4th Annual Strategic & Tactical Pricing
Making your price sell!
“Pricing isn’t simply about ‘the price
of a product’, a good pricing
approach consider both the buyers
and sellers risk versus reward
decisions.”
Briyan Foss, 2006
Sheraton Towers,
Singapore
2nd & 3rd July 2007
Pricing for value triggers improved revenue and profitability by treating pricing as a
strategic decision, rather than an administrative task
Your distinguished workshop leader:
Key benefits for attending the conference:
Klaus Kohlmayr Director Services
IdeaS International
• Developing optimal pricing strategy within an organisation to achieve the highest ROI
Lisa Donald Vice President, Revenue Management
Cairnhill Group Holdings Pte. Ltd.
• Formulating pricing tactics that capture value and improve profitability
Your eminent panel of speakers:
• Learning how to modify discount structure to strategically increase prices
• Evaluating the success of the latest pricing strategies
• Optimising profits with value-based pricing
• Discovering how a comprehensive pricing database increases profitability
Roberto Bedotto European Pricing Leader
Ideal Standard - EMEA - Bath & Kitchen
• Uncovering techniques of using Business-to-Consumer as well as Business-to-Business
pricing
Rajeev Sighal Chief Marketing Officer
TATA Steel
See what our past delegates say:
Tina di Cicco Global Head Marketing
Viva Macau
Daren Shiau Partner in Corporate & Commercial, Head of Competition
and Antitrust Practise
Allen & Gledhill
Lan Ma Country Senior Marketing Manager, Marketing and Sales
DuPont, Singapore
Ramesh Natarajan Deputy Country Manager
DHL Express
Shikharesh Das Director Sales and Marketing, Monitoring Solutions - Asia
GE Healthcare (Clinical Systems)
Umesh Phadke Country Marketing Manager
Procter & Gamble Thailand
Sherene Azura Ali Assistant General Manager Business Strategy
Telekom Malaysia Berhad
Aubrey Swift General Manager Revenue Management
VirginBlue Airline (Awaiting confirmation)
Vivek Bhalla Assitant Vice President Revenue Management
Starwood Asia Pacific Hotels and Resorts (Awaiting confirmation)
Endorser
Becton Dickinson
“Very dynamic conference, enriching information across industries”
Sales & Distribution Manager
Siemens Malaysia Sdn Bhd
“The programme was nicely organized overall”
Vice President – Sales & Marketing
Telekom Malaysia
“The content of workshop is practical and applicable”
Assistant General Malaysia
Arinc Incorporated
“The event gave me a very good exposure and allows me to interact with various delegates
from various industries and countries”
Financial Analyst
Sumitomo Electric Automotive Products (S'pore) Pte Ltd
“Very useful and highly profiled”
Business Development Manager
PT HM Sampoerna Tbk
“Informative, interactive format that gives idea to improve current business”
Head of Strategic Plan & Analysis
PT Gudang Garam Tbk
“Informative and highly recommended for networking”
Deputy Head Export Department
Business Development Partner
Supporting Publication
*Early Bird & Group Discounts
Ask about our savings
conferences
Day 1
Monday 2nd July 2007
0830 Registration and morning coffee
0900 Opening & welcome remarks from the Chairperson
Learn how to use price as a weapon to win the
war for profits and market share
0915 Session One – Case Study
Pricing right in a price
• Reviewing all the received ideas about price
• Pricing metrics and value creation
• Reversing the relation between price and costs
• Uncovering demand and price elasticity
• Is there an optimal price?
Sherene Azura Ali Assistant General Manager Business Strategy
Telekom Malaysia Berhad
1445 Session Six – Case Study
Value-added pricing as a strategic weapon against low-priced
competitor
To practice value-based pricing organisations must set the price of solution
proportional to the value received by the customer and at a level that
provides them a competitive return on investment -Never leave money on
the table!
