Product bundling

Inmarketing,product bundlingis offering severalproductsor services for sale as one combined product or service package. It is a common feature in manyimperfectly competitiveproduct and service markets.^[1]Industries engaged in the practice include telecommunications services, financial services,health care,information, andconsumer electronics.Asoftwarebundle might include aword processor,spreadsheet,andpresentation programinto a singleoffice suite.Thecable televisionindustry often bundles many TV and movie channels into a single tier or package. Thefast foodindustry combines separate food items into a "combo meal"or" value meal ".

A bundle of products may be called apackage deal;inrecorded musicorvideo games,acompilationorbox set;or inpublishing,ananthology.

Product bundling is most suitable for high volume and high margin (i.e., low marginal cost) products. Research byYannis BakosandErik Brynjolfssonfound that bundling was particularly effective for digitalinformation goodswith close to zero marginal cost, and could enable a bundler with an inferior collection of products to drive even superior quality goods out of the market place.^[2]^[3]

Most firms are multi-product or multi-service companies faced with the decision whether to sell products or services separately at individual prices or whether combinations of products should be marketed in the form of "bundles" for which a "bundle price" is asked. Price bundling plays an increasingly important role in many industries (e.g. banking, insurance, software, automotive) and some companies even build their business strategies on bundling. In bundle pricing, companies sell a package or set of goods or services for a lower price than they would charge if the customer bought all of them separately. Pursuing a bundle pricing strategy allows a business to increase its profit by using a discount to induce customers to buy more than they otherwise would have.

Rationale

Bundling is most successful when:

There areeconomies of scalein production.
There areeconomies of scopein distribution. This can be seen inconsumer electronicsbundles where abig boxelectronics store offers all of the components for ahome theatresetup (DVD player, flatscreen TV, surround sound speakers, receiver, subwoofer) for a lower price than if each component were to be purchased separately. The big box electronics store can exploit its economies of scope, as they distribute and sell a huge range of home theatre products.
TheMarginal costsof bundling are low.
Productionset-up costs are high.
Customer acquisition costs are high.
Consumers appreciate the resulting simplification of the purchase decision and benefit from the joint performance of the combined product or service. This is particularly the case when a non-specialist consumer hasinformation asymmetrywhen trying to buy all of the components of ahome theatre(speakers, connection cables, speaker wire). He/she would need to learn about all of the product specifications and the requirements for accessories used with the main items. For example, withHome Theatre in a Box,a consumer can feel confident that all of the included speakers are of the correct impedance and power rating and that all of the included cables are the correct models.

While many well-known examples of bundling are all products or services from the same store or provider, such as thesports packagefor a car or a grocery store'sgift basket,in some cases, cross-industry bundles are assembled and sold. For example, sometravel agencieshave vacation tour bundles that may include air tickets, rail tickets, a rental car, hotels, restaurants, museum and sightseeing attraction tickets and live music event tickets. These bundles include products and services from the transportation, accommodation, tourism, food service and entertainment industries.

Consumers have heterogeneous demands and such demands for different parts of the bundle product are inversely correlated. For example, assume consumer A values a word processor software at $100 and a spreadsheet processor at $60, while consumer B values a word processor at $60 and spreadsheet at $100. Seller can generate a maximum revenue of only $240 by setting a $60 price for each product—both consumers will buy both products. Revenue cannot be increased without bundling because as the seller increases the price above $60 for one of the goods, one of the consumers will refuse to buy it. With bundling, a seller can generate revenue of $320 by bundling the products together and selling the bundle at $160. Thus, bundling can be considered a form ofprice discrimination.^[4]

Venkatesh and Mahajan reviewed the research on bundle design and pricing in 2009.^[5]A 1997 study by Mercer Management Consulting, in Massachusetts stated that good bundles have five elements: (1) the package is worth more than the "sum of its parts" for the consumer; (2) the bundle brings order and simplicity to a set of confusing or tedious choices; (3) the bundle solves a problem for the consumer; (4) the bundle is focused and lean in an effort to avoid carrying or including options, goods or services the consumer has no use for; and (5) the bundle generates interest or even controversy.^[6]Number 1 can be read as simply that a bundle should cost less than buying each item separately; however, even if the bundle were to cost the same in dollars, a bundle may still be an appealing value proposition for a consumer, as they do not have to hand-pick each accessory and add-on item (this is the 2nd and 3rd point).

