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Fully Revised
To Meet Current
Market Conditions
PRICING STRATEGIES
IN TOUGH TIMES
For Competitive Advantage
27 & 28 July 2015
The Renaissance Hotel, Kuala Lumpur.
Led By Renowned Author & International Speaker
IAN RUSKIN-BROWN MSc., MIMgt., MCIM., DipM., FinstSMM., MMRS.
Fellow of the Institute of Sales and Marketing Management, Diplomate of The Market Research Society,
Faculty Member of the Chartered Institute of Marketing, Member Of The British Institute Of Management.
Improve Your Pricing Strategies By:
► Understanding The Market Forces At Work And How These Affect The Freedom To Price
► Learning How To Price In A Declining Market - The Seven Things Not To Do
► Understanding Customers' Needs In Tough Times
► Preventing, Or If Necessary Fighting A Price War
► Understanding How The Best Buyers Buy And How To Deal With Them
► Using The Essential 11 Pricing Strategies In Tough Market Conditions
► Knowing The Differentials For Pricing New Products In Both New And Established Markets
► Understanding Value Based Pricing (VBP) And How To Apply It Profitably
► Structuring An Effective Discount Policy
► Comprehending The Various Ways To Set Price In Response To An Invitation To Tender
VALUE ADDED INCENTIVE !
All participants will receive a copy
of Ian's latest book, Practical
Pricing For Results as a value
added incentive for attending this
programme.
www.ingenium.asia
HRDF Accredited
Training Programme
Professional Training Brought To You By:
Why Pricing Strategies In Tough Times?
In a recessionary market the name of the game is ‘Survival’; when a ‘Depression’ sets in you are
fighting for business not only against the adverse economic conditions and your competitors, but also
against anything that the customer sees as a valid use of their shrinking resource of money other than
your goods or services. And what they spend on these alternatives, they cannot spend with you.
Research shows that the greatest predictor of long term business health is the size of an organisation's
gross margins actually achieved. And the greatest influence over this is the degree of control that the
organisation has over the price it gets for its products in the market i.e. is it a Price Maker, or a Price
Taker?
Corporations have a lesser degree of control on pricing as they continue to operate in an environment
where supply exceeds demand and buyers continuously take great strides to “commoditise” the
vendors’ products or services. Only companies which are aware and take the necessary measures to
deal with this brutal fact will be able to survive these challenging periods and be ready for growth in the
future.
During these tough times, organisations face immense pressure from their customers to reduce the
price of their products and services substantially. Herein lies the dilemma;
• How can organisations continue to reduce prices to retain the customers and yet achieve
the competing objective of achieving improved returns and profits?
• And how much more can they afford to reduce the prices?
Sales and Marketing professionals will be aware that reducing the price is one of the easiest tasks.
However, they will also realise that it is very difficult to increase the price after they have reduced it.
Pricing is a strategic issue and it is imperative in every organisation’s interest to set their prices
appropriately.
This professional training programme will examine and discuss the range of tactical disciplines that
must be acquired to survive these challenging times.
Developed by industry veteran Ian Ruskin-Brown, who is one of the very few corporate trainers in the
world who has the recognised competency to deliver training in Pricing Strategies at this level, this
programme will show how best-practice companies price their products and services in these tough
times,valuable knowledge and skills which you can apply immediately at your work environment.
Attend this highly relevant training and you will realise that price reduction during tough times is
nothing but a myth!
Contact Us Now To Reserve Your Seat.
Early Bird Rebate !
Register By 30 June 2015
And SAVE RM 500 /=
On The Training Investment !
+(603) 5033 1899
+(603) 5033 17995
[email protected]
Key Topics
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Role of Pricing
Understanding Customers' Needs in Tough Times
Myths about Pricing in Tough Times
Getting Disciplined on Pricing
Basic Components for Improving Financial Performance
There is No Substitute for Market Knowledge
How Majority of Firms in Industry Set Prices
Sharing Best Practices
Marketing and Pricing - The Foundations
Different Pricing Strategies
Basic Principles of Conjoint Analysis
Fighting the Day-to-Day Pressures on Price
Bundling Versus Breaking
Pricing in a Declining Market - Seven Things Not to Do
Eight-Point Guide to Price Increase
Eleven Ways to Increase Margins, Without Increasing Price
How the Best Buyers Buy and How to Deal with Them
Who Should Attend
■
Pricing Directors, Managers & Specialists responsible for determining
the pricing strategies of the organisation.