• Leveraging price to increase profits
• Differentiating between cost-plus versus value-based pricing
• Measuring the value of product and services
• Justifying what is the perceived value
• How consumer choose between alternatives
• Creating the positive mindset within the organisation
Shikharesh Das Director Sales and Marketing, Monitoring SolutionsAsia
GE Healthcare (Clinical Systems)
1530 Afternoon refreshments
1000 Session Two – Case Study
Pricing optimisation in achieving target volumes
Pricing represents the most difficult set of decisions. When prices are too
low, profits disappear immediately. When prices are too high, sales
disappear just as rapidly which leads to an inevitable search for the right
price
• Uncovering the link between price optimisation and strategy
• Learning how to offer best price by region and by product
• Determining the impact that pricing has on volumes
• Identifying where margins can be enhance and where prices need to be
lowered to remain competitive
Roberto Bedotto European Pricing Leader
Ideal Standard - EMEA - Bath & Kitchen
1600 Session Seven – Case Study
Multi-channel pricing strategies – avoiding conflict and
growing market share
One of the most vexing problems faced by some of the industry are
managing the pricing structures through third party distributors and
retaining price control. It is a real dilemma but is it a hopeless cause?
• Optimising price realisation and value perception
• Discovering the best solutions to positioning your product through pricing
• What new influences on pricing strategies will the Internet continue to
have?
• Creating and maintaining a single price point through all distribution
channels
Speaker to be advised
1045 Morning refreshments
1115 Session Three – Case Study
Leveraging profitability and growth with pricing policies
To maximise profits, organisation are continuing to incorporate price and
revenue optimisation plans into business organisation
• How pricing decisions impact sales growth rates
• Securing growth: constant revenue thresholds
• Setting pricing policies and market shares
• Clarifying relevant cost and value behaviors
• How pricing decisions impact the different indicators of operational
performance
Lan Ma Country Senior Marketing Manager, Marketing and Sales
DuPont, Singapore
1200 Session Four – Expert Legal Advice
Best practise legal aspects in pricing
• Arising general pricing issues under antitrust law and policy
• Heightening antitrust issues in unilateral pricing - predatory pricing, rebates
and discount cross-subsidisation, and resale price maintenance
• Identifying antitrust issues in bilateral pricing - different between signaling
and symmetry
• Structuring pricing mechanisms
Daren Shiau Partner in Corporate & Commercial, Head of Competition
and Antitrust Practise
Allen & Gledhill
1245 Networking luncheon
Creating winning pricing strategies to jump
start the pricing culture
1400 Session Five – Case Study
Analysing the strategic pricing drivers
Adjusting the price of a product or service is a risky matter for organisations.
You can reduce this risk by understanding how buyers are likely to respond
to changes in pricing initiated by an organisation or its competitors.
• Overview of innovative pricing strategies
• Understanding pricing through supply, demand and elasticity analyses
• Focusing on customer-centricity and analytics-driven pricing strategy
Rajeev Sighal Chief Marketing Officer
TATA Steel
1645 Session Eight – Case Study
Pricing Action: Price responsive mechanisms for better
pricing decision
• Building consumer data for producing sophisticated pricing demand and
elasticity models in price setting
• Effects of a dynamic market place into data management strategy
• Managing the pricing process across the organisation
• Aligning marketing, finance and sales on common approach to pricing and
implement the performance measurements in ensuring the
implementations.
Ramesh Natarajan Deputy Country Manager
DHL Express
1730 Closing remarks by the Chairperson & close of Day One
Why you cannot miss this event
In competitive businesses, organisation must have clear long-term strategies. It is
imperative to understand not only own market position, but also of competitors,
and taking into account the evolving demands of customers.
One major problem many organisations face is that they are not organised to
price effectively. Pricing decision, expertise, and information are often fragmented
and diffused across regions, business units, and functions. Good metrics and
processes to monitor pricing opportunities or threats and to measure performance
are lacking, making it difficult to understand the true impact of pricing actions.
Moreover, incentives are often misaligned, creating disconnects between an
organisation’s overall business strategy and its pricing tactics and performance.
