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Capturing Value with Optimized Pricing

Date: Thursday, October 07, 2010
Time: 09:00

Place: EADA, c/ Aragón 204.

Type: SEMINAIRE

Price: 590€
EADAAlumni and Corporate Business member fees: 350€

Capturing Value with Optimized Pricing

Objetives

Setting prices, or Pricing is an area of great growth and importance in Management, and, paradoxically, a discipline still in its infancy in many business organizations.
"Price" as such, and each of its components, forms the only one of the "4 Ps" that generates income for the company.
Strategically, it is increasingly important in the current environment, to have a structure based on processes, data, tools and professionals which leads to pricing in a systematic and scientific manner.
We are offering this seminar as an extremely practical approach to the required steps to optimize the pricing process, with reference to case studies and tools.

Key Aspects

Tools and Techniques in Transactional and Value Pricing
Pricing Structure: Processes, Organization, People and Tools
Change Management for the development of pricing within the company

Target audience

This seminar is aimed at people who already have responsibilities pertaining to pricing or marketing, sales or finance departments who are seeking to adapt their competence profile to the demands of pricing.

Programme

9:00 to 9:30 Welcome participants

9:30 to 10:30 Key variables in a process of optimized pricing
Definition and practical application of the equations relating price, volume and cost
Simulation Game

10:30-12:00 Estimated demand and value assessment
Techniques and Tools for Measuring Value
Quantifying value as consumers’ willingness to pay

12:00 to 12:30 Networking Break

12:30 to 14:00 The impact of environment on pricing
Understanding external variables
The "Pricing War Game"

14:00 to 15:00 Lunch

15:00 to 16:30 Change Management applied to Pricing
Key variables for the effective implementation of a pricing initiative
"Quick-Wins" as a lever of change and identification methodology
Development Rules and implementation of the Pricing Process
Development of a Roadmap to Excellence

16:30 to 18:00 Pricing Operations: an authentic case study of the development of the Pricing Function in an organization - (English).

Faculty:

Dr. Manu Carricano, Professor of EADA. Manu Carricano received his PhD from the University of Montesquieu in Bordeaux, France and graduated from the School of Management in Bordeaux (BEM). His doctoral research focused on the definition of Key Pricing Indicators (KPIs) and optimization of the pricing process. His work covers a wide range of aspects of pricing (price optimization, value analysis, benchmarking of prices) and has been published in academic journals and conferences. He is also a data analysis expert and author of "Data Analysis with SPSS" (France Pearson Education).
As a consultant, Manu has conducted projects in various industries such as Consumer Goods, Insurance and Tourism and Hospitality. He has also worked in market research companies in the development of automated intelligence tools on the Web and Internet ethnographic methods.

Frédéric Duhamelle, Global Head of Pricing Operations at Syngenta Corp., Switzerland. Frédéric Duhamelle is currently the Global Head of Pricing Operations at Syngenta Crop Protection (annual sales of $ 9 billion). He has established pricing corridor processes and and pricing function at Syngenta EAME over the last 3 years and is now in charge of implementing their newly created key functions and pricing initiatives around the world. He is also in charge of the definition of metric systems to support measurement of the effectiveness of marketing activities (branding, CRM, Channel Management, etc.). Frédéric has 12 years experience in positions of Sales and Marketing Management, much of which he has gained in U.S. companies (Monsanto, DuPont) in agricultural protection and coatings for the automotive industry. He is an agricultural engineer who graduated from Agro Montpellier and has an Executive MBA from ESCP Europe. He also has the Six Sigma certificate from DuPont Corporate.

Fernando Ventureira, Managing Director, Pricing Solutions Europe. Fernando has over 20 years of experience in assisting international clients in a wide range of industries to successfully implement improvement projects in Strategy, Management and Operations as well as complex Software Development and Systems Delivery Programmes .
Fernando has wide experience in the field of pricing. He has collaborated with companies to help them improve their Pricing capacity and to use Processes, Systems and Tools to achieve their goals. He has also spoken at several conferences and regularly conducts research projects for software vendors Pricing.
Fernando is a member of Prince2 Project Management Forum, and is an expert in methodologies and Change Management Projects such as PMIBook, Metrica, DMAIC (Black Belt) and CMMI. Fernando has also been an adjunct professor of New Information Technologies at the University Complutense of Madrid.
He is currently enrolled in a Ph.D. programme in UNED, he has an MBA from EAP (Paris Management School, Oxford Cursus) and a Bachelor of Science degree in IT from ESCP (Paris Business School). He speaks several languages fluently including English, Italian, Spanish, French and Portuguese.

TO REGISTER TO THIS ACTIVITY PLEASE CONTACT:

MARIAN GONZÁLEZ, EADAALUMNI COORDINATOR.

PHONE NUMBER. 93 452 0844