Maximising Commercial Performance Revenues …strategies stand to gain a competitive advantage, this is particularly so when it comes to your pricing strategy. Top 4 strategies to

T: +61 2 9229 1000 • F: +61 2 9223 2622 • E: [email protected] • W: www.australianpricingsummit.com.au

27 & 28 April 2016 | Novotel Central, Sydney NSW

INTERNATIONAL SPEAKERS:

AUSTRALIAN SPEAKERS:

Jacobo MurilloHead of Pricing

Ericsson (Sweden)

Luke MoranGroup Director of

Revenue & DistributionMantra Group

Sian RowlandsStrategy and Pricing

ManagerDomain

Peter OhDirector of Finance

Fonterra Brands (Thailand)

Aimé LachapelleHead of Price Optimization

& InnovationAXA Global Direct (France)

Rad KenigMobility Pricing Director

Telstra

Melissa KalanManaging Director

Australian Revenue Management Association

Shivdat TripathyPricing Strategy &

Operationsformerly Dell (Singapore)

Jerry LiuHead of Pricing and

Category ManagementYihaodian (an Alibaba-

Invested Company), China

Matthew RutherfordDirector, Yield

Management & Market Planning, P&O Cruises,

Cunard, Carnival Australia

Gregor LochtieDirector

Kwik Kopy

Pol VanaerdePresident

European Pricing Platform

EARLY BIRD SPECIALBOOK BEFORE 29 JANUARY 2016 AND SAVE UP TO $850!*

Main Event Partner

Maximising Commercial Performance Revenues and Profits through Pricing Innovations and Strategies

4 WORKSHOPSto Maximise Your Time at the Summit. Some Key Takeaways and Learnings

WHY YOU SHOULD ATTEND

Sponsor

• sessions including 5 international keynote

presentations, 5 panel discussions and 3 case studies addressing how to effectively use data to drive pricing strategy; and how to implement a clear pricing strategy that is aligned to organisational goals and customer expectations.

• workshops designed for your to hit your commercial and

pricing targets through yield, inventory and revenue management techniques. In addition to price customisation and customer-value analysis.

14

4

Media Partners


Dear Colleague,

A recent pricing survey by KPMG states that on average, Australian companies consider more effective pricing would generate an extra 10% in profit improvement. Having an effective pricing strategy should be a reflection of what you are aiming to achieve in a particular market at a particular time.

Management IQ is pleased to announce the launch of the Australian Pricing Summit 2016 taking place in Sydney on 27 & 28 April 2016.

The Australian summit will focus on the following 3 key themes with the aim of helping your organisation develop and execute strategic pricing: • Effectively using data and analytics to drive pricing strategy • Implementing a clear pricing strategy that aligns with your

business goals • Aligning your price to end user expectations

Intelligence gleaned from these 3 key themes will serve as a proactive vantage point for more effective pricing strategies for any organisation that wants to get the pricing of their product or service right.

To receive the early bird special book by 29 January 2016.Call 02 9229 1000; or email [email protected]; or book online at www.australianpricingsummit.com.au

We also entertain larger group bookings with further discounts so please do get in contact if you are planning on bringing a large team.

Join me and your peers in Sydney on 27 & 28 April 2016 to explore the opportunities and benefits that Australian Pricing Summit 2016 has to offer. I look forward to meeting you there.

Kind regards,

Erika Aligno Program Director – Australian Pricing Summit 2016Management IQ

Who Will You Meet at Australian Pricing Summit 2016? • Chief Pricing Officer, Chief Revenue Officer• Director of Revenue Management • Director of Pricing Strategy • Director of Pricing • Head of Pricing, Revenue, Products• Pricing Leaders and Analysts

CONFERENCE SPEAKERSJacobo MurilloHead of PricingEricsson (Sweden)

Stevan SipkaVice President Asia PacificAir Serbia

Aimé LachapelleHead of Price Optimization & InnovationAXA Global Direct (France)

