Research shows that 70% of change project fail. Pricing projects and pricing transformations need a strong change management approach including a vision, a success team coalition, a compelling need for change, and a change management toolbox. Event and The CAP™ certification, what is part of it, program reviews the entire change management process and focuses on 10 critical dimensions of change in pricing and value management.

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2. Editor`s note
The 2nd Manufacturing Pricing conference took place May 21st - 23rd
at the Radisson Blu Hotel Amsterdam Airport in Amsterdam. Over
120 pricing experts from across Europe and beyond came to discuss,
share, learn, and network around several themes such as value
based pricing and TCO, pricing strategies in a highly competitive
market, change management in pricing, ROI in pricing, pricing initiatives,
pricing execution improvement, analytics-enabled pricing optimisation
and much more.
“Segmentation, Pricing KPI´s and Innovation in Pricing”
Looking at the evaluation forms and key takeaways of participants,
it is clear that Value Based pricing on everyone’s mind. Even though
many cases are proven to be successful, organisations still struggle
to find the right way to get paid for the Value created. There are
several challenges like differentiation, segmentation, process
complexity, organisational alignment, sustainability and time, that
still hinder organisations from achieving full ROIP. During the conference,
it was constantly stated that pricing is not a project but rather a
journey. A journey that requires time and organisational acceptance
(change management). During his presentation Miguel Serrano
Kieckebusch, Global Pricing Strategy Director at Medtronic pointed
out that only 9% of the organisation that undertake the pricing
journey manage to have a sustainable pricing strategy.
Another Key topic that came up several times at the conference was
how we can measure KPI´s and which KPI´s should be measured.
No matter if we are just starting our pricing journey or we are in
need for additional management support for our pricing activities,
we need to be better in measuring how we are impacting the business
or how can we improve? Additionally many organisations are now
interested in learning more about legal aspects of competitor/market
systems for price enforcement of sales force.
Overall, the event showed that most manufacturers are facing the
same challenges. This type of event is the perfect platform for them
to learn from each other, brainstorm on, and get inspired into new
and innovative pricing concepts.
http://www.linkedin.com/pub/goran-cvetanovski/9/43b/991
https://twitter.com/GCCopperberg
Goran Cvetanovski,
Editorial Director, Pricing Division
Copperberg
24 Pricing
professionals on stage
2 Manufacturing Pricing Excellence Platform 2014 - Post Event Report
MPEC 2014
120 Delegates coming from 14
countries in Europe and US
12
delegates got CAP Certified
900+ Min
of networking
480 Min
of premium content
120 Min
structured knowledge sharing

3. Conference Testimonials
“Having participated in numberless conferences of all
kind, the Copperberg Pricing conference was an outstanding
event. Reasons for the success was a diversified agenda
(including round tables, pricing stidio), sufficient room
for networking and peer to peer discussions as well as
valuable pre-conference workshops. The members of the
advisiory board left no question open so that there is just one
statement left: Copperberg Pricing Conference 2015 ? I will
participate - for sure !”
Head of Strategic Pricing, H.C. Starck
“Well organized conference with excellent speakers in a
format that enabled very good networking”
Pricing Manager, ABB BU LPED Enclosures and DIN-Rail
products
Manufacturing Pricing Excellence Platform 2014- Post Event Report 3
“Great opportunity to meet with peers and discuss op-portunities
and challenges we face in the pricing arena.
Can share experiences and learnings with peers which
can be delivered back to the business”
European Merchant Margin Enhancement and Pricing
Manager, Air Products and Chemicals inc.
“This was a very professional conference, where real pricing
professionals presented to pricing professionals. A must
in terms of sharing best practices!”
European Channel and Pricing Manager, SKF Industrial
Market, Regional Sales and Service
“A very good conference, with excellent disposition of
speakers, seminars, workshops, networking.”
Aftermarket Director, JBT FoodTech
“Really nice experience to meet so many experts at one
place!”
Sales Manager, EagleBurgmann Germany GmbH & Co. KG
“A great conference, well organized and a lot of great
speakers, very targeted on a subject that often is under-estimated.”
Regional Process Manager, EagleBurgmann Germany
GmbH & Co. KG
“Pricing topics were discussed at a good level, with interesting
case studies. It gives a good feeling or where the industry
is on pricing”
Strategy & Pricing, Agfa Graphics in Belgium
“Great conference with a good mixture of real cases, a
nice atmosphere for good networking and valuable content
on pricing practises and methodology.”
IT&S Business Co-ordinator, Borealis Group
“Pricing practitioners’ knowledge for pricing practitioners.
You cannot get more practical and relevant than this. A
must attend.”
Stephan Liozu, VIA LLC
“It was great experience to talk and share best practice
with the Manufacturing Pricing Excellence conference
participants. MPEC is very powerful learning platform
which helps to bringing pricing activities of each company
to higher level of performance.”
Pricing Analyst, Avery Dennison
“Very useful conference for pricing professionals. Its a
unique opportunities to learn from peers in the industry.”
European Pricing Manager, Avery Dennison
“The 2nd Annual Manufacturing Pricing Excellence conference
gave us the fantastic opportunity to meet and network
with the best in the business, allowing us to both learn and
educate.”
International Business Development Consultant,
Navetti
“The conference was well organized and had a high-level
group of attendees that were interesting to talk to.”
Client Development Manager, Periscope

