Presenter: Dr. Manu Carricano
Professor EADA Business School
Over the past decades, companies have largely focused on technological innovation, cost advantage and operational effectiveness as the key source of competitive advantage. More recently, and particularly during a downturn, “Pricing and Value Intelligence” has emerged as the key new battlefield for profit optimization, defined as the transformation process of customer and market data through the use of scientific methods in order to optimise prices and pricing processes. We will show how this framework allows companies to measure, manage and improve their pricing effectiveness, as well as provide a few simple innovative methods to get more out of them.
Attendees will learn:
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the power of analytics to transform pricing processes;
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how to turn market and customer data into competitive advantage;
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how to evaluate the impact of value-based pricing processes on Pricing Performance.
Manu Carricano received his PhD from Montesquieu University in Bordeaux, France and graduated from Bordeaux Ecole de Management (BEM). His doctoral research focused on the definition of Key Pricing Indicators (KPIs) and the optimization of the pricing process. His work encompasses a diverse range of pricing aspects (price optimization, value analysis, reference price models) and has been published in academic journals and conferences. He is also an expert in data analysis and author of the book Data Analysis with SPSS (Pearson Education France).
His industry expertise includes Consumer Goods, Insurance, and Tourism and Hospitality. He also worked with Market Research Companies on the development of automated web intelligence tools and ethnographic methods on the Internet.
11:00 - 12:00: Implementing Pricing for Success: Promotions, Bundling, and Other Strategies
Presenter: Mike Trotman
CFO, TM Lewin
This presentation will address the strategic measures that lead TM Lewin through successful program implementations including pricing strategies, promotions and bundling. TM Lewin is now a multi-channel Business wear retailer with a strong store and online presence designing and retailing men’s and women’s shirts, tailoring and accessories.
Attendees will learn:
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The importance of organisational commitment to new pricing strategies
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Processes that need to be in place for successful pricing practices
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Lessons learned implementing solutions to increase profitability and maintain a competitive edge
Mike Trotman joined TM Lewin in 2006, his responsibilities include financial control and planning, information technology and strategic planning development.
Since 2006 TM Lewin has rapidly grown from some 30 stores to an expected 100 by the end of the current year.
Prior to TM Lewin Mike was Finance Director for Hobbs women’s wear retailer. Before Hobbs Mike worked with Deloitte, Haskins and Sells and held international Finance Director roles in ABB and Aker/Dexion.
He is a Fellow of the Chartered Association of Certified Accountants.
12:00 - 13:30: Lunch
13:30 - 14:15: Choosing the Right Type of Pricing Organisation for Your Company
Presenter: Kellie Ecker, CPP
VP, Head of Corporate Pricing, Institut Straumann AG
As more companies decide to invest in the creation or development of a pricing function, it becomes clearer that not all companies need the same type of pricing organisation model.
A highly centralized model assures control, but may sacrifice needed flexibility in a competitive market. A decentralized model will mean each local market will be able to set policy and processes, but the tradeoff can be lack of coordination and effectiveness for complex or multi location projects.
The organisation model will influence the long term success of any pricing initiatives, and impact of the pricing team. It is important to consider the company goals and identify the unique challenges a company faces in pricing. This will help put in place a structure that best suits a company’s needs.
Attendees will learn:
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Four types of pricing organisation models
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What should be considered in deciding which is right for your company
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Adapting the structure as the needs of the company change
Kellie Ecker is based in Basel, Switzerland where she leads the global pricing division. Prior to joining Straumann, she was Pricing Director EMEA for Covidien in France and worked with Beckman Coulter and DHL.
Kellie received her MBA from University of Houston – Clear Lake and a BA from Bethel College, Kansas. She is also trained as a 6Sigma Black Belt and has a Certificate in International Business from Boston University - Brussels. She achieved the Certified Pricing Professional designation from the Professional Pricing Society in Fall 2008.
14:15 - 15:00: Yo Pricing Journey Begins with a Process
Presenter: Wolfgang Kruger
Merck, Vice President, Performance & Life Science Chemicals-Divisional Services
Merck’s pricing initiative became all the more urgent, the day Merck determined that a pricing department was a necessity and very excellent step to improve Merck’s bottom line. This presentation focuses on Merck’s “a-ha” pricing moment, the steps taken by the pricing department to receive approval, how goals were created and the benefits the company realised following the implementation.
Attendees will learn:
- How a Pricing Department can contribute to the bottom line
- Process of seeking approval for the program
- Anticipated / Realised benefits of pricing engagement
Wolfgang Kruger is currently Vice President of Divisional Services PC for Merck, with a career that spans more than 41 years with the company. Mr. Kruger began his career at Merck in 1969 as a Sales Manager, and quickly moved up the ranks to Regional Manager of East Europe.
In 1982 he became CEO of Merck Trading, Iran. He became Division Manager of Industrial Chemicals in the United Kingdom and in 1989 he was named President of Merck Chimie, France. In 2004 he was appointed General Manger Cosmetics in PLS. He holds an Apprenticeship in Commercial Affairs.
15:00 - 15:30: Afternoon Break
15:30 - 16:15: Pricing Effectiveness as a Function of Customer Engagement
Presenter: Mark Messow
Vice President of Material Cost Solutions & Managing Director, Celestica AG
Why is the price so high? Why does it take so long to commit a price? These are typical questions of a sales force unaware of how the engagement with their customer impacts pricing effectiveness.
The effectiveness of pricing process in yielding competitive price proposal with fast turnaround time is partially a function of customer engagement. Celestica pricing has deployed a best practice framework and measurement system which allows sales to see the relationship between customer engagement and pricing effectiveness.
Attendees will learn:
- How another company has managed the “age-old” dynamic between sales and pricing
- About the relationship between customer engagement and pricing effectiveness
- That it is possible to have a “win-win” happy and profitable customer
- Ideas for metrics to measure sales in enabling pricing effectiveness
Mark Messow has 17 years experience in pricing, proposal writing, cross cultural negotiations, commodity management, and business process development. Mark has global oversight for a number of functions including pricing, sourcing, supply chain services, product data management and international procurement office.
16:15 - 17:00: Global Executive Summit – Presenters Panel