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Charles Michael Vaughn: Value Pricing

Charles Michael Vaughn says pricing is among the important elements of marketing

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Charles Michael Vaughn

Charles Michael Vaughn says pricing is among the important elements of marketing. Charles Michael Vaughn mentioned businesses should focus on, to make the product or service marketable. Over the last few decades, the trends in the market for choosing the right pricing strategy have varied. We have now come at a juncture where a relatively new model of pricing is being hailed by business experts as the most efficient pricing strategy, particularly for services. Value-based pricing is being sold as the latest marketing mantra but before we look at what it is, let us briefly look at some of the most common pricing strategies.

Cost Plus

Perhaps the most common pricing strategy is cost-plus pricing. It does not require much data and input from the market, Charles Michael Vaughn states. The producer or service provider simply adds the profit margin to the cost, to arrive at the price. It is easy to calculate but the downside is that it provides no way to gauge whether the product or service is priced correctly or not. If underpriced, the producer loses revenue and if overpriced, the producer will soon lose out to the competition.

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Billable hours

A very common pricing strategy for service providers, particularly accounting firms is the billable hour’s strategy, says Charles Michael Vaughn. Firms charge their clients based on the number of hours worked. While it may seem fair at first, this strategy has its pitfalls. If the engagement team works fast, they put in fewer hours of work and thus end up losing revenue. If the engagement team works deliberately slow, they can prolong the hours and thus increase the revenue. Billable hour strategy, just like cost-plus fails to be efficient for the business and the customer.

Tiered Pricing

Another strategy that can be seen commonly among service providers such as Netflix, Adobe, and other services is the tiered pricing strategy. This is subscription-based pricing that can be divided into multiple categories, usually three with each category offering more features than the last one.

For services, tiered pricing is a good strategy because it can funnel down the customers based on their requirements and usage of the service. The more features you need, the more you have to pay, says Charles Michael Vaughn. This sounds absolutely fine.

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But it turns out that even the tiered pricing strategy fails to maximize the revenue if the pricing is not set properly. In the graph shown above it can be seen how tiered pricing leaves gaps that the business fails to capitalize upon. The question here is, even with tiered pricing how do you set the price? A business can create three or more tiers but what are the criteria for setting the base level price?

The answer to this is Value pricing!

What is Value pricing?

Value pricing or value-based pricing is a pricing concept that aims to maximize revenue by focusing on the value metric. Value-based pricing required the business to first identify its value metric.

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The value metric is an indicator that allows the business to quantify the value it is providing. The concept behind value pricing is that instead of using the profit margin or looking at the competition, businesses should price their products and services against the value that they create for the consumer.

By basing the prices on the value being provided, businesses can efficiently maximize the revenue because the consumer will realize that the price they are paying is exactly right for the value they are getting from the product or service. If the business chooses the right value metric, the price will neither be over nor undervalued.

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What is a Value metric?

The value metric is an indicator to measure the value being created. For instance, the value metric for Netflix can be the hours of entertainment that the consumers get. For Norton Antivirus, the value metric can be the number of threats detected and prevented in a month. For a business advisor like Charles Michael Vaughn, the value metric can be the number of sales leads generated in a month.

This is why it is absolutely vital for a business to do its research to understand its value metrics. It is also possible for a business to have multiple value metrics. Once the business has understood and identified its value metrics, it can use the value metric to price the services.

Although some businesses tend to use value metrics and then choose a tiered pricing strategy, ideally value-based pricing does not need tiered pricing. Because your value metric will itself create an infinite number of tiers, based on each customer’s preference.

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Charles Michael Vaughn said another article would be required to explain value-based pricing in further detail. For now, it would be enough to say that by focusing on the value that the business is creating for its customers, revenue can be maximized in the most efficient manner.

A passionate Digital Marketer, specialized in SEO & ORM. I have spent over four years as a SEO consultant, working with brands across the world to deliver results from their marketing campaigns. Like you I have many goals and passions. One of my passion is to outrank competitor’s site for my clients. I do this through creative approach to Digital Marketing and Design. Currently I am the Chief Marketing Officer for a Singapore Based Import Export firm.

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Sundar Pichai Net Worth 2024: How Much is the CEO of Google Worth?

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Sundar Pichai Net Worth 2024: How Much is the CEO of Google Worth?

Who is Sundar Pichai?

Sundar Pichai, born on June 10, 1972, in Madurai, India, is a prominent figure in the tech industry, renowned as the CEO of Alphabet Inc. and its subsidiary Google LLC. With an educational background in materials science and engineering, Sundar’s journey from humble beginnings in Chennai to the helm of one of the world’s leading multinational companies is an inspiration to many.

Sundar Pichai Career

Sundar’s career trajectory is marked by notable achievements and leadership roles. Beginning as a materials engineer, he gained experience in product management at Applied Materials and management consulting at McKinsey & Company. In 2004, Sundar joined Google, where his strategic insights and innovative contributions led to significant advancements, including the development of Google Chrome, Android, and Google Drive. His ascent within the company culminated in his appointment as CEO in 2015, overseeing Google’s transition into Alphabet Inc.

Sundar Pichai’s Net Worth

As of 2024, Sundar Pichai’s net worth is estimated to exceed $1.66 Billion, primarily attributed to his role as CEO of Alphabet Inc. and his ownership of approximately 520,668 shares of Alphabet Inc. stock. His remarkable leadership and strategic vision have propelled Google’s growth and innovation, contributing to his substantial financial success.

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Sundar Pichai Age

As of 2023, Sundar Pichai is 50 years old, having been born on June 10, 1972.

