Designing & Implement a Value Based Global Pricing Strategy (2 Day Workshop)

Transcription

1 Breaks: 15 Minutes each, mornings and afternoons Lunch provided each day: Keynote Speaker(s) day one Day 1 Value Based Pricing Introduction & Workshop Structure Short introduction by Mike Calogridis & Irshad Shafique, Review the setup of the Workshop setup (3 phases of pricing excellence 1. Diagnostic, 2. Embed and 3. Sustain) for Days 1 and 2 and attendees key takeaways. Discuss major differences in strategy between B2B, B2C and B2G (for purposes of this. Pricing is Important The Power of Pricing (shows sliding scale graph in 1% increments and the impact on revenue from price increases) Expected Benefits (range of improvement on P&L performance from pricing) Why Companies struggle with implementing a value based pricing strategy (lack of analytics, lack of central pricing strategist, etc.) Focused Analytics, Culture and Behavior in Pricing discuss each area Culture the CEO sets the company tone we must get better at pricing as a company, Behavior each company stakeholder in pricing (marketing, sales, etc) must adapt to value add consistent price practices. Lastly, focused pricing analytics, which tracks discuss overall current pricing performance and tracks price improvement initiatives. Phase I Diagnostic Historical Price Performance of subject company (Transactional data for 2 past full years) (Price Volume Analysis - % growth in revenue from Price vs. Volume), Average Selling Price - qtr by qtr selling price performance trends graphed vs. volume gained. Dynamic Pricing Forecasting Pricing Price Elasticity Defining the Pricing Strategy - actually write out the price strategy statement for the company Value Proposition Defined what exactly is the product differentiation vs. competitors and how does the sales force use that information to communicate value to customers. Internal Company Price Practices Questionnaire (How is Price Currently Managed) - ask key internal stakeholders Executive Sales Finance 1

2 Marketing IT Legal, etc a standard questionnaire about current company price practices External Company Value Survey (ask a sampling of top customers questions about value and how that value translates into price i.e. are the companies product s state of the art, is service good, etc.) Collecting & Understanding Competitive Metrics how/where does a company begin to collect competitive data. Attempt to gain a gage on the competitive environment. A proactive look. Competitor websites. Customer information processing strategies how does the customer determine they need to buy and at what price. Economic Survival & Viability the concept that companies must be able to charge a certain price in order to economically survive as a business entity. List Pricing (relative to a List, Discount and Net price structure) managing price for customers not on contracts Contracts Review/ Deal Score Methodology to attach a score (out of 100 points) to each contract based on (1) yr/yr avg sell price growth, (2) yr/yr volume growth (3) optimal product mix vs. similar customers, (4) other T&C s that have a monetary value. Used to compare / gage individual contract performance. Discount & Promotions Strategy discuss how to develop a discount & promotions strategy and what common problems can occur (discount creep ) Exceptions Pricing setting up the exceptions process, the day to day analysis and working with the sales force and marketing on individual deals. Cost Review - fixed and variable costs are costs declining or staying pat. Supplier Review usually more for 3 rd party distribution companies but a review of key suppliers, prices paid. Price Improvement Initiatives - various types of price improvement areas (List Price, Discount rationalization, Optimizing product mix and negating waived special charges) Quantified/ Low Hanging Fruit - opportunities for quick benefit from pricing actions i.e. over discounting certain small customers and/or waiving special expedite charges, etc. Commercial Pricing Team - How should the pricing team be set up? How many headcount and in what roles? Summarizing Key Findings & Present and Agree on implementation Steps all actions for improving price would be presented to senior management at the 1 st quarterly price review. 2

3 Day 2 Value Based Pricing Phase II Embed Process & Procedure Design - the format of executing process and procedures documents to be used for the various areas of price execution. Will provide a sample template. Establish Product Pricing Process - Actually write out what the process will be in setting list prices and discount structure New Product Pricing - Discuss how new products can dramatically change a companies pricing results. Will review how to work with marketing to estimate a price and then how to monitor the product price performance write out what the process will be in setting list prices and discount structure Product Life Cycle Management Review the traditional marketing product life cycle (market introduction, growth, maturity, saturation and decline) and the role of pricing in each area. Marketing Research (Conjoint Analysis) - discuss how traditional marketing research works and how conjoint analysis aligns with a pricing strategy. Internal Collaboration - discuss how the pricing must collaborate with all internal groups that affect pricing. Global Considerations How will pricing strategy be set up outside the USA Parallel Imports Price structures on the Internet require rate rationalization. Exchange Rate Pass Through how much of the currency exchange plus/minus actually passes through to EBITA The Global Pricing Council global council of pricing leaders who meet and share best practices and current issues Quarterly Global Price Reviews structuring the quarterly review of price with the company business leaders Contracts & Terms and Conditions T&C s that relate to price Legal Considerations any legal issues related to price (similarly situated, government best price, etc) Implement price improvement initiatives - ensuring the price improvement initiatives are tracked and presented each quarter Pricing Tools price aids that will help marketing and sales ensure better price practices. Common excel type tools and then pricing software tools. KPI Dashboards online dashboards with in-depth pricing dashboards containing key performance metrics to a sales territory level Standardized Analytical Templates similar techniques (templates) for setting price, discount, price exceptions etc. 3

4 Price Training (for sales, marketing and finance) training on price tools, key dashboards and role play training for sales on discussing price with customers. Hiring & Training the Pricing Team ideal backgrounds for successful pricing individuals, likely future pricing careers and how best to train pricing teams. Pricing Software & Systems brief touch on leading pricing software tools and companies The Pricing Team's role in the Pricing Strategy pricing team acts as central strategist pulling along the disparate pricing pieces together. Pricing & Marketing and the Sales Force Marketing sets the prices and the sales force sells the pricing review how the pricing function must coordinate a price strategy with these two key groups. Phase III Sustain Proactive vs. Reactive approach to Pricing Company must be in front of the pricing curve vs. reacting to market pricing issues as they occur. Forward Looking vs. Backward Looking Pricing Strategies - pricing strategy must use historical and competitive data to forecast future pricing Pricing Psychology (Price perceptions & price competition) Concept of buyers attaching perceived value to products. Using Price to Grow Market Share in certain circumstances a company can lower price and gain additional customers and grow share but the company must be aware of competitive responses. Government Pricing competitive pricing with governmental organizations; briefly touch on cost plus government defense contracting. The Value Proposition vs. Selling a Price Increase positioning the price increase as either a stand alone item or as part of a greater value proposition for the customer that might include mix shifts. Managing Product Lifecycle Pricing proactively managing price through the product lifecycle Managing negotiations contractual negotiations (RFP s etc) Success builds upon itself - how pricing success builds positive momentum The 1% rule in process how the idea of even a 1% increase in price can have dramatic positive revenue and profit impact Unannounced price increases occasionally a small, unannounced price increase can be instituted Quicker & Better Informed Sales Decisions price decisions need to be close to the sale rep (idea of pricing tools for sales) 4

5 Lifetime value of customers Partners concept of seeing customers seeing vendors as long term business partners. How that affects relationships and attitude toward price. High Value vs. Commodity Products / High SKU's how does a high SKU industry (>100k sku s) affect price analysis. Bundling & Bulk Shipments price premiums for additional services. Discount 'creep' discount grids that fail to maintain distinction in discount provided to different size customers. Concept that over time, most customers, regardless of size, are getting the same % discount. Industry Specific Pricing & Issues Discuss with attendees industry specific issues (open dialog) Retail, Ecommerce, Online (Internet), Healthcare Instructors will comment on each specific industry and answer specific questions from attendees. 5