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Marketing-Mix, specifically the 4P’s, has long been recognized as the most important marketing decision for a business organization. This study has the objective of investigating whether the price component of the 4P’s is the most important strategic factor in determining the success or failure of firms in emerging markets like India. For this purpose, three major industries of automobiles, FMCG products, and consumer durables were considered. These industries are diametrically opposite to each other in nature and conduct, but are characterized by the presence of a combination of renowned multinational firms/brands as well as domestic firms/brands. Test of equality of means and regression analysis were conducted on percentage gain in value, volume and realization per unit for each firm and among the firms. It was concluded that price does play a dominant role in the performance of the firms in each industry, however diverse in nature and conduct they may be. Pricing decisions have an immediate effect on the performance and displays a high correlation with business and market performance.

Marketing Strategy – components, effectiveness & importance of pricing – especially, in relation to emerging markets like India