At first glance, setting your price seems like no sweat, but getting it right can be a real challenge. Consumers make their decisions in real-life, with all of its complexities. You’ve got to deal with their perceptions, their logic, their value system, behavioral economics, the competitive and situational context, your product line, and your portfolio of brands. The list goes on! That said, the revenue you can make with strategic pricing is highly rewarding and the process can be lots of fun as well as insightful.
That’s why we brought a workshop on strategic pricing to the 2015 ESOMAR Annual Congress. Together with Ji-Hoon Dierckx, CMK Associate Director at Procter & Gamble; Dirk Huisman, Founder and CEO of SKIM; and John Ashraf, SKIM’s Product Owner Pricing & Portfolio Management; we offered practical and solid solutions for traditional and contemporary pricing issues.
The art of pricing
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Sunday, September 27; 9:00 – 16:30
ESOMAR Annual Congress 2015
The Convention Centre, Dublin, Ireland
We began by answering a variety of business questions and unraveling the different stakeholders’ perspectives and needs across different industries. As you well know, outcomes and insights are generally discussed across a wider group of stakeholders: finance and operations; marketing, brand, and category managers; and sales, account, or channel management.
What does each of these stakeholders use in order to make a decision, what do they expect in a changing daily reality, how are they using the insights and outcomes, and what do they decide based on the outcomes or based on their mutation of the outcomes? We dug deep into the so what and what’s next questions they will have. In the morning, attendees learned based on active participation in case studies and roleplays.
In the afternoon session, we dug deeper by tackling how to fulfill the needs of your stakeholders and make them happy while sticking to the solidity of the insights. For each issue, we showed how to generate the insights. We nailed down what’s possible and not and what the strengths and weaknesses of the different options are.
At the end of the workshop, we discussed the changing reality of strategic pricing. What’s new, what will change, and what it means for you as an insights professional in the context of generating and using pricing insights. We dug into e-commerce pricing, the mobile reality, and more new trends in pricing.
Presented by
Currently leading Gillette Consumer and Market Department for Europe, IMEA and Asia
