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Regal Electrogas

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The case highlights the strategic choices a firm has to make between price leadership and being a price follower. Regal Electro Gas’s pricing strategy and structure was somewhere in the middle of the market competition. Most firms in the business of making dessert coolers, is targeting a similar market segment; this makes the competition very strong. Especially, in India the competition within this industry segment is very fierce as there are many firms that are selling and marketing desert coolers. In addition, there are leading brands that are competing in the market as well and they are already following price leadership strategy. Bigger firms have bigger marketing budgets so they can demand a premium price and lead the market. They also enjoy the pricing advantage due to their brand image equity.
However, firms like Regal who is not a non-pioneering firm, which needs to follow a pricing strategy that is in the middle range. The competitive advantage that Regal can gain will be through high quality product and offering moderate to lower prices in comparison to the competition. This will help them penetrate the larger target market segment on middle class consumers. The lower price will create a differentiator for them and they can gain a strong pricing advantage, along with a great follower advantage as well. This will result in the firm gaining a long-term competitive advantage and boost their market share, due the benefit of being late entrants.
Regal can also gain from gauging uncertainty of demand and the market’s pricing trend. They can follow the pricing norms to better position the product and by building a better brand equity in the market, which will aid in penetrating a wider target market. A Strong brand equity has some obvious and strong advantages. Especially in a densely competitive market like the dessert cooler market is in South Asia. If price

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