Organiser: Strategic Vision Group Pte Ltd for more information: www.sv-grp.comOrganiser: Strategic Vision Group Pte Ltd for more information: www.sv-grp.com

Taking your pricing strategies from ordinary to Outstanding

B2B Strategic Pricing Excellence

"…… impressed me with ability to quickly understand the complexities of my business and the market we work in. I recommend him for skills in facilitating paradigm shifts in corporate thinking."

--Alastair Smith, Managing Director, Strata Associates

“I learned more from you in one course than I did in the rest of my MBA studies combined.”

--Ravi Prasad, Strategist at Jack Morton Worldwide

“Thanks for a great [pricing] conference – I certainly learnt a lot and my thinking challenged!!!! It was also interesting to hear other people’s perspective on pricing and the challenges they are facing.”

--Gina Kahler, Regional Marketing Director, Subway Australia/New Zealand

“Your Pricing Strategy seminar was one of the most insightful conference/trainings that I have attended for long time.’

--Davis Wu, Global Lead of Demand Planning, PhD, Nestle S.A. (HQ)

Testimonials from the trainer's programs:

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Detailed Program Agenda

• Housekeeping• Expectations

• Introductions• Agenda

Module 1: Introduction

• Getting the context right for successful pricing strategy• The draft of managing price in coordination with the rest of the marketing mix

Group exercise 1 – Consensus on expectations

Case study 2 – TNT Australia

Case study 3 – Nokian Tyres (Finland)

Case study 4 – Kathon cutting fluid.

Case study 5 – Magna Alloys & Research (International)

Module 2: Foundations of superior pricing strategy

• Alternative pricing management strategies• Using differentiation as justification for pricing anomalies

Module 6: Multiple channels

• 22 immutable Laws of Marketing

Module 8: Product development with Pricing in mind

• Evaluating factors for optimal pricing implementation

Module 9: Pricing strategy steps for marketing planning

Module 10: Conclusions, issues and focus: Coming out a Winner

• Pricing strategies for services vs. capital goods vs. industrial products vs. material and parts• The interdependency of Total Product and Price• Segmentation and the market

Module 7: Classification

• Managing the whole marketing mix: Strategic Pricing for marketing dominance

Module 7: Branding, strategy and pricing development

• Sustainable competitive advantage• Sources of competitive advantage and why you MUST know your competition

Module 4: Smashing your competitors

Module 5: Business buying behaviour – Customer analysis and value creation effect

on Strategic Pricing

• Product “Classification” pricing strategies• Segmentation pricing strategies• Account management pricing strategies

• Alternative life cycles• Strategies for life

• How to choose the ‘best’ pricing approach• Value-based pricing

• Psychological pricing• Relationship pricing or something else?

Module 3: Marketing science that 90% of Marketing Executives do NOT know

Group exercise 2 Participants will nominate and discuss the relative importance of different types of promotion in B2B marketing and the impact this has on pricing opportunities and limitations.

Group exercise 6 – Brand equityUsing Price to reinforce positioning. Use “Total Product” to justify a price premium.

Group exercise 7Quantifying and documenting value in business markets

Group exercise 8Develop a new product for a classmate using pricing strategy

Group exercise 10Dealing with hurdles internally.

Group exercise 9Delegates will utilise worksheets from their Marketing Planning workbook to practically apply and reinforce the knowledge they have learned in the workshop.

Group exercise 4 Delegates will share their ‘wish-list’ of information they don’t have, but would ideally like to have, about their major competitor.

Group exercise 5 An exercise to be nominated on the day, selected by the presenter based upon and from an industry which is most relevant to the delegates in attendance.

Group exercise 3 Groups will nominate a real life pricing methodology and ‘invent’ an alternative pricing methodology. Delegates to discuss outcomes.

Case study 1 – Arnott’s Australia• Campbell Soup Co. vs. Coles

Important Note: The Presenter reserves the right to amend and adjust the training program as he sees fit in order to tailor the workshop to suit the needs and requirements of the attendees.