Pricing strategy is more important and more valuable to businesses today than
ever before, yet most organisations continue to manage pricing in tactical and
reactive ways that contribute to lost profits and far worse, to damaging long-term
business impact. To sustain growth and profits in today’s economy, pricing
strategy must go beyond simply setting prices
The conference introduces industry-leading approaches in managing pricing as a
strategic capability with the aim of exposing delegates to the latest development,
innovation and concepts in strategic pricing, the secrets of ‘value-based’ pricing,
and learning the latest tools and techniques for translating vital data into effective
pricing strategy.
Register Now
Day 2
Contact Marketing at marcus evans
Tel: +603 2723 6614
Fax: +603 2723 6699
Email: tanp@marcusevanskl.com
Tuesday 3rd July 2007
0830 Registration and morning coffee
Parallel-streamed professional B2B and B2C pricing
workshops
0900 Opening & welcome remarks from the Chairperson
Ensure pricing accuracy and consistency
1400 Professional Workshops
*Please choose between:-
0915 Session One – Case Study
Price as a business driver in FMCG – How to drive it faster
• Bullet points to advised
Umesh Phadke Country Marketing Manager
Procter & Gamble Thailand
1000 Session Two
Pricing product and services for competition
Many organisations fail to generate profit because the lack of knowledge
in pricing products or services. Pricing is the critical element in achieving a
profit and is a factor that all organisations can control
• Implementing a local or international distribution network
• Evaluating the most effective points of sale/service
• Expanding into new geographical zones
• Launching product in a foreign market - price, distribution pipeline,
negotiation with manufacturers, culture-specific promotional material)
• Organising a local sales team - with accurate and attainable sales
objectives by salesperson or area
Speaker to be advised
•
•
•
•
Lisa Donald Vice President, Revenue Management
Cairnhill Group Holdings Pte. Ltd.
1045 Afternoon refreshments
Brand elasticity – taking the brand to a new level,
branding across regions
1115 Session Three - Case Study
The dynamics of market pricing, and its impact on brand and
promotional strategy
• Developing pricing strategies for price sensitive product categories
• The role of brand value, and its influence on customer pricing decisions
• How competitive intelligence can influence your sales and marketing plan,
and impact upon your projected sales forecasts
• Leveraging your customers selling power to achieve profitable brand
growth
• Learning how effective promotion and pricing synergies can build your
brand and increase your profits
Tina di Cicco Global Head Marketing
Viva Macau
1200 Session Four - Case Study
Building a pricing structure for different segments of the
market
In each therapeutic and geographic market, the influence of pricing and
contracting varies, requiring a different strategy for optimising share,
revenue, and profit. Despite the uniqueness or complexity of any set of
market conditions, economics will dictate the optimal strategy.
• Is there an optimal price
• Assessing the market segmentation
• Identifying the costs and benefits of alternative pricing strategies
• Shifting of the pricing structure
Speaker to be advised
1245 Networking luncheon
About the Endorser
The Marketing Institute of Singapore, the national professional body for
marketers. Since 1973, the Marketing Institute of Singapore has nurtured more than
20,000 sales and marketing practitioners through its Training Academy and provided
the networking opportunities for thousands of its members. The Institute will continue
to serve the community to fulfil its new vision of "Creating Marketers" through quality
education and by connecting a community of marketers.
I would like to thank everyone who has helped with the research and organisation of this event,
particularly the speakers and their staff for their support and commitment.
Josephine Jeremiah, Conference Producer
Workshop A
Addressing pricing in a B2B environment: Creating pricing
strategy to increase profits.
This workshop is designed for individuals that are dealing with the
development and implementation of their company pricing strategies by
delivering in-depth strategic pricing review insight in formulating the right
pricing strategy by integrating internal costs, customer value and
competitor’s pricing strategy. Participants will determine:
Strategic Pricing: Pricing against competition
How would the industry dynamics and competitive situations allow you to
raise prices?
Addressing pricing pressure point
How to value a new offering and can pricing be uniformed in the global
market place?
Value Pricing: Optimising margins with ‘smart’ pricing
Can prices be increased in specific customer segments?
