Pricing Master Class Two Day Interactive Workshop
Pre-workshop engagement
We propose the following activities and methods for workshop pre-engagement sessions with key stakeholders and participants:
• Pre-course questionnaire
• Pre-course knowledge assessment
Wednesday 10th, September 2014
Session One: Understanding the Pricing Pyramid: Where do you stand?
• How to classify where a company stands in the hierarchy of pricing excellence
• How to effectively implement a level
• Explaining the key ingredients for a winning pricing strategy force execution
Session Two: Value Creation: Your Product through the Consumer’s Eyes
• How effective is your current pricing process?
• Deploying the ‘MASDA’- Meaningful and Sustainable Differential Advantage
• Avoiding the pitfalls and common traps of conventional pricing:
• Differentiating pricing strategies based on value propositions
Practical Exercise: 25 questions to test the effectiveness of your pricing process
Session Three: Sustainability though Customer Analytics
• Analysing the methods for effective pricing: cost, competition and value based
• Segmenting customers and applying KPI’s to qualify and quantify price
• The rules by which the value pricing game is played
• Evaluating the impact of effective pricing to achieve optimal organisational
Practical Exercise: 3M Corporation approach to establishing value and price
Session Four: Pricing During Uncertainty: Aligning Pricing Strategies to Captivate
Customers in a Demand-Based Market Place
• Understanding constrained demand of time vs appropriate positioning of fees.
• Segmentation demand differences
• Price elasticity of demand
• Managing expectations of different size customers
Practical Exercise: Reviewing different product attributes - Marine Atlantic Case study
Session Five: Pricing During Uncertainty: Aligning Pricing Strategies to Captivate
Customers in a Demand-Based Market Place (continued).
• Devising pricing strategies when demand exceeds supply
• Value-based approach: Tactical pricing to build value awareness
• Trading value for price: How to achieve this without jeopardising revenue?
• Uncovering what drives customers demand on products and services
PRICE IS YOUR MOST IMPORTANT STATEMENT.

Pricing Master Class Two Day Interactive Workshop
Day one continued…..
Session Six: Pricing Tactics: Avoiding Price Wars
• Determining the implications of uncontrolled price wars and its true impact
• Recognising customer preferences to value and price sensitivity in a volatile economy
• Measuring abilities to battle and manage price increase strategy of price wars
Session Seven: Discounting Do’s and Don’ts: Appraising the Impact of Discounting
Strategies on Long Term Revenue.
• Assessing effective pricing analysis to kick the discounting habit and services
• Teaming up with product management to block competitor’s moves
• Tactical pricing to build value awareness Trading value for price
• Analysing the market opportunities for driving segmented sales
Practical Exercise: Using the Marine Atlantic case study
STRATEGIC PRICING
MANAGEMENT GROUP
2014
Session One: Identifying the Importance of Product or Service Attributes
• Establishing ‘New Product Pricing’ issues and challenges
• Determining market sizing and segmentation
• Needs-based segmentation based on decision selection criteria
• Reviewing the positioning into a market (Mass Market, Value, Price or Loyalty)
Practical Exercise : Measurement of a Performance Matrix for Product / Service Ranking
Session Two: Prioritising Product or Service Characteristics Based on ‘Price Value Analysis”
• Quantifying and pricing your competitive advantages
• Identifying the value services as determined in the marketplace
• Creating, capturing and communicating value within a price
• Differentiating price leadership from price followers
Practical Exercise: Learn how to develop a price-value map
Session Three: Customer Analytics: Developing Effective Pricing Strategies
• “Waterfall” Analysis by product, variables, parts, etc., by customer, region or country
• How allowances such as freight, promotional spending, on invoice discounts, agentdistributor incentives affect the true net price
• Classifying higher discounted accounts and making corrective action
Case Study Exercise: net pricing challenges and observations
PRICE IS YOUR MOST IMPORTANT STATEMENT.

Pricing Master Class Two Day Interactive Workshop
Day two continued…..
Session Four: Economic Value Estimation: Customer Price Analysis
• Assessing One of the Most Important and Complex Approaches towards Qualifying and Quantifying Customer Perceived Value
• Streamlining the objective of evaluation of economic value to client of offering vs. next best competitive alternative developed by target segment and or for individual customers
• Strategically analysing and visualising the value of offering
• Examining how customers in B2B / relationship-driven markets judge price in relation to economic value
Case Study Exercise: Financial modelling for aircraft tires to determine the economic value and the subsequent price.
Session Five: Pricing Foundations: The Volatile Consumer
• Introducing the Economic Value to Customers (EVC)
• Analysis calculations for various products
• Reviewing how cost affects price and the role of relevant costs in setting the best price decisions
Session Six: Pricing in a Highly Competitive Market:
Case Study Exercise: Remaining Competitive when a Key Competitor Reduces Prices by
30% throughout the Sale Channels:
• Evaluating how policy, strategy, and objectives can combine in the pricing decision
• Quantifying and pricing your competitive advantages
• Identifying the value services as determined in the marketplace
• Addressing the critical information components on the competition
• Creating, capturing and communicating value within a price
• Differentiating price leadership from price followers
• Understanding competitive dynamics in local and national markets
Post-workshop engagement
We propose the following activities and methods for workshop post-engagement sessions with key stakeholders and participants:
•
Post-course Knowledge assessment
•
Follow-up meeting or teleconference
Further information:
T: 02 9411 5691 | M: 0401 618050
E: mortiz@spmgglobal.com
PRICE IS YOUR MOST IMPORTANT STATEMENT.