{"id":25670,"date":"2026-03-03T22:24:13","date_gmt":"2026-03-03T20:24:13","guid":{"rendered":"https:\/\/pointofnew.at\/glossary\/pricing-strategy\/"},"modified":"2026-03-06T15:43:32","modified_gmt":"2026-03-06T13:43:32","slug":"pricing-strategy","status":"publish","type":"page","link":"https:\/\/pointofnew.at\/en\/glossary\/pricing-strategy\/","title":{"rendered":"Pricing Strategy"},"content":{"rendered":"<p><!-- TL;DR Box --><\/p>\n<h2>Further reading<\/h2>\n<div style=\"margin-top:0.5rem;\">\n<ul style=\"list-style:none;padding:0;\">\n<li style=\"margin-bottom:0.5rem;\"><a href=\"https:\/\/pointofnew.at\/en\/innovation-process-the-5-phases-of-successful-innovation-in-companies\/\" style=\"color:#1a5276;text-decoration:none;\">Innovation Process: 5 Phases for Successful Innovation<\/a><\/li>\n<li style=\"margin-bottom:0.5rem;\"><a href=\"https:\/\/pointofnew.at\/en\/business-model-canvas-guide-examples-and-practical-tips-for-smes\/\" style=\"color:#1a5276;text-decoration:none;\">Business Model Canvas: Guide &amp; Examples for SMEs<\/a><\/li>\n<li style=\"margin-bottom:0.5rem;\"><a href=\"https:\/\/pointofnew.at\/en\/digital-transformation-in-smes-a-guide-for-smes-in-the-dach-region\/\" style=\"color:#1a5276;text-decoration:none;\">Digital Transformation for SMEs: A Guide<\/a><\/li>\n<\/ul>\n<\/div>\n<div style=\"background:#f0f1f3;padding:1.2em 1.5em;margin-bottom:2em;border-radius:8px;\">\n<strong>Key takeaways:<\/strong> Your pricing strategy determines how you price your products and services. It is a key lever for profitability, brand perception, and competitive positioning. The right pricing strategy combines customer value, cost structure, and market dynamics into a sustainable pricing model.\n<\/div>\n<nav style=\"background:#f9f9f9;padding:1.5rem 2rem;border-radius:8px;margin-bottom:2rem;\">\n<strong style=\"font-size:1.1rem;\">Table of Contents<\/strong><\/p>\n<ol style=\"margin:0.75rem 0 0;padding-left:1.25rem;\">\n<li><a href=\"#definition\" style=\"text-decoration:none;color:#1a5276;\">What is a pricing strategy?<\/a><\/li>\n<li><a href=\"#modelle\" style=\"text-decoration:none;color:#1a5276;\">The most important pricing models<\/a><\/li>\n<li><a href=\"#entwicklung\" style=\"text-decoration:none;color:#1a5276;\">Developing a pricing strategy<\/a><\/li>\n<li><a href=\"#psychologie\" style=\"text-decoration:none;color:#1a5276;\">Pricing psychology: How customers perceive prices<\/a><\/li>\n<li><a href=\"#innovation\" style=\"text-decoration:none;color:#1a5276;\">Pricing and business model innovation<\/a><\/li>\n<li><a href=\"#fehler\" style=\"text-decoration:none;color:#1a5276;\">Common pricing mistakes<\/a><\/li>\n<li><a href=\"#faq\" style=\"text-decoration:none;color:#1a5276;\">Frequently asked questions about pricing strategy<\/a><\/li>\n<\/ol>\n<\/nav>\n<h2 id=\"definition\">What is a pricing strategy?<\/h2>\n<p>The <strong>pricing strategy<\/strong> comprises all decisions related to a company\u2019s pricing. It defines not only the price itself, but also the pricing model, discount structures, payment terms, and price communication. <\/p>\n<p>Pricing is one of the most powerful levers for profitability: a price increase of just 1% can raise profit by 8\u201311%\u2014significantly more than cost reductions or revenue growth. Yet in many companies, pricing is treated as an afterthought and driven by gut feeling rather than strategy. <\/p>\n<p>Pricing strategy is directly linked to <a href=\"https:\/\/pointofnew.at\/en\/glossary\/brand-positioning\/\" style=\"color:#1a5276;text-decoration:none;\">brand positioning<\/a> and the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/usp-unique-selling-proposition\/\" style=\"color:#1a5276;text-decoration:none;\">USP<\/a>: premium positioning requires premium prices, while cost leadership requires low prices.