Of all the aspects of the marketing mix, price is the only one that creates sales revenue - all the others generate costs. The price of the product is clearly an important determinant of the value of sales made. In theory, price is really determined by the discovery of what customers perceive is the value of the item on sale.
In this way, TOMRA is consciously pricing their Reverse Vending Machines higher than their competitors (premium price) to reflect exclusiveness and quality.
This is directly related with product positioning (link), so we suggest TOMRA to enter the Peruvian market with the same pricing strategy as it has been used in other countries (price standarization).
In addition, the price is adapted to the local market where prices can vary from 10% to 15%. Regarding this variation, since there is no competition in Peru yet (no references on which supermarkets can compare) and assuming that the Reverse Vending Machines sold by other companies internationally are priced around 7,000$ we would establish an average price of 10,000$ per machine DDP (the cost of transportation, insurance and tariffs and distributor mark-up are assumed by TOMRA).
All in all, we can say that in terms of international pricing, TOMRA is a Global Price Leader (it is already present in all the continents and the market of Reverse Vending Machines exists or has potential to exist all over the world).
Price