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Ekohealth: Developing Price Structures
內容大綱
Founded in 2011 in Mumbai, India, Ekohealth Management Consultants Private Limited helped its subscribing members by negotiating bulk discounts with hospitals for all planned surgeries and reducing their monthly bills by suggesting low-cost generic drugs rather than expensive brand names. It ensured ethical health care practices by removing the referral fees doctors routinely demanded from hospitals, pathology clinics, pharmaceutical companies and other medical professionals in exchange for directing patients to them. The company had entered fiscal year 2013/14 with a high momentum and envisioned recording revenue of INR28.3 million by the end of the year. The existing price metric involved a single price point: the annual membership fee of INR1,500 for up to five members of a family. The company has plans to move into other Indian cities by mid-2014. Is the single price metric appropriate for these new markets?
學習目標
The target audience for this case study is MBA and executive management development program courses in pricing, marketing management and strategic marketing to reach the following objectives:<br><br><ul><li>Construct a price structure that appropriately matches price with the value delivered and cost to serve for each segment.</li><li>Analyze how a single pricing strategy can leave large untapped profits.</li><li>Understand the concept of economic value estimation.</li><li>Understand the advantages of market segmentation.</li><li>Examine the importance of multiple price metrics and price fences.</li></ul>