OnDemand WTP Pricing Research

Conference: European Pricing Summit


Pre-conference Full-Day Workshop > 19 September 2016

Main Conference > 20 – 21 September 2016


Steigenberger Hotel Berlin

About the European Pricing Summit and Benchmarking Survey

The advent of disruptive technology, growth of e-commerce and increasing competition from global markets are just a few of the reasons why leading companies are spending time and money to develop a pricing strategy that works. Many pricing leaders are wondering what direction to take their pricing strategy in and want to benchmark with other organisations to decide what is the most profitable option. But KPIs and pricing models are almost always confidential,and the majority of organisations are unwilling to disclose the facts and figures that the industry needs. The industry has a dilemma where practitioners want access to others’ KPIs without fully revealing theirs!

Given this situation, IQPC will be launching an anonymous survey as part of our European Pricing Summit to enable our clients to obtain first-hand bench marking data to assist them in creating the most profitable pricing strategy. The results will be revealed onsite and discussed throughout the two days.

Alongside our European Bench marking survey the summit looks at the following core topics:

Value Based Pricing

How can we turn this from a complicated struggle to something which is quick, easy, produces results and works in multiple regions

Blue Sky Session: Pricing Innovation and New Product Pricing

Companies who pour millions of dollars into product innovation and brand strategy often fail at the last hurdle by succumbing to dreary ‘me-to’ pricing. Our Blue-Sky pricing session show cases some of the most innovative, new pricing methods in the market andexamines the ROI and value

Interactive B2B and B2C Streams

At key points during the conference delegates will have the opportunity to join industry specific roundtables and discuss topics tailored to their company. These include capturing consumer emotion, negotiating with procurement and behavioural pricing strategy

Disruptive Technologies

Automation and data analytics have huge advantages for pricing but only if you can get your process in place, access reliable data and manage that change management project. We discuss how to go about this in the most effective way possible

Process Governance and Control

Ad hoc discounting and lack of adherence to pricing strategy can derail even the most sophisticated plans. Ownership, accountability and communicating your plan to all stakeholders is vital!

download agenda

Pricing and Registration

Topics and Speakers

Pre-Conference Masterclass

The Value Based Pricing Simulation

The value-based pricing simulation is specifically designed to deliver in-depth practical training on advanced pricing, in a realistic and dynamic environment.

The workshop provides a simulated environment of several rounds (fiscal years), which make long-range planning feasible and allow a long term evaluation of pricing strategies on different operational and corporate KPIs (sales, market share, contribution, profits, ROI, shareholder value).

The participants will not only have decisions to make on segmentation and positioning issues but will also have to manage interactions between marketing and R&D to develop a new portfolio of innovative products with specific value attributes (with a clear distinction, supported by market research data, between the physical characteristics of products as specified by R&D and the characteristics perceived by consumers).

Decisions will rely on internal information made available (past performance, cost data, etc.) and on an extensive set of over 15 market research studies including an awareness survey, purchase intentions, shopping habits, consumer and distribution panels, perceptual mappings and conjoint analysis among others.

In a single line: The serious game of pricing!

Attendees will learn:

  • Just as a flight simulator allows a flight crew to practice in a risk-free setting, the value-based pricing simulation allows participants to test their knowledge in a concentrated amount of time before entering their usual business environment
  • Pricing, marketing, R&D, channels among other interactions are considered together in a holistic and unique approach of value based pricing
  • The competitive spirit between teams leads to a high level of excitement and enthusiasm, making the learning experience a sensation!

Dr Manu Carricano
Director of Pricing Centre
EADA Business School


Conference – Day One

Case Study Philips Healthcare – Creating 1M / year business impact through value-based pricing

Tobias Happel 
Global Pricing Manager
Philips Medical Systems


Panel Discussion: Executing value-based pricing more quickly and easily

Rafael Farres 
Head of Strategy and Pricing
Agfa Graphics

John Burdass 
Head of Commercial Pricing EMEA

Juergen Liebert 
Head of Customer Management and Pricing
Linde AG

Roberto Bedotto 
Global Pricing Director
NGA Human Resources


Exclusive Benchmarking Survey!


Identifying when value based pricing is the right strategy? And driving it forward

Rafael Farres 
Head of Strategy and Pricing
Agfa Graphics


Innovation in new product pricing

Stephan Reis 
Revenue Management Consultant
Thomas Cook


Staff, governance and CEO – Are your staff sabotaging your pricing strategy?

John Burdass 
Head of Commercial Pricing EMEA


Interactive Roundtable Discussions


  • Negotiating with procurement
  • Coordinating price across product and service mix for revenue growth
  • Adapting global prices to regional markets


  • Pricing Transformation
  • Capturing consumer emotion in your pricing
  • Creating quick pricing tests to determine optimal price levels


Keeping to the tracks: Implementing pricing governance across multiple borders and teams

Guillaume Lambot 
Head of Pricing
Nissan Europe


Bringing pricing to the Boardroom: Positioning pricing as a strategic role

Rahil Ansari 
Head of Global Parts Pricing
Audi AG

Conference – Day Two

The world is your oyster: Best practice multi-jurisdictional pricing

Javier Arizaleta 
Group Pricing Director


Panel Discussion: Pricing for different categories, Product Segments and Markets – How can you tailor your pricing strategy effectively?

Javier Arizaleta 
Group Pricing Director

Eloy Sasot 
Global Director of Pricing and Analytics


Interactive Roundtable Discussions


  • Pricing process management
  • Cross-bundling of services and up-selling
  • Best practice in Pricing Leadership


  • Implementing a data driven pricing strategy
  • Adapting your pricing strategy to take advantage of ecommerce
  • Using promotions and discounts


Learning from pricing in professional services: Relationship management and negotiation

Stuart Dodds 
Director, Global Pricing
Baker and McKenzie

Adrian Avanzato 
Head of Pricing
Norton Rose Fulbright


Benchmarking results revealed! – part 2


Optimising the delivery of subscription pricing to maximise revenue growth

Adam Wright 
Head of Pricing
Virgin Media


How do you fill the competitive data gap?

Roberto Bedotto 
Global Pricing Director
NGA Human Resources


Panel Discussion: Visibility, Analytics and Decision Making: Exploring best practice in Data Analytics to increase profitability

Dr Manu Carricano 
Director of Pricing Centre
EADA Business School

Matteo De Tomasi 
Head of Pricing Intelligence


Steigenberger Hotel Berlin

Steigenberger Hotel Berlin

Los-Angeles-Platz 1, Berlin,
10789, Germany
Website:  http://www.berlin.steigenberger.de

Phone: +49 (0)30 2127 0

Fax: +49 (0)30 2127 117

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