Pricing is one of the most potent weapons in driving profit improvements and yet remains one of the least managed elements of the marketing mix.
In this training course, participants will understand what strategic pricing is and how to use it to gain competitive advantage. Participants will be introduced to pricing concepts which are critical for management to optimize growth and margin.
- Objectives
- Outcomes
- Who should attend
- Why this course is unique
- Sample
Why pricing is critical for driving profitable growth and the sensitivity of profits to pricing?What is strategic pricing and why it is important?The role of pricing in communicating and strengthening the value proposition?What is the different between cost-plus pricing and value pricing?What are the common issues and myths about pricing and what is the impact that they can have?What is a pricing objective and what are the types of pricing objectives?How to develop strategic pricing using value equations and value maps?What are the components of pricing and how are they used to develop an adaptable pricing structure?How to create “menu” pricing?How to use fees and other mechanisms to improve yield?How to vary price to meet strategic objectives?What is price elasticity, how is it measured and how can it be used?How to effectively manage pricing policies?What questions to ask and concepts to apply for effective pricing governance?Understand the pricing process and tools.Develop the pricing objectives for your business in line with the overall marketing strategy.Product ManagersMarketing/Brand ManagersPricing ManagersWe will customize the course content for the unique challenges and context in your business.We provide a proven process and toolkit that places pricing within the overall context of the end-to-end marketing process. The course relies on practical and battle-tested tools from some of the largest marketing companies in the world such as P&G, Unilever, Microsoft, GE, DuPont and others.We help you de-commoditize your offering using models such as unique economic value and price menus.Fees and Course Length
$750/participant with a minimum class size of 25 participants. This fee structure assumes modest customization in emphasis and language. If your needs require substantial customization, we will provide a separate fee.
Course Length: 1 day
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