Advanced Analytics and Pricing Tactics
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This document provides information on an upcoming two-day masterclass on applying effective B2C pricing strategies. The masterclass will be led by Jesper Hansson, Wolfgang Eger, and Jelle de Jong, who are experts in pricing strategies and analytics. The masterclass will focus on developing pricing strategies for the consumer sector in Asia, analyzing pricing approaches used by global companies, and optimizing pricing across both traditional and online retail channels. Key topics will include value-based pricing, elasticity, promotions, price sensitivity, and developing pricing strategies for competitive markets. Attendees will learn methods for pricing research and developing advanced analytics-based pricing models. The goal is for attendees to learn how to formulate effective pricing strategies that
Advanced Analytics and Pricing Tactics
- 1. The only event in the region focusing on pricing strategies for the consumer based products and services industry Jesper Hansson Managing Director and CEO Core Pricing Jesper Hansson is one of the foremost thought leaders within the field of pricing and revenue management. He is the founder and CEO of Core Pricing, the Managing Partner for Strategic Pricing Management Group Global in Asia and the current President of Asia Pricing Professionals. He has more than 23 years of experience in large-scale multinational corporations. A large part of his career has been directly linked to pricing projects in the Asia Pacific region. His areas of expertise include value-based pricing, finance and controlling, implementation of pricing software solutions and quantification of customer economic value. He is also very capable in price management projects across multiple functional areas including implementation of advanced and innovative pricing strategies. Wolfgang Eger Director Core Pricing Wolfgang is a proven business leader who has held a number of commercial management positions at MNCs around the globe. During his 20 years of industry experience, covering both B2B and B2C, he has built up unique insights from which he can create and improve pricing strategies and execution plans that truly work. Through his pragmatic approach, he has led multiple pricing initiatives and trained many sales teams around the globe. Wolfgang’s area of expertise is the interface of pricing with sales, marketing and strategy. Wolfgang is a Director of Core Pricing, and an Executive Member of Asia Pricing Professionals. Jelle de Jong Director Lexia Analytics Jelle began his career at Unilever as a researcher. In 1998, he joined McKinsey & Company where he worked in both the New York and Amsterdam offices. After McKinsey, Jelle joined Diageo first as a Strategist in the London head office followed by a role as Head of Commercial Finance for the Diageo Australia business. In 2007, he left Diageo to set up Lexia Consulting with Nigel Devlin whilst moving to Hong Kong and has worked across the region for the last eight years. His areas of expertise include strategy execution and analytics in the B2C sector. MasterClass LeaderApplying effective B2C pricing strategies to maximise both traditional retail and on-line channels Rising middle incomes and demographic trends are driving retail growth in Southeast Asia. PWC has forecast that over the next 5 years, Asia will experience retail growth of 4.6% per annum. However, emerging market risk, e-commerce and strong competition means organisations need to adapt to changes in customer behaviour in order to enjoy organic growth and increase market share. This two-day masterclass will show how to optimise revenue streams by developing an innovative consumer pricing strategy The masterclass will focus on issues pertinent to the Asian B2C sector such as; price sensitivity, discounting, pricing consistency, elasticity, promotions and periodic sales and value-based pricing. The masterclass will analyse how to develop a pricing strategy in highly competitive markets and respond to increasing consumer price awareness in on and offline channels. Delegates will discuss the pricing strategies used by leading global companies and how they may be applied within Asian markets. They will also discuss how to conduct consumer based pricing research using analytics and how to develop an advanced analytics based pricing strategy. Pricing is the only part of the marketing mix which brings in revenue. Take two days out of the office to evaluate, benchmark and develop new ideas for your pricing strategy. Key Learning Objectives 1. Effectively position your product or service in the marketplace by understanding how consumers perceive value 2. Conduct consumer research using proven pricing methods such as; the Conjoint Analysis, Gabor Granger technique and Van Westendorph’s Price Sensitivity Meter 3. Adopt different pricing methods during different stages of a product lifecycle 4. Form a pricing strategy that suits your market, customers and consumers 5. Determine the objective for the price and value of the product to formulate a pricing tactic 6. Differentiate your product or service via suitable B2C pricing mechanics 7. Optimise your on-line and off-line pricing strategy 8. Continuously improve your strategy by having a pricing department in place Register before the end of the month to receive the Early-Bird Discount! Kuala Lumpur | 10 – 11 August 2015 Singapore | 13 – 14 August 2015 Endorsed by REGISTER NOW! T: +65 6589 0650 F: +65 6410 9056 www.aventedge.com
