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Johnson & Johnson Vision Care – North America, announced the company’s launch of its “Enterprise Strategy” and “roadmap for the future,” part of which includes resetting the price of specific contact lens products in the U.S.
Now, all wholesale customers will receive the same pricing for certain existing contact lenses already offered in the company’s portfolio, Angelini told VMail.
Angelini described this new pricing as a “holistic multifaceted pricing policy to refocus the conversation between the doctor and the patient on eye health and product performance rather than price.
The letter to eyecare professionals described the three areas in which the company would “demonstrate support for the profession and the professional—Prescribers, Portfolio and Preferred Partners.” Within the “Prescribers” portion, the letter referenced the new pricing strategy and also introduced a new six-month supply pack of Acuvue Oasys, as a means of improving patient compliance, noting that beginning July 1, 2014, the product will no longer be available in three-month supply packs. The letter cited the scheduled 2015 introduction of the 1-Day Acuvue Define lens to the U.S. The “Preferred Partners” section of the letter states that the company “will continue to develop solutions that further elevate the importance of the prescriber. Johnson & Johnson Vision Care also announced that effective March 31, 2015, it will discontinue Acuvue Advance, Acuvue Advance for Astigmatism, Acuvue Advance Plus, as well as the Acuvue brand contact lenses that were originally introduced in 1987.
Johnson & Johnson Vision Care will provide in-office tools to help doctors and staff transition patients from Acuvue Advance and the original Acuvue to the most current Acuvue technology. The strategy has its share of detractors, who point to discounting as a traffic driver that JCPenney needs. If you set an initial selling price that’s too high, no one will contact you and your vehicle will languish unsold. Professional car dealers can’t afford to make mistakes when pricing their used car inventory. However, if you don’t have much time you need to make a guess—a guess based on valid market research, but a guess nonetheless—and try to be on the middle to low-end of how comparable vehicles are priced. I go into more detail on how to develop a pricing strategy, along with other need-to-know information when selling a vehicle privately, in my recently released book on this subject.
George Cressman is Founder and President of World Class Pricing, a consultancy specializing in helping clients build world class pricing managers. Asia Pricing Professionals (APP) is a not-for-profit community of pricing management practitioners. Key Findings One of the things that is often discussed in the real world is how consumers respond to businesses using dynamic pricing.
Baseball has a marathon season with teams experiencing plenty of ups and downs, but starting in 2016, fans will also be feeling the ups and downs at the Blue Jays ticket office as the club will be implementing dynamic pricing for its single-game tickets this season. FOOTY fans believe the AFL has committed a clanger in a restructure of ticket prices set to be introduced this season. RICHMOND is confident the AFL’s new dynamic ticketing model will benefit fans after the club trialled a similar pricing strategy last season. The number of restaurants per 100,000 people is highest in rich metro areas like San Francisco, San Jose, Washington, Boston and New York, the report notes, citiing US Census data. As industries continue to make a shift from standardised, one-price-for-everything charging, Ticketing Technology Forum explores the benefits of dynamic pricing to live entertainment ticketing businesses and asks whether the industry is ready for a new approach. In an effort to improve Montreal’s notoriously complicated parking system, the city held the first of a series of public information consultations Monday night to mould its new policy.
Rising drug prices and attempts to contain drug costs continue to take center stage at the federal level – particularly in the ramp-up to the 2016 presidential election. Have you ever wondered how a winery decides what to charge for a bottle of wine? Michael Devitt of Boise, Idaho did, and he sent in this question for our “I’ve Always Wondered” series: He asked, “How do wineries set the price for a bottle of wine? Presidential candidates Hillary Clinton and Bernie Sanders have both proposed importing cheaper drugs from Canada as part of their solutions to lower drug costs for Americans.
HARTFORD — Package store owners from across the state will head to the state capitol Tuesday.  Their plan is to protest Governor Dannel Malloy’s bill that would end the state’s minimum pricing system on alcohol.