4. Rearview mirror
This 21st to 23rd of May, Amsterdam hosted the 2nd Annual Manufacturing Pricing
Excellence conference. With more than 120 pricing professionals attending, the
conference became the platform for knowledge sharing and networking.
During the first day, delegates had an opportunity to attend two pricing work-shops
on “How to build a successful Pricing function” and Price Setters and Price
Getters working together to capture value lead by the world recognized pricing
authors Harry Macdivitt and Mike Wilkinson.
In parallel to this year’s pre-conference pricing workshop, Stephan Liozu held a
CAPtm (Change Agent in Pricing) certification program on change management and the change leadership processes related to value
and pricing projects. This one-day certification program included in-class training as well as individual change management exercises.
To obtain the CAP® certification, participants had to successfully complete all exercises conducted during the session (2 small exercises
and a change case study). Finally, participants had to take a multi-choice test at the end of the session and obtain a minimum 75%
score to pass and achieve CAP™ certification.
Martin Andrée, Pricing & Market Development Manager,
Bühler Management AG
Jörg Wurdak, Head of Strategic Pricing, H.C.Starck Bert Oosterlee Pricing Manager EMEA, Monsanto Holland BV
4 Manufacturing Pricing Excellence Platform 2014 - Post Event Report
Peter Schmich, Strategy Development, SGL Carbon GmbH
Per-Olof Wieske, Global Pricing Manager, Volvo Penta AB
Maya Lukanova, Global Pricing Manager, Merck Millipore
Alfredo Robles, Marketing Project Manager, BASF SE
Jonathan Clarke, Pricing and Commercial Terms Manager,
Berendsen
Girish Bene, Product Sales Specialist and Pricing Manager,
Terex Cranes Germany GmbH
Jeanette Elsenaar, IT Project Lead (Pricing project),
Monsanto Holland BV
Nina Knevel, Seminis Brand Manager, Monsanto Holland BV Eugenia Jaime, Sales Effectiveness Manager, Monsanto
Holland BV

5. Rearview mirror
During the evening networking reception delegates had the opportunity to network and share their challenges and formulate a set of
question for the Studio guests on the 3rd day of the conference.
The main day started with
an opening speech by Harry
Macdivitt chairman of the 2nd
Annual Manufacturing
Pricing Excellence conference.
He opened the conference with
difining the macro challenges
that pricing professionals are
facing today and the role and
characteristics of a Chief Pricing
Officer.
Shortly after, he introduced our first speaker Benoit de Dorlodot
who is acting European Channel and Pricing Manager at SKF
Industrial Market Regional, Sales and Service. Benoit presented
a practical case study on creating, calculating, communicating
and profiting from Value created. He started the presentation
with a short video where number of leading authors and experts
in selling and pricing like Jim
Harus, Ralph Oliva, James C.
Andersen and Neil Rackam
together with the CEO of SKF,
Tom Johnstone were talking
about the “Power of so What”
and how important creating and
capturing Value is in developing
businesses. Shortly after, Benoit delved into the specifics of under-standing
Manufacturing Pricing Excellence Platform 2014 - Post Event Report 5
and measuring Total Cost of Ownership. “Companies
and governments who buy and sell on Total Cost of Ownership
make and save more money” – he said. Once we understand the
Total Cost of Ownership, we can continue with the process of
Value documentation, delivery and measurement. Benoit ended
the presentation with a recommendation on how to develop and
implement a Value Merchant Strategy.
The second speaker was Mike
Lawson, Pricing director at
Depuy Syntes. He started the
presentation with a question to
the audience – “What is your
pricing purpose?”. After a short
general comparison between
Cost Plus Pricing and Value
Based Pricing he presented the 5 C’s of Value Based Pricing –
Comprehend, Create, Communicate, Convince and Capture.
Shortly after, he focused for a while on how to communicate
Value internally and how to secure management commitment.
“Be ready to have different conversations” – he said. “In order to
maximize profitability, we need to achieve Value Based pricing by
looking at the data and based on that data we can create techni-cal,
personal and business arguments to secure stakeholders
commitment.”
The last speaker in the first
plenum block was Dr. Paul
Artur Glenn, Head of Global
Pricing Service and Parts at
Heidelberger Druckmaschinen
AG. He focused on Heidelberg’s
system service journey to
Pricing Excellence and how to
optimize millions of prices on a global scale. After a staggering
presentation on their well-studied, defined and proven global
pricing strategy, he ended the presentation with some lessons
learned and recommendations. “First you need to have a clear
vision of where you want to develop your pricing. Define your
pricing framework and methods and have a clear plan how you
want to proceed and implement. Implement hands-on first for
initial parts and initial markets to check your set-up, convince
stakeholders and to show initial results.
It is very important to develop
a business case for the big
picture. Only when you have
developed and implemented
your strategy, focus on the
tool. Select the right vendor
based on a comprehensive
selection process and define
clear expectations what you
expect to get, the terms and con-ditions
(e.g. conditions based
on implementation success)
and the future roadmap. Finally, expect and manage challenges
along the implementation road and earn the fruits from your
initiative along the road” – he said.

