New Product Pricing Strategy and Product Performance Assessment in Fast Moving Consumer Goods

Abstract

Purpose: This article combines the two perspectives of management interests, namely marketing and finance regarding Fast Moving Consumer Goods (FMCG). The aim is to uncover the marketing environment on pricing strategies in a competitive market environment, product and financial performance as well as assessing product success based on price strategies. Design/methodology/approach: Qualitative research methods are used by the design of a combination of grounded theory and phenomenology, as well as constructive approaches. Findings: The results identify that the marketing environment in terms of price is a consideration of buyer’ decisions and is related to the product marketing environment, and the environment of market competition, namely price activities, antecedents and price outcomes. The marketing environment of price is created based on the marketing environment of product and consumer market competition, while the product performance is determined by the environment of business and consumer market competition. These findings contribute to the conception of business buyer behavior and the marketing mix. Practical implications: The results implications refer to the practice of corporate management on financial management of working capital, and marketing management in general. Originality/value: The originality of this paper comes from the exploration of pricing strategies in an effort to determine the relevance between product performance and finance, and the success of new "FMCG" products.