- 2. Price for profits – How B2C companies can drive increased profits through in-depth consumer insights and analytics Pricing of products and services communicates critical factors about the value offered to the customer or consumer. Low pricing strategies do not always meet expectations and may be the cause of product failure. Pricing strategy employed must reflect and resonate with the buyer’s needs and market conditions. Due to increasing competition, pricing optimisation and value-based pricing are necessary tactics you can latch on to win over consumers and customers. These strategies will allow organisations to be more flexible with pricing, promotions and forecasting. Engage various pricing mechanics to differentiate your product from your competitors This masterclass will show you how to plug revenue leakages, manage discounts and improve revenue generation. It will analyse how customers and consumers perceive value, hence why they may not behave how you expect them to, and how different pricing mechanics affect product positioning. Who should attend? Industry practitioners who seek to formulate an effective and competitive pricing strategy and will gain insights into how their customers and consumers perceive value. Typically delegates will come from: Methods, techniques and strategies that will be discussed include: Take two days out of the office to evaluate, benchmark and develop new ideas for your pricing strategy • In-depth two day masterclass format with practical content and limited seats to facilitate interaction in a small-group learning environment • Trusted guidance and advice from an expert, focusing on practical methods and tools you can work with immediately • Opportunity to question and consult with pricing experts on your pricing strategy outside a formal engagement Should you attend this Masterclass? Are you hungry to improve your profit margins and company value? Is your firm at its full profit potential? Specifically, would you like to: • Improve your strategic pricing capabilities? • Change your organisation’s pricing and selling mindset to focus on leveraging value? • Become more confident in pricing your products and services? • Optimise your prices to maximise profits? • Apply pricing strategies to create a strong competitive advantage? By attending this two-day masterclass, delegates can expect to: • Address customers and consumers’ perception of value in pricing • Apply a pricing strategy that suits your product and market • Achieve improved customer focused pricing research • Apply best practices across different products and conditions • Understand how to develop a dedicated pricing function Evoke buying impulses by aligning your pricing strategy to the consumer and customer’s perception of value Past clients of the masterclass leaders include: Group Discounts Don’t forget to take advantage of our Group Discounts! • Send 3 delegates and receive 5% OFF • Send 4 delegates and receive 10% OFF • Send 5 delegates and receive 15% OFF You might also be interested in attending: Kuala Lumpur | 22 July 2015 Singapore | 28 July 2015 Combat fraud using the GHOST Protocol © and 5 Pistons of an Investigation © techniques This practical masterclass aims to provide you with an in-depth working knowledge on profiling fraudsters, interviewing suspects and gathering concrete evidences. Attend this workshop to learn about fraud prevention through comprehensive internal controls, excellent screening systems and finally competent investigators. • PepsiCo • DHL • Philips • Dell • American Express • Honda • Fonterra • Marina Bay Sands • Volvo • Lufthansa • Johnson Johnson • Bayer • Parkway Healthcare • BP Pricing and Revenue Finance and Financial Product, Business and Commercial Brand, Marketing and Sales Channel, Trade and Trading Retail, Strategy and Planning eCommerce, On-line and Digital Market, Consumer and Insight • Cost Based Pricing • Competition Based Pricing • Value-Based Pricing • Price Value Matrix • Economic Value • Perceived Value • Expressed Value • Value Perception • Value-Based Pricing • Skimming • Penetration • Rip-Offs • Conjoint Analysis • Gabor Granger • Van Westendorph • Brand Price Trade-Off • Loyalty Based Discounting • EDLP (Everyday Low Pricing) • Hi-LO (High-Low Pricing) • Premium Hold • Bundling • Next Product To Buy • On-Line Pricing • Absolute Pricing REGISTER NOW! T: +65 6589 0650 F: +65 6410 9056 www.aventedge.com
