Pricing Presentation for Mayfield Business Forum 3rd November 2009

PRICING
Roger Stone
Roger Stone Consultancy Limited
November 2009
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Golden Rule –Never compete on pricing alone

Pricing in your Business Context
Desired growth
Financial backing
Product positioning: utility vs de luxe
Aims
Maximise profit
Support a particular lifestyle
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Price level
Customer willing to pay
PROFIT
All your costs
COST
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Price level
Aspirational level
Customer willing to pay
Competitive level
PROFIT
Utility level
All your costs
MARGINAL COST
COST
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Price sensitivity
Volume
Price
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Pricing tips
Positioning: “utility” vs “luxury”
Understand your costs
Pricing that makes sense to the customer
Mainstream, offers and large contracts
Review customer/product profitability
Discount: more for the same price
Discuss pricing last
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Thank you for your attention
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Feedback and questions to:
roger@rogerstoneconsultancy.com
or find out more about me:
www.linkedin.com/in/rogerstone
Twitter: rogerstone26
http://rogerstonemarketing.blogspot.com/
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