Definition
Global pricing balances local purchasing power, competitive landscape, and brand positioning while preserving margin integrity across markets.

Introduction
Uniform pricing rarely works. Strategic pricing localizes value perception without eroding global brand equity.

Explanation

Factors: tax structures, FX, channel margins, income levels, and willingness to pay.

Strategies:
 • Market-based (prices match local competitors)
 • Cost-plus (standard markup)
 • Value-based (price by perceived value).

Price corridors: maintain brand positioning (high/medium/entry).

Localization: smaller pack sizes or subscription tiers to fit affordability.

Monitoring: parallel imports and gray markets via price tracking.

Key Takeaways

Value is local; brand position is global.

Monitor currency and tax changes regularly.

Transparent tiering reduces arbitrage.

Real-World Case
Unilever offers smaller Sachet packs in emerging markets to align with income levels without cheapening the brand.