Your company sells nutrition products to bodybuilders, and you have recently developed a new high-protein shake as well as a high-carbohydrate energy bar. As the product manager for the firm, you are responsible for setting the pricing policy for the new products.
You are considering a bundled package that includes both products, and you assume the marginal cost of production is zero for planning purposes. You have identified four basic types of consumers who may buy these new products, and their reservation prices for the two new products are provided in the following table:
Type Shake Bar
A $0.50 $1.80
B $0.80 $1.10
C $1.00 $0.90
D $1.40 $0.30
(a) Suppose you sell the two products separately, and each buyer is expected to pur- chase one unit of the product per day. Which prices for shakes and bars maximize daily revenue? What is your daily revenue from selling both products to the four customers under separate pricing?
(b) If you offer the two products under a pure bundling strategy, what is the revenue- maximizing bundle price? What is the daily sales revenue from the pure bundling scheme?
(c) Please develop a mixed bundling strategy that generates higher daily sales revenue than the pure bundling strategy. What is the daily sales revenue generated under mixed bundling?