In 2022, Apple released its latest iPad (10th generation iPad Pro). In addition to the many versions that customers have become accustomed to. Apple, as we know, is a premium brand. Without much deliberation, people the world over admire Apple products, yet not everyone can afford them.

Now, let's say another tech company like Infinix decides to adopt and produce an iPad with features and specifications similar to or even more advanced than the iPad Pro. And amidst the high cost of production, Infinix decided to offer this new product at a lower price as opposed to Apple's. 

Of course, Infinix is not known to produce iPads, so choosing to offer their new product (iPad Pro) means they're indirectly pulling customers to themselves. Offering this tablet at a considerable discount means they're selling it at a price that is far cheaper than the cost of production. This also means they're selling at a "loss" because they're trying to entice price-conscious customers.

To mitigate the loss incurred by underpricing the iPad Pro, Infinix decided to Upsell some high-margin add-ons (accessories) for their tablet. For instance, screen guards, protective cases, and keyboard adapters to customers. The company might also choose to include services that aid customers in making regular payments, like cloud storage, streaming videos, or productivity software. In a case like this, Infixinix uses the tables as a means of drawing customers and then substitutes for the loss through supplementary goods and services offered to the same customers.

This is exactly what the "Loss Leader Pricing Model" advises and entails (selling a product/offering services at a loss and drawing customers to regain the loss through supplementary products/services).

When was the Loss Leader Pricing Model first applied? What are examples of companies adopting them to this day? What are the advantages and disadvantages, and how can you apply this pricing model to your business? Continue reading to learn these and more.

What is the Loss Leader Pricing Model?

The Loss Leader Pricing Model is a pricing strategy that states that a seller intentionally sells a certain product at a loss or below market cost to entice customers and then Upsells them other supplementary products to make more profit and recover the loss. The idea behind this strategy is simple: to attract customers and get them in the door. 

The hope is that once they're there, they'll likely buy other stuff that complements the underpriced products. Then, through this strategy, the business would be able to generate more income to replace the loss incurred by underpricing. For instance, a grocery store might decide to sell bread below the cost price but upsell milk at a higher price to recover the loss. 

Please note: A "loss leader" is a product that is discounted for sale with the intention of leading later sales of other products. The loss leader is sold for less than its minimum profit margin. However, it's not mandatory that it be for less than the cost price.

Some obvious truths lead to the loss leader pricing model:

• A "loss leader" is usually kept in a "must-view" corner of the store so that every customer can see it.

• The loss leader pricing model comes in handy with up-selling. If not generally, in most cases, yes. 

• Loss leader pricing strategy also requires that you understand the cost of the product you're about to sell to be able to strategize how to recover the loss by selling other products at higher prices. 

• Furthermore, you need to know how many people are willing to buy the product to know if it's the right one to underprice.

The Loss Leader Pricing Model was first practiced by the British Motor Corporation when they introduced the Mini car with a starting price of £496 in 1959. Which was lower than its main competitor at the time, the Ford Anglia. The British Motor Corporation was able to get a lot of people interested in the new car with the new price, but they also sold better-equipped models for more profit. 

Advantages of the Loss Leader Pricing Model

For sure, the Loss Leader Pricing Model is a great strategy for boosting sales since it encourages businesses to leverage up-selling. It has many advantages, including:

• It attracts more customers

The definition already made it clear that the essence of the loss leader pricing model is to attract more customers. The first application in history also testifies to the effectiveness of this pricing model. So, needless to say, the loss leader pricing model helps you draw in new customers. And people are more inclined to buy from you when they notice that you are giving them a great deal on a specific good or service. 

• It attracts more products per order

One key feature of the loss leader pricing model is the tendency to upsell. Hence, customers may be persuaded to buy additional goods or pay for other services from your company when you sell a product or service at a loss. 

• Strengthens customers' loyalty

Loss leader pricing also contributes to an increase in customer loyalty because customers are more likely to return in the future if they are aware that they may get a discounted price on a particular good or service. This can promote brand loyalty and help you develop long-term relationships with your clients.

• It enhances brand visibility and awareness

Take the Mini car by British Motor Corporation, for instance. The new product gained a lot of traction through underpricing but helped the company "sell better-equipped models". This shows that employing a loss leader pricing model will not only attract new customers to the product in question. But equally, bring them to the knowledge of your brand. also has the potential to raise brand awareness. This is to say that customers may easily remember your brand and consider making future purchases from you if they see that you are giving them a fantastic bargain on a certain good or service. 

•  Higher revenue

Recall that the core feature of loss leader pricing is Up-selling and up-selling aims at generating additional revenue for businesses by increasing sales. So even if you're selling a good or service at a loss, your revenue may still rise through the up-selling of complementary products. You can choose to use bread as a loss leader and then mitigate the loss by up-selling milk. You can use a pair of shoes as a loss leader, then Upsell with a handbag or a matching outfit.

Also, because customers who feel like they are receiving a good bargain may purchase more goods or services from your company. In the long run, this marketing tactic is a great way to boost sales and expand your company.

