Abstract
Besides Marketing-mix strategy, price strategy is the other influential marketing tool to Explicit Unit-Utility Cost. Companies from a developing country like India must compete with international corporations usually utilize low-price strategy to make up deficient product utility in a target market. The objectives of pricing are for market survival, sales growth, profitability, competitive pricing, and quality & image enhancement. There are abundant pricing methods in practice or studies matching one or combinations of these objectives. Thus, to utilize the 4P’s structure's viewpoint in analyzing a specific price strategy is very significant. For example, Marketing-penetration pricing is to set a low initial price in order to penetrate the market quickly and deeply, and so attract a large number of buyers quickly and win a large marketing share.
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