Pricing Execution: Developing strategy to stop price leakages
and protecting the price processes
How to train and reward in asking for higher price?
or
•
•
•
•
Workshop B
Addressing pricing in a B2C environment: Pricing based on
perceived customer value
This workshop is designed for individuals that establish a link between
customer value requirements and value producing activities, which deliver
the customer value with best practice strategies and tactics for setting
market-driven prices and methods to steer organisation through pricing
complexity. Participants will determine
Pricing in relation to the organisation’s strategy
Which elements actually matter for the consumer – determining value for
consumer?
Mastering customer negotiations involving price, mix and/or
additional service demands
How to develop a better plan for future deals?
Pricing in multi-channel consumer markets
Can products be transformed into services in creating recurring revenues?
Creating and capturing value
How to manage channel conflicts through pricing
Klaus Kohlmayr Director Services
IdeaS International
*Please take note that afternoon refreshments will be served at 1530
1730 Closing remarks from the Chairperson and end of conference
Who should attend
CEO, CFO, President, Vice-President, Managing Director, Director, General
Manager, Head of Department, Manager and Senior Executives with the
following responsibilities:
• Pricing (Strategies/Policy)
• Revenue Management
• Sales & Marketing
• Key Account Management
• Merchandising
• Procurement
• Market research
• Commercial
• Strategic decision-makers
• Pricing Analysts
• Financial Controllers
• Hotel and business consortiums
• Development
(Brand, Product Customer, Business)
Industries:
• FMCG
• Education and Training
• Freight/Logistics/Transportation
• Manufacturing
• Retail
• Travel and hospitality
•
•
•
•
•
•
Banking and Finance
Food and Beverage
Healthcare and pharmaceuticals
Oil & Gas
Telecommunications
Media
marcus evans reserves the right to change the venue of, or speakers at the conference should circumstances require. © marcus evans
4th Annual Strategic & Tactical Pricing
SG-MK332 Please write in BLOCK LETTERS
Sales Contract
Register Now
Please complete this form immediately and fax back to
Contact Marketing at marcus evans
Tel: +603 2723 6614
Fax: +603 2723 6699
Email: tanp@marcusevanskl.com
TAN PENG PHENG
Fax: +603 2723 6699
Date:
Venue:
Name:
Position:
Code: E
2nd & 3rd July 2007
Sheraton Towers,Singapore
Email:
Hotel Accommodation
Name:
Accommodation is not included in the conference fee. To reserve accommodation at the
conference venue, please contact the hotel at (65) 6839 5862 and make it clear that
you are attending marcus evans conferences event quoting SG-MK332 as a
reference.
Position:
Email:
Name:
marcus evans
Position:
CP 21 Suite 2101, Level 21 Central Plaza
34 Jalan Sultan Ismail, 50250 Kuala Lumpur
Malaysia
Email:
Organisation:
www.marcusevans.com
Address:
Payment Method
Payment is required within 5 working days on receipt of invoice
Town:
Tel: (
State:
)
Credit Card:
Postcode:
Fax: (
Please debit my
)
Nature of Business:
Company Size: ■ 1-9
■ 100-249
■ Visa
■ Mastercard ■ Amex ■ Diners
Card Holder’s Name:
■ 10-24
■ 25-49
■ 250-499 ■ 500-999
■ 50-99
■ 1000+
Card Number:
■■■■ ■■■■ ■■■■ ■■■■
Security Code:
Signatory must be authorised to sign on behalf of contracting organisation.
■■■■
Name:
Signature:
Authorisation
Expiry Date:
/
M
Y
Position:
Signature:
Date:
/
/
This booking is invalid without a signature.
Confirmation Details: After receiving payment a receipt will be issued. If you do not
receive a letter outlining joining details two weeks prior to the event, please contact the
Conference Coordinator at marcus evans conferences.
Terms & Conditions
Fees
1.Fees are inclusive of programme materials and refreshments.
■ Conference fee @ USD 1895 + 5%GST = USD 1989.75 per delegate
(Note: GST applies to Singapore based organisations only)
■ Professional Workshop A
■ Professional Workshop B
■ Premier Plus - Bring 3 or more delegates to this event and benefit from a 10%
SAVINGS off the regular price
■ Online Documentation - USD385 (excluding 5% GST). You will be provided a
username and password to access the documentation online
All options include luncheon, refreshments & service charge. In accordance with delegate requests and our
positioning as one of Asia’s foremost business intelligence providers, marcus evans will now make its
conference documentation available online. A website and password will be provided to you approximately
two weeks before the event.