6. Rearview mirror
After the first break where
delegates had the opportunity
to have one – to – one meetings,
Kalle Aerikkala, Pricing Man-ager
at Outotec, presented a
case study on Pricing Maturity
- where to begin and how to
ensure continuous improvement.
In his presentation Kalle turned
to the importance of establish-ing
only one framework for
Why should we think about prices?
• Types of customer complaint:
• Surprise price changes
• Illogical differenes in prices
between similar parts
• Price tenfold compared to
competition…
value based pricing and market
driven pricing, one process to
• What about customers who
don’t even bother to complain?
allow the right people in the
• How much money are we losing
due to too low prices?
organization to execute pricing
efficiently, and one dedicated
6 5/20/2014
pricing system (framework guided pricing in real time). “The
future is in establishing proactive pricing together with the
product management and expanding usage of improved pricing
methods supported by a professional pricing tool” – said Kalle.
Miguel Serrano Kieckebusch,
Global Pricing Strategy Director
at Medtronic was the last
speaker before the lunch.
Miguel emphasized that we
have to go beyond commoditi-zation.
“Each company’s value
proposition defines the value
of their offering Different customers will have different value
perception and readiness to pay. Pricing is the tool to channel it.
” – said Miguel. In his presentation Miguel presented interesting
facts about the number of organizations who have sustainable
pricing strategy. 60% of today’s organizations are investing in
pricing. 50% of them will succeed in achieving a good pricing
strategy and start getting some ROI from it. But only 30% of the
ones who have succeeded with achieving a good strategy will
manage to have a sustainable pricing strategy. That means that
only 9% of today’s organizations are managing to have sustain-able
effort in pricing. In his closing remarks, Miguel addressed
the audience with these words – “Make it a continuous, iterative
process. Find what is good and where your red flags are and see
what you can do differently”.
After the networking lunch the delegates took part in the Pricing
Roundtable discussions. The round tables started with a
captivating teaser covering each topic, after which the moderators
instigated enthralling discus-sions.
The round tables were
moderated by Thomas Donck
from Deloitte, Loïc Le Corre
from PriValEdge, Robert
Irwin from Vendavo, Ingemar
Ylikangas from Navetti, and
Gregor Buchwald from Prof.
Roll & Pastuch Management Consultants. During the round
tables delegates had the opportunity to discuss how to use web
analytics and other transactional data to enable sound pricing
decisions, value based approaches in practice, three key elements
to succeed in pricing and how to gain customer trust, efficiency
and profit. Further delegates discussed what are the most promising
profit levers along the pricing process and what are most
common mistakes made in developing an international pricing
strategy and how to avoid them.
The round tables ended with a
presentation from this year’s
inspirational speaker Stephan
M. Liozu, founder of Value
Innoruption Advisors and co-editor
10 Best Practices with ROIP
Measurement
6 Manufacturing Pricing Excellence Platform 2014 - Post Event Report
of the book “Innovation
in Pricing”. In his presentation,
Stephan addressed the impor-tance
of ROI in Pricing (ROIP), what to measure and how this can
help in securing future pricing investments. During his presentation,
Stephan presented some of the results of his unique survey as
well as went through some of the published data on what the
impact of pricing might be. “Although majority of organizations
see measuring ROIP as very important or important, only 33 %
have formal processes in measuring ROI” - pointed out Stephan.
Amongst the challenges in measuring ROIP, Stephan listed
10 Best Practices with ROIP
Measurement (Cont’d)
defining overall incremental pricing effect initiatives, setting up
the proper reporting process for ROI, agreeing on a definition of
pricing ROI for initiatives, estimating the specific pricing effect
of initiatives and calculating the actual return of Investment as
one of the biggest challenges. In his closing remarks, Stephan
gave recommendations for 10 best practices with ROIP measurement
and available tools for measuring ROIP.
Further in the program, delegates had an opportunity
choose between two different tracks.
In track one; delegates had a chance to listen to presentations
from Fabio Cicalini, Robert Irwin and Rafael Farres. Fabio, Pricing
Manager EMEA at TE Connectivity presented a
The first to take the stage in track 1 was Fabio Cicalini, Pricing
Manager EMEA at TE Connectivity. In his hands-on presentation,
Fabio focused on transition strategy when implementing Value
Based Pricing. As highlighted in our preconference research,
most of the organizations are currently in a pricing transition
phase, Fabio’s session brought spot-on recommendations on
© Outotec – Al rights reserved
Establish a culture of
systematic measurement
and make it part of the
accountability culture.
1
Do not start any project
without having the right
measurement and tracking
metrics in place to evaluate
impact.
2
Establish thresholds of
pricing ROI & impact: for
every $ invested in
pricing  $7 to $10 dollars
in return.
3
Use the Pricing Council as
the body that approves,
tracks and controls ROIP.
4
Develop an internal
consensus of the ROIP
measurement formula and
process.
5
Analyze thoroughly over-and
under- achievement
in pricing projects
6
Study how other
functions measure ROI:
R&D, manufacturing,
engineering.
7
Focus on controllable
variables. Do not try to
measure everything and
“boil the ocean”.
8
Clearly state your
measurement
assumptions and do not
leave room for
interpretations.
9
Take clear ownership of
and for ROIP. Do not
leave it to sales, finance
or marketing.
10

7. Rearview mirror
how to establish a successful
transformation strategy based
on 3 main parts: pre-pricing
(market research), price
setting and pricing getting.
As main components in pre
pricing (market research),
Fabio listed competitive pricing
research, economic value estimation; perceptual value maps
and attributes matrix and customer survey on spare parts target
sample. After describing the price setting strategy he turned to
price getting. “As a most crucial part of the pricing transformation
strategy, price getting requires a change management strategy
or new organizational set up” –said Fabio.
Thereafter he presented practical tips on how to get this last
part completed in a short time and with good results. Center
driven pricing organization, pricing and sales excellence pro-grams,
You need a Process
Standardised
Repeatable
Documented
© 2014 Vendavo, Inc. PROPRIETARY & CONFIDENTIAL 8
3
Last Modified 16/05/2014 09:20 Romance Standard Time Printed
Pricing excellence in B2B is built around 3 levels of price
management, supported by the right infrastructure
What's the right
pricing mechanism
based on available
options or alternatives
in the market?
How do we maximize value by
identifying and quantifying the
differentiation of our
products/services? What is the
headroom to set target prices?
Market pricing Set the price
4
Pricing
excellence
Value pricing
How do we protect the
margins? How do we
prevent leakages and
ensure we pass-on cost
increases?
Get the price
Transactional pricing
1 2 3
Pricing infrastructure
4
What organisational structure, processes,
incentives, tools, and support are needed
to ensure sustainable pricing excellence?
SOURCE: McKinsey Pricing Practice
Manufacturing Pricing Excellence Platform 2014 - Post Event Report 7
internal and external communication and finally pricing
tools, processes and policies were some of the tips that he
shared with the audience.
Robert Irvin, Business Consultant
at Vendavo took to the stage after
Fabio. With over 10 years of
practical experience in devel-oping,
building and automating
pricing strategies, processes
and margin optimization, Robert
emphasized on the importance
of pricing analytics and profit discovery. He started with some
examples on why advanced statistical analytics so important in
pricing. “So where do we start?”- asked Robert in the beginning
of his presentation. “Everything starts with a process - a process
that needs to be standardized, repeatable and documented.
Also the process needs to start with the Right Price and Margin
KPI’s.” continued Robert. Over the 30 minutes Robert presented
well supported arguments and tips how to combine statistics
with analytical tool to shorten the process and why Price and
Margin Analytics is a repeatable process requiring statistical
insights and not just an IT tool.
The last speaker in track 1 was
Rafael Farres, Strategy & Pricing
director at Agfa Graphics. In
his in-depth presentation on
“Value Pricing in complex
project sales”, Rafael focused
on how to measure the
value advantage and track it’s
achievements by defining the optimal pricing model for project
sales, designing effective project pricing tool and differentiating
customer value by segment and region. “With value pricing in
system sales, multiple offers can be created easily to show customers
different alternatives, benchmarking them a competitor offer, and
guiding them to a recommended alternative”- ended Rafael.
In track two; delegates had a chance to listen to presentations
from Jorge Postigo, Associate Principal at McKinsey & Company
and Nicolas Magnette, Solution General Manager with Periscope
a McKinsey Solution. In their presentation on “Sustainable pricing
impact through frontline capa-bility
building” Jorge and Nico-las
presented their approach
that emphasized capability
building of the sales force, and
the deployment of a selection
of pragmatic, focused tools to
support their day-to-day work.
“Pricing transformations can be complex, especially when the
products are complex, and prices are negotiated by a large sales
force”- said Nicolas.
Loïc Le Corre, Managing Director at PriValEdge continued the
afternoon track 2 sessions with a presentation on pricing analytics
and the importance of price optimization and its potential bottom
line impact. In his presenta-tion
he showed how pricing
and value analytics could help
in measuring, managing and im-proving
the value captured and
delivered. Further, he present-ed
the capabilities oft the new
methodologies and systems
and what impact will they have on pricing analytics. “In theory
all companies should use Value Based Pricing but in practice,
that majority still price based on contacts or competition. On
the question “Why?”, Loic answered “because there is that thing
about value: It is often dificult
to quantify. Clients need to see
it before they’ll pay for it and
finaly it is hard for sales forces
to sell it”. The solution for this
challenge lays is pricing and
value analytics. Further Loic
delved into the 6 key levers in pricing and value analytics: value
based design, price perception, value capturing, price leadership,
price erosion (leakages) and cost inflation (freebees).

