How to Price a Product Feature

Exhibit 16.11   Conjoint analysis reveals that Pantene priced USD 10 has the same utility as Pantene HFC priced USD 12.50.

Consider this scenario — a shampoo brand, Pantene, wants to launch a new variant with hair fall control (HFC) properties. How much premium may be charged for this additional feature?

Take another example — Kunst, a vacuum pump brand, has a unique advantage. Unlike other vacuum pumps, this brand does not require the user to change oil on a periodic basis. What is the perceived value of this product feature?

The second of the two scenarios is discussed in the section on Value Assessment (Exhibit 6.16), in Chapter Customer Satisfaction and Customer Value.

As for Pantene, according to the brand’s website, the Hair Fall Control variant contains keratin damage blockers that helps prevent hair breakage caused by damage, resulting in up to 98% less hair fall when used daily.

This sounds like something some consumers might be willing to pay more for, and conjoint analysis can assess how much more.

According to the results shown in Exhibit 16.11, profile C with HFC, priced USD 12.50 has the same utility as profile A, Pantene sans HFC priced USD 10.00. We can infer that since price and HFC are the only two attributes that differ, the premium that an average consumer is willing to pay for HFC is USD 2.50.

In these examples, the price is determined by trading feature for price.

AttributesLevelsPart-WorthImportanceRelative Importance %
Price (USD)18-2.44.840

Exhibit 16.12   Part-worth for price and hair fall control for shampoos.

Referring to Exhibit 16.12, the part-worth for price of shampoo varies from –2.4 at USD 18.00 to +2.4 at USD 8.00. The range (4.8) is 4 times larger (more important) than that for HFC (1.2).

Assuming a linear utility relationship for price, the perceived value of HFC is one-fourth the price difference (USD 18.00 – USD 8.00). This is equal to (18.00 – 8.00)/4 = USD 2.50.

It is important to remember that the market is heterogeneous. Not all consumers are interested in a shampoo with HFC properties. A study of this nature should, therefore, target only those respondents who are interest in the properties of the new variant, or else the premium would be underestimated.

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