Early Bird
Offer Expires
11th July
2014!
Inaugural
L AT I N A M E R I C A N
PRICING
W O R K S H O P S & CO N F E R E N C E
27 – 28 AU G U S T 2 0 1 4
S H E R ATO N W O R L D T R A D E
C E N T E R H OT E L
S Ã O PAU LO, B R A Z I L
4 FULL-DAY PRICING WORKSHOPS
6 ACCLAIMED KEYNOTE SPEAKERS
25+ HOURS OF PRICING TRAINING
CERTIFIED PRICING PROFESSIONAL CREDITS
EARLY BIRD DISCOUNT - BUY 2 GET 1 FREE
PG
4
PG
8
PG
5
PG
3
PG
11
REGISTER ONLINE AT: www.PricingSociety.com/BRAZIL2014
PPS INAUGURAL LATIN AMERICAN PRICING
WORKSHOPS & CONFERENCE
27–28 AUGUST 2014 • SHERATON WORLD TRADE
CENTER HOTEL • SÃO PAULO, BRAZIL
Welcome to São Paulo! Join us for the best in Pricing...
On behalf of The Professional Pricing Society’s entire team, we are
excited to invite you to our Inaugural Latin American Pricing
Workshops & Conference—where you can learn the latest
methods from today’s thought leaders in pricing strategy, tactics
and applications.
The global market indicates that powerful and strategic pricing
is more important than ever, which is why this conference will be
focused on impactful techniques for improving profitability and
putting you on top of your industry.
All PPS Conferences bring hands-on workshops and high-level
speakers from the worlds of business and academia, providing a
diverse environment for networking, training, and reaching out
to esteemed professionals in the pricing world. In addition, our
conference sessions span all levels of pricing expertise with topics
ranging from Core Pricing Skills to Pricing for Managers to
Techniques and Strategies of Value-Based Pricing to Change
Management.
As the only organisation exclusively committed to growing the
pricing profession and disseminating pricing
expertise throughout the business world,
PPS is proud to offer a conference that is
centred on your connection, growth, and
success in the pricing industry. See you in
São Paulo!
Kevin Mitchell, President
Professional Pricing Society
PPS: The Most Trusted Resource in the Pricing World
PPS carries on a long tradition of dedication to the global pricing
community. Thirty years ago, our Chairman and Founder Eric
Mitchell officially created the Professional Pricing Society (PPS) to
connect pricing practitioners, experts, and solution providers.
FOUNDED
1984 BY ERIC MITCHELL
Members
4,721
Companies
617
The Voice of the Pricing Profession: Since 1984, PPS has been
the heart and soul of the pricing profession. Today, we continue to
focus on bringing the pricing discipline’s foremost thought leaders
to our conferences, workshops and online courses, so our members
can gather for learning, networking and sharing experiences.
Global Presence
75 Countries / 6 Continents
Events
5 Major Annual Pricing
Conferences
Offerings
• Certified Pricing Professional
• Pricing Training Workshops
• 27 Online Pricing Courses
Now, pricing people can advance their knowledge from anywhere
in the world. In addition to world-class training and live events,
PPS also provides access to the most valuable electronic resources
in the pricing field. We publish the monthly Pricing Advisor
Newsletter and the quarterly Journal of Professional Pricing,
covering the latest topics and expert advice in the field. After all the
changes and growth over the decades, PPS remains independent,
unaltered, unbiased and true to our original mission — we are
solely dedicated to nurturing the ever growing community of
pricing professionals.
Other Services
• 16 Annual Publications
• Pricing Whitepapers
• Case Studies
• Webinars
• Annual Salary Survey
The Most Trusted Resource in the Pricing World:
The PPS network includes almost 5,000 active members worldwide
from more than 600 leading companies in 75 countries. Currently,
we produce five major annual pricing conferences in Asia, Europe,
Latin America, and North America. Each conference assembles the
finest specialists in the world to deliver the latest best practices,
innovative trends and strategic skills in the pricing field. PPS also
pg. 2
offers dozens of full-day training workshops every year, taught by
leading pricing principals and academics.
CPP – A Mark of Distinction for Pricers Worldwide:
PPS workshops are the foundation for the Certified Pricing
Professional (CPP) designation, a multi-stage training curriculum
designed to support, educate and elevate the global pricing
professional. The CPP program has grown to become a mark of
distinction for pricers worldwide, improving their knowledge and
careers.
PPS is here to serve you.
We are the Home of Pricing!
PPS INAUGURAL LATIN AMERICAN PRICING WORKSHOPS & CONFERENCE
Pricing Training: Certification
Workshops & Online Courses
CPP Training benefits your company and YOU!
The Professional Pricing Society has been the center of the pricing
discipline for more than a generation. We provide valuable pricing
strategies, publications, research, and resources to thousands of
members from leading industries in over 75 countries.
Top 5 Benefits of CPP Pricing Education:
1. Best Practices from Top Pricing Experts
Our faculty represents the top minds in business and academia.
All of our course materials are based on industry best practices,
extensive applied experience, and practitioner success stories.
2. Comprehensive Pricing Training
Some courses cover broader fundamental pricing strategies, while
others provide in-depth study of more advanced topics. All of our
materials are designed to equip your department with the tools and
concepts that will improve profitability.
comprehensive 4-hour CPP Accreditation Exam — one of the many
reasons why the CPP certification is the most respected pricing
credential in the world.
5. You Can Bring Your Pricing Function In-House
Your firm knows its products, services, and strategies better than
any external consultant. Empower your own organisation with the
knowledge needed to improve profits and minimise revenue leaks,
while saving on outside fees.
For more information about the Certified Pricing Professional
programme please visit the PPS website: www.pricingsociety.com
and click on CPP/Training.
