EPP Open Training The Strategies and Tactics of Pricing Version: November 2013
“That’s one of the best trainings I ever attended, with a great speaker and very interesting topics.”
There’s no other organisation in Europe so dedicated to help develop and share pricing and profit optimisation skills of tomorrow’s business leaders.
EPP Open Training
The Strategies and Tactics of Pricing
Overview The Strategies and Tactics of Pricing - Sharpen your Pricing Skills How do you work out a well-founded pricing strategy and policy. How do you set a value based price and how do you get your entire company to be aligned? During The Strategies and Tactics of Pricing, you are offered a firm base for a targeted pricing policy. Gain insights in the components that influence price, and get to know the different steps of an optimal pricing process and innovative price determination. Next to that, discover which factors cause price pressure and how you can handle them. Join this interactive and with real practice cases illustrated training and discover how to overcome all your pricing obstacles! This is a must-do training for every pricing professional.
“The Strategies and Tactics of Pricing training helped me to get a perfect overview on the different aspects of implementing our pricing strategy. Furthermore, it let me decide to explore our own business case and put a project team on it.” Bart Dekker - Managing Director Baars & Bloemhoff
European Pricing Platform
EPP Open Training Training
The Strategies The Strategiesand andTactics TacticsofofPricing Pricing
Overview What’s in it for you? 1. You understand the main pricing challenges; 2. You speak the pricing language of pocket prices, band width, price waterfall, etc...; 3. You understand the difference between value and willigness-to-pay; 4. You know the different pricing strategies with their advantages and disadvantages; 5. You gain insights in the different price setting techniques; 6. You can set-up your own pricing process; 7. You know the main pricing research tools to close info gaps; 8. You understand the pricing game; 9. You know how to avoid pricing wars; 10. And you can fight back when it is unavoidable. For whom? Anyone involved in: Pricing, Finance, Sales, Marketing, Payer Relations, International Trade & Policy, Business and Corporate Strategy, Economics, Innovation, Research and Development, Branding, Product, Regulatory Affairs, Governmental Affairs, New Business Development, Engineering, New Media, Cost Control, Revenue Optimisation, Public Affairs, Public Policy, Contract, Operations, and decision makers.
Previous Training attendees:
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European Pricing Platform
The Strategies and Tactics of Pricing
EPP Open Training
Your Experts Trainers In 2014, we offer this EPP Open Training in Belgium and The Netherlands, Germany, Italy, and Northern Europe. Meet your expert trainers for the edition in your country:
Belgium, The Netherlands and Sweden Pol Vanaerde built up a successful career at different top-organisations. Such as Alpro Soyfoods, MC Bride PLC, and Conoco-Philips US, where pricing each time had a strategic impact. Currently, he is the owner of Vanaerde Consulting and Truemarketeers. Next to that, he is President and Founder of European Pricing Platform, a meeting platform for pricing professionals.
Germany Dr. Bernhard Ebel is Managing Partner at EbelHofer Strategy & Management Consultants in Cologne. Previously, he worked for nearly 20 years in an international consulting company, six of them in the position of Senior Partner. He was significantly involved in the company’s development during that time. Dr. Ebel is specialised in growth and profit improvement on the market side, in particular on sales, competitive and marketing strategies, organisational issues and especially on price management. In his consulting practice he has carried out numerous projects worldwide.
Dr. Rainer Schlamp is Director in the Munich office of EbelHofer Strategy & Management Consultants. Prior to EbelHofer Consultants Dr. Schlamp worked in the last 8 years in an international consulting firm and a German premium car manufacturer. He studied business administration with specialisation in marketing and business informatics. As part of a study visit, he studied at Macquarie University, Sydney, Australia. Dr. Schlamp owns a doctorate on sales efficiency measurement in the automotive industry.
European Pricing Platform
EPP Open Training
The Strategies and Tactics of Pricing
Italy Dott. Danilo Zatta is Partner at Simon-Kucher & Partners Strategy & Marketing Consultants. He has around 20 years of experience in e.g. profit and performance improvement, growth and corporate strategies, sales excellence. In addition to this he is specialised in marketing, with focus on price optimisation and revenue management. Danilo successfully worked both for multinational corporations and small and medium sized companies on all continents and in a variety of sectors, both B2B and B2C. Danilo holds an M.B.A. from INSEAD Business School, France & Singapore; a Master’s degree cum laude in Economics from the LUISS University of Rome, Italy; and a specialisation in Marketing from the University College Dublin, Dublin, Ireland. Author or co-author of 18 books, he is a regular contributor to magazines like Harvard Business Review or Journal of Revenue and Pricing Management, and an experienced trainer and coach as well as frequent speaker at conferences like the World Business Forum. Northern Europe Andreas Westling is Senior Partner at Navetti. He is responsible for the development of Navetti’s pricing methodology for multinational manufacturing companies. Andreas has first-hand experience from multiple Pricing Excellence projects for international manufacturing companies within both B2B and B2C business environment. Andreas has also been responsible for change management projects and solution implementations to secure improved; price quality, customer trust, profitability, and efficiency. By implementing value based and market driven pricing for companies like ITT, ABB, Atlas Copco, Bosch Rexroth and Husqvarna. Andreas is skilled at technical, business and organisational elements of implementing pricing solutions.
