Liquid Learning Presents the
Strategic Pricing
Masterclass 2015
A cutting-edge training experience designed to give
grounding in strategic pricing models and pricing
goods and services to increase business revenue
and capture a greater market share.
Facilitated by one of Australia’s leading consultants in
market researchers – this intensive program is
specifically designed to equip business practitioners
with the ability to strategically price their services and
products. Attendees will benefit from real-life
examples to strategically price their products and
services.
KEY MASTERCLASS OUTCOMES:
• Understand key factors of GST and how it will
affect pricing strategy
• Harness essential skill-sets to price products and
services while having a competitive edge in the
market
• Develop strategic pricing methods
• Take away tips and insights for successful pricing
post GST
• Build the capabilities to price goods and products
strategically without overcharging the consumer
• Implement competitor tracking
• Discuss key trends in pricing
9 & 10 June 2015
The Majestic Hotel, Kuala Lumpur
EARLY BIRD & GROUP
DISCOUNTS AVAILABLE
See registration form for details
Please note participant numbers
will be strictly capped to ensure
a quality, interactive experience
for attendees
Phone: +60 3 2164 9920
Fax: +60 3 2164 9921
www.liquidlearning.asia
[email protected]
• Improve your organisation’s informed pricing
decisions
HRDF/SBL CLAIMABLE for
MALAYSIAN ORGANISATIONS
EXPERT FACILITATOR
Dhruba Gupta
Managing Director
DBM Consultants Pty Ltd
Strategic Pricing
Masterclass 2015
WORKSHOP BACKGROUND
With GST happening in April, likely a lot of consumers will
become more price sensitive, spend lesser or spending
with ‘value for money’ in mind. Businesses will need to be
smarter in pricing so that they won’t lose out in the market
competition. Some of the questions they should be asking
when making decisions about pricing are:
•
•
•
Should I be giving discounts to draw in more
customers?
When should I be giving discounts?
Should I be pricing differently? Different price ranges
for different customers?
The reality is that once consumers are used to the lower
price range for goods, they will be comfortable with the
new lower prices and will be unwilling to pay more in the
future. It is therefore important to consider the long-term
impact that pricing decisions made now can have in the
future.
This masterclass will look at pricing strategies and
methodologies that will enable businesses to set the
right prices and increase profitability and bottom-line
performance.
Facilitated by one of Australia’s leading market researchers
this hands-on and highly interactive training program is
uniquely designed to impart practical insights and key
strategies for strategic pricing of products and services.
Attendees will benefit from real-life examples and will leave
the event with a range of best practices for achieving
success in pricing their products and services with an
edge over competitors. Register your seat today to be part
of this exciting learning experience!
TRAINING DELIVERY AND
PRE-COURSE QUESTIONNAIRE
INTRODUCING YOUR EXPERT
INTERNATIONAL FACILITATOR
Dhruba Gupta
Managing Director
DBM Consultants Pty Ltd
Dhruba Gupta founded DBM Consultants in 1992 and serves as
its Managing Director. DBM has grown to become one of the
Top 10 Australian market research organisations.
He has been engaged by most of the largest 15 Australian
corporations, a number of global firms and several government
departments. He has also worked in Hong Kong, Singapore,
New Zealand, South Korea, Japan, Thailand, Indonesia,
Denmark and the UK.
As a pricing expert with 25 years experience, he has advised
banking, insurance, telecommunications, pharmaceuticals,
airlines, energy, media, manufacturing and food sector clients.
He has been trained by and worked with some of the world’s
leading academics and practitioners to bring best practice
research methods to support strategic pricing decisions.
He has a Master’s degree in Market Research from the
University of Western Australia and attended the Harvard
Business School. He is an elected Fellow of the Australian
Market Research Society for his contributions to the industry
and sits on the board of examiners that accredits Australian
market research practitioners.
WHO WILL ATTEND
Senior Management and Professionals from around
the region in roles spanning:
• Pricing Analyst
• Pricing Executive
• Pricing Manager
• Pricing Strategist
This workshop will be delivered using a three-tiered
approach.The structure of each session is as follows:
1. Technical overview of the topic area under discussion
2. Practical application of management principles in
the review of case studies, worked examples and
interactive exercises
3. Discussion of subject outcomes and implementation
problems
Workshop participants will have the opportunity to include
comments and questions about issues outlined in the
program by way of a pre-course questionnaire. This
feedback will enable the course facilitator to address
individual questions and concerns.