<\/p>\n<h2 id=\"modelle\">The most important pricing models<\/h2>\n<ul>\n<li><strong>Cost-plus pricing:<\/strong> costs plus margin\u2014simple, but it ignores customer value and competition<\/li>\n<li><strong>Value-based pricing:<\/strong> the price is based on perceived customer value\u2014the most profitable approach, but it requires deep customer understanding through <a href=\"\/glossar\/value-proposition\/\" style=\"color:#1a5276;text-decoration:none;\">Value Proposition Design<\/a><\/li>\n<li><strong>Competition-based pricing:<\/strong> prices are aligned with competitors\u2014the result of <a href=\"https:\/\/pointofnew.at\/en\/glossary\/competitive-analysis\/\" style=\"color:#1a5276;text-decoration:none;\">competitive analysis<\/a><\/li>\n<li><strong>Penetration pricing:<\/strong> low introductory prices to quickly capture market share\u2014typical for <a href=\"https:\/\/pointofnew.at\/en\/glossary\/startup\/\" style=\"color:#1a5276;text-decoration:none;\">startups<\/a> on the path to <a href=\"https:\/\/pointofnew.at\/en\/glossary\/product-market-fit\/\" style=\"color:#1a5276;text-decoration:none;\">product-market fit<\/a><\/li>\n<li><strong>Skimming strategy:<\/strong> a high launch price that is gradually reduced\u2014for innovative products with a unique selling point<\/li>\n<li><strong>Freemium:<\/strong> basic version free of charge, premium features paid\u2014core to many digital <a href=\"\/glossar\/geschaeftsmodell-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">business models<\/a><\/li>\n<li><strong>Subscription:<\/strong> recurring payments instead of a one-time purchase\u2014creates predictable revenue and strengthens customer loyalty<\/li>\n<li><strong>Dynamic pricing:<\/strong> prices adjust in real time based on demand, timing, or customer segment<\/li>\n<\/ul>\n<h2 id=\"entwicklung\">Developing a pricing strategy<\/h2>\n<p>A robust pricing strategy is developed in four steps:<\/p>\n<ol>\n<li><strong>Understand customer value:<\/strong> What is your offering really worth to the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/target-audience-analysis\/\" style=\"color:#1a5276;text-decoration:none;\">target group<\/a>? Analyse the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/jobs-to-be-done-jtbd\/\" style=\"color:#1a5276;text-decoration:none;\">jobs to be done<\/a> and the willingness to pay of your <a href=\"https:\/\/pointofnew.at\/en\/glossary\/buyer-persona\/\" style=\"color:#1a5276;text-decoration:none;\">buyer personas<\/a>. <\/li>\n<li><strong>Know your costs:<\/strong> fixed costs, variable costs, marginal costs\u2014the lower bound of your price is cost coverage<\/li>\n<li><strong>Assess the competition:<\/strong> Where are competitors\u2019 prices? Which pricing models do they use? How do you differentiate?  <\/li>\n<li><strong>Choose a pricing model:<\/strong> one-time payment, subscription, usage-based, tiered? The model must fit the business model and the target group. <\/li>\n<\/ol>\n<p>Test prices with real customers\u2014A\/B tests, conjoint analyses, or Van Westendorp surveys provide data-driven insights.<\/p>\n<h2 id=\"psychologie\">Pricing psychology: How customers perceive prices<\/h2>\n<p>Price perception is not rational. Psychological effects influence purchasing decisions: <\/p>\n<ul>\n<li><strong>Anchoring effect:<\/strong> the first price shown sets the reference frame\u2014always show the premium package first<\/li>\n<li><strong>Loss aversion:<\/strong> Customers perceive losses more strongly than gains \u2013 \u201cSave \u20ac500\u201d is more compelling than \u201cInvest only \u20ac2,000\u201d<\/li>\n<li><strong>Decoy effect:<\/strong> an unattractive mid-tier makes the premium package more appealing<\/li>\n<li><strong>Price thresholds:<\/strong> \u20ac99 is perceived as significantly cheaper than \u20ac100\u2014though less relevant in B2B<\/li>\n<li><strong>Bundling:<\/strong> packages are perceived as more valuable than individual services at the same total price<\/li>\n<\/ul>\n<h2 id=\"innovation\">Pricing and business model innovation<\/h2>\n<p>Innovative pricing models can transform entire industries:<\/p>\n<ul>\n<li><strong><a href=\"https:\/\/pointofnew.at\/en\/glossary\/platform-economy\/\" style=\"color:#1a5276;text-decoration:none;\">Platform economy<\/a>:<\/strong> multi-sided pricing models\u2014one side pays, the other uses it for free<\/li>\n<li><strong><a href=\"https:\/\/pointofnew.at\/en\/glossary\/servitization-as-a-service-models\/\" style=\"color:#1a5276;text-decoration:none;\">Servitization<\/a>:<\/strong> From product sales