One of our readers shared his advice, as did one of our contributing authors, industry expert Whitney Johnson. Indonesia’s policy of evaluating its subsidized fuel price every three months is considered a good model by Iran and Saudi Arabia, and may be applied in the two oil-producing countries, according to an official from the Energy and Mineral Resources Ministry. SINGAPORE — Petrol companies pass on about 70 per cent of wholesale petrol price changes to consumers, the Competition Commission of Singapore (CCS) said on Tuesday (Feb 23), and there is no evidence to suggest the four players here conspire to fix prices, although they do monitor and react to each other’s published prices. In analyzing rank and tuition of over 400 first-tier undergraduate universities between 2005 and 2012, Profs. In India, smart phones of renowned companies which once dominated the markets are now facing stiff competition from cheaper counterparts who spin off cheaper phones with similar features. Curious about the allegations, Maheshwari decided to delve further into the complicated world of retail pricing strategies. Understanding your customers Not all customers are equal, and for many “price” is not up-most in their minds. The PayPal data suggests that millennials are savvy about their web purchases, and are thus influenced by benefits such as fast delivery, secure payment systems, promotions and discounts, and free shipping.
Scott Francis of Strategic Pricing Solutions wrote an excellent article titled “When Size Matters” to explain why Coke and Pepsi are offering smaller sizes of sodas.
While once thrifty customers could spend $24 and get a free drink after 12 trips to Starbucks, they will soon have to spend $62.50 to get a free item. I recently had a conversation with an executive of a B2B company who said they want to price more strategically. Buying a smartphone is more expensive than it used to be, but customers are happier with the process than they’ve ever been, according to two J.D. Many people believe that the basic issue in marketing is convincing the prospect that they have a better product or service. That may be true, but if you’re late into a market space and have to do battle with large, well-established competitors, then your marketing strategy is probably faulty. Another disadvantage of being a me-too is that the name of the first brand to market often becomes generic.  Xerox, Kleenex, Coke, Scotch tape, Gore-Tex, Krazy Glue and Q-tips all have an enormous advantage over competitive me-too products.
If the secret of success is getting into the prospective customer’s mind first, which strategy are most companies committed to? Benchmarking doesn’t work because regardless of a product’s objective quality, people perceive the first brand to enter their mind as superior.
This may surprise you, but I have spent a good bit of my time over the years figuring out exactly what people are trying to sell. Companies, large and small, often have a tough time describing their product, especially if it’s a new category and a new technology. When faced with the tough task of coming up with a name for what you’re selling, start with a simple analysis of how the new product works, then try to use those words to describe it. The biggest marketing successes come with basic, powerful explanations of the product being offered. There are times when you can adjust the explanation of what you’re selling to improve your chances of success. A similar change in focus happened at General Mills during a discussion on how to increase the sales of their famous line of “Helpers” (hamburger, chicken, and tuna).
Another way to look at this product is that all the different variations end up as a casserole of one sort or another.
The key to making Hamburger Helper a bigger brand is coming up with a better expression of what they’re selling. The failure to understand the simple truth that marketing is a battle of perceptions trips up thousands of would-be entrepreneurs every year. Marketing people are preoccupied with doing research and “getting the facts.” They analyze the situation to make sure the truth is on their side. Most marketing mistakes stem from the assumption that the marketer is fighting a product battle rooted in reality.
It’s bad enough to launch a me-too product but equally problematic is a me-too idea: Two companies cannot own the same concept in the prospect’s mind.


When a competitor owns a word or position in the prospect’s mid, it is futile to attempt to own the same idea.
Volvo has preempted the concept of “safety.” Many other automobile companies, including Mercedes-Benz and General Motors, have tried to run marketing campaigns based on safety. Another massive marketing effort aimed at someone else’s word can be found in bunny land – to be specific, the pink Energizer bunny that is trying to take the long-lasting concept away from Duracell. What often leads big companies down this booby trapped lane is that wonderful stuff called research. Some years ago Burger King started down this slippery slope from which it has never quite recovered.
