Pricing: Strategy and Tactics

Overview

This course explores one of the most important elements of the marketing mix: pricing. We start by moving from cost-plus to value-based models, looking at pricing fundamentals and the impact pricing has on business performance such as profitability and growth – and how it matters as much to branding as the buying decision. We will discuss the importance of pricing for customers, both B2C and B2B, through a number of case studies with a view to developing a framework that we can apply ourselves day to day. 

Who should attend?

Marketing executives, managers, and directors who understand that pricing has a profound effect on the way customers perceive their organisation and its products. Delegates leave with a number of practical tips to determine, and communicate, prices to customers. 

Learning outcomes

• What models help us think about pricing? 
• Which approach worked (and which didn’t) for well-known brands 
• How should our prices respond to a downturn? 
• What is price discrimination? When is it right to adopt it? 
• Why might prices we charge vary between territories? 
• Does digital make it harder or easier to charge different prices? 
• What is the difference between cost plus and value-based pricing? 
• Which aspects of marketing are affected by the prices we charge? 
• How the way we communicate price affects what customers think? 
• How do pricing and discounts affect customer loyalty? 
• When, if ever, should we adopt a freemium model? 
• Should you take the high road or the low road?