Penetration Pricing Strategy

Do you want to know how to start selling your products? We’ll show you how to do it with our guide on penetration pricing strategies!

The goal of penetration pricing is to gain market share by offering a low price. To do this, businesses need to understand their target market and what they are willing to pay. They also need to be able to produce their product at a low enough cost to make a profit at the lower price point.

Penetration pricing can be a successful strategy for businesses looking to grow their market share quickly. It can also be used as a way to enter a new market. However, businesses need to be aware of the risks associated with this pricing strategy, such as losing money if demand is not as high as expected or if costs rise unexpectedly.

penetration pricing strategy

What is penetration pricing?

Penetration pricing is a strategy businesses use to attract customers by offering a low price for a new product or service. The goal is to gain market share quickly by appealing to price-sensitive consumers. This pricing strategy can be risky, as it can lead to losses if customers do not continue to purchase the product or service once the introductory price expires.

How to use penetration pricing effectively?

Regarding pricing, there are a few key strategies businesses can use to increase sales and gain market share. One of these strategies is called penetration pricing.

Penetration pricing is when a company prices its products or services below the competition to attract customers and grow market share. This strategy can be effective in several ways.

For one, it can help increase sales in the short term as customers are more likely to purchase a product priced lower than its competitors. Additionally, penetration pricing can help build brand awareness and customer loyalty over the long term.

If you’re considering penetration pricing as part of your marketing strategy, you should keep a few things in mind.

  1. First, ensuring that your costs are low enough to still turn a profit even after discounts is important. 

  2. Second, you’ll need to be prepared to compete on other factors such as quality and customer service. 

  3.  Finally, planning how to exit the market is important once you’ve built up enough market share.

If used effectively, penetration pricing can be a powerful tool for growing your business. Just make sure that you have a solid plan in place before implementing this strategy.

Types of penetration pricing strategies

There are three common types of penetration pricing strategies:

1. Price Skimming

This involves setting a high initial price for your product or service to skim the cream off the top of the market. This strategy is often used when launching a new product or service onto the market. 

Setting a high price means you can profit more from the early adopters willing to pay a premium for your offering.

2. Market Penetration

This strategy involves setting a low price for your product or service to penetrate the market and gain a larger market share. Setting a low price can make your offering more attractive to potential customers and gain a larger market share.

3. Price Discrimination

This strategy involves pricing your product or service based on customer segmentation. This means that you will charge different prices to different people based on their income, location, or purchasing power.

Companies with a monopoly on their product or service often use this strategy. You can maximize your profits by charging different prices to different groups of people.

Advantages of penetration pricing strategy

Penetration pricing is a pricing strategy where you offer a low price for your product or service to gain market share. There are several advantages to using this strategy: 

  • You can quickly gain market share and become the dominant player in your industry. 

  • It can help you reach new customers who are price-sensitive. 

  • You can use it to increase demand for your product or service. 

  • It can help you increase your brand awareness and visibility. 

  • You can use it to boost sales and revenue in the short term. 

If you’re considering using penetration pricing, ensure you have the financial resources to sustain it in the long term. When used correctly, it can be a powerful tool to help your business grow and succeed.

Disadvantages of penetration pricing strategies

Penetration pricing can be a very effective marketing strategy, but it also has disadvantages. 

  • The biggest downside of penetration pricing is that it can lead to customers perceiving your product as being of lower quality. This is because when products are heavily discounted, consumers often assume that there must be something wrong with them. 

  • In addition, penetration pricing can also cannibalize your other products. If you offer one product at a very low price, customers may be less inclined to purchase your more expensive offerings.

  • Finally, penetration pricing can put immense pressure on your margins and profitability, particularly if you cannot scale up production quickly enough to meet demand.

The bestselling book „Pricing Intelligence“ has more on the topic and

…here is a hidden link where it can be download free here

Case studies 

Case studies of effective penetration pricing is a popular pricing strategy in which a company sets its prices low to gain market share. In many cases, it can be an effective way to boost sales and profits.