The bigger the company, the more likely it is that the chief executive has lost touch with the front lines. But the large company gives up some of that advantage if it cannot stay focused on the marketing battle that takes place in the mind of the customer. Brash predictions about earnings growth often lead to missed targets, battered stock, and even creative accounting. As panic sets in, upper management falls into the line extension, or the everything-for-everybody trap to drive the numbers up. Much has been written about the likes of DEC, Xerox, AT&T, and Kodak and their efforts to move from slow-growth to high growth businesses.
Traditional customers are often alienated as the sales force’s attention becomes diffused by new ventures.
When the CEO or high-level management doesn’t take charge of strategy, things rarely go well. When a naval vessel has a problem, the ultimate responsibility is not that of the young officer who had the conn when the accident occurred.
If you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a tailored learning solution for you. Brand Education is a core competency of The Blake Project, the brand consultancy behind Branding Strategy Insider. Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands.
Subscribe to Branding Strategy Insider Now and get regular updates and two FREE Chapters of Brad VanAuken's best selling book Brand Aid direct to your inbox. The company, based in Plano, Texas, A will first offer its lowest A or "best" prices on the first and third Fridays of every month. InformingA customers A that items will be on saleA starting on A two specific days a month may help manage shoppers' expectations and provide some information as to whether prices will be marked down further, Wahlstrom said.
The company will also offer "month-long values" on specific items, whichA will also help shift the customer mentality of waiting for additional price drops.
Third, other items will be priced in red, indicating everyday, low prices that will be about 40 percent off 2011's retail prices without coupons or weekend sales.
Wahlstrom said the new pricing strategy "makes sense" for the company's goals, but the company still had a tough roadA ahead in proving itself A to customers.
The policy applies to the company’s number one reusable, Acuvue Oasys, its number one disposable, Acuvue Moist, and its 1-Day Acuvue TruEye, which Angelini described as the company’s “strategic brands.” The new policy also sets minimum retail pricing, which has been communicated to all its customers. This gives the optometrist the ability to improve his or her capture rate in the office,” she told VMail. Already available in Asia, the contact lens is built on the 1-Day Acuvue Moist platform and adds a natural-looking luminous definition to the eye by enhancing the appearance of the iris, giving it more contrast, dimension and radiance without changing the color.
Diagnostic lenses for Acuvue Advance and Acuvue Advance for Astigmatism had previously been discontinued, and diagnostic lenses for Acuvue Advance Plus will be discontinued effective Aug. The company is also offering a reimbursement of up to $100 toward patients’ fitting fees when Acuvue Advance brand family or Acuvue wearers are prescribed an annual supply of any product in the Acuvue Oasys brand family, 1-Day Acuvue Moist brand family, or 1-Day Acuvue TruEye brand contact Lenses. Before the economic downturn, it was a simple matter of trading your old vehicle in with your local dealer.
If you set the price too low, there will be a rush of people wanting to buy it, but you’ll leave your hard-earned cash on the table. Depending on the make and year of the vehicle being sold, I’ll recommend that someone be well above what they can expect their vehicle to actually sell for. Nagle founded the Strategic Pricing Group in 1987, the year he published the first edition of The Strategy and Tactics of Pricing. Geisman received his BS and MS in Electrical Engineering from Tufts University where he was elected to Eta Kappa Nu, the EE honor society. George has nearly 30 years of experiences in the Chemicals industry, having worked in positions of pricing, marketing and business management, finance, research, and manufacturing.