To find out how you can save money on the best pricing training
available with new CPP Pricing Training and Certification Packages,
please email us at cpp@pricingsociety.com or call Julie Martin, our
Vice President of Training & Certification, at +1.770.509.9933
3. You Can Develop an Internal Pricing Culture
Quickly orient your employees to best pricing practices and help
instil a structured approach to pricing within your company,
creating a powerful internal culture of like-minded pricing experts
for your firm.
Do I have to pursue a CPP designation to attend a
PPS Workshop?
4. Rigorous Certification Process
In addition to earning 6 credits by successfully completing
workshops and/or online courses, participants go through a
rigorous certification process including an extensive electronic
study guide, covering essential pricing areas and online
preparation sessions. For final certification, participants must pass a
You will still receive your course certificate after passing the
workshop test. It makes no difference if you have decided to
pursue the CPP designation or not.
No, you don’t have to. If you are primarily interested in pricing
training or learning about specific topics, all PPS workshops are a
perfect fit.
www.pricingsociety.com
Your best online resource for ALL things pricing!
To address today’s changing world, our website www.pricingsociety.com continues
to serve as the leading source for online articles, whitepapers, on-demand webinar
recordings for members, and additional resources. The PPS website also houses the
world’s largest pricing library, with over 600 articles written by pricing experts and
thought leaders, as well as a career centre where members can post or browse through
career opportunities exclusive to the pricing industry. PPS is all about pricing all the time,
wherever you are in the world. We provide 365/24/7 access to the resources you need to
stay ahead of the competition, to network within the pricing community, and to build
lifelong learning that will advance your career.
Visit the PPS Pricing Blog
www.professionalpricingsociety.blogspot.com
See the latest on YouTube!
www.youtube.com/PricingSociety
Let’s get together on Facebook
www.facebook.com/ProfessionalPricingSociety
Join the conversation!
twitter.com/PricingSociety
Let’s network on LinkedIn
www.linkedin.com/e/gis/79502
Share on Pinterest!
pinterest.com/pricingsociety
CODE OF CONDUCT: “The PPS INAUGURAL LATIN AMERICAN PRICING WORKSHOPS & CONFERENCE offers the best forum to discuss pricing
strategies and tactics worldwide. All attendees are hereby reminded that discussions in and around the event should not violate price fixing
laws or international anti-competitive laws.”
REGISTER ONLINE AT: WWW.PRICINGSOCIETY.COM/BRAZIL2014
pg. 3
workshops
27 August 2014
Core Pricing Skills
1-Day Workshop
Agenda
(Daily agenda applies to
every workshop)
8:00 Breakfast / Registration
9:00
Workshop Begins
10.15
Morning Break
10:45 Workshop Resumes
12:00 Lunch
13:00 Workshop Resumes
14:15 Afternoon Break
14:45 Workshop Resumes
16:00
Workshop Close
16:30
Networking Reception
Scan the Code...
Scan any QR Code in
this brochure with your
SmartPhone and get an
Audiovisual Presentation
about each session!
These presentations are
also available at:
www.pricingsociety.com/
BRAZIL2014
pg. 4
Are you starting out in pricing? Or are you a
seasoned pricer who feels like you haven’t taken
a moment to think about the core principles
of the discipline in a while? In either case, this
comprehensive pricing workshop will help you
master the essentials of price performance by
learning from dozens of cases, from a variety
of industries, that support today’s leading, best
pricing methodologies. The working format
is fully interactive—giving all participants the
opportunity to ask questions and add from their
own experience.
This one-day interactive workshop provides an
overview and fundamental orientation for the
development and management of perceived
value pricing strategies and tactics. This
workshop will provide leading-edge insights
for managers who have responsibility for
pricing products and services or who need to
understand how to integrate pricing into their
management activities.
Pricing is an important multifunctional business
activity that involves and influences the
marketing, financial and operational areas of a
business. Prices also convey more information
than the sheer cost of the product/service for
the potential buyer. Prices are signals of quality
and product/service positioning.
As such, managers in these areas
will find this workshop beneficial
and informative.
The objectives of this workshop are to
present the factors that must be considered
when setting price and to show how pricing
alternatives can be developed and analyzed.
Further, recognizing price conveys information
about the firm, its products and services, and its
intentions, we also discuss how to communicate
pricing information to the firms’ internal and
external constituents.
The workshop will emphasize the proactive
approach to pricing that requires a market
orientation and specifically considers how
customers develop value perceptions and
behavioral and cognitive limitations.
Attendees will learn:
• How customers perceive price and form
value perceptions
• How to analyze and choose among
different pricing alternatives
• The role of cost information in the setting
of prices
• How to communicate price information to
customers and competitors
• The key principles of effective pricing
management
One Free PPS Online Pricing Course Offer
PPS offers one (1) Complimentary Online Pricing
Course to all Workshop Attendees that complete and
pass the post-workshop Online Quiz.
Presenter: Dr. Kent B. Monroe
Partner, Monroe and Associates and J. M. Jones
Distinguished Professor of Marketing Emeritus,
University of Illinois at Urbana-Champaign.
Dr. Monroe brings decades of research,
consulting and practical experience to
training seminars designed to explain and
illustrate successful pricing strategies and
tactics.
Monroe defined the conceptual foundations
of behavioral price research and has been
published in the most reputable business and
marketing journals in the world. His earlier
research is re-printed in a seven-volume
set by Sage Publications in their Legends in
Marketing series. Kent is also the author of,
Pricing: Making Profitable Decisions.
He was the founding editor of Pricing
Practice and Strategy (1993-2003) and he
received the American Marketing Association/
McGraw-Hill/Irwin Educator of the Year Award
in 2005.
Monroe has been at the University of Illinois
since 1991 and teaches courses and conducts
research in pricing, marketing strategy, and
marketing research.
