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Optimal pricing and promotional effort control policies for a new product growth in segmented market

Market segmentation enables the marketers to understand and serve the customers more effectively thereby improving company’s competitive position. In this paper, we study the impact of price and promotion efforts on evolution of sales intensity in segmented market to obtain the optimal price and promotion effort policies. | Yugoslav Journal of Operations Research 25 (2015), Number 1, 73-91 DOI: 10.2298/YJOR130217035J OPTIMAL PRICING AND PROMOTIONAL EFFORT CONTROL POLICIES FOR A NEW PRODUCT GROWTH IN SEGMENTED MARKET Prakash C. JHA Department of Operational Research, Faculty of Mathematical Sciences, University of Delhi, Delhi, India jhapc@yahoo.com Prerna MANIK Department of Operational Research, Faculty of Mathematical Sciences, University of Delhi, Delhi, India prernamanik@gmail.com Kuldeep CHAUDHARY Department of Applied Mathematics, Amity University, Noida, U.P., India chaudharyiitr33@gmail.com Riccardo CAMBINI Department of Statistics and Applied Mathematics, University of Pisa, Italy cambric@ec.unipi.it Received: February 2013 / Accepted: October 2013 Abstract: Market segmentation enables the marketers to understand and serve the customers more effectively thereby improving company’s competitive position. In this paper, we study the impact of price and promotion efforts on evolution of sales intensity in segmented market to obtain the optimal price and promotion effort policies. Evolution of sales rate for each segment is developed under the assumption that marketer may choose both differentiated as well as mass market promotion effort to influence the uncaptured market potential. An optimal control model is formulated and a solution 74 P.C. Jha, P. Manik, K. Chaudhary, R. Cambini / Optimal Pricing and Promotional method using Maximum Principle has been discussed. The model is extended to incorporate budget constraint. Model applicability is illustrated by a numerical example. Since the discrete time data is available, the formulated model is discretized. For solving the discrete model, differential evolution algorithm is used. Keywords: Market Segmentation, Price and Promotional Effort Policy, Differentiated and Market promotion Effort, Optimal Control Problem, Maximum Principle, Differential Evolution Algorithm. MSC: 49J15, 49M25, 68Q25, 93B40. 1. .