Competitor-based pricing

경쟁 기준 가격

Use substitute prices as a reference while accounting for differentiation.

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html
<div class="market"><div class="title">PRICE POSITION <strong id="position">BETWEEN</strong></div><div class="track"><i id="rival"></i><i class="ours"></i><i class="other"></i></div><div class="labels"><span>RIVAL <b id="rivalPrice">$52</b></span><span>OURS $60</span><span>ALT $76</span></div><label>MOVE RIVAL PRICE<input id="rivalRange" type="range" min="35" max="85" value="52"></label></div>
css
.market{width:min(90%,570px);font:800 clamp(10px,2.5vmin,14px)/1.2 sans-serif}.title{display:flex;justify-content:space-between;align-items:end;gap:8px}.title strong{color:var(--accent);font-size:clamp(18px,5vmin,32px)}.track{position:relative;height:clamp(48px,13vmin,80px);margin:12px 0 5px;border-bottom:3px solid var(--fg);background:repeating-linear-gradient(90deg,transparent 0 19%,var(--line) 19% 19.4%,transparent 19.4% 20%)}.track i{position:absolute;bottom:0;width:clamp(8px,2vmin,14px);height:70%;background:var(--accent-3);transition:left .35s}.track .ours{left:50%;height:95%;background:var(--accent)}.track .other{left:82%;height:55%;background:var(--accent-2)}.labels{display:flex;justify-content:space-between;gap:4px;color:var(--muted)}.labels span:nth-child(2){color:var(--accent)}label{display:block;margin-top:13px}input{display:block;width:100%;accent-color:var(--accent)}@media(min-width:700px){.market{font-size:13px}}@media(min-width:700px){body>:first-child{transform:scale(1.25);transform-origin:center}}
js
const r=document.querySelector('#rivalRange');function draw(){const n=+r.value;document.querySelector('#rival').style.left=((n-35)/50*85)+'%';document.querySelector('#rivalPrice').textContent='$'+n;document.querySelector('#position').textContent=n>60?'BELOW RIVAL':'ABOVE RIVAL'}r.oninput=draw;draw();setTimeout(()=>{r.value=72;draw()},650);setTimeout(()=>{r.value=52;draw()},2600);

Competitor-based pricing places an offer against prices customers see for substitutes. Compare like-for-like capacity and service before using an average as a reference.

Move a rival price in the demo to change the position of a fixed house price. This isolates how a market move alters relative perception.

Reacting to every rival promotion can erode margin. Check costs, quality differences and actual conversion before changing price.

When to use

Use when buyers can readily compare substitute offers.

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