8. Rearview mirror
Day 3 started with some great presentations from DuPont,
Borealis and Air Products.
First on sage was Victoria Mascaray Martí, Pricing & Channel
Competency Leader EMEA at DuPont. During her resentation
she focused on the challenge of implementing value-based pricing
at the right time by sharing her experience with how DuPont
overcomes this challenge. ”It makes sense to implement Value
Pricing at the early stage of product life cycle while differentiation is
hig so that cumulative $ benefit is maximized, however because
data for Value Pricing is scarce and immediate $ impact is small
the team is tempted to delay Value Pricing, risking significant
potential profit over the life cycle,and opportunity to develop
sustainable capability in the organization” - said Victoria.
The second presentation in the morning came from the dynamic
pricing duo from Borealis Group, Peter De Vos, IT&S Business
Co-ordinator and Emanuela Papapietro, Senior Commercial
Excellence Manager. In their very well sincronized presentation,
Emanuela and Peter focused on the importance of Change
management in Pricing and how to get the organisation geared
up to accept change.
“To garantee success, what you need is full commitement and
management support. Work close with IT on a platform and data
requirements, Use business people to drive the organisational
change as project managers and ambasadors, Finaly avoid
perception of loss of empowerement by the sales team. Communicate
and agree with Sales Management before starting negotiation” -
said Emanuela.
This years conference ended with an interactive discussion
called Studio Pricing. This 80 minute session was based on a
talk show settings. The host of the studio Richard Coppoolse,
Co-author at “Innovation in Pricing” and Founder of Value Pricing
Consultancy, welcomed
Rickard Nilssonfrom Electrolux Major Appliances EMEA, Sascha
Kueppers from BMW AG, Stephan Reis, Avery Dennison Materials
Group and Ingo Hennecke from Bayer CropScience.. Each of the
guests got interviewed by Richard Coppoolse for 10 minutes
after which the delegates could have the opportunity to address
their questions to the guests.
* All notes in this article are the autors own and therefore none of the
persons mentioned in this article can be hold acountable for authors own
remarks.
The last speaker in Track 2 was Mirko Maternini, Strategic Global
Pricing Manager at O-I.
As a follow up on last years great presentation by Vincenzo
Pellegrino, Mirko presented in-depth presentation on the
implementation of value realisation analisys in O-I. Durring the
presentation he presented 5 hypotesis that they wanted to solve
and that they knew is worth solving; low margin transactions,
freight absorption opportunities, regional discount & rebate
13
Buy in Process
Change Management & Pricing:
 Trustworthy leadership
 Trusting followers
 Capable champions
 Involved mid-management
 Innovative culture
 Accountable culture
 Effective communication
 Analytics to drive decision making process
 Simplicity in the complex world of pricing is what drives success
 Pricing is about analytics and execution
 Pricing is the most effective profit driver
 Pricing is a journey
 Pricing changes concern not only pricing and sales teams – large group of stakeholders
 Changes requires leadership support and executive buy in
 Organizational Change capacity is key to deploy strategic pricing projects
15
Closing
variance, identifing low volume product opportunities and
price band analysis by market value. To achive succes with the
pricing project, a sustainability program and buy-in process was
implemented. “Simplicity in the complex world of pricing is waht
drives succes. As a most effective profit driver, pricing is about
analytics and execution, Pricing changes concern not only pric-ing
and sales teams but a large group of stakeholders. For that
purpose changes requires leadership suport and executive buy-in.
Organisational change capacity is the key to deploy strategic
pricing projects” - finished Mirko.
After the last presentations, delegates had the opportunity to
discuss and evaluate their experiences from the full day of con-ferencing
during the Evening Networking Programme followed
with an exclusive dinner.
8 Manufacturing Pricing Excellence Platform 2014 - Post Event Report

