Rapid Price Skimming Strategy Explained With Tesla & Apple Examples
In today’s fast-paced business world, companies are constantly looking for ways to establish market share and stay ahead of the competition.
One strategy that has proven to be effective in achieving this goal is the Rapid Skimming Strategy. So stay with me, as I will explain everything you must know about rapid price skimming strategy.
What is Rapid Skimming Strategy?
Rapid Skimming is a pricing strategy that involves setting a high price for a new product or service and then gradually lowering the price over time.
This approach allows companies to quickly establish market dominance by charging a premium price for a product or service that is perceived to be of high value.
For example, a company might launch a new luxury car model at a high price and then gradually lower the price over time as competition enters the market.
By charging a premium price for the new car, the company can establish itself as a leader in the luxury car market and generate significant profits in the early stages of the product’s lifecycle.
Rapid Skimming in Action (Examples)
One example of a company that has successfully implemented the Rapid Skimming Strategy is Apple Inc. When the company introduced the first iPhone in 2007, it was priced at $499 for the 4GB model and $599 for the 8GB model.
This was significantly higher than other smartphones on the market at the time, but the high price was justified by the innovative and unique features of the iPhone.
As a result of the high price and extensive promotion, the iPhone quickly established itself as a leader in the smartphone market and generated significant profits for Apple Inc.
Over time, the price of the iPhone gradually decreased as competition entered the market, but the company was able to maintain its dominant position in the market due to its early success with the Rapid Skimming Strategy.
Another example is Tesla, the electric car manufacturer, when they launched their first car Model S, it was priced at a premium, but the technology and design of the car were so unique and advanced, that it was able to establish a dominant market position in the electric car market.
Benefits of Rapid Skimming
Some of the benefits that comes with rapid skimming strategy includes:
Establishing a dominant market position
By charging a high price for a new product or service, companies can quickly establish themselves as leaders in the market and gain a significant market share.
Generating significant profits
Rapid skimming strategy may allow companies to generate significant profits in the early stages of the product’s lifecycle.
Building brand equity
The high price and extensive promotion associated with the Rapid Skimming Strategy can help to build a strong brand and establish a positive reputation for the company.
Encourage imitation
One more benefit of this strategy is that it can also encourage other companies to imitate the product or service, which can ultimately lead to increased competition and lower prices in the market.
Attracting early adopters
It can further attract early adopters who are willing to pay a premium for a new and innovative product or service.
Drawbacks of Rapid Skimming
While the Rapid Skimming Strategy offers a number of benefits, it also has some drawbacks that companies should be aware of before implementing this approach.
Some of the key drawbacks include:
Limited market penetration
The high price of the product or service can limit the number of customers who are willing to purchase the product, resulting in limited market penetration.
Short-lived profits
The high profits generated in the early stages of the product’s lifecycle may be short-lived as competition enters the market and prices decrease.
Negative customer perception
Rapid price skimming stratgey may be perceived negatively by some customers, which can lead to negative brand perception and a decline in customer loyalty.
Cannibalization of other products
The company may also cannibalize its other products, as customers may opt to purchase the new product instead of the company’s existing products.
key differences between Rapid Skimming and other pricing strategies:
| Rapid Skimming | Penetration Pricing | Economy Pricing |
| High price and extensive promotion to establish market dominance and generate significant profits in the early stages of a product’s lifecycle. | Low price and extensive promotion to quickly gain market share. | Low price to appeal to cost-conscious consumers. |
| Limited market penetration and short-lived profits. | High market penetration but lower profits. | Low market penetration but stable profits. |
| Suitable for new and innovative products or services. | Suitable for basic, commoditized products or services. | Suitable for low-cost, basic products or services. |
In addition, here’s an example of a table that shows how a company might implement the Rapid Skimming Strategy over time:
| Year | Product | Price |
| 1 | New luxury car model | $100,000 |
| 2 | New luxury car model | $90,000 |
| 3 | New luxury car model | $80,000 |
| 4 | New luxury car model | $70,000 |
As you can see, the company starts by charging a high price for the new luxury car model in the first year, then gradually lowers the price over time as competition enters the market.
Final Thoughts on Price Skimming!
The Rapid Skimming Strategy can be an effective pricing strategy but the prices and time frame can vary depending on the company’s strategy and the market conditions.
So as a marketer, you must be aware that this strategy not a one-size-fits-all strategy and it should be tailored to your business and industry. Hope I made it very clear about rapid price skimming!
