CONTEMPORARY PRICING STRATEGIES: SHAPING COMPETITIVE PRODUCTS

The formulation of an effective pricing strategy, focusing on current pricing objectives and encompassing economic, functional, organizational, and legal aspects, enables the enhancement of enterprise efficiency, profitability, product competitiveness, and market opportunities. This study aims to substantiate effective pricing strategies that ensure product competitiveness and sustainable enterprise development in the market. The research methodology and the synthesis of its findings in this article are based on general scientific methods (analysis, synthesis, generalization) to identify the conceptual foundations of the researched problem, justify effective pricing strategies as a means of forming competitive products, ensuring sustainable enterprise development, and facilitating their practical implementation. The results of the work. The findings reveal that modern pricing strategies encompass a wide array of methods aimed at optimizing revenue, profit, and market share. Dynamic pricing involves real-time price adjustments based on market demand, competitor prices, and other factors, enabling revenue maximization by capturing consumers' willingness to pay at different times. Segmentation offers different prices in distinct market segments to generate more income from diverse market segments. Subscription-based pricing provides customers with ongoing access to the product, ensuring a revenue stream and continuous customer loyalty for the business. Pricing based on a combination of product value and consumer utility can ensure higher profitability for the enterprise. Offering a free basic version of a product or service with a fee for premium features allows attracting a large user base and increasing the value of premium features for willing customers. Package offers contribute to increasing sales volumes and consumer interest with sensitive pricing. Psychological pricing influences consumer perception by creating the illusion of a lower price. Considering competitors' pricing strategies ensures product competitiveness while maximizing profits. The amalgamation of various pricing strategies expands the effectiveness of the pricing process in dynamic market conditions, facilitating the formation of market segments and offers, thereby maximizing the company's income and profit. The practical significance of applying modern product pricing strategies lies in their combination, enabling enterprises to navigate complex market conditions more accurately, fostering not only more effective consumer interactions but also contributing to long-term success and stability. Value/originality: The utilization of modern pricing strategies and their combination expands the effectiveness of the pricing process in dynamic market conditions and facilitates more efficient segment formation and market offers, thereby maximizing the company's income and profit.