Pricing Strategy Patterns
Essay by 24 • January 4, 2011 • 1,334 Words (6 Pages) • 1,260 Views
Page 1
Pricing Strategy Patterns
The desire to smooth prices has been posited by coffee manufacturers as one
explanation for not fully adjusting prices to changes in costs. In an investiga-
tion by the United Kingdom Competition Commission, Nestle commented:
Starbucks spokeswoman Helen Chung stated, “We do not change our prices
based on short-term fluctuations in the coffee market” (Seattle Times,
December 7, 1999). P&G commented in conjunction with its 2004 price
increase that P&G “increases product prices when it is apparent that
commodity price increases will be sustained” (Associated Press, Dec. 10,
2004). Coffee manufacturers often cite movements in futures prices as moti-
vation for price adjustments, further corroborating their stated desire to
smooth prices.
Not evident from market-level averages is the fact that individual manufac-
turer prices often remain fixed for long periods of time. Figure 2 presents a
typical manufacturer-price series for Folgers coffee.
Historically, adjustments in prices have occurred primarily when coffee
commodity prices are relatively volatile. Table 5 presents the standard devi-
ation of weekly coffee commodity prices by year, as well as the average
frequency of manufacturer price adjustments during the year. These statis-
14
Cost Pass-Through in the U.S. Coffee Industry / ERR-38
Economic Research Service/USDA
Figure 2
Atypical wholesale price series
0
5
10
15
20
25
10/29/97 10/29/98 10/29/99 10/29/00 10/29/01 10/29/02 10/29/03 10/29/04
Wholesale price
Coffee commodity price
Price per ounce (cents)
Source: Author’s analysis of Promodata wholesale-price data and New York
Board of Trade commodity data.
“In making price changes, NestlÐ"© was influenced first by the need
to avoid price volatility that could confuse the customer and be
difficult for the trade to manage. Secondly, NestlÐ"© aimed to
smooth price increases to avoid sharp changes that could damage
the confidence of the consumer. The company said that the history
of recent price changes, given below, led to results which were
overall more satisfactory to consumers than prices which changed
more frequently in response to changes in green-coffee-bean
prices, which fluctuated daily” (United Kingdom Competition
Commission, 1991).Page 2
tics calculate the number of price adjustments, not including the price
adjustments associated with trade promotions.
There is a strong relationship (correlation coefficient of 0.84) between the
frequency of price adjustments at the manufacturer level and the volatility of
coffee bean prices over a given period. For example, the lowest standard
deviation of weekly commodity costs and the lowest average frequency of
manufacturer price adjustments both occur in 2003, while the highest stan-
dard deviation of weekly commodity costs and the highest average
frequency of manufacturer price adjustments occur in 1997.
The data show, that in some years, price adjustments were very infrequent.
In 2003, the average frequency of manufacturer price adjustments in the
year over the different UPCs was 0.2 times and the standard deviation of
weekly coffee bean prices was about 0.1 cent. Taking into consideration that
green-coffee-bean costs constituted about 40 percent of marginal costs in
2003, this implies that the standard deviation of marginal costs was about 2
percent during that year.
13
Another way of analyzing the data is to compare the frequency of price
adjustments across brands (table 6). The frequency of price adjustments is
relatively similar across the three major coffee brands: Folgers, Maxwell
House, and Hills Bros. Starbucks is an outlier in having extraordinarily few
price adjustments. One potential explanation for Starbucks’ behavior may be
that it is a premium product, with a considerably higher price range and
perceived quality.
Table 7 uses Nielsen Homescan statistics to summarize the household
income characteristics of customers of different brands of coffee and shows
clearly that while customers of Folgers, Maxwell House, and Hills Bros.
have similar demographic characteristics, far more
...
...