Stephan Liozu is a Pricing Evangelist and Thought-Leader as well as the Founder of Value Innoruption Advisors. Provines is Founder of Value Vantage Partners, and is an accomplished executive, business advisor, and adjunct professor with broad global experience in Fortune 50 businesses. There’s a lot of controversy about whether people find it favorable, whether people hate it, and whether it’s the right practice. Supporters say the move, revealed in yesterday’s Herald Sun, will reduce prices for less popular games that people least want to attend and jack up the cost of blockbuster fixtures. The League has presented the latest version of variable pricing to clubs, with the Tigers one of a handful of clubs considering implementing it this year. The city’s standing committee on transportation and public works presented an overview of the city’s prospective plans, then opened the floor to questions. The proposal isn’t new: other politicians, including former Republican presidential candidate John McCain, have also endorsed it.
Especially for those of you upset by the skyrocketing prices of the essential prescription medicines you take — including thousands of patients who were hit last year with a 5,000 percent price increase for one lifesaving drug! The helpful reader, Erik Shellenberger, explained that he works for several venues that offer table and bottle service, including Maya Day+Nightclub located in Scottsdale, Arizona. In the Airlines Confidence Index 2015 which is issued by the International Air Transport Association. They had given the audience the entertainment first and then put the decision in their hands as to how much it had been worth, and it would appear that they were making a profit. Pitch them too high, and you can see your sales plummeting; too low, and you can lay waste to your potential profits. If you have set your ebook selling price and not changed it since you published, perhaps it’s time to take another look, particularly if sales are not rolling in the door.
The company currently sets prices using a cost plus methodology, and they have heard repeatedly there is a better way. So  rather than get into the psychology of “Denial” or a study of “Why?”, it makes more sense to lay out what are the traps that keep people from doing the right thing, despite all this advice. Even though supermarket soda aisles were overcrowded and sales growth was flat, Pepsi launched Sierra Mist, a competitor to Sprite and 7Up. Today, Sierra Mist doesn’t make the top ten soft drinks and they have moved away from lemon-lime to “Natural” and flavors like cranberry. Or else, they describe the product in confusing terms that doom the effort right out of the gate. We sort and store information by category, your chances of getting into his or her mind are slim to none. A valve company called Keystone was selling what they called a “quarter-turn critical service valve.” While this was an accurate description that reflected how the valve worked, it sure wasn’t easy to figure out what they were selling. Because General Mills sells hundreds of millions of dollars worth, you could also say that these Helpers are “America’s favorite way to make a casserole.” And they have 57 flavors and many Betty Crocker recipes to support this concept.
Then they sail confidently into the marketing arena, secure in the knowledge that they have the best product and that ultimately the best product will win.


What some marketing people see as the natural laws of marketing are based on a flawed premise that the product is the hero of the marketing program and that companies win or lose based on the merits of the product.
Yet no one except Volvo has succeeded in getting into the prospect’s mind with a safety message. No matter how many bunnies Energizer throws into the fray, Duracell will still be able to hang onto the word long-lasting. Armies of researchers are employed, focus groups conducted, questionnaires tabulated – and what comes back in a three-pound report is a wish list of attributes that users want from a product or service.
A market study showed that the most popular attribute for fast food was “fast” (no big surprise there).
The CEO lies to Wall Street and then turns around to tell the marketing people what is expected in terms of profit and growth. First of all, Wall Street is upset because lots of shareholder money starts to disappear in efforts that earn very little in return.
They must find a way to move to that better idea or technology, even if it threatens their base business. In today’s rough-and-tumble world, marketing strategy is too critical to be left to middle-level management.
As practitioners and educators we deliver interactive brand education workshops and keynote speeches designed to align individuals and organizations on essential concepts in brand management and empower them to release the full potential of their brands.
Army and Wyndham Worldwide are some of the organizations that have turned to The Blake Project for help in meeting learning objectives.
We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. Penney is betting that its new "Fair and Square" pricing strategy, which takes effect Wednesday, will lure customers into the store year-round instead of only at sale and promotion time. Penney has put its focus on fewer, "more relevant" brands, as Wahlstrom described them, and less on private brands A that are "less efficient,"A such as A Arizona and Worthington. In addition, manufacturer’s rebates have been eliminated by building those discounts into the retail price of these legacy products rather than requiring customers to send in proof of purchase to obtain rebates. Because they are not colored contact lenses but rather “add luminosity to the iris,” Angelini described them as creating a new category of contact lenses.
