Home » Customer Value in Pricing Strategy » FitStyle, a company that makes stylish and affordable athletic shoes, is thinking of differentiating its shoes based on weight, support, and footbed cushioning. They’ve made a price ladder to compare their current product offerings and prices to their main competitors. What data would show that FitStyle may need to defend a unique market position?

FitStyle, a company that makes stylish and affordable athletic shoes, is thinking of differentiating its shoes based on weight, support, and footbed cushioning. They’ve made a price ladder to compare their current product offerings and prices to their main competitors. What data would show that FitStyle may need to defend a unique market position?

There is a $35 gap between FitStyle’s least and most expensive shoe models, while their competitors have an offering in that price range.

When plotting costs, FitStyle is using some customer value-based pricing strategies.

FitStyle’s mid-level shoe option is priced $6 higher than all of their competitors.

FitStyle’s least expensive shoe is priced $5 lower than all of their competitors.

With a price $5 below its competitors, FitStyle has a unique price position. They’ll need to begin thinking about what they will do if a competitor launches a product at that price.

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