Bundling is often thought of mainly as a value pricing strategy, in that product bundles often cost less than if each item were purchased separately. However, bundling can also have other strategic advantages. For example, when a grocery store is making up agift basket,they can use the design of the basket item list as a way to promote new products or brands that a customer may not know or as a way to liquidate merchandise that is not selling well. Also, even though many bundles are less expensive than all of the items if purchased separately, in some cases the bundle costs more than if each item was purchased separately; this tactic is particularly effective in high-end retailing whereconspicuous consumptionandprestige pricingelements come into play. A well-off home theatre enthusiast with a very high budget may find a $10,000 home theatre package attractive, even if it costs a bit more than buying each item separately, because this is an impressive total cost.^{[citation needed]}

Varieties

Pure bundlingoccurs when a consumer can only purchase the entire bundle or nothing
- Joint bundlingis a subcategory of pure bundling in which the two products are offered together for one bundled price
- Leader bundlingis a subcategory of pure bundling in which a leader product is offered for discount if purchased with a non-leader product, accessory or other item.
  - Mixed-leader bundlingis a variant of leader bundling with the added possibility of buying the leader product on its own.
Mixed bundlingoccurs when consumers are offered a choice between purchasing the entire bundle or one of the separate parts of the bundle.

Bundling in political economyis a type of product bundling in which the "product" is a candidate in an election who markets his or her bundle of attributes and political positions to the voters. For example, a political candidate may market herself as a centrist candidate by ensuring she/he has centrist social, economic, and law enforcement positions.

Advantages and disadvantages

Advantages:

Help the company sell some unpopular products and speed up inventory clearance.^[7]Product bundling combines the best-selling products and unpopular products with less inventory by setting reasonable prices to increase the attractiveness, so that consumers can buy combination products to help the company reduce inventory.
Help the company generate more sales and maximize profits.^[8]Product bundling can maximize consumer surplus so that consumers feel that they have obtained additional items, so customers are more likely to spend a total of one time to purchase multiple products. This can help the company increase total sales revenue by increasing the average order value, average transaction value, and the amount of each transaction, because multiple products are more expensive than a single product.
Enable the company to promote more differentiated products with lower marketing costs.^[9]The company can spend the same energy and cost to promote two or more products at the same time.
Help consumers reduce decision-making pressure. Merchants use matching algorithms to set up bundled products that meet the needs of consumers, thereby guiding customers to choose options that meet their needs and reducing their decision fatigue. Bundles have the effect of reducing search costs.^[10]

Disadvantages to the consumer:

Decreases competition.^[11]
Reducesconsumer choice;^[11]consumers may be forced to buy bundles which don't contain all the things they wanted, and contain things they don't want, and may even be pushed into buying inferior products. For example, two companies both sell a bundle containing a computer and an operating system, but one has poor-quality hardware and one has poor-quality software. The consumer wants to buy each company's good product, but can't unless they pay for two computers and two operating systems and throw one of each away. A new company which sells only hardware or only operating systems also has to persuade the consumer to throw away a purchased product; this is abarrier to market entry.
Can drive up consumer costs.^[11]
A method ofprice discrimination.^[4]

Disadvantages to the seller:

Product bundling may lead to the cannibalization of branded products. These products can be purchased outside of the bundled sales package. For example, if a company sells bundled products and individual products at the same time, then the bundled products will get more sales, which will reduce the profit of the individual products.^[12]
When consumers cannot buy certain products individually, they may not buy them because they feel that the bundled sales package forces them to buy more products.^[13]

Software

In the computer industry,bundled softwareis distributed with another product such as a piece ofcomputer hardwareor other electronic device, or is a group of software packages which are sold together. Software which ispre-installedon a new computer is an example of bundled software. For example, as of 2017, most desktop, laptop and mobile computers are bought pre-loaded with various software andsoftware applications( "apps" ). Apack-in gameis a form of bundled software.

Early microcomputer companies varied in their decision to bundle software.BYTEin 1984 observed that "Kayproapparently has tremendous buying and bargaining power ", noting that the Kaypro 10 came with bothWordStarandPerfect Writer,plus "two spelling checkers, two spreadsheets, two communications programs and three versions of BASIC".^[14]Stating that year that a computer that weighs 30 pounds "really isn't very portable",Creative Computingconcluded that "the main reason that theOsbornewas a success was not that it was transportable, but that it came with a pile of bundled software ".^[15]Compaq,by contrast, did not bundle software, stating that "You remove the freedom from the dealers to really merchandise when you bundle in software... Why should you be constrained to use the software that comes with a piece of hardware? I think it can tend to inhibit sales over the long run."^[16]MacWrite's inclusion with earlyMacintoshcomputers discouraged developers from creating other word processing software for the computer.^[17]Many companies sold multimedia upgrade kits—aCD-ROM drive,sound card,speakers, and whatComputer Gaming Worlddescribed as "a boatload of bundled software" —during the mid-1990s.^[18]

Home theatre in a box

In the 1990s and in the 2000s (decade) and 2010s, manyconsumer electronicscompanies designedhome theatreequipment bundles, known asHome Theatre in a Box(HTIB). For a customer who already owned a TV, and in some cases aDVD playeror other source for playing back movies, a HTIB package provides all of the electronics hardware, speakers and cables needed to set up a home cinema. There are three grades of HTIB bundles: economy bundles, aimed at the lowest price point; mid-tier bundles, the most common type; and higher-cost HTIB bundles made byBOSEand other higher-end manufacturers. At the economy grade HTIB package, the customer is provided with a basic home theatre set-up, with modest sound quality and relatively few options for adjusting the sound. The mid-tier and upper-tier packages offer better performance and more set-up options. All three HTIB tiers, though, have a similar value proposition for the buyer: the HTIB package ensures that all of the speakers are of the correct impedance and power handling capabilities, the cables are of the correct type, and the crossover points and other technical details have been set up by the manufacturer.

