Seminar Series: Pricing Strategy

A 2004 study by Accenture identified pricing as a "top" concern for 63% of managers. Managers understand the power of pricing, but question the effectiveness of current pricing practices; most admit that they aren't sure how to capture their pricing opportunity in current markets.

As markets globalize, competition intensifies and visibility into customer motivations improves, the "art" and "science" of effective pricing are undergoing significant change. The days of basic cost-based and value based pricing are quickly fading into the past. New visibility has provided insights into buying behavior never before understood or exploited. Markets can be more finely segmented and served. Technology has enabled innovative pricing models that help companies more fully capture the value they have created.

These changes and pricing innovations have created profound opportunities for companies of all sizes, in all markets. This seminar helps managers capture these pricing opportunities. The interactive lecture and discussion format helps managers identify their most important opportunities, avoid common pitfalls, and formulate a profitable, robust approach to pricing.

Who Should Attend
This seminar is designed for anyone who develops, recommends, approves or manages pricing strategy - including:

• Marketing Managers
  
• Product Marketing Managers
  
• Product Managers
  
• Brand Managers
  
• Sales Managers
  
• Business Development Managers
  
• Consultants
  
• Account Executives
  
• Business Owners
  

The techniques in this seminar address lead generation, lead development and online selling tactics that have been successfully deployed in the following industries:

• Computer and network equipment
  
• Consumer electronics
  
• Publishing
• Education
• Software
  
• Industrial products
  
• Consumer durable goods
  
• Telecommunications
  
• Professional services
  
• Consumer packaged goods
  

Prior experience with pricing is helpful, but not required. Attendees should have a basic understanding of marketing research, pricing and managerial financial analysis. A working knowledge of Microsoft Excel is helpful (Note: Microsoft Office 98 or later is needed to use the software modules in the included materials "Pricing Products & Services" and the Online Marketing Workbook).

Seminar Topics
The core topics in this seminar are based on (1) current best pricing practices employed by top pricing consultancies; and (2) real world application and refinement of these practices by Porter-Sloan. This material is delivered through lecture, case study presentation and interactive discussion to ensure understanding and relevance to seminar attendees. Topics for this seminar:

• Practical frameworks for pricing strategy
• Market value profiling
  
• Price sensitivity and competitive strength determination
  
• Willingness to pay
• Basic pricing models
• Multi-part pricing models
• New product pricing
  
• Profitable pricing changes
  
• Response to competitive pricing action
  
• Pricing management
  Strategic pricing
  
• The pricing business case
  

What this Seminar Will Help You Accomplish
This seminar covers the essential concepts, tools and problem solving approaches needed to make the most of your pricing opportunity. Learn which approaches will work for your organization and target customer. Apply best practices to the unique requirements your situation, and:

• Complete a thorough, objective audit of your pricing opportunity
• Fully understand the competitive implications of different pricing approaches
  
• Achieve alignment for your business model, market investments and pricing
  
• Pinpoint legacy practices and expenses that limit pricing effectiveness
  
• Battle harden product and marketing decisions by incorporating a forward looking pricing perspective
• Build a compelling, defensible business case for your pricing strategy