9. Thanks to the MPEC 2014 Speakers & Panelists
Benoit de Dorlodot, European
Channel and Pricing Manager,
SKF Industrial Market,
Regional Sales and Service
Stephan M. Liozu, Ph.D.,
Pricing Thought Leader and
Agent of Disruption
Mirko Maternini, Strategic
Global Pricing Manager, O-I
Ingo Hennecke, Global Pricing
Manager, Bayer CropScience
Mike Lawson, Director of
Pricing, Depuy Synthes
Trauma (a Johnson and
Johnson Company)
Mike Wilkinson, Co-Author
of the book “Value-Based
Pricing”
Jorge Postigo, Associate
Principal with McKinsey &
Company
Manufacturing Pricing Excellence Platform 2014 - Post Event Report 9
Robert Irwin, Business
Consultant, Vendavo
Emanuela Papapietro, Senior
Commercial Excellence
Manager, Borealis Group
Fabio Cicalini, Pricing
Manager EMEA - TE Energy,
TE Connectivity
Stephan Reis, Director Pricing
and Market Intelligence,
Avery Dennison Materials
Group
Sascha Kueppers, Head of
International Price
Management Aftersales,
BMW AG
Martin Reeves CPP, ACMA ,
CGMA – European Merchant
Margin Enhancement and
Pricing Manager – Air
Products and Chemicals inc.
Chairman: Harry Macdivitt,
Author of the book
“Value-Based Pricing”
Rafael Farres, Strategy &
Pricing, Agfa Graphics in
Belgium
Miguel Serrano Kieckebusch,
Director Global Pricing
Strategy, Medtronic
Loïc Le Corre, Managing
Director, PriValEdge –
Pricing & Value Strategy
Consultancy
Victoria Mascaray Martí,
DuPont Pricing & Channel
Competency Leader EMEA
Dr. Paul Artur Glenn, Head of
Global Pricing Service and
Parts, Heidelberger Druckm-aschinen
AG
Mårten Hedberg, Pricing
Director, Assa Abloy
Entrance Systems
Rickard Nilsson, Central
Pricing Manager, Customer
Care, Electrolux Major
Appliances EMEA
Gregor Buchwald, Managing
Partner, Prof. Roll & Pastuch
Management Consultants
Kalle Aerikkala, Pricing
manager for Services, Outotec
Dr Heiko Schickel, Market-ing
Head, Great Britain and
Northern Europe, Hilti Group
Nicolas Magnette, Solution
General Manager with
Periscope, a McKinsey
Solution
Ingemar Ylikangas, VP
Marketing & Human
Resources, Navetti
Thomas Donck, Director,
Belgian Deloitte Consulting
Practice

10. Advisory Board
The Advisory Board is instrumental in setting the tone and direction of the event, thanks to the accumulated
years of experience of all the members with Manufacturing Pricing.
The Board will meet at this year’s forum, in a closed-door dinner, and will already start discussing the direction
of next year’s agenda. You will have the opportunity to meet on site, all of the members.
Harry Macdivitt, Author of the book “Value-Based Pricing”
Harry is an experienced business trainer with international expertise in Value Based Pricing and
other strategic marketing topics. He has delivered training programmes for corporate clients in
the UK, Europe, North America and China. With his co-author Mike Wilkinson, Harry has recently
published, through McGraw Hill, a book on Value Based Pricing which is rapidly becoming a “go to” text
on the subject and has been reviewed favourably by other recognised experts in the field. The new
title complements an existing book – The Challenge of Value and will shortly be followed by other
related titles in pricing strategies.
Richard Coppoolse, Co-author at “Innovation in Pricing” and Founder of Value
Pricing Consultancy
Is Pricing Expert with more than 25 years of international business and pricing experience in both
B2B and B2C markets. He founded recently Value Pricing Consultancy that focuses on coaching
and advising organizations that want to improve their pricing performance and holds a master degree
in Food Technology and Business Administration. Richard is co-author of two recent pricing books
that were published in 2012 (Innovation in Pricing – A.Hinterhuber et al; Praxis Handbuch Preismanagement
O.Roll et al).
Todd Snelgrove, Global Manager, Value, SKF Group
Todd Snelgrove currently hold the position as Global Manager; Value at the SKF Group. His work has
been featured in articles on TCO buying and selling, in Purchasing Magazine, and has been referenced
in articles from leading business schools and scholarly reviews published by Kellogg, Harvard, MIT
Sloan, Wake Forest, and London Business Press and others.
Stephan M. Liozu, Ph.D., Pricing Thought Leader and Agent of Disruption
Stephan M. Liozu is the Founder of Value Innoruption Advisors, a consulting firm specializing in innovation,
value and pricing management. Stephan has worked for both Fortune 500 companies and family-owned
businesses in the manufacturing and industrial sectors. He specializes in crafting and designing
unique value and business strategies leading to differentiated business models. Stephan holds a
Ph.D. in Management from Case Western Reserve University. He is the co-editor of “Innovation in Pricing”
published by Routledge in 2012. He has been published in many academic and practitioner journals
such as MIT Sloan Management Review and Industrial Marketing Management.
Mike Wilkinson, Co-Author of the book “Value-Based Pricing”
During the last 20 years Mike has worked worldwide with clients across a diverse range of business
sectors and has experience of FMCG, as well as B2B sales. This experience has given him a unique
perspective on the sales process and the ability to deal with sales issues from a practical perspective
delivering effective new ways of working.
10 Manufacturing Pricing Excellence Platform 2014 - Post Event Report

