Review: Your company sells computers and other digital devices, and it is branching out to televisions now too. You are on the pricing team and need to find a value-based price. You’ve identified the next best alternative, which has comparable features except your television won’t come with a remote control.


Products with market leading features don’t have directly comparable products and must build a reference price point by accounting for any missing or additional features. In this case, the positive customer value driver of the new feature and the production savings help create a constructive next best alternative price.