• What is it?

    This intensive 2 day training will give you an insight in all the techniques and tools to ‘set’ the right price but also to ‘get’ the right price.    As a product manager you need to assess new product ideas (ideation/concepting) in your business cases, to understand willigness to pay of product features (prioritization) and price on value with confidence.

    The right price will impact you go-to-market success, a wrong price impacts both your products’ market penetration and profitability.   Price setting is one thing, getting the right price is another thing.   We will discuss what the ’right price’ exactly means, the drivers of price pressure, how to price beyond cost-plus, the different pricing plans, how to price a subscription, the value based pricing toolbox and how to start margin improvement projects for your product portfolio.

    Objectives

    By attending this training, you will learn to:

    1. To assess the impact of your price
    2. Assess your value
    3. Set the right price
    4. Select the right pricing plan
    5. Select the right ‘tools’ to set a value base price
    6. To assess price elasticity
    7. Get the right price
    8. Start margin improvement projects for your product portfolio

    Participant Profile

    Product managers in B2B, B2B2C and services industry.

  • Part 1: Reflections on pricing

    • Pricing in the Product Management process (from ideation to go2market)
    • The impact of pricing
    • Pricing: art or science?
    • Main reasons for price pressure
    • What is a ‘good price’?

    Part 2: Innovate around the price

    • The importance of segmentation
    • The process to set a value-based price
      • Understanding value
      • Understanding utility / feature
      • Building your proposition
      • Understanding willingness to pay
      • Understanding price elasticity
    • Economic value estimation

    Part 3: Price setting techniques

    • 11 price setting techniques
    • Product line pricing
    • Innovative pricing plans
      1. Freemium
      2. Subscription based pricing: user / usage / performance based
      3. Tokens

    Part 4: Price getting

    • The price waterfall
    • How to install/lead margin improvement projects?
  • Avatar

    Founder, EPP- Pricing Platform & Partner, Page-37
    Pol Vanaerde

    Pol has a successful market strategy track-record. He was responsible for the European launch of Alpro and elected ‘marketer of the year’ in Belgium. Later he joined McBride PLC (private label detergents & cosmetics) as European Marketing Manager and Conoco-Philips as New Business Manager. Pricing was always one of his key responsibilities.


    He is the initiator and president of EPP - Pricing and RGM Platform.  Furthermore, Pol is the founder of Page-37 (a market strategy + pricing consulting company), guest lecturer at several international universities.  The has delivered over hundred in-companies (product management, market strategy and price management) in different industries worldwide.

  • Venue Information - Van der Valk hotel - Brussels Airport

    This designer hotel with a terrace is only 3.2 km from Brussels Airport and a 15-minute drive from the center of the city. Van der Valk includes a fitness center, free Wi-Fi and modern soundproof rooms with free soft drinks, tea facilities and water.

    Flat-screen cable TV, a work desk and tea and coffee-making facilities are standard in the air-conditioned rooms at Van der Valk Hotel Brussels Airport.

    Van der Valk Brussels Airport is a 5-minute drive from the NATO Headquarters. The Atomium is 20 minutes away by car. Guests can use a free airport shuttle service at certain times.

    Restaurant Catharina serves a mix of traditional and modern international cuisine in an elegant yet casual setting. Each morning, guests can enjoy a fresh and diversified breakfast buffet.

    Hotel Brussels Airport, Culliganlaan 4b 1831 Diegem Diegem

    Tel.: +32 2 277 20 00

    This email address is being protected from spambots. You need JavaScript enabled to view it.

  • Dates

    Type : In-Person
    Start : 14 Mar 2023 at 09:00
    End : 15 Mar 2023 at 17:00
    Duration : 2 days
    Location : Brussels

    Training Fees

    The normal fee for Pricing for Product Management is €1895.00 (+ VAT)

    The program fee includes

    The training fee includes :

    • Course material - print and digital
    • Coffee, tea & refreshments during the course
    • Lunches during the course

    It does not cover travel, accommodation or other incidentals.  We recommend you to book your flights/travel/accommodation in advance to avoid last rates.
    We try to negotiate special hotel rates if possible - please ask the hotel for the best rates.

    If you have special requests, or you prefer a customised pricing programme, please connect with Astine Badeyan : astine.badeyan@pricingplatform.com

    * 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

    Training Fee Discounts

    • BRING A COLLEAGUE AND GET -15% discount on both tickets
    • REGISTER WITH 3 AND GET -20% discount on your tickets


    EPP member ? Log-in to get your member discount. 
    Find all your benefits in the membership area.

     

Looking for advice or a customized training?

Contact our Learning & Development Managers:

Ripsime Matevosian - CPM programs and in-company/customized programs

Astine Badeyan – Open programs

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