Monthly Webinar Series – September 19, 2012Competitive Intelligence and Pricing               with         Brian Clarke, I...
Sponsored by LeveragePoint    the Software Solution for Value-based Pricing2
Today’s PresenterCompetitive Intelligence and Pricing                Brian Clarke is Program Vice President of IDCs Pricin...
The Golden Age of Competitive Pricing IntelligenceNever been easier to collectcompetitive pricing intelligenceDemocratic –...
Growing Complexity of Competitive Pricing IntelligenceMore data equals a glut of informationTrend towards marketing custom...
A Challenge For Those Tasked With Pricing Products and ServicesCompetitive price tracking typically part of the jobHowever...
Data and Tools to Collect PricingWidely Available  Wealth of Data in Public Domain   Published price lists – GSA, state  ...
Still Not a Complete Picture Vendor and retail pricing typically reflect only MSRP or single quantitystreet Published co...
Getting to the Whole Pricing StoryExpand Collections and ToolsDig deeper into pricing       Special bid       Customer b...
The Many Lenses of PricingA product or service can have any number of combined pricinglenses, each with a unique set of pr...
How IDC Enhances CompetitivePricing IntelligenceSyndicated Feeds                                                          ...
Using MS Excel IDC FunctionsAn HP product web page enhanced witha wealth of competitive intelligence© IDC                 ...
Product Comparison Tools© IDC                      Sep-12   13
Detailed Analysis of CombinedHardware, Software and ServicesComplex multi-vendorreview of multiple pricinglenses© IDC     ...
Up Coming Events in October          “Pricing… It Matters!”              Professional Pricing Society     Western PA Prici...
Thanks for Watching!                            Brian Clarke                            bclarke@idc.com                   ...
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Competitve Intelligence and Pricing

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Gathering competitive pricing information is a serious challenge in all industries, particularly so for those who serve B2B markets. This is because competitors' prices are an essential reference point for setting price for your own products. This webinar shares best practices for how companies collect, analyze, and make strategic decisions with competitive pricing intelligence. Learn how competitive pricing intelligence is getting more complicated, why typical data collection tools for pricing are not good enough, and how you can enhance your competitive pricing intelligence strategy.

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Competitve Intelligence and Pricing

  1. 1. Monthly Webinar Series – September 19, 2012Competitive Intelligence and Pricing with Brian Clarke, IDC Copyright © 2012 by LeveragePoint Innovations Inc. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means — electronic, mechanical, photocopying, recording, or otherwise — without the permission of LeveragePoint Innovations Inc. This document provides an outline of a presentation and is incomplete without the accompanying oral commentary and discussion. COMPANY CONFIDENTIAL
  2. 2. Sponsored by LeveragePoint the Software Solution for Value-based Pricing2
  3. 3. Today’s PresenterCompetitive Intelligence and Pricing Brian Clarke is Program Vice President of IDCs Pricing Evaluation and Leasing Evaluation Services. His services are used by all of the major IT vendors to assist them in establishing successful price and product positioning strategies, by dozens of lessors and financial institutions to predict the residual risk of their portfolios, and by hundreds of corporate IT buyers and lessees who want to make informed purchase and lease decisions. His opinions are often quoted in numerous business and daily newspapers including USA Today, The Wall Street Journal, Investors Business Daily, Business Week and The New York Times.3
  4. 4. The Golden Age of Competitive Pricing IntelligenceNever been easier to collectcompetitive pricing intelligenceDemocratic – Competitors andcustomer have access to toolsHeightened market awareness –Amplifies pricing actions andreactions © IDC Source:/Notes: Sep-12 4
  5. 5. Growing Complexity of Competitive Pricing IntelligenceMore data equals a glut of informationTrend towards marketing custom or “build to order” solutionsmodularizes offerings into endless pricing combinationsAdditional markets to cover – geographies, and buying groupsShortened product lifecycles, plus more products grouped into moresegmentsNew pricing models SaaS, cloud, utility © IDC Sep-12 5
  6. 6. A Challenge For Those Tasked With Pricing Products and ServicesCompetitive price tracking typically part of the jobHowever, outside inputs are typically limited: Reliance on “inwardly-focused tools” such as CRM Ad-hoc spreadsheets, like bid analysis, or web collection © IDC Sep-12 6
  7. 7. Data and Tools to Collect PricingWidely Available Wealth of Data in Public Domain  Published price lists – GSA, state  Online stores, both vendor and retail  Media monitoring Many tools for data collection  Web Harvesting (spiders, scrappers)  OCR software  Cheap labor You Can Build Competitive Pricing Tools  As simple as an automated spreadsheet  Or complex as a large scale business intelligence tool© IDC Sep-12 7
  8. 8. Still Not a Complete Picture Vendor and retail pricing typically reflect only MSRP or single quantitystreet Published contracts show discounts but only to one buying segment andtimestamp is questionable. A large segment of enterprise products have minimal pricing on the web. Representative pricing hard to determine, will always be anomalies© IDC Sep-12 8
  9. 9. Getting to the Whole Pricing StoryExpand Collections and ToolsDig deeper into pricing Special bid Customer buy price Channel costCombine with supporting data Product specifications Sales rank Other pricing impacts –promotions, rebates, inventoryBuild analysis that is flexible, repeatable© IDC Sep-12 9
  10. 10. The Many Lenses of PricingA product or service can have any number of combined pricinglenses, each with a unique set of pricing Geography Customer Size Delivery• Region • Corporate CIO’s Office• Segment CIO • BTO• Country • Government (SOHO) VP IT Strategy & Planning CTO • SaaS• City • End user • Purchase Product or Service • Educational Sourcing band (50- VP Global IT Sourcing 100 seats) VP/Dir IT Sourcing VP xyz Tech SourcingShowing a price without its context is dangerous © IDC Sep-12 10
  11. 11. How IDC Enhances CompetitivePricing IntelligenceSyndicated Feeds ReportsConsistent, fresh, proven Reliable, repeatable Historical Pivot Table Retailers Retailers End-user (Street) Pricing Retailers Retailers End-user Rebates eValuator Est. Cost Database Retailers Retailers Product Data Spreadsheet Channel Promotions Retailers Distributors Channel Inventory MS Excel API Flexible, extendable Retailers Example: =IDC_LIST_HISTORY_QUARTER(A1,"US") Retailers List Pricing Retailers Vendors Specifications Product Comparison Builder© IDC Sep-12 11
  12. 12. Using MS Excel IDC FunctionsAn HP product web page enhanced witha wealth of competitive intelligence© IDC Sep-12 12
  13. 13. Product Comparison Tools© IDC Sep-12 13
  14. 14. Detailed Analysis of CombinedHardware, Software and ServicesComplex multi-vendorreview of multiple pricinglenses© IDC Sep-12 14
  15. 15. Up Coming Events in October “Pricing… It Matters!” Professional Pricing Society Western PA Pricing Professionals Fall Conference Friday, October 12th October 23rd – 26th Rivers Club, Pittsburgh, PA Omni Orlando Hotel, Orlando, FL For More Information: bit.lyOaHeDv For More Information: bit.lyS2wPoc15
  16. 16. Thanks for Watching! Brian Clarke bclarke@idc.com (508) 935-4765 sales@leveragepoint.com www.leveragepoint.com (617) 252-287616
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