§ Lecture 03 of 04 · Teaching brief
Set the price
Pricing is positioning, in dollars.
Strategy · anchor · cadence · bundle
The number on the shelf tells a buyer who you think they are — before they read a single word of your copy.
Four strategies: Skimming (high to start, lower later), Penetration (low to buy share), Premium (above category to signal quality), Value (at category, win on benefit). Price point, anchor, promo cadence, and bundling all execute the chosen strategy. Buyers compare your price to a reference, not to dollars.
From the field
Headset · 2024
Apple Vision Pro
Launched at $3,499 — Skimming to capture early adopters before the price comes down.
House brand
Costco Kirkland
Penetration / Value — match category quality, undercut on price, win on volume.