The Strategies and Tactics of Pricing

The Strategies and Tactics of Pricing “The Strategies and Tactics of Pricing training helped me to get a perfect overview on the different aspects of...
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The Strategies and Tactics of Pricing

“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

Introduction 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.

“Really good training which provides a comprehensive insight in this complex topic. I recommend to participate as you only can benefit from the rich experience of the trainer.” Katharina Thiele - Director ThieKa Consult

The Strategies and Tactics of Pricing

Practical What will you learn? • • • • • • • • •

Understand the main pricing challenges faced by European pricing practitioners; Learn to speak the pricing language: pocket prices, band width, price waterfall, etc…; Understand the difference between value and willingness-to-pay; Get to know the different pricing strategies with their advantages and disadvantages per market situation; Gain insights in the different price setting techniques; Set-up/fine-tune your own pricing process; Discover the main pricing research tools that can be used to close info gaps; Understand the pricing game and learn how to avoid pricing wars; Learn how to fight back when war is unavoidable.

Is this training for me? Marketing professionals, product managers, key account managers, financial professionals, controllers, pricing research professionals, pricing experts from all industries, new comers to pricing, in fact, it’s for everybody who wants to gain a solid basis in pricing or brush up on their pricing skills efficiently in 2-days time.

Previous attendees

The Strategies and Tactics of Pricing

Practical Trainer Pol Vanaerde has a successful market strategy track-record. He was responsible for the European launch of Alpro Soyfoods and elected as marketer of the year in Belgium. Later he joined McBride PLC (private label detergents & cosmetics) as European Marketing Manager and Conoco-Philips as New Business Manager. Pricing was always one of his key responsibilities. Pol is the initiator and president of the European Pricing Platform and responsible for the vision development and daily management. Furthermore, Pol is the founder of Vanaerde Consulting a market strategy + pricing consulting company. He is also guest lecturer at Vlerick Business School, HUB (Brussels), deBaak (Amsterdam), and has a wide portfolio of in-companies, seminars and conferences in different industries all over Europe. Location At the beautiful locations, carefully picked out by the EPP, you get inspired to put into action the new insights and methods you’ve just seen during the intensive, interactive sessions.

The Strategies and Tactics of Pricing

Practical Duration 2 days Fee: € 1495* * EPP Participants receive 10% reduction (and only pay € 1345) ; 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.

The Strategies and Tactics of Pricing

Programme overview 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, nicolene.b arnard@p ri overview o c f the trainin ingplatform.eu for a detailed 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.

The Strategies and Tactics of Pricing

Programme overview 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.

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 €300 on the Certified Pricing Manager® programme The Certified Pricing Manager (CPM®) programme is the European standard for experienced pricing practitioners. The EPP CPM® programme is an intensive learning opportunity, designed on skill sets that pricing experts need at the different pricing maturity levels. • 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.

The Strategies and Tactics of Pricing

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The Strategies and Tactics of Pricing

There’s no other organisation in Europe so dedicated to help develop and share pricing and profit optimisation skills of tomorrow’s business leaders.

Version: July 2014

Your contact European Pricing Platform Izegemsestraat 7 | 3.01 8860 Lendelede Belgium +32/51.32.03.72 [email protected]

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