Value Based Pricing In Practice - Innovative Tools and Techniques
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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!
Register for this training and receive two free books published by Danilo and Kai. The authors will personally sign the books and hand them over to you at the training!
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.
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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
For the complete program and details, please download the brochure.
Interviews
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Pricing Advisor | Partner Valcon
Danilo ZattaDr. Danilo Zatta is a leading management advisor in topline growth. He specialized in profit improvement on the revenue side, with extensive experience in pricing. He has published over 20 books on topics including corporate strategies and pricing as well as many articles in various countries. He is a regular speaker and chairman at events, forums and leading business schools.
He is the author of the international pricing best seller 'The Pricing Model Revolution' (Wiley) translated into 10+ languages and defined by the Father of Marketing Philip Kotler as best book on pricing. His new book ‘The 10 Rules of Highly Effective Pricing’ has been praised by leading C-levels.
Dr. Danilo Zatta has been recognized by the Financial Times as 'one of the world's leading pricing minds'. Dan has also been included in LinkedIn's Top 5 Pricing Thought Leaders, a 'list of the most engaging and impactful pricing thought leaders globally'. Dan has also been defined as one of the TOP 50 globally leading Thought Leaders in both Marketing and Sales.
Director of Pricing Research
Kai-Markus MuellerKai-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.
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Dates & Fees
Start : 08 Apr 2025 at 09:00
Duration : 1.5 days
Location : Berlin (Leonardo Royal Hotel Berlin Alexanderplatz)
Fees : €1695.00Discounts
- BRING A COLLEAGUE AND GET -15% discount on both tickets
- REGISTER WITH 3 AND GET -20% discount on your tickets
- EPP PRIME MEMBERS GET €150 discount
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Find all your benefits in the membership area.Hotel info
The training will take place at the Leonardo Royal Berlin Alexanderplat.
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.