■
Sales & Marketing Directors , Vice Presidents & Managers whose
success is measured and rewarded by criteria like EBITA, EVA, Market
Share, Profit after tax, and ROI.
■
CFOs, Finance Directors & Managers who assist in marketing and
pricing decisions and want to ensure that the strategies get implemented
in the market place.
■ CEOs, MDs, Presidents, Country Managers & GMs who have
accountability for the short and long-term growth of the organisation.
■ Market Research Professionals who provide feedback to their employers
on market trends and needs.
■ Directors & Managers in Non-Pricing Departments who need to
understand the issues and language of pricing, sales and marketing.
TESTIMONIES FROM PAST PARTICIPANTS
Why Should You Attend
How the Best Buyers Buy
Get into the mind of the best buyers and
understand their approach in buying. Use
this knowledge to map out strategies to deal
effectively with them.
Eleven Ways to Increase Margins
Apply eleven proven ways that organisations
can increase their margins, without increasing
their prices.
Avoiding Price Wars
Learn how to avoid unnecessary price wars
(wars initiated by rumours or wrong market
information).
Fighting and Winning Price Wars
Sometimes, a price war is inevitable. Learn
a structured approach to fight and win price
wars, and still be able to increase price after
the war.
Price Impact on Margins
Appreciate the significant impact of price
revisions on revenue and margins, and take
the necessary actions to manage customer’s
incessant pressure to reduce prices.
Change Your Perceptions
Perceptions drive all our actions. Understanding
the myths of pricing in tough times will
enable you to change your perceptions
about pricing in these tough times.
The Pricing Tsar
Implement the concept of the pricing Tsar in
your organisation so that pricing continues
to strategies.
Best Practices
Learn how successful companies price their
products or services profitably during tough
times, and have improved cash flow while
maintaining a competitive advantage.
Ian is an excellent instructor. His class management skills, academic knowledge on the subject of services and business consultancy
experience add great value to the subject. - Diane McKenney, Head Of Marketing Management, IBM, USA.
I would like to thank you for the excellent training seminar. This is the best pricing strategy seminar that I have known of. I would recommend
this seminar to other colleagues in my company.- Mahidi Sofian, Infrastructure Pricing, Telekom Malaysia Berhad, Malaysia.
I want to thank you for a useful, practical, but above all else, a fun week. Thank you for an excellent course.- Yvonne Ridge, Product
Manager, Knight-Ridder, UK.
Excellent programme! Lots of information, learning and knowledge gained. - Sajjad Aziz, Bayt.com, UAE.
I talked to the members of my sales operation and they were all unanimous in their praise of your professional approach.... Above all else they
had fun during your course. - Chris Powel, President, Royal Mail Inc., USA.
I find it hard to believe that so much information was covered so successfully in such a small space of time. The week was very useful indeed
and I am looking forward to putting it into practice! - Nick Bozzini, Lloyds Bank, UK.
This is one of the most informative marketing seminars I have attended ever! - Naohiro Tsuruta, Senior Marketing Analyst, IBM Japan Ltd,
Japan.
The event was wonderful. I gained a lot of good experience and knowledge. -Bushra Razvi, Wataniya Telecom, Kuwait.
YOUR EXPERT PROGRAMME DIRECTOR
IAN RUSKIN BROWN
Fellow of the Institute of Sales
& Marketing Management
MSc. MIMgt. MCIM. DipM. FinstSMM. MMRS
Diplomate of the Market
Research Society
Ian Ruskin-Brown
Visiting Assoc. Professor at
the STM University
is an academic, a practising and
incurable businessman, author, and corporate trainer. Over the
last thirty years he has built an enviable reputation as a leading
international consultant in pricing strategies, marketing and
sales management.
