Penetration Pricing – Everything You Need To Know

All About Penetration Pricing

Penetration pricing is selling a product at a price below cost to gain market share.

Companies selling a commodity or service, such as cars or mobile phone plans, can use penetration pricing. Companies that sell high switching costs, such as computers and cosmetics, also use penetration pricing.

The goal of penetration pricing is to make it economically difficult for competitors to enter the market and compete with its product.

Penetration pricing is when a firm sets its price below the minimum amount it must charge for selling the desired quantity of goods or services.

More about penetration pricing:


Eli Goldratt first introduced the concept of penetration pricing in his book “The Goal.”

Penetration pricing is a strategy where the selling price is high and the number of units sold is low.

You can use penetration pricing for both consumer and business-to-business products. It increases market share, reduces costs, or increases profits.

Many scholars have widely debated Penetration pricing in different fields such as marketing and economics.

Penetration pricing is the pricing strategy that companies use to maximize their profit. It is a strategy where the company charges the most for its products or services and can be in any industry.

You can use penetration pricing in various industries like software, hardware, manufacturing, retailing, etc. This strategy is not limited to a single market but can get implemented across different countries.

Penetration pricing is a pricing strategy based on the assumption that a company will achieve market shares of some percentage. Thus can charge a significantly lower price than the average price.

Penetration pricing allows companies to reach new markets, increase sales and grow their business. It can also be an effective strategy for startups or companies with limited resources.

In penetration pricing, the company sells a product or service at a low price and increases its sales. Many companies such as Apple, Amazon, and Uber use this strategy.

This article will discuss how penetration pricing is defined and its advantages and disadvantages.

How is penetration pricing defined?

Penetration pricing implies charging an artificially low price to gain market share. A company will often use this strategy when trying to enter an entirely new market where there are no competitors yet.

You can define penetration pricing in different ways. One way to do it is by calculating the product or service cost and dividing it by the number of customers that the company wants to attract. 

Another way would be to calculate the average revenue per customer and divide it by the number of customers you want to attract.

The main objective of penetration pricing is maximizing market penetration and maximizing profitability for a business.

Importance of penetration pricing:

Penetration pricing is setting a low cost for a product or service to gain market share. It is an effective marketing strategy that helps companies establish a strong foothold in the market and gain more customers.

The most common form of penetration pricing is discounting. This strategy gets mainly used by retailers and manufacturers looking to increase their sales volume. To achieve this, they offer discounts on products at the point of sale and ensure that they can sell enough products at such low prices.

You can also achieve penetration pricing through special offers, loyalty programs, free trials, and similar methods. These strategies help companies get more customers, leading them to achieve profitability.

Penetration pricing is a strategy where the price of a new product or service is set low enough to gain market share.

Penetration pricing can help boost sales and increase market share. It’s also an effective way to create a competitive advantage against your competitors.

Pricing strategies are essential for business management, and companies need to know how much the market will bear.

Penetration pricing is an effective strategy for businesses to increase sales volume and profits. You can achieve this by offering discounts on products or services to customers who have not yet purchased them.

Penetration pricing has been proven successful for businesses in different industries like retail, hospitality, transportation, IT services, and more.

Benefits of Penetration Pricing:

Penetration pricing can be beneficial for companies that want to break into a new market and cannot produce at scale. It allows them to get ahead of their competition by offering products or services at a lower price point to attract customers and build brand loyalty.

It also helps companies weather downturns in their industry. They can offer low prices during slow seasons and raise prices when demand is high.

Penetration pricing is a strategy regarding pricing where the company sets the price so low that it threatens to enter the market.

The main benefit of penetration pricing is that it creates a significant market share, increasing revenue and profits. 

The idea behind penetration pricing is to make your product or service as affordable as possible to use it. This strategy also allows you to sell your product or service at a lower price point, leading to higher profit margins.

Are There Any Disadvantages of Penetration Pricing?

The main pitfall of the penetration pricing strategy is that it can lead to cannibalization. It means that the company may lose some customers due to price increases.

Penetration pricing is not always necessary for all companies. Some companies may find it more impactful to use a different pricing strategy, such as differentiation or value-based pricing.

It can be difficult for companies to sustain this strategy in the long term. It can take away from their profits and create negative brand perceptions.


Penetration pricing is a strategy where the company sells its products at a low price to gain market share.

Penetration pricing is the strategy of selling a product or service below its expected value. It is to increase market share and achieve higher value and profit.

The primary purpose of penetration pricing is to gain market share and increase customer acquisition by offering products at a low price. In order to do so, they often have to sacrifice profitability in the short term. Still, they have a high chance of success in the long term if they are able to maintain their competitive edge over competitors.

Penetration pricing can get used on any product and service – from food to software. It’s a promotional strategy to gain new 

customers, mainly when the company has limited resources.

This strategy gets used by startups with a limited budget and who need to make a bigger impact on their market.

Penetration pricing is an effective way of getting ahead in the market, especially when there are high entry barriers. However, it is unethical if you do this without thinking about the long-term effects on customers and competitors.

Penetration pricing is an incentive for consumers to buy from you. It can also be seen as an act of desperation. Because companies employ this concept when they don’t have much of a profit margin.

The conclusion is that penetration pricing is not always successful. Still, it’s worth trying if you are in need of the market share.

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