Rad KenigMobility Pricing DirectorTelstra

Sian RowlandsStrategy and Pricing ManagerDomain

Melissa KalanManaging DirectorAustralian Revenue Management Association

Matthew RutherfordDirector, Yield Management & Market PlanningP&O Cruises, Cunard, Carnival Australia

Gregor LochtieDirectorKwik Kopy

Jerry LiuHead of Pricing and Category ManagementYihaodian (an Alibaba-Invested Company), China

Peter OhDirector of FinanceFonterra Brands (Thailand)

Pol VanaerdePresidentEuropean Pricing Platform

Kristin RollisonDirector of Revenue & DistributionEvent Hotels & Resorts (Rydges)

Ronan GilhawleyHead of Strategy & PlanningKPMG

Michael GutierrezSenior Pricing AnalystIAG (New Zealand)

Luke MoranGroup Director of Revenue & DistributionMantra Group

Shivdat TripathyPricing Strategy & Operationsformerly Dell (Singapore)


08.30 Registration & Welcome Coffee

09.00 Opening Remarks from IQPC and Opening Statement from Summit Chairperson

Ronan Gilhawley, Head of Strategy & Planning, KPMG

09.10 Panel Discussion: Implementing a Clear Pricing Strategy to Maximise Revenue and Increase Profits

Pricing is now a dramatically different area than it has been historically. New software tools give companies a new way of setting, optimizing, and enforcing pricing changes within the organization. Indeed, over next 2 years there will be a 14% rise in value driven pricing compared to the tradition cost driven approaches to pricing. In this interactive panel discussion, experts will evaluate the different pricing strategies so that you can identify which is best suited for your organisation.

New revenue increasing strategies to stay profitable Considerations to take into account when implementing a

clear pricing strategy Pricing execution – developing and implementing strategy Emerging best practices in pricing execution

Stevan Sipka, Vice President Asia Pacific, Air Serbia

Pol Vanaerde, President, European Pricing Platform

Sian Rowlands, Strategy and Pricing Manager, Domain

Gregor Lochtie, Director, Kwik Kopy

09.50 International Keynote Case Study: Ericsson – Executing Pricing Transformation on a Global Scale

Ericsson recently launched their Pricing Transformation program to simplify their pricing strategies so that it remains agile against the background of new products and different local markets. With 50% of their organisation being impacted with this program, it consumes almost 32,000 hours worth of training and development per employee. In this session, Jacobo will draw upon his rich history in the pricing area to share with you the structure behind the process.

Moving from demand based pricing to customer value base pricing

Culture as the key change to execute strategy – how to get your crew on board

Learning from pitfalls and how to manage new products and services more effectively

Improving cultural aspects in the pricing team

Jacobo Murillo, Head of Pricing, Ericsson

10.30 Speed Networking Break (30 Mins) & Coffee Break (20 Mins) An effective structured interactive session designed to help

you expand your network through one-on-one focused conversations

11.20 Case Study: Air Serbia – How to Climb Mount Revenue Air Serbia has taken a more holistic approach in strategising the

way they increase their revenue. In this session, Air Serbia’s Vice President, will take you through how they have identified parts of their business to align department goals to their revenue strategy.

Holistic approach to revenue strategy by working with departments

Corporate target setting and steering – POS targets by Sales Division, Sales Channel Budget

Understanding market intelligence with MIDT and eSMASH

Techniques of price discrimination to create an effective revenue management strategy

Understanding sophisticated statistical programs to forecast demand at certain price points

Maximising revenues through your sales and distribution channels


12.00 Case Study: Domain – Pricing Strategies to Forecast an Increase in Revenue

Setting a price strategy that is reflected consistently across all channels of the business, building pricing that reflects the value of the product and services provided to customers and ensuring sales have the appropriate information and guidelines to support price execution

Clarifying your pricing strategy to get stakeholder alignment and ensure clear guidelines are in place

Ensuring customers see fair and equitable pricing that rewards target client behaviour and promotes increased spend

Reducing discounting and managing areas of revenue leakage

Sian Rowlands, Strategy and Pricing Manager, Domain

12.40 Lunch & Networking Break

13.40 Panel Discussion: Working Together to Pioneer Pricing in Your Organisation

Pricing and Revenue directors are responsible for forecasting demand and pricing rooms to maximize revenue, but that can no longer be done in a vacuum, separate from the marketers who are creating much of that demand. These departments can no longer operate in silos. It is essential these functions collaborate closely with unified objectives, processes and data. In this interactive panel discussion, experts will come together to discuss the internal and external stakeholders needed to execute your pricing strategy.

