Abstract The paper focuses on the optimal decisions of pricing and crossruff coupon face value for two linked brands products. We develop the profit maximization models for two kinds of coupons: inpack crossruff coupon and onpack crossruff coupon, and conclude the coupon values and prices under onpack coupon mode are higher than inpack coupon mode, and the profit of offering onpack crossruff coupon is higher than offering inpack crossruff coupon. Finally, through numerical experiment of MATLAB, we observe that the coupon values, target brand prices and carrier brand prices for onpack crossruff coupon are more sensitive than inpack crossruff coupon to reference price.
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