Ian is a visiting Associate Professor at the Corporate University of S.T. Microelectronics
in France, a Fellow of the Institute of Sales and Marketing Management, Diplomate of
the Market Research Society, Faculty Member of the Chartered Institute of Marketing,
and Member of the Business Graduates Association of MBA's as well as the British
Institute of Management. He saw active service as an officer and sometime helicopter
pilot in HM Royal Marines Commandos, before becoming a practising, if slightly
unconvinced civilian.
Ian's business career has a strong bias towards marketing management in the
operational field and planning functions, working for such firms as Lyons & Co., Reed
Paper Group, Trebor Sharpes, Esso Petroleum, Goodyear Tyre & Rubber to name but
a few. Since 1973, his career has oriented towards the academic and consultancy,
working as a Senior Lecturer at the University of the South West, with visiting
lectureships at the universities of Bath, Bristol, Oran (Algeria) and South Wales.
Faculty Member of the
Chartered Institute of
Marketing (CIM)
Member of Business Graduates
Association of MBA's
Member of the British Institute
of Management
Ian Ruskin Brown
is the best selling author of
Ian is a long-time Member of the Faculty of the Chartered Institute of Marketing (CIM),
the institute’s training arm. For several years he was a speaker on the FCO
Management Training Programme for those taking post as Commercial Attachés in
U.K. Embassies overseas.
Until recently he was a member of the IBM International Business School. Currently he
is part of the faculties of the Management Centre Europe in Brussels and the Singapore
Institute of Management. He has recently worked worldwide for Nokia Networks,
Texas Instruments, Securitas, Amadeus, Chevron Texaco, Alfa Laval and Sime Darby.
Mastering Marketing
Ian has specialised in the high technology and financial services industries and hascarried out much in-house workat home and abroad for a wide range of firms providing
such products and services, the experience from which has gone into his writing. Ian
has to date published three books titled Mastering Marketing, Marketing Your Service
Business and Practical Pricing for Results. He is also the co-author of The
Professional Advisor's Guide to Marketing. His next book, Strategic Key Accounts
Management is due out in 2016.
Before taking up directorships in several successful market research companies like
MSS Market Research Ltd. and Mercator Ltd, Ian worked as an independent
consultant, being involved in consumer, industrial, government policy and tourism
projects, often acting in the dual capacity of consultant and project leader.
Marketing Your
Service Business
Ian, who resides in Windsor, England has trained and consulted numerous Malaysian
and Asian organisations in marketing and pricing strategies over the past 20 years.
This will be the 5th consecutive year he will be conducting the Pricing Strategies in
Tough Times training programme in Kuala Lumpur.
TEAM PARTICIPATION IS HIGHLY ENCOURAGED !
To ensure successful implementation of the learning and competencies acquired,
Ingenium will encourage team learning by providing a group attendance
package of 3 + 1, meaning participating organisations can register 4
participants for the price of only 3!
Practical Pricing
for Results
AGENDA
DAY 1
PRICING STRATEGIES
IN TOUGH TIMES
TIME
0900
27 July 2015
PROGRAMME SCHEDULE
LEARNING OUTCOME
Introduction & Understanding the Financial Internals:
. Introduce the case study
. Set the tone and objectives of training
. Learn basic profit and loss and the impact that pricing
has on the profit
Who Should be the Decider - The Pricing Tsar?
Understand the issue regarding who should be
. Where should the pricing design, policy and strategy . responsible
for pricing
decisions be made, and by whom?
. The case for a pricing Tsar and how it should work
. Know how to use the concept of the pricing tsar
. The ways to improve financial performance
Note: Case study will be sent to participants prior to the
. Profit & Loss mechanics
course.
1015
1035
COFFEE BREAK
Effectiveness vs. Efficiency: Role and impact of Pricing
. Internalise (then operationalise) that it is easier to
improve the profit through pricing than reducing costs
Exercise: Which is the most potent?
What happens to the Market in Tough Times?
. Getting disciplined on pricing
. Supply and Demand & the Product Life Cycle
Know the impact of supply and demand; and the
. How most companies price in normal and tough times . product
life cycle on pricing
. How some companies have priced wrongly in tough
. Be clear on the uses and abuses of cost plus and
. times?