to a service subscription \u2013 \u201cPay per use\u201d instead of a one-time purchase<\/li>\n<li><strong><a href=\"https:\/\/pointofnew.at\/en\/glossary\/scaling\/\" style=\"color:#1a5276;text-decoration:none;\">Scaling<\/a> through pricing:<\/strong> tiered pricing models enable growth across different customer segments<\/li>\n<li><strong>Sustainable pricing models:<\/strong> <a href=\"https:\/\/pointofnew.at\/en\/glossary\/circular-economy\/\" style=\"color:#1a5276;text-decoration:none;\">circular economy<\/a> and sharing models require new pricing approaches<\/li>\n<\/ul>\n<p>Pricing strategy is an integral part of the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/business-model-canvas\/\" style=\"color:#1a5276;text-decoration:none;\">Business Model Canvas<\/a> and should be considered in every <a href=\"\/glossar\/geschaeftsmodell-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">business model innovation<\/a>.<\/p>\n<h2 id=\"fehler\">Common pricing mistakes<\/h2>\n<ul>\n<li><strong>Too cheap:<\/strong> many SMEs and <a href=\"https:\/\/pointofnew.at\/en\/glossary\/mittelstand-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">mid-sized companies<\/a> underestimate their value\u2014and leave margin on the table<\/li>\n<li><strong>Cost-based only:<\/strong> cost-plus ignores customer value and gives away profitability<\/li>\n<li><strong>No segmentation:<\/strong> a single price for all customers leaves potential untapped<\/li>\n<li><strong>Price without value:<\/strong> raising prices without communicating additional value leads to customer churn<\/li>\n<li><strong>Discounts as a habit:<\/strong> permanent discounts train customers to never pay full price<\/li>\n<li><strong>No price testing:<\/strong> if you never test, you never optimise\u2014data-driven pricing beats gut feeling<\/li>\n<\/ul>\n<p><!-- CTA Box --><\/p>\n<div style=\"background:linear-gradient(135deg,#1e3a5f,#2563eb);color:#fff;padding:2rem;border-radius:12px;margin:2rem 0;text-align:center;\">\n<h3 style=\"color:#fff;margin-top:0;\">Would you like to optimise your pricing strategy and become more profitable?<\/h3>\n<p style=\"font-size:1.1rem;\">We help you develop value-based pricing that fits your business model and your target group.<\/p>\n<p><a href=\"https:\/\/pointofnew.at\/en\/business-model-innovation-services\/\" style=\"display:inline-block;background:#fff;color:#1e3a5f;padding:0.75rem 2rem;border-radius:8px;text-decoration:none;font-weight:600;margin-top:0.5rem;\">\u2192 Schedule a consultation now<\/a>\n<\/div>\n<p><!-- FAQ --><\/p>\n<div class=\"faq-section\" itemscope=\"\" itemtype=\"https:\/\/schema.org\/FAQPage\">\n<div>\n<h2 id=\"faq\">Frequently Asked Questions (FAQ)<\/h2>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">Which pricing strategy is right for my company?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\">\n<p>That depends on your industry, target group, and positioning. Premium-positioned brands benefit from value-based pricing. Startups often use penetration pricing or freemium. Service providers should charge based on value rather than hours. An individual analysis of your business model provides clarity.    <\/p>\n<\/div>\n<\/div>\n<\/details>\n<\/div>\n<div>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">How can I increase prices without losing customers?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\">\n<p>Communicate the added value, not the price increase. Bundle the increase with additional services. Introduce new price tiers instead of raising existing ones. Give existing customers a transition period. And: test the increase first in a small segment.    <\/p>\n<\/div>\n<\/div>\n<\/details>\n<\/div>\n<div>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">Should I show my prices on the website?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\">\n<p>In B2C and for standardized offerings: yes, absolutely \u2013 price transparency builds trust. In B2B with complex, customized solutions, an \u201cfrom\u201d price can make sense to indicate the entry threshold. Hidden prices deter digitally savvy customers.  <\/p>\n<\/div>\n<\/div>\n<\/details>\n<\/div>\n<div>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">What is value-based pricing and how does it work?