Friday, 31st May 2019 | Sales,Marketing
What to do When Competitors Undercut Your Prices
When competitors undercut your prices, it’s tempting to engage in a price war. Here are some reasons why that strategy might backfire, and a look at some alternate battle methods.
What if a new player enters the market and starts charging a fraction of your price? When competitors undercut industry prices, it’s impossible to know what the impact on your business will be. But if your knee-jerk reaction is to lower your price, keep reading!
Before you engage in a battle with low-ballers, follow the steps below to understand why competitors undercut your prices, and devise a plan for combat.
Understanding The Pros and Cons of Setting Prices Low
Pricing is part of marketing strategy. It is something you establish intentionally. In order to understand why a company would go with a low-price strategy, it’s helpful to understand the alternatives. Here are the four basic pricing strategies:
Economy: Ideal for low price, low-quality products and services where the goal is to profit by selling a high volume.
Premium: In premium pricing, a high-quality product/service is set at a high price point. Sales volume will be lower, but profit margin higher. A good example is a luxury brand where the product or service is sold at a premium thanks in part to perceived value.
Skimming: Skimming refers to selling a low- to mid-quality product/service for a high price. This may seem counterintuitive because over time the brand’s credibility will suffer and sales will decline. The goal of a skimming strategy is to have a burst of initial sales.
Penetration: When a high-quality product/service is priced low, it’s referred to as penetration pricing. The idea is to gain market share by tempting people. Over time, the price would be raised. It’s a good strategy for a new entrant to a saturated market where you want someone to try your brand in the hope that they’ll remain loyal to you after you raise the price.
Hopefully, now it’s more obvious why a company would adopt a low-price strategy and your knee-jerk reaction to compete on price will be lessened. While buyers may flock to a business when prices drop below the competition, this won’t necessarily make them the victor. In some instances, a flurry of sales means quality cannot be maintained, and the reputation will suffer. The perception of the brand could also take a hit (a luxury brand competing on price is an oxymoron).
Before you engage in battle, be sure to revisit your marketing—and specifically your pricing—strategy (or establish if you don’t have one). There are many ways other than discounting to attract and retain customers. Here are four ways to do this:
- Highlight the value: Instead of showcasing prices, bring your product or service’s value back into the spotlight to edge out your competitors. Focus on reframing your marketing and communications tactics to divert any attention from costs to value propositions instead. You could even go so far as to publish a comparison chart on your website to explicitly show how your offerings stack up in the marketplace.
- Focus on the customer experience: Nothing beats exceptional customer service. Instead of reacting to predatory pricing, evaluate your customer service efforts by taking strides to improve every touch point and ensuring your customers’ journey is optimized end to end. More so than pricing, customers are likely to share stories about brands that go the extra mile.
- Offer free resources: To build added trust in your brand, put more effort into content creation when competitors undercut your prices. By offering tip sheets, helpful videos, blogs, infographics, and other resources – for free – on your website and social channels, customers will come to view your brand as an authoritative one.
- Modify your offering: If your competitors are all offering identical products and services, you can set yourself apart with a new type of inventory. Even the slightest variation can make you more visible in the marketplace by appealing to consumers who are looking for variety or stand-out products and services. You can even consider bundling your offerings for a slight discount without directly undercutting any competitors, but adding value and convenience for buyers.
If you focus on pricing alone when competitors undercut your prices, it’s likely that you’ll never win the undercutting war. Instead, differentiate using one or more of the tactics above. It is more effective and far less risky to stand above the competition by highlighting your business’s uniqueness and addressing customers’ pain points.
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Cheat sheet: Canadian govenment support for individuals during the pandemic
Canadians in all corners of the country have been partially or severely impacted by the COVID-19 pandemic. If you are trying to find out what resources are available to you to help you, here is a summary of resources from the Canadian government as of June 2, 2020.
Avoiding layoffs, rehiring employees & creating new jobs
Canada Emergency Wage Subsidy (CEWS) - The Canada Emergency Wage Subsidy (CEWS) supports employers that are hardest hit by the pandemic, and protect the jobs Canadians depend on. The subsidy generally covers 75% of an employee's wages – up to $847 per week - for employers of all sizes and across all sectors who have suffered a drop in gross revenues of at least 15% in March, and 30% in April and May. The program will be in place for a 12-week period, from March 15 to June 6, 2020.
Increased Canada Child Benefit - An extra $300 per child was delivered through the Canada Child Benefit (CCB) for 2019-20. This benefit was delivered as part of the scheduled CCB payment on May 20.
Extra time to file income tax returns - The due date for filing individual 2019 income tax returns has been deferred until June 1, 2020. Any new income tax balances due, or installments, are also being deferred until after August 31, 2020 without incurring interest or penalties.