11. Thanks to our MPEC 2014 attendees
Germany
The Netherlands
Sweden
Belgium
Switzerland
UK
Finland
France
ABB Motors and Generators Service Project Manager
Advanced Analytical Consulting Group National Managing Director
Advanced Analytical Consulting Group Senior Manager
Agfa Graphics NV Manager Business & Sales Support Tools
Agfa Graphics NV Manager Marketing Operations
Agfa Graphics NV Mgr HQ Customer Oper. & Customer Rel.
Agfa Graphics Head of Strategy & Pricing
Air Products and Chemicals Inc. European Merchant Margin
Enhancement and Pricing Manager
Atlas Copco Global Pricing Manager
Atlas Copco Market Analysis
Atlas Copco Market Analyst
Avery Dennison European Pricing Manager
Avery Dennison Market Research and Analysis Manager
Avery Dennison Pricing Analyst
Avery Dennison Materials Group - Europe Director Pricing and Market
Intelligence
Axia Solutions Director
Axia Solutions Director
BASF SE Marketing Project Manager
Bayer CropScience Global Pricing Manager Value and Dynamic Pricing
Berendsen A/S Pricing and Commercial Terms Manager
Berendsen A/S Pricing & Commercial Terms Manager
Berendsen Textilservice GmbH Pricing Manager
BMW AG Head of Int. Price Management Aftersales
BMW AG Head of International Price Management Aftersales
BMW AG Pricing Specialist Central Price Management
Borealis Italia Spa Commercial Excellence Manager
Borealis Italia Spa Business Co-ordinator - IT&S
Bühler Management AG Pricing & Market Development Manager
CNH Industrial Pricing
Deloitte Consulting Director
Deloitte Consulting Manager S&O
DePuy Trauma Synthes Director, Pricing Strategy
Dupont Pricing and Channel Competency Leader EMEA,
EagleBurgmann Germany GmbH&Co.KG Marketing
EagleBurgmann Germany GmbH&Co.KG Regional Process Manager
EagleBurgmann Germany GmbH&Co.KG Sales Manager
Electrolux Central Pricing Manager, Customer Care
Electrolux Pricing Analyst
Electrolux Pricing Analyst
Emerson Process Management Pricing and Business Analysis
Manager for Europe
Eurofighter Jagdflugzeug GmbH Manager Pricing Development Business
Eurofighter Jagdflugzeug GmbH Vice-President Pricing
Festo AG & Co. KG Head of Global Sales Pricing
Filtrauto Market and Pricing Analyst
Filtrauto Market and Pricing Analyst
Firmenich SA Director Pricing Europe
Firmenich SA Pricing Director
GEA Mechanical Equipment Spare Parts Product Manager
GEA WS Group Master Student Service Dept.
GEA WS Group Service Business Development Manager
H.C.Starck Head of Strategic Pricing
H.C.Starck Pricing Analyst
H.C.Starck Pricing Manager Internal Sales
Heidelberger Druckmaschinen AG Head of Global Pricing Systemservice
Holcim Group Support Ltd Project Manager in Sales & Business Development
JBT FoodTech AB Aftermarket Business Development Manager
JBT FoodTech AB Strategic Pricing & Market Intelligence
Johnson & Johnson Finance Controller Sourcing Switzerland
Jungheinrich Ersatzteilmanagement AG & Co. KG Spare parts manager
Jungheinrich Ersatzteilmanagement AG & Co. KG
MAN Truck & Bus AG Product and Price Manager Electric
MAN Truck & Bus AG Product and Price Manager Filters
MAN Truck & Bus AG Product and Price Manager Light & Sight
McKinsey Associate Principal
Medtronic International Trading Sarl Senior Global Pricing Director
Merck Millipore Global Pricing Manager
Metso Product Manager, Spare parts
Metso Automation Product Manager, Spare parts
Monsanto Holland BV IT Project Lead (Pricing project)
Monsanto Holland BV Pricing Manager EMEA
Monsanto Holland BV Sales Effectiveness Manager
Monsanto Holland BV Seminis Brand Manager
Mora of Sweden AB Sales Area Manager, Nordics/Scandinavia
Mora of Sweden AB Sales Area Manager, Russia, Eastern Europe and Asia
Navetti International Business Development
Navetti Marketing
O-I Europe sarl Strategic Global Pricing Manager
Outotec Process Owner Deliver Services/Pricing Manager
Periscope Client Development Manager
Periscope Solution General Manager
Periscope Solution General Manager
Periscope Vice President
Prof. Roll & Pastuch - Management Consultants Managing Partner
Prof. Roll & Pastuch - Management Consultants Senior Project Manager
PROS Business Development Manager
PROS General Manager, EMEA
PROS Strategic Consultant
PROS-Cameleon Account Manager
Sabic Innovative Plastics BV Pricing/Profitability Team Leader
Scania Pricing Manager
SGE Marketing Director
SKF European Channel and Pricing Manager
SKF Eurotrade AB Pricing Manager
Syngenta Italia Commercial Operations and Pricing Manager
Tata Steel Pricing Business Partner
Tata Steel Service Innovation Manager
TE Connectivity Pricing Manager EMEA - TE Energy
Terex Cranes Germany GmbH Product Sales Specialist and Pricing Manager
ThyssenKrupp Industrial Solutions AG Senior Commercial Manager
Vaillant Group Senior Pricing Manager
ValuePricing Consultancy Founder
Vendavo Account Executive
Vendavo Account Executive
Vestas Offshore Wind Senior Sales Manager
Volvo Penta AB Global Pricing Manager
Wärtsilä Pricing Analyst
Wärtsilä Pricing Analyst
Wärtsilä Pricing Manager
Yanmar Europe B.V Senior Parts Specialist
Stephan Liozu Pricing Thought Leader and Agent of Disruption
Manufacturing Pricing Excellence Platform 2014 - Post Event Report 11
UK 6%
Finland 4%
France 4%
Italy 3%
USA 3%
Austria 2%
Denmark 1%
Italy
USA
Austria
Denmark

12. Thanks to our MPEC Partners 2014
Sponsor the 3rd Annual
Manufacturing Pricing
Excellence conference 2015
This conference is the leading platform for pricing professionals in Europe, and has
stood the test of time. Now in its 3rd edition, we are proud to see the event constantly
growing, and we expect 2015 to be our biggest event yet. This is an opportunity you
simply cannot miss out on.
Why should you become a partner?
1Associate your brand
with the Manufacturing
Pricing Excellence
Business Forum
2
Limited Partner Oppor-tunities;
We are inviting a
limited number of part-ners,
all well evaluated for
the best matchmaking
effect
3
Benefit from the
European Marketing
coverage through our
extensive manufacturing
industry database
12 Manufacturing Pricing Excellence Platform 2014 - Post Event Report
4Generate new business
opportunities with leading
manufacturing
organizations
5Be a part of business
critical conversations
that take this industry
forward
6
Show your solutions to
an audience that really
counts
7
By invitation only; All
attendees are carefully
screened for business
critical issues
We tailor make your
individual business
suit to fit your
specific business
objectives
Åsa Karphammar
Senior Business Advisor
Phone: +46 8 120 505 53
E-mail: asa.karphammar@
copperberg.com
Partners 2014

13. Join us for the 2015 edition
YOUR ESSENTIAL EXECUTIVE TOOLKIT 20th - 22nd of May 2015, Barcelona,Spain
MAXIMIZE
YOUR
ROI
O F
PRICING
Manufacturing Pricing Excellence Platform 2014 - Post Event Report 13
Find ou t mo re at
www.pricingeurope.com @
PLUS
a
event
Join us on: Manufacturing Pricing Excellence Forum
Twitter: @Prod_Lifecycle
500€
Here is your
discount
voucher
Use code: MPEC500
Register before 30th of September 2014
and get 500€ discount
Go to: www.pricingeurope.com/platform-details/pricing-registration