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\">\n<p>Value-based pricing sets the price based on perceived customer value, not costs. To do this, you need to understand the specific benefit your offering delivers\u2014e.g., time savings, revenue growth, or risk reduction. The price is typically a fraction of the customer value.  <\/p>\n<\/div>\n<\/div>\n<\/details>\n<details style=\"background:#eaecee;border-radius:8px;padding:0;margin-bottom:0.75rem;\">\n<summary style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;list-style:none;\">How often should I review and adjust my pricing strategy?<\/summary>\n<div style=\"padding:0 1.2rem 1rem 1.2rem;\">Review pricing at least annually and whenever significant market changes occur \u2013 new competitors, cost changes, product improvements, or customer feedback suggesting misalignment. Many fast-growing companies adjust pricing 2-3 times per year as they learn from customer behavior and improve their value proposition. However, avoid frequent small changes that confuse customers or erode trust. When adjusting prices, grandfather existing customers or provide advance notice to maintain goodwill while optimizing for new customer acquisition.<\/div>\n<\/details>\n<\/div>\n<\/div>\n<p><!-- Verwandte Begriffe --><\/p>\n<div style=\"margin-top:2.5em;padding-top:1.5em;border-top:1px solid #e2e8f0;\">\n<strong>Related terms:<\/strong><\/p>\n<div style=\"display:flex;flex-wrap:wrap;gap:0.5rem;margin-top:0.5rem;\">\n<a href=\"\/glossar\/geschaeftsmodell-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">Business Model Innovation<\/a><br \/>\n<a href=\"\/glossar\/value-proposition\/\" style=\"color:#1a5276;text-decoration:none;\">Value Proposition Design<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/usp-unique-selling-proposition\/\" style=\"color:#1a5276;text-decoration:none;\">USP<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/brand-positioning\/\" style=\"color:#1a5276;text-decoration:none;\">Brand Positioning<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/competitive-analysis\/\" style=\"color:#1a5276;text-decoration:none;\">Competitive Analysis<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/platform-economy\/\" style=\"color:#1a5276;text-decoration:none;\">Platform Economy<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/servitization-as-a-service-models\/\" style=\"color:#1a5276;text-decoration:none;\">Servitization<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/scaling\/\" style=\"color:#1a5276;text-decoration:none;\">Scaling<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/buyer-persona\/\" style=\"color:#1a5276;text-decoration:none;\">Buyer Persona<\/a><br \/>\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/business-model-canvas\/\" style=\"color:#1a5276;text-decoration:none;\">Business Model Canvas<\/a>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Further reading Innovation Process: 5 Phases for Successful Innovation Business Model Canvas: Guide &amp; Examples for SMEs Digital Transformation for SMEs: A Guide Key takeaways: Your pricing strategy determines how&hellip;<\/p>\n","protected":false},"author":1,"featured_media":24529,"parent":25140,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-25670","page","type-page","status-publish","has-post-thumbnail","hentry"],"featured_image_src":"https:\/\/pointofnew.at\/wp-content\/uploads\/2025\/07\/Point-of-New-Business-Model-Innovation-Benedikt-Hasibeder-scaled.png","_links":{"self":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25670","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/comments?post=25670"}],"version-history":[{"count":11,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25670\/revisions"}],"predecessor-version":[{"id":28305,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25670\/revisions\/28305"}],"up":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25140"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/media\/24529"}],"wp:attachment":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/media?parent=25670"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}