Trainer’s Profile

• Learn the key foundations of pricing strategy used by the world’s most successful corporations• Discover the tools you can use to make best possible decisions and choices when setting pricing strategies to maximising sales AND profits.• Learn how to develop strategies and technique that are tailor-made for your business and your circumstances• Discover latest methods of leading consistent price strategy throughout your organisation.

for more information: www.sv-grp.comOrganiser: Strategic Vision Group Pte Ltd

Trainer has 33 years of FMCG experience includes reaching CMO and then progressing as a strategy and planning consultant. He has extensive experience in pricing strategy helping many brands achieve 'leap-frog' success. He consults in pricing and conducts in-house and commercial strategy workshops based on years of commercial success.

Trainer also lectured 2003-9 in the MBA degree at UTS (University of Technology in Sydney) on optimising pricing within holistic marketing strategy. He has also taught at UNSW (1995) in their School of Marketing, as a tutor and guest lecturer.

He helps companies utilise the dependency between pricing strategy and other marketing functions, developing synergy with other, co-dependent & interrelated aspects of strategic marketing management: Promotion, Product, Branding, Trade Marketing, Segmentation are just a few disciplines that the trainer builds operational synergy with pricing strategy.

The trainer has consulted on pricing strategy for global B2B companies, in industries as diverse as professional services, transport, property, banking, IT, telecommunications, agriculture, preventative health, mining, professional services businesses and government enterprises.

He has drafted marketing and on pricing strategies for companies like Westpac, TNT, ING, Toyota, Nestle, Unilever, P&G, Carnation, Mars, 3M, Tampax, British Tobacco, CSR, Ricoh, Colly Cotton, and more... and been a member of strategic pricing consulting teams that have assisted major national and international business outperform their competitors.

Author of renowned marketing book and a string of strategic marketing articles in business magazines around the world, since the early 90’s, the trainer is an entertaining a passionate presenter, He speaks regularly to FMCG audiences held at Macquarie Graduate School of Marketing. He conducts product launch and strategic planning training courses to large international companies, and individual industry associations.

• Marketing • Pricing

• Sales• New Product Development

• Marketing Planning• Branding

• Business Development

Why should you attend?

The course

Too many businesses, particularly B2B businesses, priced inconsistently, or sub-optimally, leaving profit, and sales growth behind, limiting opportu-nity, and discarding potential revenue gains. This course will empower and educate even experienced Pricing Strategists with new and innovative ways to better manage Pricing Strategy and implementation.

Pre-course questionnaire: As part of our effort to ensure that you gain maximum benefit from this event, a detailed questionnaire will be sent to you to establish exactly what your training needs are. The completed forms will be analysed by the course trainer. As a result, we ensure the course is delivered at an appropriate level and that relevant issues will be addressed. The comprehensive course material will enable you to digest the subject matter in your own time.

Who should attend? Any senior executive responsible for Pricing, product development, brand portfolio management, trade marketing, product management, pricing management, marketing planning, or marketing management should attend. Ideal for CMO’s, CEO’ COO’s, Marketing Directors, Brand Managers, Financial Controllers, Pricing Analysts and Consultants with any B2B pricing responsibility.

This course is an essential for C-suite executives, marketing professionals and anyone who contributes to pricing decision making in an FMCG or B2C environment.

CEOs, COOs, EDs, Directors, SVPs, VPs, General Managers, Senior Managers, Managers of:

How this program can help companies in tough times like this? In a growing competitive would, with information so readily available to buyers, Pricing can no longer afford to be ad hoc, inflexible of simply inappropriate for market needs. Companies are certain of market growth, sales, expansion and leaps in profit by applying latest Strategic Pricing ideology… and you can too!

The content in the is workshop will equip senior executives with the knwoledeg and understanding to set their Pricing on fire, and make it perform.

B2B Strategic Pricing Excellence