Competitive pricing is an effective strategy for businesses to capture market share and drive growth by aligning with customer expectations, staying ahead of competitors, and boosting profitability. Companies can achieve this by implementing various competitive pricing strategies such as freemium models, usage-based billing, tiered pricing, enhancing customer perception of value through techniques like usage-based fairness, anchoring, and feature bundling, improving profit margins while staying competitive through value-based pricing, dynamic pricing, and upselling opportunities. Real-life examples of companies that implement competitive pricing include Amazon vs Walmart, telecommunications providers offering unlimited data plans, price-matching offers, service bundles, and device discounts, ride-sharing apps like Uber using dynamic pricing and promotions for riders, driver incentives, and Lyft rides being 4% cheaper than Uber rides. A flexible pricing model built around customer value can give businesses a competitive advantage, and tools like Togai empower businesses to implement usage-based pricing with advanced rule and rating engines.