His research centers
on the information
value of price to
buyers. He has been
a pioneer in research
on understanding
how buyers perceive
price information
and form value
judgments. His executive training programs
on pricing strategy and tactics have been
delivered on six continents. Has served as a
consultant in these areas to business firms,
governments, and the United Nations.
Monroe is an active member of the American
Marketing Association and the Association for
Consumer Research. He served as a director
of the Association for Consumer Research,
1988-91 and chairman of the Development
of Marketing Thought Task Force of the
American Marketing Association, 1984-88. He
is a frequent presenter of papers at academic
meetings world-wide. In 1991 he was elected
a Fellow of the Decision Sciences Institute.
PPS INAUGURAL LATIN AMERICAN PRICING WORKSHOPS & CONFERENCE
Pricing for Managers: Best Practices on
Commercial Policy Implementation and
Behavioral Pricing
Two of the most effective pricing levers in B2B
and B2C are commercial policy, or the structuring
of discounts, and the recent advances made in
behavioral pricing.
Many companies rely too much on the
intuition of their sales people to negotiate
the right discount with their clients. However,
recently companies have increasingly adopted
increasingly sophisticated discount structures
that leverage the differences in perceived value
among clients. The initial perception is that sales
will resent a structured approach but companies
have found that actually sales welcome market
information that helps them achieve their goals.
The most recent research and execution of
pricing has discovered that clients, both in
B2B and B2C businesses, are not as rational as
previously thought. “Human factors” and your
customers’ emotions affect overall purchasing
decisions. How can you extract maximum value
by using these emotions to your advantage?
In this workshop, pricers will learn a tested
framework for changing internal commercial
policies based on value instead
of cost, how to identify their
company’s value drivers, and
how to define a commercial
policy that captures all market
profit potential. Instructors
will also present a framework for incorporating
behavioral pricing as well as behavioral tactics
that pricers can use in their specific product and
pricing strategies.
Attendees will learn:
• A pragmatic and tested framework to
change the commercial policy based on
value delivered and not on costs
• How to define a commercial policy that
captures all profit potential from the market
• How to identify value drivers in companies
rich in data and companies with lack of data
• How to implement peer pricing
• Best practices in Brazil and elsewhere in
defining elements that require customers
to achieve goals in exchange of higher
discounts
• Implementation guidelines to execute a new
commercial policy
• New framework for incorporating behavioral
pricing for their specific business
• Behavioral pricing examples from multiple
industries and types of businesses (B2B vs.
B2C)
One Free PPS Online Pricing Course Offer
PPS offers one (1) Complimentary Online Pricing
Course to all Workshop Attendees that complete and
pass the post-workshop Online Quiz.
Presenter: Matt Johnson
Presenter: Gustavo Bachion
Managing Partner, Simon-Kucher & Partners
Matt Johnson is a
Managing Partner
at Simon-Kucher &
Partners and has over
20 years’ experience
in pricing. His work
focuses on helping
companies develop
pricing and marketing
strategies, and
optimizing pricing and sales processes to
maximize revenue and profit growth.
Prior to joining Simon-Kucher & Partners,
Johnson was Vice President of Product at
SideStep.com, was founder and President
of PriceWorks, an early provider of pricing
management software, and held several
senior executive positions at PROS Revenue
Management. He also worked on expert
systems development at IBM’s Palo Alto
Research Center.
Johnson earned Bachelor’s Degrees in History
and Computer Science from Duke University
and an MBA from Rice University.
Senior Consultant, Simon-Kucher & Partners
Gustavo Bachion is
a Senior Consultant
at Simon Kucher &
Partners and is one
of their strategy and
marketing leaders in
Brazil.
Bachion concentrates
on pricing and
marketing and
focuses on market penetration strategies in
Brazil. He has worked in several industries,
including finance, media, software, and
chemicals, among others.
Bachion received his MBA degree from the
Duke University’s Fuqua School of Business
with a concentration in Strategy, Decision
Sciences and Financial Analysis. He holds a
graduation degree in Materials Engineering
from Universidade Federal de São Carlos and
a post-graduation degree in Marketing and
Business Administration from Escola Superior
de Propaganda e Marketing, where he ranked
first in his class.
1-Day Workshop
Agenda
(Daily agenda applies to
every workshop)
8:00 Breakfast / Registration
9:00
Workshop Begins
10.15
Morning Break
10:45 Workshop Resumes
12:00 Lunch
13:00 Workshop Resumes
14:15 Afternoon Break
14:45 Workshop Resumes
16:00
Workshop Close
16:30
Networking Reception
Scan the Code...
Scan any QR Code in
this brochure with your
SmartPhone and get an
Audiovisual Presentation
about each session!
These presentations are
also available at:
www.pricingsociety.com/
BRAZIL2014
REGISTER ONLINE AT: WWW.PRICINGSOCIETY.COM/BRAZIL2014
pg. 5
workshops
27 August 2014
Organizing the Pricing Function
for Success: Design, Collaboration,
and Change Management
1-Day Workshop
Agenda
(Daily agenda applies to
every workshop)
8:00 Breakfast / Registration
9:00
Workshop Begins
10.15
Morning Break
10:45 Workshop Resumes
12:00 Lunch
13:00 Workshop Resumes
14:15 Afternoon Break
14:45 Workshop Resumes
16:00
Workshop Close
16:30
Networking Reception
More than 70% of projects fail because of the
inability of organizations to change. The same
goes with pricing projects and initiatives.
Change in value and pricing management is
challenging, sometimes tenuous, and might
take a long time to be accepted, adopted and
assimilated. Whether pricing practitioners
lead a small project or they embark on a
transformational pricing journey, they have to
understand the basic concepts and theories of
change management.
Furthermore, organizations and their leaders
often struggle to design the right organization
architecture for their pricing function. They face
issues on where to locate the pricing team, how
to allocate the reporting responsibilities, how
to engage cross-functional collaboration, and
how to raise the intellectual capital in pricing.