Panel chair: Luke Moran, Group Director of Revenue & Distribution, Mantra

Group

Melissa Kalan, Managing Director, Australian Revenue Management Association


Gregor Lochtie, Director, Kwik Kopy

Peter Oh, Director of Finance, Fonterra

Pol Vanaerde, President, European Pricing Platform

Kristin Rollison, Director of Revenue & Distribution, Event Hotels & Resorts (Rydges)

14.20 Plenary Presentation: Customer Value Management to Align Price to Value

Any prices that you set that do not align with your customers expectations are doomed to fail. Tapping into more sophisticated tools such as customer value management to assist your strategy will help align try value and price. In this session, Rad will draw insights from the use of customer value management:

Measuring your customers views of the perceived value for money relative to your competitors’ customers

Leveraging benefits of customers relations management

CONFERENCE DAY ONEWednesday, 27 April 2016


Holistically evaluating your customers overall perceptions to your produce or service

Rad Kenig, Mobility Pricing Director, Telstra

15.00 Afternoon Tea & Networking Break

15.30 Solution Provider Thought Leader Session *please contact [email protected] to discuss

16.00 Distribution of Product - How Does this Impact Costs? Strategically forecasting demand market segmentation and differentiating your product Operating under different markets compared to a single

dynamic market

Luke Moran, Group Director of Revenue & Distribution, Mantra Group

Melissa Kalan, Managing Director, Australian Revenue Management Association


Matthew Rutherford, Director, Yield Management & Market Planning, P&O Cruises, Cunard, Carnival Australia

16.40 Champagne Roundtable Solutions Clinic Delegates will separate and be allocated a roundtable to

participate in. Each roundtable facilitator will introduce themselves on stage prior to the delegates being allocated their roundtable. Each roundtable will have a facilitator that will organise the collaboration of the topic. At the end of the time allocation one delegate will report back to the whole audience and give a summary of the discussions their table generated.

TABLE 1 – Demand/Value Based Pricing V. Cost/Margin Based Pricing

How can you tailor your pricing strategy effectively?

CONFERENCE DAY ONEWednesday, 27 April 2016

TABLE 2 – Making Use of Big Data in Pricing and Marketing Strategy

Companies that effectively create and implement big data strategies stand to gain a competitive advantage, this is particularly so when it comes to your pricing strategy.

Top 4 strategies to capture and create value from big data Big Data Techniques: Transactional and Non-Transactions

(social) Data l Cluster Analysis to segment objects into groups based on

similar properties or attributes l Sentiment analysis to determine positive, negative or

neutral reaction for marketing and brand campaigns l Data Mining to discover and extract new patterns in large

data sets Leveraging current resources and capabilities to extract data

TABLE 3 – Managing Pricing Across Channels End-users have become multi-channel customers. As a result,

your pricing need to maintain consistency. But what price is the right price?

How do you determine best price for each of your product at any given time?

How to make sure your product or service is accurate across channels?

What are the benefits of automated pricing optimisation and how do you take advantage of them?

