What Is Bundle Pricing ?
Bundle pricing is a marketing strategy where business firms sell variety of products at a single price. Sellers adopt this pricing technique to attract more customers that helps to increase the sales and generate more revenue.
Advantages Of Bundle Pricing
The main advantages of price bundling can be pointed out as follows:
1. Attracts More Customers
Bundle pricing offers multiple products at a discounted price that helps to attract new buyers. So, it increases the sales volume.
2. Generates More Revenue
This selling strategy encourages deal-conscious customers to spend more. Therefore, bundle pricing helps to make more revenue.
3. Buying Convenience
Another advantage of bundle pricing is that it simplifies buying process. Customers can fulfill their different needs in a bundle. They do not need to visit different stores to buy different items. It saves their time and effort.
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4. Decreased Marketing Costs
It helps the firms to minimize marketing and distribution costs. Complementary products are grouped together and marketed as a single product. Therefore, this technique is useful to decrease marketing and promotional expenses.
Disadvantages Of Bundle Pricing
The main disadvantages of bundle pricing are as follows:
1. Difficult To Fix Price
It can be a challenging job for the firms to set optimal price. Too low price may lead to decrease in revenue and too high price for a bundle decreases the sales.
2. Lower Customer Satisfaction
Customers may be forced to buy unwanted products or services in price bundling method. It may decrease customer satisfaction. Decrease in customer satisfaction leads to decrease in customer loyalty that may negatively impact the image and goodwill of the firm.
Pros And Cons Of Bundle Pricing In Brief
Pros
* It helps to increase sales and revenue by attracting more customers
* It helps to improve customer experience by simplifying purchasing process
* It lowers marketing and promotional expenses
* It helps the business firm to clear old stock
Cons
* It is difficult to set proper price for a bundle
* It may create negative customer perception
* It may decrease customer satisfaction
* High possibility of product cannibalization