Kotler's Quality vs Price Nine-Box Matrix Template
Originally published: 20/01/2021 15:06
Last version published: 07/09/2022 12:11
Publication number: ELQ-92411-8
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Kotler's Quality vs Price Nine-Box Matrix Template

Choose the appropriate pricing strategy for your products with this Kotler's Quality-Price Nine-Box Matrix Template.


The Pricing-Quality Strategic Matrix, also called the "Nine Quality Pricing Strategy", was introduced by Prof. Philip Kotler an American Marketing Expert, considered as the "Father of Modern Marketing". The Framework was initially published in 1994 in his book "Marketing Management: Analysis, Planning, Implementation and Control". For generations, marketers and business leaders have used this model framework to understand how existing or potential customers perceive a product or service in cost sensitive markets. The objective is then to strategically position products or services thanks to an appropriate pricing or manufactured quality.

Link to Book: https://www.amazon.com/Marketing-Management-Analysis-Implementation-Prentice-Hall/dp/0137228511

The classic Kotler Quality vs Price Matrix has 9 boxes, on 2 axis.


(y-axis): Price (High, Average, Low)
(x-axis): Quality (High, Average, Low)


- Premium (High Price, High Quality)
- Over-Pricing (High Price, Average Quality)
- Penetration (Average Price, High Quality)
- Hit & Run (High Price, Low Quality)
- Average Quality (Average Price, Average Quality)
- Super Bargain (Low Price, Average Quality)
- Shoddy Goods (Average Price, Low Quality)
- Bargain (Low Price, Average Quality)
- Cheap Value (Low Price, Low Quality)

Given the impact the use of such a classic framework can have in Strategic Pricing Marketing Decisions, I have created a 9-Box Matrix Kotler Quality vs Price Template. The template is fully editable and I have added a novelty with the option to position, thanks to an Excel Graph, products and services on the Matrix.

This model can be useful to:
- better understand their positioning compared to competition -> Marketing Directors & Managers
- have a global look at the positioning of a company's set of products & services -> Company Management
- compare various companies in terms of pricing strategy when looking to make an acquisition -> PE, IB, VC Analysts, Strategy Consultants

The Best Practice is:
- an editable Microsoft PowerPoint Template Slide
- an attached Excel Model to plot the graphs
- with an online & offline 15 step-by-step methodology, with pedagogical illustrations for each step.

Should you have any questions on using this top tier Strategic Marketing Template slide and framework, you're welcome to reach out to me via Private Message.

⭐️ Bundle of 8 Nine-Box Matrix Templates (including this one): https://www.eloquens.com/tool/wQkjsE2N/strategy/nine-box-matrix-templates/nine-box-matrix-frameworks-template-bundle

⭐️ Bundle of 23 Commercial Due-Diligence Model Templates (including this one): https://www.eloquens.com/tool/QQ2gHk3J/strategy/due-diligence-templates/m-a-mergers-acquisitions-commercial-due-diligence-cdd-models-templates-and-frameworks-bundle

Good luck!
- Tim


This Best Practice includes
1 PowerPoint Template Slide with underlying Excel Model + 1 online & offline 15 step-by-step methodology

Acquire business license for $7.00

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