TABLE 4 – Understanding Best Practices for Pricing New Products/Services

Local and international best practices and how to benchmark accordingly

Benchmarking software Benchmarking pricing strategies across industry

17.20 End Of Conference Day 1

17.20 Networking Drinks


09.00 Registration & Welcome Coffee

09.20 Opening Remarks from IQPC and Opening Statement from Summit Chairperson

Ronan Gilhawley, Head of Strategy & Planning, KPMG

09.30 Panel Discussion: Effectively Using Data and Analytics to Drive Pricing Strategy

Big data and analytics have climbed to the top of the corporate agenda. Together, they promise to transform the way companies do business, delivering the kind of performance gains last seen in the 1990s, when organizations redesigned their core processes. And as data-driven strategies take hold, they will become an increasingly important point of competitive differentiation. Join us as experts come together to discuss how to you can gear your pricing strategy to maximise revenue and increase profits.

Choosing the right data by sourcing data creatively Developing capabilities to exploit big data Identifying how pricing contributes to achieve corporate

goals

Aimé Lachapelle, Head of Price Optimization and Innovation, AXA Global Direct (Paris)

Michael Gutierrez, Senior Pricing Analyst, IAG (New Zealand)

Nicholas Gardner, Manager Domestic Pricing Strategy & Operations, Qantas

10.10 Solution Provider Thought Leader Session *please contact [email protected] to discuss

10.40 International Keynote Presentation: Making Use of Big Data in Pricing Strategy

Revenue strategists need systems that automate data management and make information easily and quickly digestible. Systems facilitating this process need clear user interfaces that serve up complex information simply and quickly and enable flexible pricing strategies. Join Aimé, as they evaluates:

Strategies to capture and create value from big data Successful systems that have enable flexible pricing

strategies Forecasting demand to maximise revenue

Aimé Lachapelle, Head of Price Optimization and Innovation, AXA Global Direct (Paris)

11.20 Morning Tea & Networking Break

12.00 International Keynote Case Study: Dynamic Pricing Case Study in China

Based on Yihaodian.com’s pricing case study (an online grocery retailer), this session will offer exclusive insights on emerging consumer trends in China, effective pricing and revenue strategies that work in one of the world’s fastest-growing e-commerce sector.

Online consumer pricing patterns in China Yihaodian’s pricing strategy and system Review of Yihaodian’s dynamic pricing projects and their

results

Jerry Liu, Head of Pricing and Category Management, Yihaodian (an Alibaba-Invested Company), China

12.40 Panel Discussion: Aligning Your Pricing to Your End Users Expectation

Know your customer, know your pricing strategy. Join us as our panel of experts come together to discuss how you can get to know your customer by understanding what is important to them and what their level of expectations is. Why is this important? Setting the wrong price and customers may switch to the competition.

Aligning pricing strategy with customer expectations Segmentations of your customer to align your product or

service accordingly Strategies for exceeding expectations

Rad Kenig, Mobility Pricing Director, Telstra



13.20 Lunch & Networking Break

13.50 Case Study: An Alternate Pricing Strategy to hit 100% revenue targets

P&O Cruises is the largest cruise company and among the most profitable and financially strong leisure companies in the world. Their pricing model is significantly different from that of any other industry. Year on end, they hit 100% of their tickets sales. Every cabin is filled all year round. Join Matthew, as he shares with you the framework behind P&O pricing and business model.

Managing demand – how to generate demand when demand is low

Identifying what customers want and creating value-add to tickets

Developing a price marketing campaign that encourages sales

Offsetting price with what customers value


14.30 Plenary Presentation: Understanding How Your Customer Values Your Product or Service

Being strategic about your service is your competitive advantage. A major weakness of many organisations is an organisations lack of pricing strategy. Join Mark as he explores with you the strategic opportunities of using pricing as a vehicle to build market share and market dominance.

Under promise and over deliver to set customer expectations at the right level

Segmenting the market and designing core products and services to meet end user needs

Effective research on your customer to truly understand what he or she wants

Mark Machet, Director of Customised Pricing, Telstra

15.10 Plenary Presentation: Understanding the Local Dynamics through Market Segmentation

From a high-level, the goal of a marketing segmentation is to identify a target market and develop a marketing mix that will appeal to those potential customers. In this instance, the goal is not to just come up with a particular strategy, but rather to focus on providing value to your key market segments.