That’s why they start with a high price and slowly lower it until their phone starts to ring. In the above scenario, the seller had lots of time and didn’t mind the vehicle sitting for a few weeks while they determined its best price. If it doesn’t start ringing right away, quickly adjust the price down, and keep lowering the price every few days until buyers start rushing to your door.
He provides the intellectual leadership for the firm's consulting projects and is a highly sought-after speaker and author, both in the U.S.
He has led consulting engagements for a broad range of clients addressing fundamental issues affecting business success.
George has consulted for the past 12 years with the Strategic Pricing Group and the Monitor Group. His executive specialty is the design of innovative and differentiated business strategies for business-to-business firms, and the implementation of value-based pricing strategies.
His experience includes global leadership roles at Johnson & Johnson and Siemens in commercial excellence, strategic pricing, account management, procurement, and business improvement. Bothner, of the European School of Management and Technology, have discovered this trend in a study they’ve recently published in the Johnson School’s journal Administrative Science Quarterly. For “customized” products or services, each quote represents a new opportunity to set price.
You want to achieve the price that, when multiplying your potential sales by your profit margins, yields the largest total possible. Rarely will you know with certainty at the time of investment what your ROI will actually be. When I took a closer look inside the brochure that described this product, I discovered that this was simply a “zero leakage valve.” That was a lot more exciting way to describe what they were selling. This decidedly downmarket concept isn’t a powerful idea in and of itself, especially when times are good.
DEC founder Kenneth Olsen’s success made Ken such a believer in his own view of the computer world that he pooh-poohed the personal computer, then open systems, and, finally reduced instruction set computing (RISC). They in turn scramble back to their offices and try to figure out how to make those unreasonable numbers. If they don’t, their future will be in question, especially as that technology is improved and picks up momentum. That’s why David Packard of Hewlett Packard fame once said, “Marketing is too important to be left to the marketing people.” After I make that “you’re in charge” speech to general managers or CEOs, they often tell me that they don’t want to undermine their employees. I’m talking about Steve Jobs who was without a doubt, the best marketing CEO in the business. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world. Before founding Software Pricing Partners, he held marketing management positions at Tektronix and served as the first director of marketing at Apollo Computer. A former consulting editor of Software Success Newsletter, he is widely published and considered an expert in software pricing strategy and sales negotations. He has consulted with clients in Europe, South America, and Asia in areas of marketing research.
Stephan is co-author of Innovation in Pricing (published in 2013 by Routledge), an e-book, A User's Guide to Value Modeling as well as numerous research papers and articles on innovation and value management. As an advisor, he helps businesses grow profits through smarter pricing and commercial execution.
9, during which senators from both parties denounced the unconscionable price increases on decades-old drugs. One study measured purchasing from full-service carriers, while the other measured buying from more limited-service, contract-free carriers. Why are some corporate legends such as Kodak, Nokia, Yahoo, Johnson & Johnson, Sears, Budweiser and even General Electric having problems? Touted as the “ultimate competitive strategy,” it involves comparing and evaluating your company’s products against the best in the industry.
In other words, Ken Olsen ignored three of the biggest developments in the computer category.
Penney is counting on customers' also purchasing products from well-known national brands, such as Martha Stewart and Liz Claiborne. He has held business, sales, and marketing management positions at DuPont, Monsanto, and Union Carbide. Stephan holds a PhD in Management from The Weatherhead School of Management at Case Western Reserve University. Sure, you can point to the dramatic increase in global competition which makes mistakes so costly. All that exists in the world of marketing are perceptions in the minds of customers or prospects.
Stephan sits on the board of Advisors of PPS and is a regular keynote speaker at their conferences.
Nagle was a professor of marketing and strategy at the University of Chicago and Boston University.



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