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Story: Management worried that frequent price changes would confuse or anger customers.
Meaning: Fear of negative reactions can lead to price rigidity. Impact: Prices stay the same
even when they shouldn’t.
A Simple Analogy — The Old Train vs. the Bullet Train
Think of the pricing system as a train:
• Old Train (Rigid System): Heavy, slow to start, slow to stop, takes a long time to
change tracks.
• Bullet Train (Flexible System): Fast, responsive, can change direction quickly.
Most traditional pricing systems are still “old trains” — they get you there, but not at the
speed the modern market demands.
Definition
Rigidities in the present pricing system are the structural, technological, procedural, and
behavioural obstacles that prevent prices from being updated quickly and accurately in
response to changes in risk, market conditions, or competition.
Final Takeaway — Why This Matters for the Future
When Meera finally presented her findings to the board, she said: "We can’t control the
market, but we can control how fast we respond to it. If our pricing system is rigid, we’ll
always be reacting late — and in insurance, late can mean loss."
The lesson? A modern pricing system should be like a skilled dancer — quick on its feet,
able to change moves instantly when the music changes. Rigidities slow the dance, and in
today’s competitive world, that can mean losing the spotlight.
8. What is the impact of legislation and competition on pricing?
Ans: The Story of the “Two Invisible Hands”
In the busy world of insurance, there’s a constant tug-of-war over prices. On one side is
Legislation — the rule-maker, wearing a judge’s robe, holding a book of laws. On the other
side is Competition — the market warrior, wearing running shoes, always ready to sprint
ahead of rivals.
Both are invisible forces, but together they decide how much you and I pay for insurance.
One day, a young pricing analyst named Arav joined a big insurance company. His first
assignment was to figure out why their premiums had changed so much over the past year.
His mentor smiled and said: "Arav, if you want to understand pricing, you need to meet the
two invisible hands — Legislation and Competition. They shape everything we do."