Cost and value perceived by the customer; variation in input prices; competition; and market expectations. “In the bakery sector, for example, fluctuations in the price of flour and other ingredients can directly impact profit margins,” she points out.
To assist entrepreneurs in the task of pricing, the specialist shares five tips based on her successful trajectory:
1. Analyze your costs in detail. “It is essential to consider all costs involved in production, from raw materials to operational expenses. Only with a clear view of these values is it possible to establish a price that covers expenses and provides profit,” she begins.
2. Study the market and competition. “Understanding the positioning of competitors and market trends allows adjusting your prices competitively, without compromising quality or brand perception,” she lists.
3. Consider the customer’s value perception. “The price should reflect the value that the customer sees in the product. Investing in quality and differentials justifies higher prices and builds customer loyalty,” she says.
4. Use technology to your advantage. “Financial management tools and sales analysis are essential to understand consumer behavior, predict seasonal demands, and adjust prices strategically. For example, using detailed reports to monitor the impact of price changes can help ensure decisions are based on concrete data,” she explains.
5. Review and adjust prices periodically. “The market is dynamic, and factors such as inflation, input costs, and changes in consumer behavior require constant revisions in pricing strategy. Staying updated is crucial for business sustainability,” she concludes.
In summary, implementing a well-founded pricing strategy is at the core of business success. “The main lesson is that pricing should not be based solely on competition or intuition, but rather on a careful analysis of costs, added value, and brand positioning. Testing different approaches and maintaining constant monitoring are essential practices to keep a profitable and growing business,” concludes Marcela Fernandes.
