Rupali intends to start an enterprise that will produce healthy alternatives for chocolates and sugar cravings. In order to assess the taste…

Rupali intends to start an enterprise that will produce healthy alternatives for chocolates and sugar cravings. In order to assess the taste preferences of people and possible options for flavours she conducted an online survey. Based on the information collected she analysed the market and decided to launch coconut, jaggery and sesame based chocolates under the brand name ‘Coco Demerara’. She decided to fix the price of chocolates at a relatively lower level in the beginning and later on as the demand picks up she may revise the price.

Identify the pricing strategy used by Rupali for her chocolates.

State the marketing objective of the pricing strategy opted by Rupali.

Mention any two advantages of the pricing strategy to the firm, identified in part (a) above.