In the end, a lack of a good organization design
combined with an inadequate culture leads
to frequent pricing project failures. Pricing
practitioners and pricing leaders should pay
close attention to these organizational and
human dimensions of pricing in order to create
the right team culture and the right pricing
training agenda.
This workshop explains how
organizational change capacity
is a central concept to pricing
change and to the deployment
of strategic pricing projects, as well as creating
a competitive advantage in pricing, and
presents a direct positive relationship between
organizational change capacity in pricing and
pricing performance.
This unique one-day workshop combines the
latest science in pricing organizational design,
in change management for pricing, and in
socio-technical pricing capabilities. Participants
will receive both theoretical knowledge and
practical tips on how to set a successful pricing
team and how to improve their collaboration
culture with respect to pricing.
Attendees will learn:
• The various options to organize the pricing
function
• How to set up a Pricing Council and how to
make it a strategic weapon
• How to set up a culture of collaboration
between pricing, sales and marketing
• How to leverage change management
methodologies to drive pricing change
• How to design and implement a
progressive pricing training program
One Free PPS Online Pricing Course Offer
PPS offers one (1) Complimentary Online Pricing
Course to all Workshop Attendees that complete and
pass the post-workshop Online Quiz.
Presenter: Stephan Liozu, Ph.D., CPP
Scan the Code...
Scan any QR Code in
this brochure with your
SmartPhone and get an
Audiovisual Presentation
about each session!
These presentations are
also available at:
www.pricingsociety.com/
BRAZIL2014
pg. 6
Pricing Evangelist, Value Innoruption Advisors
and Adjunct Professor, Case Western Reserve
University
Stephan M. Liozu holds a Master’s degree
in Innovation Management from Toulouse
IAE School of Management in France and
earned a Ph.D. in Management from Case
Western Reserve University with his thesis
“The Organizational Journey Towards Pricing
and Value Excellence.” He earned his CPP
designation in 2009 and recently achieved the
Prosci® Change Management Certification.
Over the past few years, Liozu published
academic articles in the Journal of Revenue
& Pricing Management, Journal of Business
Strategy, MIT Sloan Management Review, and
Industrial Marketing Management as well as
in the Journal of Strategic Marketing. He has
written several articles on strategic pricing
issues for the Journal of Professional Pricing
and is a regular presenter at Professional
Pricing Society conferences in Europe and
North America as well as the Strategic
Account
Management
Association
conferences.
Liozu co-authored
Innovation
in Pricing –
Contemporary
Theories and Best
Practices (with Dr.
Andreas Hinterhuber) that was published
in the fall of 2012 and The ROI of Pricing
published in January 2014. Stephan sits on the
Advisory Board of LeveragePoint Innovation,
360pi, and of the Professional Pricing Society.
Liozu also holds an MBA in Marketing
from Cleveland State University (1991) and
attended The General Management Program
(TGMP) at Harvard Business School (2005).
He is a frequent guest lecturer at Toulouse
School of Management, EM Lyon, University
of Rochester, Wayne State University, Carlow
University, and the University of Lugano.
PPS INAUGURAL LATIN AMERICAN PRICING WORKSHOPS & CONFERENCE
How to Price: An Examination of
the Techniques and Strategies of
Value-Based Pricing
Value-based pricing is pricing according
to the value of the benefits delivered to
customers. The pricing industry has broadly
accepted value-based pricing as superior to
alternative paradigms. But how do executives
functionally arrive at prices that are aligned with
the principals of value-based pricing? What
techniques do they use? What are the trade-offs
between the competing methodologies? What
process steps are executed to deploy these
methods? And how can these methodologies
be used to engage positive collaborations with
product managers, salespeople, and marketing
communications professionals?
In this workshop, Dr. Smith clarifies the three
industry-dominant pricing methodologies
in practice today and their relationship to
value-based pricing: exchange value models,
economic price optimization, and conjoint
analysis. Each of these methodologies is an
industry-proven, academically accepted best
practice for addressing pricing challenges.
The objective of this course is to inform
executives of the dominant pricing
methodologies in the market and
enable them to select the right
approach for whatever pricesetting challenge they face.
Attendees will learn:
• The proper definition of
•
•
•
•
•
•
•
•
•
value from the customer’s perspective, and
therefore what value-based pricing really
means
How to price new products and services
according to their exchange value to the
customer
How to gather the information required for
quantifying exchange value
How to conduct a profit sensitivity analysis
to inform pricing decisions
How data can be used to conduct economic
price optimization
Why economic price optimization is limited
in its application
What conjoint analysis is and why is it
superior to other survey-based pricing
approaches
How to identify neutral, skim, and
penetration pricing strategies
How to anticipate competitor price
response to pricing actions
How to identify opportunities to increase
profit through examining the relationship
between prices and benefits
One Free PPS Online Pricing Course Offer
PPS offers one (1) Complimentary Online Pricing
Course to all Workshop Attendees that complete and
pass the post-workshop Online Quiz.
Presenter: Tim J. Smith, Ph.D., CPP
Founder and Managing Principal, Wiglaf Pricing;
Adjunct Professor of Marketing at DePaul
University; Academic Advisor to the PPS CPP
Program; and Author of Pricing Strategy:
Setting Price Levels, Managing Price
Discounts and Establishing Price Structures
At Wiglaf Pricing, Tim Smith helps executives
better manage price through workshops,
books, and other media. He provides
productized and actionable expertise for firms
of many sizes and across many industries.
He has also been a keynote speaker and
workshop leader on a variety of pricing topics
to professional audiences across the globe.
His book, Pricing Strategy, has been
described by independent reviewers as “the
most comprehensive pricing strategy book”
on the market.