European Pricing Platform
The Strategies and Tactics of Pricing
EPP Open Training
Schedule Day 1 - The Importance of Pricing reflections on pricing The importance and impact of price; • The pricing formula: pure and simple; • The impact of the price on your margins.
Each Train er offers a slightly dif please co ferent pro ntact gramme, jessie.dho ndt@pricin g overview o platform.e f the trainin u for a de tailed g you will be attend ing
The impact when it goes wrong; • Understanding the pricing game. The pricing framework; A proven path towards pricing excellence; Main observations on the challenges on each maturity level; • Reflection on your own organisation. The difference between value and willigness-to-pay; • • • •
Types of value; Communicating value; Communicating prices; The price/value equation.
how to link pricing to strategy? What determines your pricing strategy? What pricing strategic choices do you have? 25 pricing plans to choose from • • • • • •
From fixed price to flat price, towards for free pricing strategy; Variable pricing, open end pricing, free pricing; Penetration/experience curve pricing; Competitive pricing; Price discrimination; Advantages and disadvantages.
European Pricing Platform
EPP Open Training
The Strategies and Tactics of Pricing
Schedule Day 2 - Understanding Pricing price setting A complex stakeholder model; • What forces influence your pricing; • Which is the most dominant. The classic knowledge gaps, and how to solve them; • Do you know your pocket prices, price waterfall, and price band width; • Do you understand WTP and elasticity? • Insight in the most important pricing research tools. The most important price setting methods; • Cost-plus, mark-up, break-even, total cost of ownership, value pricing, test pricing; performance based pricing, satisfaction pricing, yield pricing, incremental pricing, multi-dimensional pricing, pros and cons. Product mix pricing; How to set a value based price; How to define total value of ownership. price discount structures Main pitfalls and how to deal with them. monitoring effectiveness of your pricing strategy What should we measure? reflections on price pressure and price wars Price pressure: main reasons and how to react; Before you fight back: which questions to ask first; How to avoid price wars. • How do you fight a pricing war when it’s unavoidable; • As price leader: follower or challenger.
European Pricing Platform
EPP Open Training
The Strategies and Tactics of Pricing
Practical Information Duration 2 days Fee: € 1395* * EPP Participants receive 10% reduction (and only pay € 1255) ; Click here for more information about EPP Participation. Register Follow this link and fill out the registration form or contact
[email protected] Language Language of the training depends on the language of the attendees. In case of international participants, the training is in English. All training documents are provided in English. Important conditions* • Registration is only completed after full payment; • Cancellations must always be made in writing; • All registrations carry a 50% cancellation policy, immediately after the online registration form is completed. The training fee will not be refunded, but can be credited to a future training; • No refunds will be made for cancellations made later than 20 working days before the programme start day; • EPP is not responsible for any loss or damage as a result of a substitution, alternation or cancellation/postponement of an event. EPP shall assure no liability whatsoever in the event this training is cancelled, rescheduled or postponed due to a fortuitous event, force majeure, or any other (unforeseen) circumstances that make it impossible for the event to take place; • We recommend to take cancellation insurance when booking transportation or accommodation, in case your training changes location or is postponed; • Please note that payment must be completed before the start of the training. * Visit www.pricingplatform.eu for a complete overview of our Terms & Conditions Questions Please contact
[email protected] or call +32(0)51 32 03 72 if you have any practical or content related questions.
European Pricing Platform
EPP Open Training
The Strategies and Tactics of Pricing
European Pricing Platform (EPP) Who are we? European Pricing Platform® is the leading knowledge sharing platform, serving thousands of European pricing and profit optimisation managers. On pricingplatform.eu, you can find and share pricing knowledge, best practices and useful tools. Wether you have years of experience, or you are making your first steps in pricing and profit optimisation, the extensive pricing knowledge database and interactive events will become an indispensable tool in overcoming your day-to-day pricing challenges. Why you should join the EPP • Access to the largest European pricing knowledge database Articles, white papers, presentations of past EPP Events, you can find and download them all at pricingplatform.eu. • Receive 10% on all EPP Open Trainings Benefit from our trainings, master classes and industry-focused trainings to network with pricing peers and improve your pricing know-how. • Significant discounts on EPP industry-focused Forums With an interactive 2-day format, combining real-life case studties, informal debates and practical workshops, participants will gain the inside knowledge and industry insights in order to benchmark their pricing strategies, maintain critical competitive advantage and ensure maximum value. • Save €100 on Interactive Chapter Workshops Enhance your pricing and profit optimisation skills and learn from your pricing peers. Professionals sharing their pricing knowledge and experience during chapter workshops. • Post free pricing jobs and see all current job opportunities Find for new talent or a new challenge in the pricing job module! Follow this link for more information on becoming an EPP Participant.
European Pricing Platform
The Strategies and Tactics of Pricing
EPP Open Training
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The Strategies and Tactics of Pricing By European Pricing Platform
European Pricing Platform Izegemsestraat 7 | 3.01 8860 Lendelede | Belgium Tel.: +32/51.32.03.72 Fax: +32/51.32.03.73