The delusions and the practice
break-even analysis
. Cost Plus and other myths
. Break-even analysis - Relevant calculations
1300
1400
LUNCH
Factoring in the Demands Curve:
. There is no substitute for market knowledge
. The uses and abuses of marginal pricing (and when
use it)
. toActivity
based costing – What it is and how it works?
. How successful
companies price in normal and
tough times
. The essentials to survive in tough times
and activity based costing
. Learn how the best- practice companies price their
products both in good and tough times
TEA BREAK
1530
1545
. Learn how to acquire the necessary market intelligence
. Know that it is possible to sell too much and make a loss
. Acquire competencies on the use of marginal pricing
Market Pricing 1:
. The foundations of strategy
. Positioning and segmentation – the foundation
of marketing and pricing.
. The
marketing pricing strategies
. Pricemain
as an indicator of quality
. Relationship pricing
Exercise: Pricing a range of products and services
. Learn how to position your products and services
. Learn the different types of pricing strategies available
. Know how to use price as an indication of quality
. Apply the concepts to the case study “The South East
Asian Fishing market”
Exercise: Application to the case study
1730
END OF DAY ONE
AGENDA
Day 2
PRICING STRATEGIES
IN TOUGH TIMES
TIME
PROGRAMME SCHEDULE
0900
Review of key Learning from Day One:
LEARNING OUTCOME
. Re-cap of previous day learning
. Complete the different market pricing strategies.
. Market Pricing Strategies concluded
0930
28 July 2015
Market Pricing 2: Value Added Pricing:
. What is it and why should we do it?
. How to do value added pricing
. Use of the Levitt Construct
. Know how and when to do value added pricing
. Learn how to use the Levitt Construct to do value
added pricing
Exercise: Apply the Levitt Construct to a real-life situation
COFFEE BREAK
1030
1045
Continuation of Value Added Pricing:
. The most effective ways to add value
. Using a spidergram to see if we are competitive
. Basic principle of Conjoint Analysis
. Use the spidergram tool to determine your organisation’s
business strength and hence competitiveness in its target
market
Exercise: Plot Competitiveness on a spidergram
Exercise: Applying the concepts to the case study
LUNCH
1300
1400
. Know how a conjoint analysis is produced
Modern Tactical Pricing 1:
. Finding your freedom to manoeuvre the price
the Buyer’s matrix
. -How
professional procurement is trained to buy
. The dangers
of discounting
. Discounting policy
. Pricing new products
. Fighting the day to day pressures on price
. Know when and how to give discounts
(when you absolutely have to) effectively
. Learn how to deal with buyers who negotiate on price
. Learn how to price new products
. Learn how to handle day to day pricing issues
Exercise: How good a buyer are you?
TEA BREAK
1530
1545
Modern Tactical Pricing 2 :
. Know the rules when pricing in a declining market to
. Pricing in a declining market - Seven things not to do
avoid being caught in a future, long-term battle to reverse
. Eight point guide to price increase
. Eleven ways to increase price (without increasing the price) the situation
. The rules for Fighting a price war
. Learn how to increase your prices in tough times
. The use of ‘Fighter Brands’ & ‘Diverter’ strategies
. Be aware of the rules when fighting a price war
Course Round Up
. How ‘Fighter Brands’ and ‘Diverters’ work, how and why
Q&A
Certificate Presentation
1730
they must be handled with care
END OF PROGRAMME
BOOKING FORM
www.ingenium.asia
METHODS OF PAYMENT
PRICING STRATEGIES IN TOUGH TIMES
27 & 28 July 2015
Payments can be made by cheque or bank transfer.
All payments are to be made in favour of:
INGENIUM ASIA SDN. BHD
The Renaissance Hotel, Kuala Lumpur.
REGISTER BY PHONE, FAX OR EMAIL
Phone: + 603 5033 1899
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Email: [email protected]
Payment is required within 5 working days of receipt of invoice.
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DELEGATE DETAILS
Registrations Received By 30 June 2015
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