But how do you know if penetration pricing is right for your business? To help you make that decision, let’s look at three case studies of businesses that used penetration pricing successfully.

1. Company A sells software products. It decided to offer its products at a 50% discount for the first year, to attract new customers. As a result, it increased its market share by 15%.

2. Company B manufactures electric vehicles. It decided to price its vehicles 20% below the competition to gain market share quickly. As a result, it achieved a 30% market share within two years.

3. Company C sells home appliances. It decided to offer its products at a 10% discount for the first six months of operation to attract new customers. As a result, it increased its market share by 5%.

As you can see from these case studies, penetration pricing can be an effective way to gain market share and boost sales and profits. If you’re thinking about using this pricing strategy for your business, be sure to do your research and crunch the numbers carefully before making your final decision.


A revolution in price optimization

More profitable prices through neuroscience & AI - Scientific study on pricing with astonishing results

Some professionals prefer to access video tutorials around pricing and insights

… here is the library we recommend. The access is free

Risks of using penetration pricing strategies

Penetration pricing can be risky, especially for small businesses. If you price your products or services too low, you may not be able to make a profit. And if you’re not careful, you could end up undercutting yourself and damaging your brand.

  • One of the biggest risks of penetration pricing is that it can lead to price wars with competitors. If your competitor also decides to use penetration pricing, you’ll sell at a loss to gain market share. This can quickly eat into your profits and put you at a disadvantage in the long term.

  • Another risk is that you may not be able to maintain the low prices for a long. Once you’ve gained market share, you may need to raise your prices to become profitable. This could cause customers to switch to your competitors, who are still offering lower prices.

Overall, penetration pricing can be helpful for businesses looking to gain market share quickly. However, there are some risks involved that should be considered before using this strategy.

How to avoid risks

Here are some tips to avoid the risks associated with penetration pricing: 

  • Do your research

Before implementing a penetration pricing strategy, ensure you have researched and understand the market you are entering. This will help you determine the right price for your product or service

  • Know your costs

Make sure you clearly understand all the costs associated with producing and selling your product or service. This will help you avoid losses down the road

  • Monitor your results

Once you have implemented a penetration pricing strategy, it is important to monitor your results closely. This will help you adjust your strategy as needed and avoid any potential pitfalls.

Examples of successful penetration strategies

 There are many examples of successful penetration pricing strategies. 

  • One is Amazon’s Kindle was introduced at a very low price point to gain market share. 

  • Another example is Apple’s iPhone, which was also priced very competitively when it was first released.

 If you’re considering using a penetration pricing strategy for your business, it’s important to research and ensure it’s the right fit for your products or services. But if done correctly, it can be an effecti

Get your FREE hardcopy of the “CX Insights Manifesto”

FREE for all client-side Insights professionals. We ship your hardcopy to USA, CA, UK, GER, FR, IT, and ESP.

Today pioneers use the latest pricing survey tools that use Neuroscience + AI

Interested professionals can use some tools even for free and explore on its own


So far, we have concluded that for all business owners, the penetration pricing strategy is an effective strategy to boost sales. This involves setting a low initial price for your product or service to attract customers and gain market share. Thus, to increase sales quickly, penetration pricing may be the best option. 

By setting a low initial price, you can attract more customers and get them in the door. Once they’re hooked on your product or service, you can gradually raise prices. That said, penetration pricing can be a successful strategy if done correctly. It can help you gain market share and build brand awareness. But it’s important to do your research and ensure a solid plan. Otherwise, you could end up doing more harm than good.


Keep updated on the latest Pricing Insights know-how and do-how.

In my email newsletter “Pricing Insights” I cover the whole range of pricing insights solutions-from Garbor Granger to Conjoint, from NeuroPricing to Pricing Software Systems. I describe the application in various fields from new product pricing to promotion, from brand premium to feature pricing.

Keep up to date here.