Mortgage payment deferral - Homeowners facing financial hardship may be eligible for a mortgage payment deferral of up to six months. The deferral is an agreement between you and your lender. Typically, the agreement indicates that you and your lender have agreed to pause or suspend your mortgage payments for a certain amount of time. After the agreement ends, your mortgage payments return to normal and the deferred payments—including principal and accumulated interest–are added to the outstanding principal balance and subsequently repaid throughout the life of the mortgage. To know if you are eligible for a mortgage payment deferral or to learn what options are available, contact your lender.
Temporary 10% wage top-up for low-income essential workers - All provinces and territories have confirmed, or are in the process of confirming, plans to provide wage top-ups for essential workers. This government funding includes up to $3 billion in federal support to increase the wages of low-income essential workers. Each province or territory will determine which workers would be eligible for support, and how much support they will receive.
Special goods & services tax credit payment - A one-time special payment through the Goods and Services Tax credit for low and modest-income families. The average additional benefit will be close to $400 for single individuals and close to $600 for couples.
Extending the Work-Sharing program - The maximum duration of the Work-Sharing program has been extended from 38 weeks to 76 weeks for employers affected by COVID-19. This measure will provide income support to employees eligible for Employment Insurance who agree to reduce their normal working hours because of developments beyond the control of their employers.
There are also over a dozen support initiatives for students, recent graduates, seniors, and indigenous peoples. These can be found on the Canadian government website.
Blog
Ready to re-open: Best practices for restaurants
As the number of COVID-19 infections declines across Canada, provincial governments are beginning to implement phased reopening. This hopeful step has restaurants across the nation beginning to prepare, be it mentally or physically. Given that this is new territory for everyone, what should the preparations entail? Read on for the best practices you should follow to ensure everyone’s health and safety as you reopen your restaurant.
1. Document a reopening plan and train your staff
A safe and seamless re-opening depends on communicating and implementing the very best safety measures across your entire operation. Lessening restrictions depends on tightening precautions and that will require the participation of all management and staff. Don’t leave things to chance. Even “obvious” measures might be overlooked in the chaos of a relaunch. Write down your plan in detail, including all safety precautions, and communicate your expectations to everyone in your organization. Revise and brief your staff as required.
- Write down your plan
- Train all staff on safety measures
- Revise and re-train as necessary
2. Make a physical distancing clear and easy
If you had an incorrect idea of what six feet (or two metres) was before COVID-19, you’re not alone. People don’t typically measure their personal space this way and it can be hard to gauge distance on-the-fly. Before you welcome customers back into your restaurant, use tape to mark six-foot intervals on your floor and indicate the flow of traffic with arrows. If possible, move furniture like booths or table apart and install physical barriers or close off those areas that are too close together. Post signage at the door and inside reminding people of physical distancing requirements and restrict the number of people allowed inside at once.
- Post signs
- Mark floors and traffic flow
- Move or block off seating areas
Most kitchens are fairly tight quarters to begin with. Minimize physical interaction by setting up staggered task stations as possibly creating additional shifts to reduce the need for so many people in the kitchen at one time. Mark intervals on the floor as a reminder, and make sure customers and delivery drivers are kept separate from the cooking areas.
- Mark floors
- Create staggered stations
- Restrict access
3. Go minimalist
Once customers return, there are a few adjustments you can make to enhance safety. If possible, prop open exterior doors for fresh air and interior doors to reduce surfaces that require touch. Remove menus, flowers, condiments, and cutlery from the tables and instead provide them once customers are seated. Use technology for remote ordering and table selection, and reduce person-to-person contact with electronic payment.
- Prop open doors
- Remove table-top items and provide on an as-needed basis
- Use technology
4. Keep it clean
Those in the restaurant business should already be familiar with sanitation protocols but during COVID-19 these protections will have to be intensified. Here’s a step-by-step checklist that should help you establish and maintain a spotless restaurant.
- Do a deep and complete clean of the entire establishment prior to re-opening
- Clean the credit card machines, cash register, headsets, or other shared equipment
- Establish and record an updated cleaning schedule especially for high-traffic areas like the washrooms, counters, and door handles
- Clean tables between every seating
- Remove and sanitize condiment containers, menus, or other tabletop items between customers
- Make hand sanitizer available at the door, on tables, and at the cash
- Use only approved disinfectants
5. Health and hygiene
Alongside the signs about physical distancing, post a notice explaining that customers showing signs of COVID-19 (fever, runny nose, or cough) may be refused entry to your establishment.
