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Value Based Pricing In Practice - Innovative Tools and Techniques 2025

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  • Develop and implement data-driven pricing strategies

    This training focuses on mastering value-based pricing, utilizing customer data, research tools, and real-world case studies to enhance profitability and business success.

    • Value-Based Pricing Principles: Understand and apply the fundamentals, including current practices and emerging trends.
    • Customer Insights: Learn to identify and measure price elasticity, segment customers, and use neuropricing for value perception analysis.
    • Data-Driven Strategies: Develop and implement strategies that align with company objectives to boost profitability.
    • Pricing Research: Gain skills in using pricing research for making informed decisions on pricing, promotions, and discounts.

    Value Based Pricing is part of the EPP Manufacturing Forum, the only international pricing forum dedicated to Pricing Directors of Manufacturing industries such as Machinery, Semi-conductors, Automotive, Chemicals, Agro-chemicals, Electronic Components, Telecom, Aerospace, Building/Construction, Food Ingredients, MedTech & Diagnostics. With a Full Pass, you'll gain access to both the training and the entire Forum, maximizing your learning and networking opportunities!.

    Join this exclusive opportunity to elevate your pricing expertise and connect with industry leaders!

    Our Participant Profile

    This training is designed for professionals with expertise in pricing, revenue growth, marketing, sales, and product management across various industries, including:

    • Pricing Professionals: Pricing Director, Pricing Manager, Pricing Analyst.
    • Revenue Growth Professionals: Revenue Growth Management Director, Revenue Growth Management Manager, Revenue Growth Management Analyst.
    • Marketing and Sales Professionals: Marketing Director, Marketing Manager, Marketing Analyst, Sales Director, Sales Manager, Sales Analyst.
    • Product Management Professionals: Product Manager.
    • Industries: Manufacturing, Technology, Retail, Professional Services, Healthcare, Consumer Goods Logistics, Energy, Travel and Tourism.

    An immersion of 2 days can not only accelerate knowledge sharing but boost your team cohesion and transfer to practice! This training is for anyone who wants to improve their knowledge of the best practices in value-based pricing research techniques.

  • Elevate your pricing expertise and drive business success with this comprehensive training program. Discover value-based pricing strategies, harness cutting-edge research tools, and master customer insights to optimize profitability and market leadership.

    LEARNING JOURNEY:

    1. Process of Value-Based Pricing

    Understanding the process of value-based pricing (VBP)

    2. Pricing segmentation

    Segment your market first

    Understand the value within segmentation

    When and how to segment customers

    How to use pricing research to segment customers

    Shall we segment customers for our pricing research, or shall we conduct pricing research to segment our customers?

    3. Understanding Price / Value and Value Drivers

    How to measure price and value perception

    Understand utility per feature

    Building your value proposition

    Exploring the willingness to pay

    Overview of different methods to understand willingness to pay

    4. Measuring Price Elasticity

    Apply basic tools to your questions.

    Understand the limitations of price elasticity

    Measuring price sensitivity Vs measuring price elasticity

    Understand if and how to use basic tools.

    Applications of conjoint

    Understanding how the decoy effect affects conjoint measures.

    Understanding if and when to use which method.

    5. NeuroPricing

    How and why using science to identify value perception

    Understand case applications

    Learning to integrate digital and scientific tools

    6. Discuss and Define Your Optimal Price Point

    Optimal Price point definition

    Discussion of when and how to use the Optimal Price Point

    Wrap-up and Key Take-Aways for the Training 

    Interviews

  • Avatar

    Management Consultant and Pricing Advisor
    Danilo Zatta

    Danilo Zatta is one of the world’s leading advisors and thought leader in the field of Pricing and TopLine Excellence. As a management consultant for more than 25 years, he advises and coaches many of the world’s best-known organizations. He has led hundreds of projects both at national and global level for multinationals, small and medium-sized companies as well as investment funds.

    Dan has also written 20 books including The Pricing Model Revolution (Wiley, 2022), an international best seller translated in several languages. He also acts as keynote speaker at conferences, events, associations, and at leading universities. Additionally, he supports several CEOs of leading companies as personal topline coach.

    Avatar

    Director of Pricing Research
    Kai-Markus Mueller

    Kai-Markus Mueller is Professor of Consumer Behaviour at HFU Business School of Furtwangen University in Schwenningen, Germany, as well as Director of Pricing Research with Dutch consumer neuroscience pioneers Neurensics. Kai is co-author of The Invisible Game – The Secrets and the Science of Winning Minds and Winning Deals (Wiley, 2023).

    Previously, Kai founded a start-up and developed NeuroPricing™, a suite of neurotechnology-based methods to measure and model the optimal price – meanwhile acquired by Neurensics. He holds a PhD in neuroscience. His work has been featured by Forbes, Businessweek, ZDF, Der Spiegel, and many more.

     

  • Dates & Fees

    Start : 08 Apr 2025 at 09:00
    Duration : 2 days
    Location : Germany TBD (TBD)
    Fees : €1920.00

    Discounts

    15% discount if you register with 2
    25 % discount if you register with 3 or more
    10% discount for our CPM Alumni
    €300 discount on certification programs for EPP Prime Members
    €150 discount on open programs for EPP Prime Members

    Hotel info

    For further information about the venue, please contact Francisco Porcel at francisco.porcel@pricingplatform.com.


    • Please note that the program fee does not include travel expenses, accommodation, individually organized dinners and other incidentals.
    • VAT shall apply at prevailing rates according to local (country of training) laws and regulations.
    • We try to negotiate special hotel rates if possible - please ask the hotel for the best rates.
    • If you have special requests, please connect with academy@pricingplatform.com
    • Please note that EPP reserves the right to cancel or postpone events/sessions, or alter the country, location or venue in case of force-majeur, unforeseen circumstances, or if minimum registration numbers are not met. In case of such cancellation, postponement or alteration by EPP, registrants will receive a rollover credit for attendance at the rescheduled sessions.
    • For more information we refer to our Terms and Conditions.

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