14. Conference at the glance
Day 1 - May 20th 2015
12:00 Workshop Registration Opens
13:00 Workshop 1 - TBD (Where to Begin) 15:30 Workshop 2 - TBD (How to evolve)
Day 2 - May 21st 2015
7:50 Late Registration
8:20 Chairman´s opening
8:30 Pricing Cafe
9:00 Innovation in Pricing
9:35 Multicultural challenges when implementing Value Based Pricing and Diferentiation Strategies
10:05 Coffee Break and Peer-to-Peer meetings
10:40 Pricing Key Performance Indicators
11:15 Key factors for realistic attainable pricing strategy
11:50 Panel Debate - CEO, CMO and CSO take the stand - The Benefits of Pricing Leadership
12:20 Networking lunch
13:20 Pricing Roundtable Discussions 2014
14:45 2015 Inspirational Speaker - How to use Pricing Maturity in your projects choice Using
Performance indicators on pricing - Richard Coppoolse
15:15 Coffee Break and Peer-to-Peer meetings
15:15 Focus Seminars
15:50 Design of Pricing Experiments –
Leading to Confidence and Improved
results - Martin Reeves, Air Products
and Chemicals Inc.
16:25 Advanced price setting metods
17:00 BIG DATA and Pricing Decisions
Day 3 - May 22nd 2015
15:50 Commercial Policy and Pricing
Schemes - Paolo De Angel, Syngenta
16:25 Pricing Elasticity and capacity
management to maximize profitability
17:00 Pricing Science - Statistical
approaches to pricing optimisation in
practice
8:15 Welcome Coffee
8:30 Chairman opens the day
8:40 Pricing Transformation in a chemical company - Jörg Wurdak, H.C.Starck
9:10 Change Management and Pricing
9:40 Value coaching of sales force
10:10 Integration of pricing in non-sales funtions (marketing, production)
10:40 Coffee Break and Peer-to-Peer meetings
11:10 Studio Pricing
12:10 Chairman closes the conference
14 Manufacturing Pricing Excellence Platform 2014 - Post Event Report
15:50 Pricing strategies for different
sales channels
16:25 Legal aspects of competitive,
market price research
17:00 Price KPI Dashboard
17:30 Conference Check-In and Registration Opens
18:00 Networking Cocktail - Meet your peers
17:30 Cocktail Reception and Peer-to-Peer Meetings
19:00 Networking Dinner Programme

15. Join us in 2015
We are proud to announce that next year’s edition, the 3rd Annual Manufacturing Pricing Excellence Forum, will take place in Barcelona
on May 20th - 22th, 2015. Follow us regularly for more information on agenda, venue and speaker list after the summer holidays.
Call for speakers 2015 edition
Would you like to be involved in the 3rd Annual Manufacturing Pricing Excellence Forum?
We are currently looking for inspirational speakers who will dare to challenge the future of Pricing and add value to the forum by
presenting a practical case study on:
Innovative pricing
Practical (case study on
pricing implementation in
a organisation)
Opinion Interview
Manufacturing Pricing Excellence Platform 2014 - Post Event Report 15
Inovative pricing
If interested please contact
Goran Cvetanovski,
Editorial director, Pricing Division
Phone: +46812050563
email: goran.cvetanovski@copperberg.com
Pricing Strategy
• Price value positioning
• Channel pricing strategy
• Service pricing strategy
• Pricing KPI´s
• TCO
Pricing operations
• Product pricing
• Performance discount & bonus
• Service pricing
• Pricing & e-commerce
• Segmentation
Pricing Organisation and processes
• Centralized pricing organisation
• Pricing governance & complience
• Price controling
• Margin oriented incentives
• Pricing traning & value argumentation
training
Change Management (pricing confidence, CxO buy in,
Sales Execution)
Pricing Optimisation
Pricing Analysis Competitive & Market pricing research
Call for Papers
We at Coppeberg aim to change the way how conference agendas look like. The goal for the Manufacturing Pricing Excellence
2015 agenda is to provide great expirience based on a premium content. For this purpose we are currenly searching for interesting
papers on pricing that will be published in the e-aganda and final printed agenda.
We consider five different types of articles for publication in the MPEC agenda. The different article types are:
Academic
(pricing studies)
Futuristic
(Inovation in Pricing)
The author of the article agrees that the work he/she is submitting meets the appropriate criteria and does not infringe upon any
copyright or intellectual property laws. All submitted articles are first screened by the editor-in-chief and the MPEC Advisory Board.
The articles should not exceed 1000 words. Pictures and graphs are welcome.

16. Information - stay updated
Registration Fees - Please use the chart below to determine your registration fee
+
Join our
LinkedIn Group!
(Manufacturing Pricing Excellence Forum)
+
Follow us
on Twitter!
Twitter: @Prod_Lifecycle
+
3 Easy ways
to register:
Phone:
+46 8 651 10 90
Email:
registration@copperberg.com
Website:
www.pricingeurope.com
Register before 30th
of September 2014
1490 EUR
1090 EUR
500 EUR
400 EUR
TERMS & CONDITIONS
+
All prices are excluding tax
Your booking is binding. You may substitute a delegate at any time. Please note that
substitutions are not permitted unless approved by the organizers. For all cancellations
(without an approved substituted delegate) received in writing more than 5 business
days prior to the event and, a €120 (+VAT) administrative fee will be charged and a credit
voucher for the remaining amount will be issued. Credit vouchers may be used at any
Midfield Media conference within one year of issuance. For cancellations less than 5 business
days prior to the event, the full amount of the delegate pass is non-refundable. Full payment is
due 10 days upon invoice and no later than 5 business days prior to the event. Delegates
that have NOT submitted payment prior to the event will not be admitted to the event.
Admittance is then only granted upon approval of credit card payment directly onsite.
3 day conference including dinner
+ Workshop – 20th – 22nd 2015
3 day conference including dinner
– May 20th – 22nd 2015
1 Day conference without dinner
– May 21nd 2015
Only Workshops – May 20th 2015
Team Discount Program
Our agenda is the perfect opportunity for you to bring a cross-functional
team. When attending as a team of five or more you’ll receive additional
benefits, including complimentary registrations or discounts.
Group Booking Offer!
To learn more about our popular group booking option, please contact:
email: register@copperberg.com or call hotline: + 46 8 650 74 40
16 Manufacturing Pricing Excellence Platform 2014 - Post Event Report
Register before 1st
of January 2015
1690 EUR
1290 EUR
700 EUR
400 EUR
Price after 1st
of January 2015
1990 EUR
1590 EUR
1090 EUR
500 EUR
Register now: www.pricingeurope.com/platform-details/pricing-registration

