What Is Profitable Price Determination and Best Strategies for New Brands

By Thomas Bennett Financial expert at Priceva
Published on July 3, 2024
Navigating the competitive landscape of online retail requires more than just an innovative product or a captivating marketing campaign; it requires a strategic approach to price determination. New brands, in particular, must adopt pricing strategies that reflect a deep understanding of customer behavior, market values, and production costs, all while aligning with their overarching business goals. This article explores various pricing strategies designed to help new online stores not only enter the market but thrive by setting prices that enhance profitability and foster sustainable growth. Whether adjusting prices based on competitor prices or innovatively responding to customer demands, mastering the art of price determination is essential for any new brand aiming to make a mark.

What is a Pricing Strategy?

A pricing strategy is fundamentally the blueprint a business uses to determine the financial value—or exchange value—of its products or services. This critical process encompasses a variety of methods and tactics that collectively establish prices in accordance with market expectations and the strategic objectives of the business. Mastering the elements of price determination is vital, as it impacts everything from profitability to market positioning. Effective pricing strategies not only respond to the existing demand and supply conditions but also anticipate changes in the market, allowing companies to stay competitive and responsive. By integrating detailed market analysis and consumer behavior insights, businesses can set prices that not only cover costs but also enhance customer perception of value, which is essential for maintaining market share and driving sales growth.

Step 1: Measure Your Business Cost

Effective price determination begins with a comprehensive understanding of your business's financial landscape. This includes direct costs like inventory and supply costs, as well as indirect expenses such as website building, hosting, design, and labor costs. Each element must be meticulously assessed to ensure that the pricing strategy not only covers these costs but also targets the desired profit margins. By establishing a firm grasp of the total cost of doing business, companies can more accurately set prices that are both competitive in the market and attractive to customers, fostering both customer loyalty and sustainable business operations. Moreover, understanding these costs helps businesses predict future spending and cash flow needs, which are crucial for long-term planning and financial stability.

Step 2: Measure Your Time Cost

The valuation of time—as a cost—is often underestimated in its contribution to overall business expenses. The time that entrepreneurs and their teams invest in building and running a business is a substantial asset that should be reflected in the pricing of products and services. Employing time-tracking tools like Hubstaff or Toggl provides a quantitative basis for this aspect of cost, ensuring that every hour spent is accounted for in the final price. This approach not only helps in defining a more accurate cost base for pricing decisions but also highlights the importance of efficiency and productivity in business operations. Recognizing time as a valuable resource encourages businesses to streamline operations and innovate processes, thereby enhancing overall efficiency and profitability.

Step 3: Find Your Position in the Market

Identifying your position within the competitive market requires an in-depth analysis of not just competitor prices but also your own product's value proposition. This involves understanding how your offerings stand out in terms of quality, functionality, and appeal compared to those of your competitors. A strong value proposition can justify a higher price in the market, but it must be balanced with competitive pricing strategies to attract and retain customers. Successful market positioning means finding that sweet spot where price and product quality intersect to meet customer expectations and demand, thereby solidifying your brand’s reputation and encouraging customer loyalty.

Step 4: Consider the Shipping Cost

For online retailers, shipping costs play a critical role in pricing strategies and customer satisfaction. High shipping fees are frequently cited as a leading cause of cart abandonment and can significantly impact a customer’s purchasing decision. Implementing strategies such as offering a flat shipping cost or free shipping thresholds can help mitigate these concerns by simplifying the decision-making process for customers. Such strategies not only enhance the attractiveness of your pricing but also promote higher sales volume and customer retention. Balancing these costs while maintaining competitive pricing is essential for maximizing profit margins and achieving long-term business growth.

Top Pricing Strategies For a Brand New Online Store

When launching a new online store, selecting the right pricing strategies is paramount for establishing a solid foundation in the competitive market. These strategies should be meticulously crafted based on extensive market research, understanding of potential customer behavior, and their willingness to pay. This intricate knowledge allows you to tailor your pricing in ways that maximize both sales volume and profit margins, ensuring that each price point strategically aligns with market dynamics and consumer expectations. It's not just about choosing a number; it’s about defining the value that your customers perceive and are willing to pay for, thereby securing both immediate sales and long-term brand loyalty.

Consider the MSRP

The Manufacturer Suggested Retail Price (MSRP) is a common pricing strategy that considers the production cost, sales cost, and a typical markup by retailers. Adhering to the MSRP can help maintain uniformity in pricing across different platforms, which can be beneficial for new brands looking to establish trust.