CONFERENCE DAY TWOThursday, 28 April 2016


In this session, Michael will explain to cease opportunity of understating the market segmentation to price services appropriately and competitively.

Leveraging existing data sets to understand what is needed and why it’s needed

Understanding local dynamics to align price to products Ceasing opportunities through proper market segmentation

Michael Gutierrez, Senior Pricing Analyst, IAG (New Zealand) 15.50 Afternoon Tea & Networking Break

16.20 Plenary Presentation: Incorporating Competitor Data & Analytics to Pricing Strategy

Almost 52% of organisations have found that their competitors prices are ‘very valuable’ in determining pricing strategy, a higher percentage that ‘customer purchase history’ or even demographics. So what does this mean and how can you measure this for your organisation?

Turning data into insights and effectively communicating results to your team

Forecasting and measuring Price positioning strategy Developing business-relevant analytics that can be put to use

17.00 Plenary Presentation: Using Product Line Differentiations to Segment Customers

Product line pricing requires a different look at setting price. With a line of products to price, you need to consider the whole product mix, the product life cycle within the mix, and your product positioning strategy.

Precisions marketing and pricing Product line rivalry with brand differentiations Differentiating your product offering

17.40 End of Conference Day 2

CONFERENCE DAY TWOThursday, 28 April 2016

Exhibition and sponsorship opportunitiesTo meet those responsible for maximising commercial performance revenues and profits through pricing innovations and strategies, contact the Australian Pricing Summit team to discuss sponsorship opportunities.

Fidah Chowdhury Ph: 02 9229 1050E: [email protected]


Conference WORKSHOPSFriday, 29 April 2016

WORKSHOP A09:00 AM - 11:00 AM

Strategies on How to Climb “Mount Revenue” The airline industry is a very competitive industry with thin margins. Competitor reaction can take place through price, product enhancement, incentives to Industry and capacity/market share. Join Stevan as he helps you to climb that revenue mountain and critically see the different avenues where you can maximize your revenue and profits.

What the workshop will cover: • The market forces at play • Leveraging and maximising support through internal partnerships • Tapping into traffic flows • A focus on sales and distribution channels

How you will benefit: • Creating an effective revenue management strategy for your

organisation• Learning the techniques of price discrimination to create an

effective revenue management strategy • Understanding sophisticated statistical programs to forecast

demand at certain price points • Understanding where you can maximise revenues through your

sales and distribution channels • Learning how to set Corporate Targets to measure performance

again and to track progress

About the facilitator:Stevan SipkaVice President Asia Pacific, Air Serbia

Stevan has been a senior manager with over 20 years Airline industry experience in commercial activities focused on maximizing corporate objectives, in particular, excelling in driving revenue and sales targets. His key career highlights include:• Redeveloped a fuel cost recovery model which recovered $4

million cost settlement for the company.• Influenced Executive Committee using economic modelling to

have first mover advantage and reduce capacity growth due to pending price war, contributing to a cost saving of $40 million

• One of the driving influences in reshaping Air Serbia’s commercial activities.

• Pioneered a new department based on a vision of providing forward revenue projections and corresponding target setting plans, along with innovative analytics methods to track results.

WORKSHOP B11:15 AM - 01:15 PM

Equipping your Employees with the Right Tools to Learn Customer Value AnalysisA 1% price improvement increases profits by 11%. A direct advantage of utilising a customer value based pricing method is that it can not only directly boost sales but maintain customer loyalty and engage new customers. However, getting the value of your product right based on customers expectations is a balancing act. Join Rad in this masterclass workshop where customer-value analysis strategies will be showcased so that you can become price savvy and meet customer expectations:

What the workshop will cover:• Customer value analysis – looking at perception, product and

network to improve your value based pricing • Learning customer-value based pricing techniques to increase your

profits• Using segmentation techniques to align your product or service

accordingly• Understanding what your customer is willing to pay and why

How you will benefit: • Understanding how to improve your product or service through

customer value analysis• Creating and identifying the value in your product or service and

being able to sell on that basis • Learning customer-value based pricing techniques to increase your

profits

About the facilitator:Rad KenigMobility Pricing Director, Telstra


WORKSHOP D03:15 PM - 05:15 PM

Effective Revenue Management Techniques and StrategiesAre you priced correctly to reach your business goals? In principle, PYM is a variable pricing strategy which is based on understanding, anticipating and influencing consumer behavior in order to maximise revenue and profits. When you are able to understand and use this to your advantage the benefits can be exponential.

