1.2 Pricing
This Marketing Strategy element requires an evaluation of the value of products for targeted customers. The pricing strategy of the Gazprom will focus on setting the list price, credit terms, payment period and discounts.
If Gazprom decides to choose the price penetration strategy, it will have to set the lower price than competitors. The company will be able to win market share based on discounted pricing. However, management should be aware of the potential retaliation from competitors in the form of an undesired price war.
The choice of skimming strategy will require clear communication of differentiation basis and how such differentiation justifies the extra price.
Today's customers are not interested in knowing the ‘price' but a total cost involved in acquiring, consuming and disposing of the product.
Marketing strategiyasining ushbu elementi maqsadli mijozlar uchun mahsulotlar qiymatini baholashni talab qiladi. Gazpromning narx belgilash strategiyasi ro'yxat narxini, kredit shartlarini, to'lov muddatini va chegirmalarni belgilashga qaratilgan.
• Agar Gazprom narxlarni kiritish strategiyasini tanlashga qaror qilsa, u raqobatchilardan pastroq narxni belgilashi kerak. Kompaniya chegirmali narx asosida bozor ulushini yutib olishi mumkin. Biroq, rahbariyat istalmagan narxlar urushi shaklida raqobatchilarning o'ch olishidan xabardor bo'lishi kerak.
Skimizm strategiyasini tanlashda differentsiatsiya asoslari to'g'risida aniq aloqa talab qilinadi va bunday farqlash qo'shimcha narxni qanday oqlaydi.
Bugungi mijozlar "narx" ni bilishdan manfaatdor emas, balki mahsulotni sotib olish, iste'mol qilish va tasarruf etish bilan bog'liq bo'lgan umumiy xarajatlarni bilishadi.
Yuqoridagi marketing qoidalarini hisobga olib Gazprom o`z xaridorlariga maqbul narxlarni taklif etib bormoqda.
Rossiya Gazprom uchun eng katta va potentsial jihatdan eng yoqimli gaz bozoridir. Gazprom Guruhi o'z gazining yarmidan ko'pini ichki sotadi. 2018 yilda Guruh Rossiyada 239,7 milliard kubometr gazni sotdi, shu bilan ichki gazni sotishdan tushgan tushum (QQSsiz) 954,5 milliard rublni tashkil etdi
Average gas selling price in Russia (net of VAT, excise tax and customs duties)
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Year ended December 31
|
|
2014
|
2015
|
2016
|
2017
|
2018
|
RUB/1,000 m3
|
3,506.5
|
3,641.3
|
3,815.5
|
3,808.3
|
3,981.3
|
USD/1,000 m3
|
90.8
|
59.4
|
57.1
|
65.3
|
63.3
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EUR/1,000 m3
|
68.8
|
53.6
|
51.6
|
57.7
|
53.7
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Rossiyaning amaldagi qonunchiligiga binoan, oxirgi iste'molchilar uchun gaz narxlari davlat tomonidan tartibga solinadi va iste'molchilar guruhlari (aholi va sanoat tarmoqlari) va ishlab chiqarish hududlaridan iste'molchilarga etkazib berish masofasiga qarab narx zonalari bo'yicha farqlanadi.
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