-plus pricing, which defines the price based on production costs plus a profit margin, target pricing starts with the maximum price consumers are willing to pay — their willingness to pay — and works backwards from there to adjust production costs. This approach allows companies to focus on market and consumer expectations, ensuring the product is economically viable and competitively priced from day one.


Benefits of Target Pricing

Adopting target pricing offers various advantages that can transform a company’s business strategy:

  • Improving competitiveness: By focusing on market price from the start, companies can design products that fit consumer expectations and compete more effectively.
  • Sales optimization: Setting prices from day one that consumers are willing to pay maximizes sales volume by launching a product with price acceptance.
  • Profit margin optimization: Companies can better control their profit margins by reversing the process and adjusting costs to reach a desired selling price.
market price vs target pricing

Market price vs target pricing

Within marketing and pricing strategies, it is crucial to understand the difference between market price and target pricing. Both play a fundamental role in determining market product positioning and consumer perception. The market price refers to the current price at which goods or services are sold in a specific market. The interaction of supply and demand, as well as competition and other external factors, such as economic trends and regulations, determine the market price. The market price is dynamic; it fluctuates in response to market changes and indicates how much consumers are willing to pay at any given time.

Target pricing, on the other hand, is the optimal price that a business wishes to obtain for a product or service. This price is set before product launch based on cost analysis, profit targets, market research and positioning strategies.

While market price allows us to adapt to changing conditions and consumer expectations, target pricing guides us toward achieving our financial and strategic objectives from the inception of product development. 

If you are looking for the best way to optimize pricing strategies for your business, we recommend considering Reactev’s price optimization software. This tool allows you to combine in-depth market analysis with advanced pricing models. More and more entrepreneurs use it to drive their projects toward success in the competitive eCommerce market.

Category: Price optimization

Tags: competition, ecommerce

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Maria Jose Guerrero
Content Manager

The first dynamic pricing solution designed by and for retailers