The most serious home theatre enthusiasts do not typically buy HTIB bundles, as they are a more sophisticated target market. As such, the most serious home cinema-philes typically purchase each component (power amplifiers, speakers, subwoofer cabinet, speaker cables) separately, so that they can choose which items meet their specific movie-watching goals. For example, a serious home theatre enthusiast may wish to have a large cabinetsubwooferenclosure with heavy bracing, a type and size of subwoofer cabinet that would not be found in any HTIB bundle due to its large size and high cost. As well, a serious home theatre enthusiast may wish to have a powered subwoofer with a user-adjustable crossover, a "subsonic" filter and other higher-cost advanced features.

Market power and competitiveness

Inoligopolisticandmonopolisticindustries, product bundling can be seen as an unfair use of market power because it limits the choices available to the consumer. In these cases it is typically calledproduct tying. Some forms of product bundling have been subject to litigation regardingabuses of market share.

United States v. Microsoft

United States v. Microsoftwas a set of civil actions filed againstMicrosoft Corporationpursuant to theSherman Antitrust Act of 1890Sections 1 and 2 on May 18, 1998, by theUnited States Department of Justice(DOJ) and 20 states.Joel I. Kleinwas the lead prosecutor. The plaintiffs alleged that Microsoft abused monopoly power on Intel-based personal computers in its handling ofoperating systemsales andweb browsersales. The issue central to the case was whether Microsoft was allowed to bundle its flagshipInternet Explorer(IE) web browser software with itsMicrosoft Windowsoperating system. Bundling them together is alleged to have been responsible for Microsoft's victory in thebrowser warsas every Windows user had a copy of Internet Explorer.

TV programing bundles by cable and satellite providers

Cableandsatellite television(Pay TV) have bundled TV channels since the inception of both. In the early years of the cable industry this was necessary due to the technological constraints associated with allowing and blocking channels transmitted via analog methods. The progress towards complete cable, internet, and telephone packages gave subscribers many more options as well as offering hundreds of channels. The "package" price depends on the level of service a customer prefers within each bundle. The services range from low speed internet and minimum channels to high speed internet and the addition of many premium channels. In the US prices for pay TV have doubled in the last twenty years, averaging 6% per year, while wages have remained the same for nearly 20 years^[19]causing dissatisfaction and many cancellations.^[20]Costs have risen 53% since 2007 andComcastandAT&T'sDirect TVwent up in January 2018.^[21]With theDigital television transitionopportunities for competition to pay TV ushered in online video companies and forcing pay TV companies to examineà la carte cable company packages.^[22]

A 2018 consumer report shows many subscribers are dissatisfied with cable TV, mainly over prices, which has led to many complaints.Google Fiberwas an exception to widespread consumer dissatisfaction.Verizonand the two satellite-TV companies —AT&T's DirecTV andDish Networkrated better thanCox Communications,Comcast,Spectrum,Optimum,CenturyLink,SuddenLink Communications,Atlantic Broadband,Frontier Communications,andMediacomwas rated at the bottom. Internet providersEPB(Fiber Optics) and Google Fiber received top ratings for value. Of the smaller companies onlyArmstrongreceived top ratings andRCN,Hawaiian Telcom(bought byCincinnati Bellin 2018), andGrande Communicationsreceived slightly higher ratings.^[23]

The high price of current complete bundling, upwards of $180–200, along with poor customer service, surprise bills, and technical difficulties, resulted inAngie's Listreporting that these things were the number two most complained about category.^[24]

Alternativestreaming-based providers of cable TV channel bundles in the United States, also known asvMVPDs,such asFuboTV,Hulu + Live TV,Philo,Sling TV,andYouTube TV,launched in the 2010s, providing additional options for consumers who want access to linear cable channels but are dissatisfied with local providers.^[25]Additionally, reduced-price bundles of streaming service packages, such asThe Disney Bundle,are also offered by some providers.^[26]

