Transcript Bundling

Review
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Two-parts pricing: Definition and Examples
Best practice of two-parts pricing (with
homogeneous consumers)
Lecture 16
Bundling and Tying
BUNDLING
Definitions
• A bundle is a group of products or services sold as a package.
• The constituents, which can be sold separately, are called
‘components’.
• Three commonly used terms:
•
Pure bundling. Only the bundle is offered by the seller (at a
bundle price).
•
Pure components. Only the components are offered (at their
separate prices).
•
Mixed bundling – The bundle as well as some or all
components, or smaller bundles, are priced and offered for
sale.
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Examples
• Pure bundling
•
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Music CD (when singles are not sold)
Block booking of movies
• Mixed bundling (bundle and components)
•
•
•
•
•
Gateway computer, monitor and printer
Car with insurance
Restaurant menus
Cable channels
Holiday package
• Pure components
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Illustration
• Two components A and C. Let A + C = bundle B.
• Pure bundling: B is offered at PB and A & C not offered.
(Offering A & C at extremely high prices is effectively the same).
• Pure components: A is offered at PA and C at PC, and no bundle.
(Customers can make their own bundle at price PA+PC).
• If A, B, and C are offered at prices PA, PB, and PC, then the
following relationships are likely to hold
•
PB < PA + PC (else customers will not buy the bundle)
•
PA, PC < PB (else customers will not buy the components)
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Exceptions to PB < PA + PC
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The bundle price can be higher than the sum of
component prices when it offers a convenience,
lower assembly cost, guarantee of quality
Example – A TV-VCR combo may be higher than the
price of standalone TV and VCR.
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The “value meal” example
Size of Willingness- Willingness- Pure
Pure
segment to-pay for
to-pay for components bundling
fries
burgers
profit
profit
Fries
lovers
100
$1.50
$0.50
Burger
lovers
100
$0.50
$1.50
$300
$400
Take-away
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A demand side explanation for bundling is that
heterogeneous customer segments have demands for
the components products that negatively correlate.
Bundling improves profit by transferring customer
surplus (“money left on the table”) from one component
to the other.
Bundling reduces heterogeneity in valuations, which
causes inefficiency in pricing.
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TYING
Definitions
• Tying differs from bundling as:
•
•
Bundling occurs if the firm sells packages containing at least
two different products or services.
Tying occurs if the firm sells packages containing at least two
units of the same product or service.
• Two commonly used terms:
•
•
Pure tying. Only one package containing at least two units of
the good is offered for sale.
Mixed tying. If more than one package is offered for sale,
and at least one package contains at least two units.
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Examples
• Pure tying
•
•
Shopping TV which “doubles the offer”
Dozens of eggs
• Mixed tying (bundle and components)
•
Season and daily ski pass
•
CU football Season and single-event tickets
The “ski pass” example
Day
#1
#2
#3
#4
#5
#6
Willingness
to pay
$7
$6
$5
$4
$3
$2
“A la carte” approach (cost = $0)
Price
Number of
days sold
Profit
$2
$3
$4
$5
$6
$7
The “ski pass” example
“Season pass” approach (cost = $0)
Number of
days “tied”
1
2
3
4
5
6
5
6
Profit
“Season pass” approach (cost = $3)
Number of
days “tied”
Cost
Profit
1
2
3
4
Take-away
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A demand side explanation for tying is that consumers
have diminishing values for additional units of the same
product/service, thus these values are negatively
correlated.
Tying improves profit by transferring customer surplus
(“money left on the table”) from one unit to the other.
Tying reduces heterogeneity in valuations, which causes
inefficiency in pricing.
The size of the package is negatively related with the
marginal cost
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Next Lecture
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Revenue Management I