The cost of everything and the value of nothing …
Never look a gift horse in the mouth – so the saying goes.
But then again, it’s not such a bad idea to give it a bloody good dental check if you get the chance.
Not a million miles away from what seems to have been happening to poor AstraZeneca these last few weeks.
Agreeing to sell their lifesaving Covid-19 vaccine “at cost” they’ve been battered over the head by politicians and medicines regulators on both sides of the Atlantic.
Leaving its Chief Exec, Pascal Soriot busier than a one-legged man in a backside kicking contest as he tries to manage the brickbats from 10,555 miles away in Australia.
Now, I don’t normally stray into discussions about pricing.
That’s something between you and your accountant.
But there’s a real-life lesson here and we don’t have to dig very far to find it.
Give something away for free and people very often don’t appreciate the value. Just check that out with our good friend Pascal and see what he thinks.
Far better to add a giveaway as part of a bundle and being very clear about the value you are offering.
Just check out deals in any supermarket and you’ll sooner see pigs flying over the moon than see them give anything away for free.
But when it comes to bundles; 2-for-1, 3-for-2 and BOGOF (buy one, get one free) they’re double Olympic and World Champions.
Food for thought, perhaps, this week as we work out how to entice customers back in come freedom day.
But for now, …