Beware of a 'lowest pricing' strategy The Marketing Association Of Australia And New Zealand

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Beware of a 'lowest pricing' strategy

Firms which aim at the lowest price build a customer base of discount-chasers who have no loyalty. An over-reliance on low pricing is a sure sign that commodity creep is hijacking any brand you have. Reconsider how to restore the brand on its competitive differences, attracting instead the kind of loyal customer on which a solid business can be built.

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