Take a Look into the Keystone Pricing Strategy

Keystone pricing involves setting retail prices at double the wholesale cost. This strategy is particularly effective for niche products where customers perceive higher value, allowing businesses to improve profit margins significantly.

Multiple Pricing

This strategy involves setting different prices for the same product to appeal to different types of customers. By offering volume discounts, businesses can encourage customers to buy more, boosting overall sales.

Penetration Pricing

Introducing new products at a low price can attract customers and gain market share quickly. Once brand loyalty is established, prices can be adjusted accordingly to better reflect the value of the offerings.

Loss Leader Tactics

Selling a product at a loss to attract customers can be effective, particularly if it leads to the sale of more profitable items. This tactic needs to be used sparingly to avoid devaluing the brand.

Psychological Pricing Technique or Charm Pricing

Setting prices just below a round number (e.g., $9.99 instead of $10) can psychologically appear more attractive to customers, potentially increasing sales. This strategy leverages the way consumers perceive pricing and can be particularly effective in competitive markets.

Competitive Pricing

Setting prices lower than competitors can attract price-sensitive customers. However, it requires careful analysis to ensure that it does not erode profit margins or undervalue the product.

Prestige Pricing or Premium Pricing

For products that offer unique benefits or high value, setting higher prices can convey quality and exclusivity, appealing to a more upscale market segment.

Price Anchoring Technique

By showing the original price alongside a discounted price, customers perceive a greater value. This technique is often used during sales events to stimulate purchases.


Adopting the right pricing strategies is crucial for new brands entering the online marketplace. These strategies should reflect a deep understanding of both the cost and value of products, aligning with customer expectations and the broader market dynamics. By carefully analyzing costs, understanding market positioning, and choosing appropriate pricing tactics, new online stores can set themselves up for profitability and long-term success, effectively turning pricing into a powerful tool to achieve business objectives.

Additionally, incorporating advanced tools like Priceva can significantly enhance these strategies by providing robust functionalities tailored for dynamic online markets. Priceva offers features such as price optimization, which automatically adjusts prices based on competitor data and market trends, ensuring that your prices are always competitive and aligned with the latest market conditions. Its dynamic pricing capabilities allow for real-time price changes, enabling new brands to respond swiftly to market fluctuations and competitor actions.


What are the determinants of pricing?

The main determinants of pricing are deeply intertwined with both microeconomic factors and business strategies. These include the cost of production, which involves all expenses from raw materials to labor; market demand, which reflects the consumer's desire and willingness to purchase at certain price points; competition, which forces businesses to align their prices with those of competitors to remain viable; and customer perception of value, which is how much a customer believes a product is worth based on its utility and relative to other available options. Each of these factors requires careful consideration to establish a pricing strategy that maximizes profitability while remaining attractive to customers.

What are the 4 factors that affect price?

The pricing of products and services in a competitive market is influenced by four primary factors: production costs, which encompass all expenses related to the creation of a product or service; market competition, which dictates how similarly priced competing products are in the marketplace; demand, which influences how much of a product consumers want at various price levels; and government regulations, which can impose additional costs or price limits on certain products. Understanding these factors is essential for businesses to develop effective pricing strategies that optimize both sales volume and profit margins.

How is the price of something determined?

The determination of price is a multifaceted process that balances cost, market conditions, competitive pricing, and consumer willingness to pay. Initially, businesses must assess the total cost involved in bringing a product to market, including both direct and indirect expenses. They then analyze the market to understand demand and supply dynamics and evaluate the prices set by competitors for similar products. Finally, businesses must gauge how much customers value the product, which often involves market research and consumer behavior analysis. The final price set must appeal to customers while allowing the business to cover costs and achieve desired profit margins.

What is an example of price determination under perfect competition?

Under perfect competition, the price determination mechanism is purely driven by market forces of supply and demand. In such markets, numerous buyers and sellers trade homogeneous products, meaning that no single entity has the market power to influence prices. The price in a perfectly competitive market typically equals the marginal cost of production—the cost of producing one additional unit—which ensures that businesses just cover their production costs without realizing excess profits. An example of this can be seen in agricultural markets where numerous farmers offer similar products, and market prices fluctuate based on supply (e.g., crop yield) and demand (e.g., consumer need for that crop).

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