2. RICHARD SANZ
CEO of Food Asia Corporation

3. 1. What was the insight behind Bibingkinitan?
2. Bibingkinitan started by pricing low, how did you respond to competitor' strategy of pricing lower than you?
3. You are expanding via franchising, how do you determine if your franchising concept has the right place?

4. Price is the amount of money asked or given for “something” .

7. PLDT initiated aggressive price cut for international direct dialing (IDD) calls:
June 15, 2000 – US $ per minute
- US $ 0.69 per minute
On May 29, 2000 – US $ 0.50

9. PLDT’s Natural Thrust 1. Target unsatisfied customer segment
2. Under-price incumbent.
3. Simplify pricing for easier comparison.
4. Attack and weaken the core profit area of the leader.
5. Be innovate to build differentiate and brand.

10. making products affordable to its target market
FUNCTION OF PRICE
making products affordable to its target market
reflecting the value of the product

12. Mobile phones
Photocopy
Software

13. Factors to Consider in Pricing
Internal Factors
External Factors
Product
Cost
Competition
Objectives
Market Demand

15. MOLASSES

16. Two Common Types of Setting the Price:
Target Profit
where prices are set towards attaining a satisfactory rate of return.
Mark- up
where standard percentage based on cost is adopted