Smith began his career as a research scientist
in quantum mechanics before his interest
in transferring technological advances to
societal implementations led to pursuits
in business strategy. His focus on pricing
is a natural culmination of his deep love of
mathematics and his orientation toward
capturing profitable
customers.
As well as serving
as the Academic
Advisor to the
Professional Pricing
Society’s Certified
Pricing Professional
program, Dr. Smith
is a member of the
American Marketing Association, Business
Marketing Association, and American Physical
Society. He is a regularly featured expert
author in the PPS Pricing Advisor newsletter
and the Journal of Professional Pricing.
Dr. Smith earned his B.A. in Mathematics from
Southern Methodist University, his B.S. in a
dual major of Physics and Chemistry from
Southern Methodist University, his Ph.D. in
Physical Chemistry from the University of
Chicago, and his MBA with High Honors in
Strategy and Marketing from the University of
Chicago Graduate School of Business.
1-Day Workshop
Agenda
(Daily agenda applies to
every workshop)
8:00 Breakfast / Registration
9:00
Workshop Begins
10.15
Morning Break
10:45 Workshop Resumes
12:00 Lunch
13:00 Workshop Resumes
14:15 Afternoon Break
14:45 Workshop Resumes
16:00
Workshop Close
16:30
Networking Reception
Scan the Code...
Scan any QR Code in
this brochure with your
SmartPhone and get an
Audiovisual Presentation
about each session!
These presentations are
also available at:
www.pricingsociety.com/
BRAZIL2014
REGISTER ONLINE AT: WWW.PRICINGSOCIETY.COM/BRAZIL2014
pg. 7
chell
ng
ng
general sessions
07:00
Registration / Breakfast
08:00
Welcome and Networking
28 August 2014
Kevin Mitchell, President, Professional Pricing Society
08:30 • KEYNOTE
Changing a Company’s Pricing Culture
Ten years ago, Parker Hannifin (then a $6 billion diversified B2B
manufacturer) created the Win Strategy, an innovative growth
strategy which focused on improved value creation through
superior customer service, enhanced customer specific value
added services and the creation of innovative new products.
In this keynote presentation, you can learn the same strategies
that helped Parker increase sales by 55% and improve earnings
by 95%. Included in the Win Strategy is the creation of Parker’s
strategic pricing program—a rarity among industrials at that time.
The pricing program contributed significantly to Parker’s margin
growth rate during all phases of the recent economic downturn.
This discussion will help you gain an understanding of how to
improve value capture and develop strategies that work in an
intensely competitive environment, as well as grow the top line and
bottom line through systematic management of prices.
Attendees will learn:
• How to start and structure a pricing program
• Effective change management methods to employ
• Ways to obtain leadership buy-in
• How to increase sales force interaction in pricing discussions
• Ways to create sustainable pricing process improvements
• Use of the latest technology, data analysis and tools to find
earned price inelasticities
09:30 - 10:00
Presenter: Dick Braun
Corporate Vice President of Strategic Pricing, Parker Hannifin
Corporation
Dick Braun develops and leads Parker
Hannifin’s pricing program, creates
all pricing strategy, and implements
organization-wide pricing structures.
Previously, he led the global, multi-industry
pricing program which has significantly
contributed to the company’s earnings
growth. His work was detailed in the Wall
Street Journal feature article Seeking
Perfect Prices, CEO Tears up The Rules in
2007.
Prior to joining Parker Hannifin, Braun
held executive positions with numerous GE
divisions, including GE Lighting, GE Quartz,
and GE Installation & Service Engineering.
During his 24 year GE career, Braun
developed pricing strategies in the aircraft
engine, power systems, advanced materials
and lighting industries.
Braun holds a B.A. in Economics from Wittenberg University and
an MBA from Xavier University.
Break
Pricing for a Fast Changing Market:
Trends in Brazil and the Rest of the World
10:00 • KEYNOTE
Managers of companies in Brazil, Latin America and the rest
of the world are facing tremendous business challenges: higher
competition, high inflation and technology that is changing at a
pace without precedent.
Some executives have accepted that to navigate and survive
these economic changes they must operate in a world of lower
margins or have assumed that online sales will always have lower
prices than traditional channels. However, others have found
unique opportunities through innovative pricing strategies to
become successful in this challenging environment.
In this presentation Manuel will share case examples and results
from the largest pricing survey conducted to demonstrate some of
the decisions executives need to make today.
The Simon-Kucher & Partners Global Pricing Survey is conducted
annually and is based on answers from a total of 2,700 decisionmakers and managers from companies around the world in
all major industry and service sectors on pricing organization,
pricing power, inflation management, profit orientation and profit
expectations.
Speaker: Manuel Osorio
Managing Partner, LATAM, Simon-Kucher & Partners
For over 15 years, Manuel Osorio
has worked in developing commercial
strategies and improving pricing and sales
processes for global corporations.
Osorio has worked extensively in Brazil
and every major market in Latin America
across many industries as well as in the
United States and Europe. He specializes
in bridging global best practices with
the specific characteristics of the Latin
American markets.
Osorio holds an MBA from the MIT Sloan
School of Management, and Bachelor’s and
Master’s degrees in Industrial Engineering,
from the Catholic University in Chile.
Attendees will learn:
• The key decisions executives in Brazil and the rest of the world
are making to improve pricing in their companies
• How to establish pricing structures and strategies for new
products
• Successful strategies for coping with pricing for online
channels
pg. 8
PPS INAUGURAL LATIN AMERICAN PRICING WORKSHOPS & CONFERENCE
11:00 • KEYNOTE
The Journey to World Class Pricing
How do pricing managers and their companies navigate
the journey to achieve world class pricing in a complex global
environment? It is a large mountain to scale that Paul Hunt
will guide by sharing key insights from his new book on World
Class Pricing. Specifically, he will share an exciting vision of how
companies have successfully achieved world class pricing and the
benefits of doing so. He will draw upon examples from B2B and B2C
and across myriad industries. This is a dynamic and quick paced
session that is sure to get you thinking in new and fresh ways about
where you are, where you want to get to, and how you are going to
get there.