• Better Margins

Last but not least, employing a loss leader pricing plan might raise your margins. Why? Because when the buyer accepts the initial loss leader offer, you will sell more goods or services at a higher price point. Therefore, take into account implementing a loss leader price strategy if you're seeking a way to boost sales and draw in new customers. It could be a game changer for you, especially if you're a startup. 

Disadvantages of the Loss Leader Pricing Model for Businesses

As much as we have these many advantages to the Loss Leader Pricing Model, the model also has some weaknesses that must be addressed to strike a balance. Some of the disadvantages include:

• Negative effect on brand perception

One of the reasons people perceive Apple as a premium brand is its lack of compromise on product prices. It's also easy to make people perceive you as a top-notch brand when your prices are high or not underpriced. But when you offer products or services at a loss, it can negatively affect your brand's image. Customers may start to view your brand as desperate or unprofessional. To avoid this, make sure that you only offer products and services that align with your brand’s image and values.

• Risks of loss of revenue

Another disadvantage of loss leader pricing is that you may not make any money on the sale. This can be especially threatening if you rely on these sales to generate revenue. To avoid this, make sure that you have a plan in place to offset the losses incurred from offering products or services at a discount.

• Devaluation of the product

Buyers tend to regard underpriced products as inferior without remembering certain marketing strategies that encourage underpricing, like the Loss Leader Pricing Model. So adopting the Loss Leader Pricing Model means you run the danger of damaging the product's value/worth. Once more, be careful to limit your offerings to a customer base that truly understands the worth of the product, regardless of the price. You should also be careful to offer discounts to customers who are willing to support your brand's growth.

Understanding the disadvantages of loss-leader pricing will enable you to take precautions and successfully implement this tactic in your business. 

Steps for Applying the Loss Leader Pricing Model

Here are steps you can follow to apply the Loss Leader Pricing model, especially if you're a startup.

1. Cost Analysis

To start, fully understand your products and costs. This covers both the direct and indirect costs associated with making the goods, such as rent, utilities, and salaries. Determine your break-even point, the amount of revenue needed to cover all expenses.

2. Choose a loss leader (choose the product)

Choose a specific product that you're willing to sell at a loss as your loss leader. This product should appeal to your target market and, hopefully, result in more sales.

3. Pricing Plan

Decide on a loss leader product's price. It should be far less expensive than what your competitors charge for a comparable product. The goal of this aggressive pricing strategy is to attract customers.

4. Marketing and Promotion

Create a marketing strategy with the loss leader as the key component. Promote this limited-time offer using a variety of platforms, including social media, email marketing, and other forms of advertisement where needed. To engender a sense of urgency, make it clear that the bargain is a limited-time offer.

5. Upsell and Cross-sell

When customers come in for the loss leader,  arrange complementary or higher-margin products nearby to upsell and cross-sell to them. To increase the possibility of upsells and cross-sells, teach your sales team to recommend these products to customers.

6. Customer retention

Once you begin, focus on offering great customer service to customers who take advantage of the loss leader pricing offer. Customers are more inclined to return and buy things at regular prices after a satisfying encounter.

Companies that Implemented the Loss Leader Pricing Model and the Results They Got

Even though the loss leader pricing model is commonly used by retail stores, mega companies all over the world have applied this Pricing mechanism and got great results. Some of these companies include:

1. Amazon

Amazon is an ideal illustration of a company that has adopted and has been applying the Loss leader pricing model. So far, Amazon has attained towering success with loss leader pricing. Amazon not only sells goods for less than its competitors, but it also provides free shipping on purchases over $25. Amazon has grown to be one of the biggest online retailers in the world as a result of its mix of low prices and free shipping.

2. Walmart

Walmart is another ideal illustration of a loss leader business. The majority of their products are sold below cost, and they are renowned for their inexpensive rates on everything from groceries to gadgets. Walmart gets more customers and boosts sales of other products by offering goods at lower prices than its competitors.

3. Netflix

Another business that has had considerable success with loss-leader pricing is Netflix. Netflix provides new subscribers with a free month of service in addition to a cheap monthly fee. Millions of people around the world have subscribed to Netflix due to a mix of inexpensive costs and free trials.

4. Gillette

One corporation that embraced the opportunities of the loss leader pricing model from an early stage is Gillette. In addition to providing free samples of their products (TREO), Gillette also sells goods at lower prices than competitors. By offering free samples and affordable prices, Gillette has grown to become the world's top razor manufacturer.

Final thoughts

From its first application by the British Motor Corporation to its later adoption by companies like Amazon, Netflix, and Gillette, among others, the Loss Leader Pricing Model has proven to be a worthwhile pricing and marketing strategy for startups. While it has benefits like increasing the consumer base, enhancing brand loyalty, and increasing awareness, there are also hazards like a possible devaluation of products or services.

To effectively apply this model in your business, especially as a startup, requires meticulous planning, cost analysis, smart pricing, and astute marketing. Therefore, take into heart the Loss Leader Pricing Model if you're a startup or an established player wanting to boost sales; it might just be the game-changer you've been looking for.

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