Look at it this way:
Brand X has 20% of the market share at 80,000 bats sold per annum. If they reduce prices for 2010 by an average of £20 (20% from ave. bat price of £100) throughout the range they've instantly lost £1.6m of revenue.
To recoup that back they need to sell another 20,000 bats at an average of £80 to recoup those lossses. That's another 5% of the market they need to gain, which is huge.
And that's assuming all other aspects of the bat stay the same price, it's not uncommon for raw bat costs from India, VAT, stickers and willow to increase year from year.