Attendees will learn:
• How to achieve world class in a complex global environment
• What the journey looks like and what roadblocks to expect at
each stage of the journey
• Leadership characteristics needed to achieve world class
• The dynamic between the art and science of pricing, and how
they are both critical elements of the journey
• The payoffs and pitfalls to expect along the way
• How to keep the gains made and why some companies slip
backwards
• Examples of B2B and B2C world class pricing companies
12:00 - 13:00
Speaker: Paul Hunt
President, Pricing Solutions Ltd.
Paul Hunt has specialized in pricing for
more than 20 years, working with leading
companies on a global basis. As a global
pricing strategist, Paul has developed a vast
array of proprietary methodologies that
go straight to the heart of the problem.
He has helped clients with such pricing
issues as: bundling, competitive pricing,
customer categorization, new-product
pricing, perceived value, price complexity vs.
simplification, pricing policy, price structure,
price wars, price/volume relationship, and
value-added pricing.
Hunt is particularly interested in helping
companies implement the cultural changes
necessary for effective value-based pricing. In
this capacity, he has helped companies make
significant changes leading to substantial
bottom-line improvements.
Hunt also conducts extensive writing and lecturing on pricing
strategy, including in-house training sessions, industry conferences,
and MBA programs. He co-authored the book World Class Pricing
– The Journey and has written articles for leading publications
and associations such as Marketing Magazine, American Marketing
Association, Marketing Research Industry Association and the
Professional Pricing Society.
Networking Luncheon
Building Actions from Transactions – Finding the Real
Money in Transactional Pricing
13:00 • KEYNOTE
Though companies recognize the variability in attractiveness of
different customers, deals and opportunities intuitively, very few
can actually articulate with numbers how much money they leave
on the table by choosing certain customers, deals or transactions
over others.
Sales force excuses, lack of analytical structure or a simple lack
of focus make transaction analysis a not so influential element in a
typical business to business (B2B) company. Great returns on sales
are available for companies that embark on a transactional pricing
excellence journey.
What is the money that really gets into your pocket after a
sale? What are the best strategies for differentiating customer
management and negotiations based on historical profitability?
What processes should be put in place to systematically assess and
capture those opportunities?
This session will highlight the value hidden in properly managing
transaction pricing. This presentation will also demonstrate
applicable strategies and the basic toolkit to for excelling in
transactional pricing. This keynote will also examine common
challenges and pitfalls to be aware of when implementing
transaction pricing.
Speaker: Livia Chanes
Associate Principal, McKinsey & Company
Brazil
Livia Chanes is an Associate Principal at
the São Paulo office and leads the Pricing
Practice at McKinsey Brazil. Chanes has
been with McKinsey for 10 years and,
in her current role, focuses her work on
commercial excellence topics in multiple
sectors.
Throughout her career, Chanes has
served clients in the automotive industry,
basic materials industry, chemicals industry,
financial services and consumer sectors
across Latin America.
Prior to joining McKinsey, Chanes held
positions with Renault and Proctor &
Gamble. She holds an MBA from INSEAD, a
Master from Ecole Nationale des Ponts et Chaussés and a B.A. in
Engineering from Universidade de São Paulo.
Attendees will learn:
• The typical challenges and pitfalls involved in transaction
pricing
• The basic toolkit and pitfalls involved in transaction pricing
REGISTER ONLINE AT: WWW.PRICINGSOCIETY.COM/BRAZIL2014
pg. 9
general sessions
14:00 - 14:30
28 August 2014
Break
Complex Deals, Complex Pricing —
Moving Beyond Cost Plus
14:30 • KEYNOTE
Cost plus pricing, the long-time favorite approach of businessto-business (B2B) and industrial companies, is the antithesis of
profitable growth. Yet, many companies struggle to move past
traditional cost based pricing towards pricing strategies that
capture value and competitive differentiators.
These companies, without a plan for changing their pricing
strategy, consistently leave money on the table. Add deal, product
or project complexity and it may seem like your organization will
never break the cost plus pricing habit.
This session will explore how GE Oil & Gas drove change through
implementing new pricing processes and tools, taking the first step
forward towards value pricing and away from cost plus strategies.
Attendees will follow the progress of one GE business along its
pricing journey: creating a post-mortem deal review process,
integrating competitive capacity modelling and establishing a
benchmarking framework into the pricing process.
Come see the pricing path GE is traveling and understand how
pricing complex, customized solutions differs from high volume
transaction-based pricing.
Attendees will learn:
• How to leverage existing data sources to support price
benchmarking
• What role post-mortem analysis can play in price setting
• The value of integrating competitive capacity analysis into
deal pricing
• What the limits are of this approach
15:30 • KEYNOTE
In his current role, Gnehm is building
Subsea Systems’ pricing processes and
infrastructure, driving pricing performance
and creating a culture of pricing excellence.
He is responsible for establishing strategic
pricing approaches across the different
P&Ls including the optimization of
price strategy, setting, execution and the
measurement of its impact on business
performance.
Gnehm’s oil and gas experience spans
pricing, son and aviation fuels. Before GE,
Gnehm led major projects advancing pricing
strategy and tactics at Air BP for the North
American jet fuel market as their Strategy &
Operations Director.
He holds an undergraduate degree in Rhetoric and Media Studies
from Willamette University, an MBA in Finance and Strategy from
the University of Iowa, and his CPP (Certified Pricing Professional)
designation from the Professional Pricing Society.