17. About us
World of Manufacturing
Copperberg is the specialist events organiser
for the Global Manufacturing industry. Created
for senior executives from global organisations -
our events are giving you the tools to improve
short term results whilst simultaneously
designing robust future strategies.
Power of Knowledge
Our platforms provide you with the perfect
combination of networking and education. We
give you leading edge ideas, innovative case
studies filled with key insights from leading
organizations combined with hundreds of
minutes of organized networking.
Building for the
future
“As long as no human,
no organization, is 100%
satisfied, our strive to
create the best business
platforms continues “
Herbert Spencer once said: “The great aim of education is not knowledge, but action”
On a daily basis we work hard to improve,
develop and innovate our conference
concepts in order to ensure the best
hands-on, real life strategies for all our
attendees.
When you exit the door after attending one
of our events our ambition is that you should
know how to convert the ideas, networking and
thought leadership sessions into real life action
and organizational growth, and that you have
created a network of industry peers that lasts a
lifetime.
Our team is headquartered in Stockholm,
Sweden, or as one of our key note speakers once
said – “the epicenter of Industrial manufacturing”.
The Copperberg team is characterized by its
experienced members with great knowledge
who design events to make a difference.
And we do make a difference.
It is a privilege to work with all the organizations
that are in our network and for every day we
grow more and more humble to the fact that
there is so much to learn. As long as no human,
no organization, is 100% satisfied, our strive to
create the best business platforms continues.
Sincerely,
Lisa Bergström
Managing Director
Copperberg
http://LinkedIn: se.linkedin.com/in/lisabergstrom Twitter: www.twitter.com/LisaBergstroem
Manufacturing Pricing Excellence Platform 2014 - Post Event Report 17

18. 400€ OFF400€ OFF Manufacturing Business Platforms 2014/2015
400€ OFF 400€ OFF Calendar of Events
Copperberg is the specialist events organiser for the Global Manufacturing industry. Dedicated for senior executives from global organisations
- our events are giving you the tools to improve short term results whilst simultaneously designing robust future strategies.
400€ OFF 8th Annual Aftermarket Business Platform 2014
October 22nd - 24th, Amsterdam, The Netherlands
The Aftermarket Business Platform is the leading European event for senior aftermarket executives, attracting 150+ participants from global
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The Enterprise Asset Management is designed to meet the challenges and needs of Asset Management experts and maintenance design managers from
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www.eameurope.com
www.sparepartseurope.com
3nd Annual Spare Parts Business Platform 2015
February 4th - 5th, Stockholm, Sweden
Spare Parts Business Platform will return in February 2015 for its third edition. Following an extremely successful event, the conference will once again
gather senior spare parts executives for a two day event on how to optimize the spare parts process. The event will delve into topics such as parts pricing,
logistics and forecast, piracy, obsolescence, centralization vs. decentralization of warehouses, inventory management. Participants last year came from
all corners of Europe and offered plenty of networking opportunities to enhance sharing of experiences between peers.
www.copperberg.com
1st Annual Nordic Enterprise Mobility 2015
February, Stockholm, Sweden
The inaugural Nordic Enterprise Mobility will be the first of its kind for large Scandinavian organizations from all sectors, where CIOs and Enterprise
Architects will meet to discuss the challenges and solutions to implement an enterprise mobility strategy across the organization by coordinating and
aligning across business units, setting BYOD/COPE standards, securing the mobile infrastructure, and understanding the business value of mobility as a
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www.defencesupplychain.org
5th Annual Defence Collaboration and Logistics 2015
April, Amsterdam, The Netherlands
The Defence Collaboration and Logistics conference is coming back for the 5th time and this time in Amsterdam. This unique annual 3 day conference is
the only one in Europe and beyond gathering all the relevant stakeholders from the Defence sector and focusing on the current challenges that the Armed
Forces are facing regarding multinational logistics and collaboration, SmartDefence, policies, PPP, outsourcing, supply chain and logistic, trends in
technology and much more.
www.pricingeurope.com
3nd Annual Manufacturing Pricing Excellence Platform 2015
May, Amsterdam, The Netherlands
The Manufacturing Pricing Excellence is designed to meet the needs of pricing decision makers from the Manufacturing industry from Europe and beyond.
Packed with practical case studies from leading organizations across like Air Products, Syngenta, H.C Stark, the conference brings up-to.date topics that any
pricing professional can rely on. Effective Pricing Strategies, Change Management, Value Based Pricing, Pricing Confidence and Price Optimization are only
few of the topics that are going to be discussed at the conference.
2nd Annual Field Service Business Platform 2015
June 2015, Amsterdam, Netherlands
The Field Service Business Platform is designed to meet the challenges and needs of service and aftersales professionals from Europe and beyond. Packed
with practical case studies from leading organizations within the manufacturing industry, this two day conference will focus on how to optimize the service
division to turn it into a sustainable profit center. Topics discussed will revolve around mobility, workforce scheduling, predictive maintenance, and knowledge
management to support field technicians and increase customer loyalty.
www.fieldserviceexcellence.com
18 Manufacturing Pricing Excellence Platform 2014 - Post Event Report

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Presents
@ Find out more at
Aftermarket Europe Group
www.aftermarketeurope.com Twitter: @Prod_Lifecycle
8th Edition
*This offer cannot be claimed retroactively on an already booked ticket. Nor can it be claimed by solution providers, service providers or consultancies selling services to
the delegate audience. The organizer can at any point decline a registration that does not meet the above criterias.

20. Copperberg
Lützengatan 2
115 20 Stockholm, Sweden
Phone: +46 8 650 02 70
Fax: +46 8 441 07 93
Email: info@copperberg.com
www.copperberg.com
© 2014 Copperberg. All rights reserved.
For more information, email info@copperberg.com or visit www.copperberg.com.
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