Your employees will need to maintain extremely high health and hygiene standards. These best practices will help your day-to-day operations:
- Stagger start times
- Implement health check screening at the start of every shift and send sick employees home
- Fully train all staff on how and when to wash hands, how to maintain physical distancing, and to avoid touching their faces
- Provide lockers or sealed bags for personal items
- Provide PPE and gloves when applicable
- Make hand sanitizer available at the door, on tables, and at the cash
- Establish a point person for every shift to ensure all protocols are being followed
Restaurants and other businesses across Canada are starting the slow process of re-opening. Check this Restaurants Canada Reopening Tracker to determine the rules for your region and then proceed following these best practices for a successful and safe transition.
Management
How Canadian businesses are reinventing themselves during the pandemic
With limits on travel and social interaction, and the evolving needs and desires of customers, virtually every business is experiencing some sort of disruption to everyday operations. There’s no shortage of stories about struggling small businesses but it’s not all bad news. There are many stories of resilience, adaptability, and creative thinking that have allowed some to pivot and thrive. Read on to learn about small business successes from coast to coast.
Retailers
While online retailers may have seen a spike in sales, brick-and-mortar stores have had to adjust—and fast. For Toronto home goods store, Spruce, this has meant providing free local deliveries. “We chose to close the storefront for the safety of my employees and the community,” says owner Kim Alke, “but I take orders through my website and do contactless deliveries twice per week.” Glass Bookshop in Edmonton has taken a similar tack with free deliveries in the community and has seen sales shoot up, partly because reading is one of a dwindling group of safe activities but also likely due to the fact that co-owner Matthew Stepanic brings along his corgi, Bob, on book runs.
If pivoting to deliveries isn’t the right answer, maybe changing the product is. After initially shutting down, Toronto’s Bathing Belle designer swimwear shop reopened to sell cloth masks under a buy one-donate one model where each purchase triggers a donation to a long-term care facility in the city.
Gyms and fitness Studios
For gym and fitness facilities, going online is the only answer for safe classes. A quick response to the pandemic is what saved 3rd Degree Training in Stratford, Prince Edwards Island; within 24 hours of closing their physical location, the company began offering new daily workouts broadcast from the instructors’ garage to Facebook Live.
Toronto’s SAOR Studio made the same immediate shift to digital training and nutrition support—and went a step further. “We made our six-week training plan free to everyone and have had 1,500 people download it so far,” says founder Nathania Harrison. “We also lent all of our equipment like weights, tension bands, gliders, and yoga blocks to members so they could build their own studio at home.” They also expanded their merchandise and set up a simple ordering page on their website to boost their revenue stream.
Manufacturers
You might expect manufacturers to face fewer COVID-related challenges but that wasn’t the case for Stonex, a seller of natural stone that had previously used a traditional showroom to display and sell their products. Unable to invite customers into their showroom like before, they innovated, building stone sample boxes similar to the fabric swatches used by tailors and dropping them off curbside. Alongside toilet paper and non-perishable food items, hand sanitizer quickly became a scarce resource across Canada. Some alcohol producers, like Victoria Distillers from Sidney, British Columbia began using a by-product from their process to produce sanitizer for their community.
Even retrofit hand sanitizers need labelling and as soon as the COVID-19 epidemic hit, Lorpon Labels stepped up with free design and packaging. However, they quickly realized that their equipment—which could cut acetate—could be used to manufacture personal protection equipment. In cooperation with a foam injection company, the label company temporarily retrofit their operations to produce protective equipment.
Restaurants
Although home delivery options have long existed for restaurants, restrictions on sit-down traffic and the sudden surge of home cooks have taken their toll on this industry. Most establishments can’t survive on take-out and delivery alone. Luckily, there are some very creative thinkers in the biz.
Chaeban Ice Cream, a popular artisanal and all-natural ice cream shop in Winnipeg, was forced to close due to the COVID-19 restrictions. Undeterred, owners Joseph Chaeban and Zainab Ali used their time off to come up with an all-new business model: The Chaeban Ice Cream Club. Their subscription service offers no-contact monthly ice cream deliveries to their customers’ door.
Ordering delivery is a good occasional treat but you can’t beat the freshness and taste of a just-cooked meal. This—and a desire to share Thai culture and cuisine—was behind Kasorn “Mo” Meepan’s COVID strategy. In response to the restrictions on dine-in eating, the owner of Sala Modern Thai Kitchen & Bar made the bulk of her menu available of ready-to-cook meal kits, bringing her customers food and the new skill of Thai cooking.
The plight of Canada’s restaurants has received massive amounts of attention, with many places worried that they won’t survive this period of economic instability. In a bid to support favourite establishments, we can all participate in the national #takoutday campaign which encourages purchasing a take-out meal each Wednesday (or purchase any day of the week).
For Canadian small businesses, the stakes of this pandemic are high but with some creative thinking and the willingness to support each other, we can make it through together.
Management