References

^Adams, W.;Yellen, J.(August 1976). "Commodity bundling and the burden of monopoly".Quarterly Journal of Economics.90(3): 475–498.doi:10.2307/1886045.JSTOR 1886045.
^Bakos, Yannis; Brynjolfsson, Erik (1999). "Bundling Information Goods: Pricing, Profits, and Efficiency".Management Science.45(12): 1613–1630.CiteSeerX10.1.1.128.4253.doi:10.1287/mnsc.45.12.1613.JSTOR 2634781.
^Bakos, Yannis; Brynjolfsson, Erik (2000). "Bundling and Competition on the Internet".Marketing Science.19(1): 63–82.CiteSeerX10.1.1.6.5028.doi:10.1287/mksc.19.1.63.15182.JSTOR 193259.
^^a ^b"Second-degree price discrimination".
^Venkatesh, R. and Vijay Mahajan (2009). Vithala R. Rao (ed.)."The Design and Pricing of Bundles: A Review of Normative Guidelines and Practical Approaches"(PDF).Handbook of Pricing Research in Marketing.Northampton, MA: Edward Elgar Publishing Company: 232–257.doi:10.4337/9781848447448.00020.ISBN 9781848447448.Archived fromthe original(PDF)on 2012-03-23.Retrieved2012-12-10.
^"BUNDLED GOODS AND SERVICES".www.referenceforbusiness.com.Reference for Business.Retrieved9 January2017.
^Biswas, Indranil; Avittathur, Balram (2018-03-19)."The price-setting limited clearance sale inventory model".Annals of Operations Research.doi:10.1007/s10479-018-2811-5.ISSN 1572-9338.S2CID 125857534.
^Olderog, Torsten; Skiera, Bernd (2000-04-01)."The Benefits of Bundling Strategies".Schmalenbach Business Review.52(2): 137–159.doi:10.1007/BF03396614.ISSN 2194-072X.S2CID 167045671.
^O'Brien, Daniel P.; Shaffer, Greg (2005)."Bargaining, Bundling, and Clout: The Portfolio Effects of Horizontal Mergers".The RAND Journal of Economics.36(3): 573–595.ISSN 0741-6261.JSTOR 4135230.
^Harris, Judy; Blair, Edward A. (2006-10-01)."Consumer Preference for Product Bundles: The Role of Reduced Search Costs".Journal of the Academy of Marketing Science.34(4): 506–513.doi:10.1177/0092070306288405.ISSN 0092-0703.S2CID 167928144.
^^a ^b ^cJonathan, Leibowitz."Re: Potentially Exclusionary Bundled Discounts for Pediatric Vaccines"(PDF).The American Antitrust Institute.Retrieved23 May2012.
^Nalebuff, Barry (2004-02-01)."Bundling as an Entry Barrier*".The Quarterly Journal of Economics.119(1): 159–187.doi:10.1162/003355304772839551.ISSN 0033-5533.
^Pierce, Brooks; Winter, Harold (1996-12-01)."Pure vs. mixed commodity bundling".Review of Industrial Organization.11(6): 811–821.doi:10.1007/BF00174408.ISSN 1573-7160.S2CID 154884072.
^McMahon, Steve (May 1984)."The Kaypro 10".BYTE.pp. 206–224.Retrieved10 September2016.
^Ahl, David H.(December 1984)."Top 12 computers of 1984".Creative Computing.Retrieved2019-03-16.
^Zientara, Marguerite (1984-04-02)."Q&A: H.L. Sparks".InfoWorld.pp. 84–85.Retrieved10 February2015.
^McNeill, Dan (December 1987)."Macintosh: The Word Explosion".Compute!'s Apple Applications.pp. 54–60.Retrieved14 September2016.
^Weksler, Mike (June 1994)."CDs On A ROMpage".Computer Gaming World.pp. 36–40.
^NY Post:Cable prices have been too damn high for nearly 20 years:(By Chris Mills, BGR; posted April 30, 2018)- Retrieved 2018-08-26
^Average Monthly Cable TV Subscription Bills May Top $200 by 2020:The NPD Group press release (April 10, 2012)- Retrieved 2018-08-26
^TV rate hikes: Why cable bills are rising again and what can you do:The Associated Press Published January 5, 2018
^The Digital Revolution is Disrupting the TV Industry:The Boston Consulting Group (BCG) Posted- March 21, 2016- Retrieved 2018-08-26
^Consumer report:People Still Don't Like Their Cable Companies, CR's Latest Telecom Survey Finds(By James K. Willcox August 08, 2018)- Retrieved 2018-08-26
^Why Cable, Internet and TV Customer Service Sucks- Retrieved 2018-08-27-06
^Perez, Sarah."YouTube TV and Hulu Live TV now have hundreds of thousands of subscribers, says report".TechCrunch.RetrievedAugust 11,2022.
^Littleton, Cynthia (August 6, 2019)."Disney to Offer Streaming Bundle of Disney Plus, ESPN Plus and Hulu for $12.99".Variety.Archivedfrom the original on August 6, 2019.RetrievedAugust 11,2022.