What the workshop will cover: By attending this interactive workshop, Jerry will take you through a 101 master class of how best to leverage PYM strategies so that you can effectively learn how to use PYM as a large revenue generator. • Learning how to strategically control inventory to sell to the right

customer at the right time for the right price • Understanding how best to use data and analytics to predict and

guide consumer behaviour • Understanding how to use data effectively to price your product

How you will benefit: • Learning yield management to make sure price is in line with

business goals and strategy • Understanding how to tie your inventory and product

management back to your business strategy

About the facilitator:Jerry LiuHead of Pricing and Category Management, Yihaodian (an Alibaba-Invested Company), China

WORKSHOP C01:30 PM - 03:30 PM

Price Customization Techniques to Hit Commercial TargetsDo you know if your pricing strategy fits with your business model? Confidently implementing a pricing strategy in line with your business’ goals can separate you from the pack. In this workshop, Matthew will take you through how you are able to effectively align pricing to achieve your corporate objectives and make positive impacts to management decision making

What the workshop will cover: • Maintaining price integrity yet allowing flexibility to change prices

in order to hit targets • Offsetting price with what customers value• Leveraging capabilities and resources to degenerate demand when

demand is low

How you will benefit: • Learning yield management to make sure price is in line with

business goals and strategy • Understand how to align your pricing strategies to corporate

objectives and targets • Identifying what customer value and incorporating this to your

pricing strategy

About the facilitator:Matthew RutherfordDirector, Yield Management & Market Planning, P&O Cruises, CunardCarnival Australia

P&O Cruises is the largest cruise company and among the most profitable and financially strong leisure companies in the world. Their portfolio consists of cruises brands in North America, Europe and Australasia. Carnival Corporation & plc is the only group in the world to be included in both the S&P 500 and FTSE 100 indices.

Conference WORKSHOPSFriday, 29 April 2016

Register Early & Save!

oREGISTER ME for Australian Pricing Summit PLUS: o Workshops: oA oB oC oD

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FAX +61 2 9223 2622

WEBSITE www.australianpricingsummit.com.au

MAIL IQPC, Level 6, 25 Bligh Street, SYDNEY NSW 2000

NOTE: PAYMENT IS DUE WITHIN 7 DAYS FROM REGISTRATION TO SECURE YOUR PLACE. Registrations received without payment or a Government PO will incur a processing fee of $99+GST = $108.90 per registration. Payment prior to the conference is mandatory for attendance. Payment includes lunches, refreshments, a copy of conference presentations via FTP website or workbook and all meeting materials. If payment has not been received two weeks before the conference, a credit card hold will be taken and processed. This card will be refunded once alternate payment has been received.

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Novotel Sydney Central is the official venue for Australian Pricing Summit, and we have negotiated special rates for attendees of this event.

To take advantage of these rates, contact the hotel and quote: IQPC or go to www.australianpricingsummit.com.au and click on the Venue and Accommodation page for a direct link to rates.

WHERENovotel Central, Sydney NSW

WHEN?27-28 April 2016

WHERE & WHEN?

TELEPHONE +61 2 9229 1000

EMAIL [email protected]

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IQPC recognises the value of learning in teams. Take advantage of one of these special rates:

�Register a team of 2 to the conference at the same time from the same company and receive a 5% discount

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Documents

Maximising Commercial Performance Revenues …strategies stand to gain a competitive advantage, this is particularly so when it comes to your pricing strategy. Top 4 strategies to