It’s about getting customers interested in your product by offering a good deal. The monthly price was low enough to convince people to give Netflix’s unique business model a chance.Īttract price-sensitive customers – Penetration pricing isn't necessarily about having the lowest possible price. Their penetration pricing approach helped them lure customers away from the dominant player in the video rental space. Build market-share – Back in 2000, Netflix was at a huge disadvantage compared to Blockbuster.
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