VALUE PLUS DISCOUNTS
Receive $300 off registration if you book
and pay by 20 March April
• Strategy and Planning
Managers
• Category Management
• Product Management
• Marketing
MASTERCLASS SCHEDULE
• 8.30 - 9.00
Registration
• 9.00 - 10.40
Session
• 10.40 - 11.00 Morning Tea
• 11.00 - 12.30 Session
• 12.30 - 1.30
Lunch
• 1.30 - 3.00
Session
• 3.00 - 3.20
Afternoon Tea
• 3.20 - 5.00
Session
• 5.00
Close of Seminar
SUPER SAVER DISCOUNTS
Receive $200 off registration if you book
and pay by 24 April 2015
Day 1
9 June 2015
Day 2
10 June 2015
An overview of the implementation of GST and
strategic pricing of products and services
Price Elasticity and Competitive Position – An
Introduction to Optimised Customer Pricing
• Understanding the key factors of GST and how it will
• Understanding price elasticity of demand, the way
impact businesses
• Connecting the implementation of GST to pricing of
goods
• Examples and lessons learnt from key businesses in
other countries when pricing products and services
with GST
Group discussion of key issues and how to
price effectively in a GST environment
Aligning Pricing, People and Process within your
Organisation to Drive Sales Growth
• Understanding the magnitude of pricing functions
• Unleashing the true power of pricing functions in driving
sales growth through alignment
Optimising Pricing Strategies using Consumer
Preference Modelling
• Developing pricing strategies, without understanding
what the end consumer is willing to pay and not pay,
risks the possibility of charging too much or not enough
• How market simulators can provide pricing decision
makers with a desk-top model that predicts how
consumers are likely to behave under a wide range of
scenarios where brands are competing with each other
on pricing and non-pricing based offers
• The price elasticities associated with the individual
elements that can make up the overall price (e.g.
for a home loan: how sensitive are customers to
establishment fees, on-going fees, early exit penalties,
honeymoon interest rates, standard interest rates etc)
• The price points at which the brand will maximise
market share, revenues and profits The key do’s
and don’ts that will ensure that modelling based on
consumer research can be successfully used for
strategic and tactical decisions on an on-going basis
customers respond to price changes and using it
effectively to set price levels
• Data foundation - How to structure internal data
processes to ensure key information is not lost
• Competitor tracking - Making use of the information
competitors make available online Elasticity
• Modelling - determining measure the drivers of customer
purchasing behaviour
• Effects Price optimisation - Using differences in elasticity
between specific customers to work out the best
individual price
Informed Pricing Decisions: Choice Modelling and
Demand Forecasting
• Informed pricing decisions
• Estimating likely market share and long term demand
• Using Choice Modelling to estimate prices given particular
competitive offers in any market
• Choice Modelling and the need to segment the market
Choice Modelling Vs. Demand Forecasting
Case Study: Choice Modelling Vs. Demand
Forecasting
Profit Margin Vs Sales Volume
• Understanding that higher sales volume does not
necessarily lead to greater profits
• There are various complex factors at play spanning
supply / demand economics, competitive forces and
organisational cost realities among others that need to be
considered and understood
• Many organisations find themselves in a tug of war for
‘what sends the most to their bottom line?’ Pricing is at
the centre of this dilemma
Customer Segmentation
Pricing for Outsourcing Contracts and the
Importance of a Basecase
• Understanding the values, behaviours and relationships
• Understanding pricing for customised outsourcing
in specific customer segments results in a widening
base of satisfied customers
• The process of developing customer segmentation
models that enable the precise matching of value to
demand, a process that leads to improved customer
focus and business outcomes
contracts
• How contractual terms can impact the pricing case
• How to price for a win-win outcome for both the supplier
and the client
• How to identify value through solving your clients’ key
issues
CERTIFICATE OF COMPLETION
Each participant will receive
a prestigious certificate of
completion.
EARLY BIRD DISCOUNTS
Receive $100 off registration if you book
and pay by 22 May 2015
PRE-COURSE QUESTIONNAIRE
Issued to participants prior to the course to
ensure your needs are met
Booking Form
9 & 10 June 2015
The Majestic Hotel Kuala Lumpur
5 Jalan Sultan Hishamuddin
50000 Kuala Lumpur Malaysia
Ph: +603 2785 8000
VALUE PLUS DISCOUNT
SUPER SAVER DISCOUNT
EARLY BIRD DISCOUNT
Receive $300 off registration if you
book and pay by 20 March 2015
Receive $200 off registration if you
book and pay by 24 April 2015
Receive $100 off registration if you
book and pay by 22 May 2015
Liquid Learning Presents the
Strategic Pricing
Masterclass 2015
1
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Masterclass (2 Days)
Your Investment
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$1995 + GST 6% = $2114.70
$1895 + GST 6% = $2008.70
$1795 + GST 6% = $1902.70
$1695 + GST 6% = $1796.70
Note: Course materials, refreshments & lunches
are included.Travel and accommodation are
NOT included. Registration Options are per
person only.
* Receive $100 off registration if you register and pay by 22 May 2015
** Receive $200 off registration if you register and pay by 24 April 2015
*** Receive $300 off registration if you register and pay by 20 March 2015
TOTAL incl GST
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