Definition of Penetration Pricing

Penetration pricing is a marketing strategy where a product is initially introduced at a lower price to attract customers and gain a foothold in the market. This approach aims to quickly establish market share and encourage early adoption, which can lead to customer loyalty. Once market penetration is achieved, the business may gradually increase prices to gain profits.


The phonetic pronunciation of “Penetration Pricing” would be: /pɛnɪˈtreɪʃən ˈpraɪsɪŋ/Breaking it down:Penetration: /pɛnɪˈtreɪʃən/Pricing: /ˈpraɪsɪŋ/

Key Takeaways

  1. Penetration pricing is a strategy where businesses introduce products or services at a lower price to attract customers, gain market share and establish a strong brand presence.
  2. Once a significant customer base is established, prices may gradually increase to match competitors or reflect the product’s actual value. It helps in-surge in demand, brand loyalty and word-of-mouth marketing.
  3. Though penetration pricing can lead to initial losses, the long-term impact can be increased profits, reputation and market dominance if the strategy is executed correctly and appeals to the target audience.

Importance of Penetration Pricing

Penetration pricing is an important digital marketing term because it refers to a strategy where businesses set a low initial price for their products or services to quickly attract a large number of customers and gain market share.

This approach is particularly helpful in highly competitive markets or when launching new products, as the low price encourages customers to take a chance on the offering, potentially leading to increased brand awareness and customer loyalty.

Additionally, penetration pricing can help the company benefit from economies of scale by driving up demand, resulting in reduced production costs over time.

In the context of digital marketing, effective penetration pricing can quickly generate online buzz and positive word-of-mouth, ultimately contributing to the long-term success of the product or service.


Penetration pricing serves as a strategic tool in the realm of digital marketing, primarily focusing on providing an initial competitive edge in a market that is already saturated with products or services. With the ultimate goal of maximizing market share and capturing customer loyalty, penetration pricing involves setting lower initial prices in order to attract a larger pool of customers and, consequently, a higher sales volume.

This strategy is often employed by businesses introducing new, innovative products to the market, as they seek to quickly gain traction and establish a strong brand presence. The utilization of penetration pricing also serves to discourage potential competitors from entering the market, as the low set prices make it difficult for new entrants to match or undercut established pricing.

Furthermore, this pricing strategy encourages customers to switch from competitors’ offerings to the new, more competitively-priced product on the market. Once a significant market share and brand loyalty have been secured, businesses may gradually increase their prices to a more sustainable level, knowing that their customer base has already formed a connection with their product or service.

In summary, penetration pricing aims to quickly establish a loyal customer base, and foster long-term growth and stability for a brand in a competitive marketplace.

Examples of Penetration Pricing

Penetration Pricing is a marketing strategy in which a company offers a low initial price for a product or service to attract a larger customer base quickly. Here are three real-world examples:

Netflix: When Netflix first started as an online DVD rental service, they introduced a subscription-based model with lower prices compared to traditional brick-and-mortar stores like Blockbuster. Later, when streaming gained popularity, Netflix offered competitively priced monthly streaming subscriptions which also helped them penetrate the market and eventually become one of the most prominent streaming platforms.

Amazon Kindle: When Amazon introduced its Kindle e-reader, the company offered it at a lower price than the competition to attract a larger customer base. Amazon also priced e-books at a lower price compared to physical books, further penetrating and expanding the digital book market. This strategy helped the Kindle e-reader become the dominant device in the market and allowed Amazon to establish a dominant position in the e-book market.

Uber: When Uber entered the ride-sharing market, it implemented a penetration pricing strategy to gain market share. By offering lower prices than traditional taxi services and providing promotions and discounts, Uber quickly attracted a significant number of users. As a result, Uber managed to establish itself as the leading ride-sharing service globally, eventually causing many traditional taxi businesses to adapt their pricing models or lose customers.

FAQ – Penetration Pricing

1. What is penetration pricing?

Penetration pricing is a marketing strategy where a company sets a low initial price for a product or service to attract customers. The goal is to gain market share quickly and establish brand loyalty before gradually raising the price to a more sustainable level. This approach is often used when introducing a new product or entering a new market.

2. When should a company use a penetration pricing strategy?

A company should consider using penetration pricing in situations where it aims to quickly increase market share, create brand awareness, and establish customer loyalty in a competitive market. This strategy can be particularly effective when the market is price-sensitive or when there is significant growth potential.

3. What are the benefits of penetration pricing?

The benefits of penetration pricing include rapid market share growth, increased brand awareness, and the establishment of customer loyalty. By offering a lower price initially, a company can attract more customers, deter potential competitors, and create a strong customer base. This strategy can also help to increase word-of-mouth marketing and generate economies of scale due to increased production and sales volume.

4. What are the potential risks associated with penetration pricing?

There are several risks associated with penetration pricing, including low profit margins, price wars with competitors, and potential damage to a brand’s image due to the perception of lower quality products. It is also possible that customers may become accustomed to the lower price and be resistant to future price increases.

5. What is the difference between penetration pricing and skimming pricing?

Both penetration pricing and skimming pricing are pricing strategies used when introducing a new product or entering a new market. Penetration pricing involves setting a low initial price to quickly gain market share, while skimming pricing involves setting a high initial price to target early adopters and capitalize on their willingness to pay a premium. Penetration pricing focuses on reaching a larger customer base, whereas skimming pricing aims to maximize profits from a smaller group of high-value customers.

Related Digital Marketing Terms

  • Market Entry Strategy
  • Price Skimming
  • Customer Acquisition
  • Competitive Pricing
  • Value-based Pricing

Sources for More Information

  • Investopedia – (
  • Feedough – (
  • Corporate Finance Institute – (
  • Marketing91 – (
Reviewed by digital marketing experts

More terms

Guides, Tips, and More