Pricing: A Brazilian Perspective
With his experience in working with dozens of companies
throughout Brazil and Latin America, and more than 25 years of
involvement in international and global pricing, Frederico Zornig
will provide an overview of what is working and what is not in the
Latin American pricing arena.
The presentation will link international pricing concepts with
local practices, presenting case studies, best practices and some
strategy adaptations that must be applied in order to be successful
in a local pricing implementation in Latin American markets.
Subjects such as price elasticity, pricing strategy, pricing policies,
pricing software, and pricing surveys will be examined. Using a
hands on approach, this presentation will provide recent project
examples to demonstrate successful pricing strategy executions, as
well as challenges faced during some recent pricing projects.
In addition, this presentation will examine and analyze the
impact on prices of local macro and microeconomic conditions,
business environment and complex tax systems on the success of
pricing strategies.
Attendees will learn:
• What is working in Brazil and what is not in pricing
• Key challenges for local pricing implementation
• Overview of business conditions in Brazil and how they affect
pricing decisions
16:30
Speaker: Jesse Finch Gnehm
Global Pricing Leader, GE Oil & Gas, Subsea
Systems
Presenter: Frederico Zornig
Managing Partner, Quantiz Pricing Solutions
Frederico Zornig is Founder and
Managing Partner at Quantiz Pricing
Solutions in Brazil, an independent pricing
consultancy founded in 2006.
Zornig has more than 25 years of
professional, international experience in
pricing, marketing and sales. He has written
two books about pricing strategy which
have been published in Brazil: Acerte o
Preço e Aumente Seus Lucros (“Get your
Price Right and Increase Your Profits”),
NOBEL, 2007 and Decidindo o Caminho
(“Choosing the Right Path”), NOBEL, 2006.
He has also authored many pricing articles.
Zornig was a professor at Fundação
Getúlio Vargas in São Paulo, Brazil from 2007
to 2012 and worked for Johnson & Johnson
in Brazil and the United States for eight years before founding
Quantiz.
Zornig holds an MBA from the University of Illinois and is a 2014
Ph.D. candidate at St. John’s University in New York. He is also a Six
Sigma Master Black Belt.
Conference Close
pg. 10 PPS INAUGURAL LATIN AMERICAN PRICING WORKSHOPS & CONFERENCE
sponsors
Quantiz is a pricing management-consulting firm that
uses the powerful concepts of Six Sigma and Process
Excellence to enhance its analytical skills in order to
develop differentiated services and solutions.
Our main goal is to improve our customers’ sustainable
growth and profitability. Based in Sao Paulo, Brazil, the
company was founded and is managed by Frederico
Zornig, who has more than 16 years of international work
experience as a high level executive at transnational
PROS (NYSE: PRO) is an original big data software
company that helps customers outperform in
their markets by using big data to sell more
effectively. We apply 27 years of data science
experience to reveal which opportunities are
most likely to close, which offers are most likely
to sell and which prices are most likely to win.
PROS offers big data solutions to optimize
sales, pricing, quoting, rebates and revenue
management across more than 30 industries.
PROS has implemented more than 500 solutions
in more than 55 countries. The PROS team
comprises more than 650 professionals around
the world. Website: www.prospricing.com
companies and more than 8 years of experience leading
pricing initiatives and projects. He has an MBA from
the University of Illinois at Urbana-Champaign and is
a PhD candidate in Pricing at International School of
Management in New York.
Frederico is also a certified Six Sigma Black Belt since
2002 and in now leading the Latin America chapter of the
Professional Pricing Society.
Website: www.quantiz.com.br
Periscope™, a McKinsey Solution, offers a suite
of insight-driven commercial performance
solutions for many varied industries. Designed to
improve commercial performance and manage
pricing challenges, Periscope Price & Margin
Optimization Solutions include Performance
Vision, Market Vision, Price Advisor, and
Deal Advisor platforms. Periscope Category
Optimization Solutions include Promotion
Advisor and Assortment Advisor platforms. Each
solution combines ongoing data management,
analytical insights, software tools, and capabilityenhancing support that deliver continuing
client impact by embedding McKinsey’s IP into
our client’s everyday way of working. Website:
solutions.mckinsey.com/periscope
information
Included with your registration:
• Conference attendees will receive a USB drive with all conference
presentations.
• Refreshments and lunch are served during Workshop & Conference
days.
• All Workshop participants are invited to our Networking Reception on
27 August.
• Buy 2 products from the list below and get the 3rd one free. Offer
expires 11 July 2014.
• 4th Attendee Free – When 3 people register from the same firm at
the same time, a 4th person may register for the Conference free of
charge.
• PPS Member Discount – For active Professional Pricing Society
members. Single Annual Membership in PPS is $ USA 400 / $ BRL 900.
The Corporate 5 Member plan is $ USA 1,000 / $ BRL 2,200; Corporate
10 Member plan is $ USA 1,500 / $ BRL 3,300; Corporate 20 plan is $
USA 2,500 / $ BRL 5,500 and the Corporate 100 Member plan is $ USA
5,000 / $ BRL 11,000.
Explanation of Options and Prices:
Option 1 — Conference + Full Day Workshop + CPP Bundle: The best of
both worlds! This package is designed to get your CPP certification quickly
without having to rely on subsequent budget approvals. The Package will
allow you the opportunity to earn 6 CPP Credits. You will receive the Full
Conference package including a Workshop of your choice on 27 August, a
FREE Online Pricing Course, plus 4 additional Online Pricing Courses of your
choice, as well as the CPP Certification Exam package — which includes the
complete electronic study guide and access to online study sessions.
Option 2 — Conference + Full-Day Workshop: For your maximum
benefit, this option includes participation in one full-day workshop on 27
August, as well as the PPS Conference on 28 August.
Vendavo is a leading provider of price
management and optimization software for
business-to-business companies worldwide.
