Research Techniques for Value Based Pricing

20/04/2021 - 22/04/2021
9:00 AM - 12:30 PM (3 days)
1320 Non-member rate.

 In this 3-day virtual pricing training course you will learn about how to put the voice of your customer central in your price setting. The training covers a variety of customer-centric research and analytical techniques, varying from very simple and cheap methods to more advanced approaches answering a lot of pricing questions you might have.

 There’s no better opportunity to learn how to incorporate the voice of the customer into your price setting. 

Delivered in real-time (live) sessions, you will be joined by globally-based pricing peers, to exchange knowledge and experience from a range of industries and cultures. 

 

01. What ?

  • This is an intensive, interactive , pricing training, combining interactive lectures and exercises in small groups, followed by group discussions.
  • Though based on solid theory, the training is based around sharing plenty of real case examples, incorporating the pricing situation and issues of the participants
  • You learn all the in-and-outs of pricing research techniques to set value based prices !


02. Objectives

  • Better understand the core principles of value based price setting, using customer data, including current practices and future trends
  • Learn about practical techniques and tools useful for pricing setting
  • Learn to identify which techniques and tools are most relevant for your business case
  • Feel confident about the necessary scope of pricing research you may need

This is your opportunity to learn, discuss and reflect on the most used pricing research tools for value based pricing.
 

03. Programme

Training Agenda, Day 1
09:00h – 10:30h

Setting the scene on value based pricing
  • Value Based Pricing : Product, Price, Customer
  • Research tools complementary to pricing research: The Value Map
11:00h – 12:30h
Research tools complementary to pricing research: Segmentation and Value Drivers analysis
Discussion

 
Training Agenda, Day 2
09:00h – 10:30h
Pricing research - key parameters for method selection
 
Pricing research tools - marketing mix modelling
 
Pricing research tools - qualitative interviews
 
Pricing research tools - quantitative methods - PSM, Gabor Granger
 
11:00h – 12:30h 
Pricing research tools - quantitative methods - Monadic, Market Tests, Neuroscience
Discussion

 
Training Agenda, Day 3
 09:00h – 10:30h
Pricing research tools - quantitative methods - Conjoint
 
11.00 -12.30
Pricing research tools - quantitative methods - Conjoint ctd
Discussion
Recap & application on participants’ business cases

04. For whom ?

Management roles responsible for - or involved with - priced setting ; such as pricing managers, pricing team members, marketing directors, marketing intelligence managers, customer intelligence managers and product managers.

This virtual training is for anyone who wants to improve their knowledge of the best practices in value based pricing research techniques.

 

05. Rates

Group rates

  • BRING A COLLEAGUE AND GET -10% discount on both tickets
  • REGISTER WITH 3 AND GET -15% discount on your tickets

EPP member ?

If you have special requests, please connect with Ripsime Matevosian : Ripsime.matevosian@pricingplatform.eu 

* 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 please have a look at our  Terms & Conditions

06. Included in the registration fee

The training fee includes :

  • 3 days of training  
  • Course material - digital 
  • Use of the EPP Virtual Learning Platform 

VAT is applicable to private participants and Belgian companies. 

If you have special requests, please connect with Ripsime Matevosian : Ripsime.matevosian@pricingplatform.eu

 * 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 please have a look at our Terms & Conditions

 

07. Trainer

Trainer

Nicole Huyghe - Founder and Managing Director of Boobook

Nicole is the founder and Managing Director of Boobook, an international consultancy in customer analytics.  Since she started in 2002, and together with her team of 15 analytics (based in Ghent and London), she has advised a wide variety of businesses on price setting, both B2B and B2C, including Disney, AkzoNobel, Janssens Pharmaceutical, Harvard Business Review, Merck, Pfizer, Canon and Microsoft.

She is a regular speaker at conferences, and also gives guest lectures at several European Universities (Rotterdam School of Management, Imperial Business School of London, DTU Zurich, University of Copenhagen, University of Ghent, University of Brussels).

This training is high rated : 8.5/10 !

 

Tom Grange - Senior Commercial Manager - Virgin Media

Good content, excellent moderator and insightful debate across a range of different pricing analisyis techniques.

Hermine Viaene - Sr. Pricing Administrator - Samsonite Europe

The pricing research toolbox was very interesting , driven by a very professional speaker. We got a lot of insights and we will definitely succeed in applying the lessons learned to better position our prices in the future.

20/04/2021 - 22/04/2021
9:00 AM - 12:30 PM (3 days)
1320 Non-member rate.
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