R. Venkatesh et V. Mahajan, PRODUCTS WITH BRANDED COMPONENTS - AN APPROACH FOR PREMIUM PRICING AND PARTNER SELECTION, Marketing science, 16(2), 1997, pp. 146-165
An increasing number of products are being sold with components that t
hemselves are brand names. Examples are personal computers with Intel
microprocessors and diet soft drinks that use the NutraSweet formulati
on. Branded com ponents may alter consumers' valuation of the bundle,
necessitating changes in the ways firms identify and price such bundle
d products. Surprisingly, the existing marketing Literature is silent
on this issue. The purpose of our paper is to propose an analytical ap
proach that helps marketers of products with branded components make o
ptimal pricing and partner selection decisions. Our managerial objecti
ves are twofold: (a) To the seller of the bundled product, we suggest
the optimal bundled product offering, optimal selling prices of altern
ative products, revenues and profits; and (b) to the branded component
manufacturers, we indicate the most favorable alliance partner(s), an
d payoff gains/losses of aligning with other branded components instea
d of unbranded alternatives. Our analytical approach is also likely to
be helpful to academics researching bundling and ingredient branding
issues. The specific problem modeled assumes the bundled product has t
wo components that are consumed jointly. Furthermore, each component c
an be either a brand name or ''unbranded.'' In this model, the consume
r has no control over the choice of the components in the bundle; the
seller decides what form of bundle components (i.e., branded or unbran
ded) to offer. We assume that the product that is marketed eventually
enjoys a monopoly. Drawing from research in signaling and brand allian
ce, we posit each branded component may either enrich or suppress the
value of the partnering component in the bundle as perceived by the co
nsumers. Our approach has three methodological stages. First, we build
an individual level model to assess the valuation of alternative prod
ucts and their principal components at the level of a randomly drawn c
onsumer. To do so, we rely primarily on the theory of reservation pric
es and Weber's theory on price/value changes. Second, we aggregate suc
h valuation across consumers to assess the market's overall valuation.
For this purpose, we invoke parametric distributions based on integra
l transform theory. Third, we develop payoff functions based on market
valuation of alternative products and supply-side costs. The manageri
al objectives are met based on results from this stage. Our approach w
as successfully applied to the context of a university bookstore that
intends to sell ''Windows''-based laptop computers. The two principal
components of the laptop computer bundle are the microprocessor chip a
nd the personal computer platform on which the chip is implanted. The
seller may choose either Compaq with ''Intel Inside'' or a simpler bun
dle featuring one of these with an unbranded, complementary component,
or an entirely unbranded bundle. We used data collected from 192, pot
ential consumers via a survey. Included in the survey were measures of
consumers' perceptions of functional aspects of the components, and t
heir reservation prices for alternative bundled products. The approach
identified the most profitable bundle for the seller and its optimal
price. It also provided estimates of the revenue impact of the gain or
loss for each branded component by partnering the other branded compo
nent instead of the unbranded alternative, As such, the model facilita
tes the determination of the optimal price, price premium, and profits
for products with branded components, as well as the identification o
f the ideal partner for each branded component manufacturer. It is apt
to caution that products with branded components need not always lead
to price premiums or lead to win-win outcomes. Reasons such as incong
ruity between the branded components or domination of one of the compo
nents over the other may drive potential consumers away, thus hurting
profits. Implications of the results to negotiate component prices are
discussed in the payer. The study limitations and directions for futu
re research are also prcsented.