Separate pricing strategy as a tool to ensure enterprise competitiveness in the service sector

Aim. The presented study aims to analyze separate pricing models in catering and retail enterprises operating in the middle price segment in the context of increased competition.

Tasks. The authors use non-systematic search for unique offers on the Internet to  select  two cases: a model of fair  prices  in  catering  and  subscriptions  to  grocery  stores;  analyze  each  of the concepts and identify their common features; evaluate the benefits of using the examined practices.

Methods. This study uses general scientific methods of analysis and synthesis, comparative and stakeholder analysis, and case study.

Results. The study investigates the experience of using separate pricing tools  in  retail  and catering enterprises. Using the case study method, the  true cost model  in  the  restaurant  business (when the guest pays an admission fee, and the entire range of dishes is then available at cost) and subscriptions for  retail  food  products  are  analyzed  in  detail.  Criteria  to  determine the optimal separate pricing tool and customize it according to the characteristics of each service enterprise are presented.

Conclusions. The tools explored in the study should be valuable to both the customer and the company. Therefore, they imply  a  system  of  restrictions.  Despite  the  atypical  conditions  and the presence of a system of restrictions necessary to maintain the economic feasibility of these models, there are certain situations in which customers can benefit from them. A monetization system that enables separate billing of the main and additional elements of the service can be introduced into the marketing strategies of firms, reflecting the customer centricity of companies.

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