Pricing it Right: Three Caselets in Pricing

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG187 For delivery in electronic format: Rs. 300;
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PricingStrategy/ Dynamic Pricing
Case Length : 13 pages
Period : 2006-2008
Pub Date : 2008
Teaching Note : Not Available
Organization :; Apple, Inc.; F. Hoffman-La Roche Ltd.
Industry : Travel; Consumer Electronics; Pharmaceutical
Countries : Global


This is a collection of three caselets that would help highlight the issues involved in pricing a product or service.

The first caselet is about (Priceline) and its revolutionary 'Name Your Own Price'pricing system. Some analysts had raised concerns that a business model based on the path-breaking NYOP system might not be sustainable. Priceline had since moved beyond the NYOP system by providing customers with the option of choosing from a list of published prices for its travel products and services as well. In a bold move in end2007, the company permanently eliminated all booking fees on published airfares taking the analysts and competitors by surprise.

The second caselet is about Apple Inc.'s (Apple) pricing of iPhone in the US. In 2007, Apple raised many eyebrows by reducing the price of its much hyped iPhone by one-third within 10 weeks of the launch. While some analysts felt that adoption of such market skimming strategies and subsequent price cuts by companies selling technological devices was nothing new, others felt that Apple's decision to reduce the price so drastically just a few weeks after the launch was a public relations fiasco.

The third caselet is about F. Hoffman-La Roche's (Roche) pricing strategy for its path-breaking anti-AIDS drug, Fuzeon. Despite being a major innovation Fuzeon has consistently failed to match up to the initial sales expectation since it was launched in 2003. Some analysts felt that Roche's strategy of launching Fuzeon at a premium price, almost twice the price of the next high priced anti-AIDS drug, was partly responsible for the company's woes. The company had also faced a lot of social criticism for setting such a high price for the drug, taking it out of reach of people who needed it the most.


• Understand the issues and challenges in Pricing a product or service (pricing decisions, premium pricing, market skimming, etc).

• Analyze dynamic pricing systems such as the Name Your Own Price (NYOP) pricing system.

• Understand how pricing could affect product adoption and diffusion.


  Page No.
Caselet 1: Priceline's Pricing Strategy: Name Your Own Price (NYOP) & Beyond 1
Caselet 2: Apple's Pricing Strategy For iPhone in The US 5
Caselet 3: Roche's Pricing Strategy for Fuzeon 7
Exhibits 10


Pricing, Pricing strategy, Pricing policy, Premium price, Market skimming strategy, Name Your Own Price, NYOP, Threshold price, Demand and supply, Business model, e-commerce, Priceline, Early adopter, Public relations, iPhone, Apple, Fuzeon, Roche, Innovation

Caselet 1: Priceline's Pricing Strategy: Name Your Own Price (NYOP) & Beyond - Next Page>>


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