- 3. Kuala Lumpur | 10 – 11 August 2015 Singapore | 13 – 14 August 2015 DAY ONE 08:30 Registration and Morning Coffee 09:00 Introduction: Course Outline, Learning Goals and Expectations 09:30 Pricing Maturity: Evaluating Where your Organisation is Placed • Examining the four levels of pricing • Why is pricing important: Impact on profitability • How well are you pricing vs. how much more can you price 10:30 Morning Tea PRICING CONSIDERATIONS – CUSTOMER AND METHODS 11:00 Comparing and Evaluating Different Methods of Pricing • Detailing the differences in each pricing methodology • When do you use each of these methods? - Cost Based Pricing - Competition Based Pricing - Value-Based Pricing 12:00 Considerations Required in Customer Segmentation • Price Value Matrix: The implicit relationship between price and value • Analysing how customers respond to proposed value • Methods used in examining price and value relationship - Economic Value - Perceived Value - Expressed Value - Value Perception • Case story on Project Abel Tasman: Renegotiation and re-setting of trading terms across 6,500 customers 12:30 Networking Lunch PRICING STARTEGIES 13:30 Achieving Clarity in Creating your Pricing Strategies • Forming a strategy that suits your product and consumers • What is your product strategy and lifecycle? • Critical strategies for B2C pricing - Value-Based Pricing - Skimming - Penetration - Rip-Offs 15:00 Afternoon Tea 15:30 Customised Pricing Strategy: Discover your Customer’s Preferences • Conducting customer research using proven pricing research methods - Conjoint Analysis: How customer value different attributes of a product - Gabor Granger: Highest price customers will pay - Van Westendorph: Price perceptions vs. pricing decisions - Brand Price Trade-Off: Pricing comparisons of competitive products • Trade Terms vs. Customer Strategy: Measuring effectiveness of your trade terms • Achieving an optimised discounting strategy - Addressing revenue leaks - Pricing tools for managing discounts - Loyalty based discounting 16:45 Round Off Day One – Recap and Close DAY TWO 8:30 Registration and Morning Coffee PRICING MECHANICS IN DIFFERENT SCENARIOS 9:00 Pricing Mechanics for B2C Products and Services • Pricing as a viable differentiator • Achieve profitability with a sustainable pricing strategy • Utilise different pricing mechanics that suits your organisation’s needs - EDLP (Everyday Low Pricing) - Hi-LO (High-Low Pricing) - Premium Hold - Bundling 10:30 Morning tea PRICING ANALYTICS AND FORECASTING IN B2C 11:00 Creating an Effective On-Line Pricing Strategy • Profiling and examining the on-line consumer segment • Price optimisation: Increase market share and profit • Differentiating using a personalised NPTB (Next Product To Buy) tool • Analysing and assessing channel effectiveness • Measuring discounts with promotion efficiency • Category and road map expansion • On-Line Pricing Strategies 12:30 Networking Lunch 13:30 Maximising on your Off-Line Pricing Strategy • Promo effectiveness: Striking a balance between reach and profits • Creating barriers to reduce channel conflict • Risk of cross-border and internal cannibalisation • Lessen internal pricing conflict • What would be your ‘Absolute Pricing’? 14:30 Group Exercise: Price Wars A price war is an act of competitive price reduction between businesses that can result in failure or success. For this exercise, participants are split into two groups; with each group representing a company in the same industry. The competing groups will then make some choices on investing in customer loyalty or not. They then need to decide on the price point of their product. 15:00 Afternoon Tea PRICING DEPARTMENT 15:30 Starting-up a Competent Pricing Department • Pricing Administration vs. Pricing Management • Taking the strategic Price Management approach • Creating a pricing function based on the (Value) Pricing Organisation • Recommendations on how to set-up the pricing department 16:45 Round Off Day Two – Recap and Close Workshop Programme REGISTER NOW! T: +65 6589 0650 F: +65 6410 9056 www.aventedge.com
- 4. REGISTRATION FORM REGISTER NOW - 5 EASY WAYSWorkshop Locations Dates DELEGATE AND COMPANY DETAILS Kuala Lumpur 10 – 11 August 2015 Hotel venue in CBD area Singapore 13 – 14 August 2015 Hotel venue in CBD area RESEARCHED AND ORGANISED BY The Group Discounts compound on top of the Early-Bird Discounts Design www.johnstab.com.au All pricing is in SGD (excludes GST in Singapore) ROC#200907607H STANDARD PRICE EARLY BIRD PROMOTION FULL PRICE BOOK AND PAY BY 31 May 30 Jun 31 Jul 13 Aug 1 Delegate $1,695 $1,895 $2,095 $2,295 GROUP DISCOUNTS ON ALL PRICES 3 Delegates 5% off 4 Delegates 10% off 5 Delegates 15% off Aventedge is a provider of business information offering timely conferences and workshops. Celebrated for its structured research benchmarks and for being produced by sector-specialists, we guarantee you gain dependable, high-quality commercial knowledge at the forefront of issues. Aventedge has taken due care and diligence in selecting qualified professionals as its speakers. 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