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Training: The Value Based Pricing Simulation (Pre-Conference Masterclass) | EU Pricing Summit

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19 September 2016, 9:00 am


Steigenberger Hotel Berlin

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

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 specificvalue 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!

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Pricing and Registration

Instructor Bio:

Dr Manu Carricano Director of Pricing Centre EADA Business School

Dr. Manu Carricano is Associate Professor in Marketing, Operations and Supply and the Director of the Pricing Center at EADA Business School, the first pricing research center in Europe.

Dr Carricano is an executive graduate from the Massachusetts Institute of Technology (MIT) in Big Data, and received his Ph.D. from the University of Bordeaux and a MSc from Kedge Business School.

His work encompasses a wide range of Pricing related issues, has been published in international academic journals and presented at large industry and academic conferences.

He is also an expert in Big Data & Analytics and the author of the book Data Analysis with SPSS (Pearson France, 2010).

Dr Carricano is one of leading Pricing & Analytics educators in Europe, and has trained several thousand participants across the globe, designing popular curricula for Masters and MBA programs, as well as customized courses for multinational companies in a variety of industries.

As a consultant, he has conducted projects in several industries and in numerous countries, working with leading companies such as Bayer, General Electric, Johnson Controls, LEGO, McDonald’s, Medtronic, Michelin, PSA, among others.

Dr Carricano works also closely with startups, as a mentor for ODINE, the Open Data Incubator for Europe, and serving on the Advisory Board of two very prommissing new ventures: Climber Hotel and Commoprices.

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