- Penetration pricing: This strategy can be used to capture the market share for the long run and establishing the brand image of the company in the minds of the consumers. In this type of strategy prices of the product are kept lower than those of the competitors to attract the larger number of buyers (Aviv, (2008). All brands of coffee must be covered under this strategy except those which are made for other pricing policies of the company.
- Economy pricing: This strategy can be adopted to target those segments of the market which are very price sensitive. In this type of strategy very minimal profit margins are being charged from the buyers for increasing and retaining the number of buyers of the products of the company (Maglaras, 2006). For this particular class a special brand can be established which will provide cost benefits to the consumers.
- Skimming pricing strategy: This strategy can be adopted by the firm by offering distinctive varieties of coffee for elite classes so that they feel privileged with the coffee brand having unique features like aroma and flavors than their other products and this will attract the elite class customers for buying the product of the company at higher prices (Forman, 2005). This strategy will be useful till the competitors start providing similar products to the consumers.