Vendavo Enterprise Pricing Suite solves pricing
problems by giving businesses true enterprisewide control of their entire pricing process. It
combines pricing science, pricing best practices,
and enterprise-class software to drive small
improvements in average prices at every stage of
the pricing process, from segmentation to deal
close. Together, these improvements deliver big
increases in profits – from 10% to 30%. Vendavo
is the enterprise pricing solution of choice for
some of the world’s biggest names in chemicals,
high-tech and industrial manufacturing,
consumer products, mill products and
distribution. SAP resells the Vendavo solution
to its customers under its own name as SAP Price
and Margin Management.
Website: www.vendavo.com
Option 3 — Full-day Workshop: Includes one full-day workshop on 27
August with 4 of PPS’s hands on workshops to choose from.
Option 4 — Full-day Conference: Includes general session presentations
on 28 August, with the opportunity to hear from 6 different keynote
speakers.
Payments, Substitutions and
Cancellations
You may make payment by electronic bank draft, wire transfer or credit
card, or online at www.pricingsociety.com/BRAZIL2014. You may substitute
attendees at any time prior to the start of the conference with no penalty.
You may cancel by 1 August 2014 and receive a refund, minus a 20%
administration fee.
Housing Information
The wonderful Sheraton World Trade Center Hotel in São Paulo, Brazil
is the host for PPS Inaugural Latin American Pricing Workshops &
Conference. Reservations should be made using the link provided on the
PPS Website pricingsociety.com/BRAZIL2014. The Hotel will only hold the
PPS block of rooms until 1 August 2014, that is about four weeks before
the conference begins. We advise that you
reserve your hotel room when you register
for the conference or even before, if you are
fairly certain that you will be attending.
The Fairmont Hotel address is Nacoes
Unidas Ave 12559, Brooklin Novo, São Paulo
04578-903 • TEL (55)(11) 3055 8000
REGISTER ONLINE AT: WWW.PRICINGSOCIETY.COM/BRAZIL2014
pg. 11
registration
Please complete and submit 1 form per registrant.
PPS Inaugural Latin American Pricing Workshops & Conference
Registrant Name_____________________________________________________________ Title_________________________________________
Organization_____________________________________________________________________________________________________________
Address_________________________________________________________________________________________________________________
City________________________________________________________________________ State/Province________________________________
Country__________________________________________________________ Postal Code____________________________________________
Phone____________________________________________________________
One Free PPS Online Pricing Course Offer
PPS offers one (1) Complimentary Online Pricing
Course to all Workshop Attendees that complete
and pass the post-workshop Online Quiz.
E-mail____________________________________________________________
Please select your Conference/Workshop option:
Option 1 •Conference + Full Day Workshop + CPP Bundle
27-28 August 2014
Non-Member
$ BRL 11,000 / $ USA 4,995
Member
$ BRL 10,400 / $ USA 4,695
Option 2 •Conference + Full Day Workshop
27-28 August 2014
Non-Member
$ BRL 4,200 / $ USA 1,895
Member
$ BRL 3,800 / $ USA 1,695
Option 3 • Full-Day Workshop Only • 27 August 2014
Non-Member
$ BRL 3,100 / $ USA 1,395
Member
$ BRL 2,500 / $ USA 1,095
Option 4 • Conference Only • 28 August 2014
Non-Member
$ BRL 2,900 / $ USA 1,295
Member
$ BRL 2,400/$ USA 1,050
REMEMBER: The 4th
Attendee is Free!
When 3 people register from
the same firm at the same time,
a 4th person may register for
the conference free of charge.
Simply duplicate this form when
submitting multiple registrants.
Attire is business casual. For your
own comfort in meeting rooms,
we recommend that you dress in
layers.
Three Ways To Register:
1. REGISTER & PAY. You may make payment by electronic bank draft, wire transfer, credit card, or online at:
www.pricingsociety.com/BRAZIL2014 or fax this form to +1 770 509 1963.
Credit Card: AMEX
Visa
MasterCard
Discover (circle one)
Credit Card #___________________________________________ Expiration date (MM/YY)_ ___________________
CVC______________________
2. REGISTER AND REQUEST WIRE TRANSFER PAYMENT DETAILS: Natosha McNeal, PPS Registrar: Natosha@pricingsociety.com
or fax: +1 770 509 1963. We will then send you our banking information for Wire Transfer Payment.
3.REGISTER AND PAY VIA ELECTRONIC BANK DRAFT: Natosha McNeal, PPS Registrar: Natosha@pricingsociety.com or fax: +1 770 509 1963.
We will then send you our banking information for electronic drafts.
PPS Membership: PLEASE SIGN ME UP for my 12 months PPS membership. By signing up, I know I will receive the member discount price
for the above Latin American Conference.
Individual $ USA 400 ($ BRL 900) Corporate (10 people) $ USA 1500 ($ BRL 3,300) .
Corporate (5 people) $ USA 1000 ($ BRL 2,200)
Corporate (20 people) $ USA 2500 ($ BRL 5,500)
Special Needs: If you or someone in your group has special needs please list below:
Disability (specify)_________________________________ (visual, hearing, mobility)
Dietary restrictions: Vegetarian ___________________________ Kosher ___________________________ Other ___________________________
MAIL TO:
Natosha McNeal, Registrar, Professional Pricing Society,
3535 Roswell Road, Suite 59, Marietta, Georgia USA 30062
PHONE: +1.770.509.9933
INTERNET: www.pricingsociety.com/Brazil2014
EMAIL: Natosha McNeal, Natosha@pricingsociety.com
FAX: +1.770.509.1963
pg. 12 PPS INAUGURAL LATIN AMERICAN PRICING WORKSHOPS & CONFERENCE
Reserve
NOW
and lock in th
ese
prices for our
Inaugural
Conference
in São Paulo!