Companies with direct competitors operate differently from those protected from competition. SNCF and Accenture thus defined and implemented a pricing program that would appeal to the various segments of the customer base such as families and business travelers. For the first time, stratified service levels were introduced and aligned with flexible pricing. By carefully calculating yields, SNCF was able to design many levels of discounts: from full fare to 60 percent off. This helped ensure that dual objectives—maximizing net income and profitability, while maintaining and increasing traffic through attractive price offerings and discounts—are met.