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Peloton
Acquired
Using Price to Signal Value
Raising the price of the bike from $1200 to $2245 changed people's perception from a mediocre product to a premium, aspirational, and luxurious item. Customers were willing to pay more as they associated the higher price with better quality and value, leading to increased sales without any changes to the product itself. This strategy of using price to signal value proved to be crucial in driving sales.
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