16 - 18 April 2018
London, United Kingdom

Media Center

European Pricing Summit Agenda 2017

The advent of disruptive technology, growth of e-commerce and increasing competition from global markets are just a few of the reasons why leading companies in competitive industries are investing heavily in developing a pricing strategy that works. 

In its second edition, the European Pricing Summit will feature best practice case studies from top pricing experts in two streams: B2B and B2C pricing.

Additional Event Information

Download the Registration Form

Download this registration form as a quick way to register! Alternatively, you can email me at dennis.schurich@iqpc.de

Interviews

Interview with Rahil M. Ansari, Head of Pricing at Audi Genuine Parts

Rahil M. Ansari, Head of Pricing at Audi Genuine Parts shares his experience on the most innovating pricing model and current challenges around the pricing environment.


Prof. Kieckebusch from MEDRONIC in an interview

Prof. Miguel Serrano Kieckebusch, Senior Director Global Pricing Strategy at MEDTRONIC gives answers about the following topics:

  • What has worked in the value-based pricing?
  • Insights into the marketing mix and the trade-off between product quality and price
  • Insights into the competition
  • The internal collaboration within MEDTRONIC

Reports & Studies

Pricing Strategy - Handbook Part I

Whilst businesses can benefit greatly from an effective pricing strategy, in practice, few actually manage to make long-term meaningful improvements. Many would rather cut costs rather than increase their prices, fearing that any change could turn away customers. To help, in part 1 of this eBook we have compiled thought provoking case studies from well known B2C companies, to give you a sample of some of the most effective pricing strategies currently in use.

Pricing Strategy - Handbook Part 2

There are only three ways to increase profits – sell more, cut costs or raise prices! The first two are difficult whilst the third one is, in of itself, easy. The real challenge is ensuring that you introduce your price increase in a way that balances the perceived value of your product or service with the amount that customers are willing the pay for it. But even if you manage this, how do you stop sales representatives lowering their prices out of fear that price increases will drive customers away?

Read more about this topic in the second pricing strategy handbook prepared exclusively by IQPC.

Identifying when value pricing is the right strategy

Rafael Farres of Agfa presents a step-by-step process for identifying the right pricing strategy and implementing it correctly for businesses looking to adopt Value Pricing models for their product or service. The model is explained in general terms for universal applicability, but Farres notes in which ways these strategies would differ in B2B/B2C.

Download the presentation to find out if value pricing is the right strategy for your organization, and what considerations you have to take in order to be applied effectively:

Exclusive Content

Behavioral Pricing - How to Measure Value Perception

Willingness-to-pay is not a conscious concept: How to measure value perception directly from the buyer's mind

By Kai-Markus Mueller, The Neuromarketing Labs and Loon Lee, Philips Healthcare

Willingness to pay is not a conscious concept

Given that any behaviour is based on processes in the brain, the next logical step from behavioural pricing is bringing neuroscience into the field of pricing.

But how does the brain react to price bundles and what that means for sales and profitability? How to raise profitability with neuroscience-based insights and research-approaches?

Learn more about this approach to pricing, from this exclusive article from Kai-Markus Mueller, The Neuromarketing Labs and Loon Lee, Philips Healthcare.

Download the article here.

Articles

European Pricing Handbook Part 01

Whilst businesses can benefit greatly from an effective pricing strategy, in practice, few actually manage to make long-term meaningful improvements. Many would rather cut costs rather than increase their prices, fearing that any change could turn away customers. To help, in part 1 of this eBook we have compiled thought provoking case studies from well known B2C companies, to give you a sample of some of the most effective pricing strategies currently in use.

How to Design an Effective Regional Pricing Strategy

Industry leaders continue to push the envelope about pricing capabilities and strategies—yet, the science remains inexact. Even in the face of innovations in automation and analytics, pricing experts often struggle to identify and implement the appropriate procedures on a circumstantial level.

A few select industries spearheaded the development of value-based pricing as a regional strategy, most notably in the medical device industry. Over time, this strategy proved effective in reflecting local consumers’ willingness to pay.

This article provides an analysis of the benefits and trends in regional pricing, and the factors that need to be considered in order for this strategy to be executed effectively.

Adopting Best Practices in Geo-Regional Pricing

Regional pricing can be an organic, spontaneous process of discovery - and the underlying signal mechanism is regional data. It is an extremely effective (and cost-effective) use of the divisions of dispersed knowledge among the company workforce. It is the quality of the resultant data which determines the future efficacy of otherwise abstract or loosely related information.

Experienced regional merchants and managers should review strategic decisions with regards to price, product selection, promotion and competitive intensity. It is important not to rely too heavily on any one manager in a region, given the potential for cognitive biases or personal agendas.