Sundar Pichai Family: Wife and Children

Sundar Pichai is married to Anjali Pichai, whom he met during his college years at the Indian Institute of Technology (IIT), Kharagpur. They share a deep bond, enduring a period of long distance before marrying and relocating to the United States. Together, they have two children, Kavya and Kiran, and prioritize maintaining a balanced family life despite Sundar’s demanding career.

Sundar Pichai Height and Weight

Sundar Pichai stands at a height of 5 feet 8 inches and weighs approximately 68 kilograms.

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Also Read: Eric Eisner Net Worth 2024: How Much is the Film Producer Worth?

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Important Ripple V. SEC Lawsuit Update: Parties Cross Swords Over A Key Witness Testimony

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The legal wrangling between Ripple and the US Securities and Exchange Commission (SEC) is becoming increasingly acrimonious. Despite the crypto sector eagerly awaiting an outcome, the case grows more complicated with each passing day.

In a recent move, the SEC filed its opposition to Ripple’s motion to strike new expert materials, including a testimony known as the ‘Fox Declaration,’ which Ripple claimed represents unsolicited expert opinion.

However, the SEC countered this argument, stating that it was a common process akin to standard summary evidence in support of calculations for disgorgement.

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The SEC insisted, ‘It’s not an expert report, does not rely on specialized experience, and does not render any opinions at all, let alone an “expert” one. Nor does it present the testimony of a percipient witness. Rather, it applies basic arithmetic to Ripple’s financial records to streamline the presentation of evidence to Judge Torres… The court should deny Ripple’s motion.’

The SEC also said that the ‘Fox Declaration’ consists of information derived from Ripple’s own documents, including tax returns and financial statements, which can be useful for determining the case’s outcome. The SEC also reminded that this very argument was already struck down by Federal Judge Torres earlier.

XRP Lawsuit: Whales Shift 74M XRP Amid Approaching SEC Deadline, What’s Next?

Just before the SEC’s deadline in the Ripple lawsuit, there was significant whale activity, with transactions affecting over 74 million XRP, leading to increased speculation about the motive behind this move. However, XRP prices have taken a hit, more due to a global crypto market sell-off and significant whale movements. Later in the day, the SEC is expected to file its reply in the Ripple case.

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It was an eventful day, with major crypto assets facing the heat and values tanking. XRP prices have dropped by 4%, but major whale activity involving significant transfers of XRP, totaling $15.92 million to Bitstamp by unidentified whales, has experts talking and wondering about the real motive behind this action. Coupled with the uncertainties around the ongoing legal battle between Ripple Labs and the U.S. Securities and Exchange Commission (SEC), the future of the crypto sector hangs in balance with the final result of this legal wrangling.

Also Read: Philips Settles for $1.1 Billion Over Sleep Apnea Device Recall Linked to Cancer Risks

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Philips Settles for $1.1 Billion Over Sleep Apnea Device Recall Linked to Cancer Risks

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Dutch conglomerate Philips has concluded a $1.1 billion deal to resolve claims in the United States related to the recall of more than 1 million breathing machines. These devices, also known as sleep apnea devices, were recalled in 2021 due to concerns that they posed a potential cancer risk.

Philips had recalled millions of its CPAP machines from the market after concerns arose that components used in the device, especially the foam, could enter the airways and potentially cause cancer. The recall occurred in 2021, and further sales of the devices were halted. The money from the deal will cover injury claims for 58,000 people, earmarking $1.075 billion for a personal injury settlement and $25 million for medical monitoring.

Lawyers representing the plaintiffs stated,

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“Ultimately, these combined agreements accomplish what we sought to achieve when this litigation began — holding Philips accountable by obtaining care for those with physical injuries and compensation for those needing new respiratory devices.”

CPAP machines, an acronym for continuous positive airway pressure machines, are used to treat sleep apnea, a serious sleep disorder where a person’s breathing is obstructed during sleep. This can be caused by the throat muscles obstructing the airways, brain disorders, or unknown causes. CPAP machines help restore the air supply via a mask and keep the airways open.

An estimated 33 million Americans use CPAP machines to treat the symptoms of sleep apnea, according to figures released by the National Council on Aging. Untreated sleep apnea can lead to several complications, including higher risks of developing diabetes, hypertension, and heart diseases.

Some customers alleged that Philips’ DreamStation machines, which were then the brand leader, had been expelling gas and bits of foam into their lungs. Philips made no admission of fault in its products and stated that most of the claims were related to “alleged technical malfunctions” that did not involve any serious injury or death. However, Chief Executive Roy Jakobs said in a statement on Monday that the company is genuinely concerned with any discomfort the patients may have experienced.

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Philips is facing a number of litigations in the US and is effectively out of the sleep machines and ventilators market, with its presence limited to selling replacement parts and servicing the machines that already exist in hospitals and patients’ homes. Earlier this year, Philips agreed to a decree requiring it to halt the sale of its devices in the US until certain conditions are met. It also agreed to repair and replace the more than 1 million breathing machines currently used by patients in the US.

What can consumers do?

The settlement, which must be approved by a judge, entitles users to a $100 award if they return their recalled device by August 9, 2024 — the claim deadline. Users who believe their device is defective should act soon to verify this if they haven’t already, and Philips’ recall page offers ways to check serial numbers and register a product. A dedicated website is available which accepts claims for the financial-loss settlement. Payments tied to the settlement are expected to be completed by 2025.

The news has been welcomed in the share markets, and Royal Philips NV shares soared nearly 30 percent in Amsterdam since the settlement amount is much less than what was expected.

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Also Read: Gerber and Perrigo Face New Lawsuit Over ‘Store-Brand’ Infant Formula Pricing; All Pending Toxic Baby Food Cases Consolidated into New Class Action MDL

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