Indemnity: Should for any reason outside the control of marcus evans conferences, the venue orspeakers change,
or the event be cancelled due to an act of terrorism, extreme weather conditions or industrial action, marcus evans
conferences shall endeavour to reschedule but the client hereby indemnifies and holds marcus evans conferences
harmless from and against any and all costs, damages and expenses, including attorneys fees, which are incurred by the
client. The construction, validity and performance of this Agreement shall be governed in all respects by the laws of
Singapore to the exclusive jurisdiction of whose Courts the Parties hereby agree to submit.
Business Opportunities
A limited amount of exhibition space is available at the conference. Sponsorship opportunities
covering the lunch and documentation also exist. For further details contact Raj Anand on
(65) 6720 0620 or e-mail raja@marcusevanssg.com.
2.Payment Terms: Following completion and return of the registration form, full payment is required within 5 days
from receipt of invoice. PLEASE NOTE: payment must be received prior to the conference date. A receipt will be
issued on payment. Due to limited conference space, we advise early registration to avoid disappointment. A 50%
cancellation fee will be charged under the terms outlined below. We reserve the right to refuse admission if payment
is not received on time. Unless otherwise stated on the booking form, payment must be made in Pounds Sterling.
3.Cancellation/Substitution: Provided the total fee has been paid, substitutions at no extra charge up to 14 days
before the event are allowed. Substitutions between 14 days and the date of the event will be allowed subject to
an administration fee of equal to 10% of the total fee that is to be transferred. Otherwise all bookings carry a 50%
cancellation liability immediately after a signed sales contract has been received by marcus evans (as defined
above). Cancellations must be received in writing by mail or fax six (6) weeks before the conference is to be held in
order to obtain a full credit for any future marcus evans conference. Thereafter, the full conference fee is payable
and is non refundable. The service charge is completely non-refundable and non-creditable. Payment terms are five
days and payment must be made prior to the start of the conference. Non-payment or non-attendance does not
constitute cancellation. By signing this contract, the client agrees that in case of dispute or cancellation of this
contract that marcus evans will not be able to mitigate its losses for any less than 50% of the total contract value.
If, for any reason, marcus evans decides to cancel or postpone this conference, marcus evans is not responsible
for covering airfare, hotel, or other travel costs incurred by clients. The conference fee will not be refunded, but can
be credited to a future conference. Event programme content is subject to change without notice.
4.Copyright etc: All intellectual property rights in all materials produced or distributed by marcus evans
inconnection with this event is expressly reserved and any unauthorized duplication, publication or distribution is
prohibited.
5.Client information is kept on marcus evans group companies database and used by marcus evans group
companies to assist in providing selected products and services which maybe of interest to the Client and which will
be communicated by letter, phone, fax,(inc. automatic dialling) email or other electronic means. If you do not want
marcus evans to do this please tick this box [ ]. For training and security purposes telephone calls maybe recorded.
6.Important note: While every reasonable effort will be made to adhere to the advertised package, marcus evans
reserves the right to change event dates, sites or location or omit event features, or merge the event with another
event, as it deems necessary without penalty and in such situations no refunds, part refunds or alternative offers
shall be made. In the event that marcus evans permanently cancels the event for any reason whatsoever,
(including, but not limited to any force majeure occurrence) and provided that the event is not postponed to a later
date nor is merged with another event, the Client shall receive a credit note for the amount that the Client has paid
to such permanently cancelled event, valid for up to one year to be used at another marcus evans event. No
refunds, part refunds or alternative offers shall be made.
7.Governing law: This Agreement shall be governed and construed in accordance with the law of Singapore and
the parties submit to the exclusive jurisdiction of the Singaporean Courts in Singapore. However marcus evans
only is entitled to waive this right and submit to the jurisdiction of the courts in which the Client’s office is located.
conferences