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London Pricing Workshop:
"Core Pricing Skills"
with Stephan A. Butscher and Mark Billige
About This Workshop
This comprehensive pricing workshop will review all the essentials of price optimisation using dozens of cases from a variety of industries to support the theory. The working format is “full interactivity” giving all participants the opportunity to ask questions and add from their own experience. Participants can, if they wish, indicate the industry they represent when they sign up for the conference so that cases can be selected accordingly.
Key Topics Include:
Session 1: Pricing - THE Profit Lever
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The importance of price in the profit equation
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Why pricing now has boardroom attention
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How a 2% price increase can double profits
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Developing an optimal pricing process for the organisation — setting the framework
Session 2: Value Pricing — Optimising Price Structure And Price Level
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Understanding and quantifying value-to-customer
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Measuring and understanding price elasticities — how volume is linked to price
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Quantifying the customers’ willingness-
to-pay
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Tools and methodologies for value measurement and price optimisation
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Innovative pricing strategies, i.e. bundling, non-linear pricing, optimal promotional design
In this session we will include demos and interactive
use of selected tools and methodologies to measure
value and to determine the optimal price level.
Session 3: Price Differentiation — Optimal Pricing
For Different Customer Segments
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Using customer value for segmentation
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Segmentation as the foundation for price and
product differentiation
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Channel-based differentiation
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Differentiation strategies to increase profits and
customer loyalty
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Innovative differentiation cases
Session 4: Price Implementation
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How to implement price increases
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How to avoid price wars
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Understanding the real net-net price
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Designing discount systems for growth
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Creating win-win situations for supplier & retailers
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European price harmonisation
 Presenter:
Stephan A. Butscher
Partner, Simon-Kucher & Partners, Strategy & Marketing Consultants and Managing Director of SKP’s London Office
Stephan Butscher’s areas of specialisation are the development of national and international marketing and pricing strategies, international price harmonisation, new product development, positioning strategies and retention marketing.
He is author of the books Customer Clubs — A Modern Marketing Instrument and Customer Loyalty Programs and Clubs — A Practical Guide.
 Presenter:
Mark Billige
Senior Consultant, Simon-Kucher & Partners, Strategy & Marketing Consultants
Mark is a Senior Consultant with Simon-Kucher & Partners in London where he specialises in developing pricing and commercial strategies for a range of client industries but with particular experience within the telecoms and media sector.
Mark has over seven years experience in the pricing field as a consultant and practitioner. He frequently chairs or speaks at pricing conferences.
Hotel and Registration information
Learn more about the Certified Pricing Professional |