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Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
Pricing Revealed: What Every Product Manager Should Know
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Pricing Revealed: What Every Product Manager Should Know

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Pricing Revealed, What Every Product Manager Should Know : Talk by Mark Stiving at SVPMA Monthly Event June 2013

Pricing Revealed, What Every Product Manager Should Know : Talk by Mark Stiving at SVPMA Monthly Event June 2013

Published in: Business, Technology
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Transcript

  • 1. Capture  More  Value  from  Your  Products  and  Capabili7es  
  • 2. Mark  Sving  •  Director  of  Pricing  at  Maxim  Integrated  •  Ph.D.  in  pricing  from  UC  Berkeley  •  1996-­‐2000  Professor  of  Markeng  at  Ohio  State  –  Pricing,  market  research,  markeng  models  •  Currently  teach  pricing  with  UC  Irvine  •  “Impact  Pricing:  Your  Blueprint  for  Driving  Profits”  •  Blogger  at  PragmacPricing.com  •  Frequent  speaker  and  coach  on  pricing  2  
  • 3. WHAT  IS  PRICING?  
  • 4. Pricing  is  …  Complex  Powerful  Important  Fun  Psychological  Qualitave  Quantave  Never  perfect   Specific  Customizable  Dependent  Emoonal  Informaon  Secret  Risky  Instantaneous  Grading  Common  Dynamic  A  process  
  • 5. Pricing  is  …  Complex  Powerful  Important  Fun  Psychological  Qualitave  Quantave  Never  perfect   Specific  Customizable  Dependent  Emoonal  Informaon  Secret  Risky  Instantaneous  Grading  Common  Dynamic  A  process  
  • 6. Pricing  is  …  Complex  Powerful  Important  Fun  Psychological  Qualitave  Quantave  Never  perfect   Specific  Customizable  Dependent  Emoonal  Informaon  Secret  Risky  Instantaneous  Grading  Common  Dynamic  A  process  
  • 7. Pricing  is  …  Complex  Powerful  Important  Fun  Psychological  Qualitave  Quantave  Never  perfect   Specific  Customizable  Dependent  Emoonal  Informaon  Secret  Risky  Instantaneous  Grading  Common  Dynamic  A  process  
  • 8. Pricing  is  …  Complex  Powerful  Important  Fun  Psychological  Qualitave  Quantave  Never  perfect   Specific  Customizable  Dependent  Emoonal  Informaon  Secret  Risky  Instantaneous  Grading  Common  Dynamic  A  process  
  • 9. Pricing  is  …  Complex  Powerful  Important  Fun  Psychological  Qualitave  Quantave  Never  perfect   Specific  Customizable  Dependent  Emoonal  Informaon  Secret  Risky  Instantaneous  Grading  Common  Dynamic  A  process  
  • 10. Pricing  is  …  Complex  Powerful  Important  Fun  Psychological  Qualitave  Quantave  Never  perfect   Specific  Customizable  Dependent  Emoonal  Informaon  Secret  Risky  Instantaneous  Grading  Common  Dynamic  A  process  
  • 11. Pricing  is  …  Complex  Powerful  Important  Fun  Psychological  Qualitave  Quantave  Never  perfect   Specific  Customizable  Dependent  Emoonal  Informaon  Secret  Risky  Instantaneous  Grading  Common  Dynamic  A  process  
  • 12. Pricing  is  …  Complex  Powerful  Important  Fun  Psychological  Qualitave  Quantave  Never  perfect   Specific  Customizable  Dependent  Emoonal  Informaon  Secret  Risky  Instantaneous  Grading  Common  Dynamic  A  process  
  • 13. Pricing Captures Value
  • 14. Key Takeaway #1Know your Value –Charge what your customers areWilling To Pay
  • 15. Will  I?  Which  one?  Value  
  • 16. Will  I?  
  • 17. Will  I?  
  • 18. Customers making the “Will I?”decision are not price sensitive
  • 19. Which  One?  
  • 20. Price has a powerful impact whencustomers choose “Which one?”
  • 21. Differenaon  
  • 22. Value is Differentiation
  • 23. Percepons  
  • 24. VALUE  IS  PERCEIVED  DIFFERENTIATION    Create  it  Find  it  Communicate  it  
  • 25. Key Takeaway #1Know your Value –Charge what your customers areWilling To Pay
  • 26. Different  willingness    to  pay  Segmentaon  
  • 27. Is it fair?
  • 28. Key Takeaway #2Segment Your Pricing –Charge more to customers who arewilling to pay more.
  • 29. CharacteristicsTransaction infoBehaviorsProductsHow?
  • 30. CustomerCharacteristicsSegmentaon  
  • 31. CustomerCharacteristicsTransaction infoSegmentaon  
  • 32. CustomerCharacteristicsTransaction infoProductSegmentaon  
  • 33. Behaviors
  • 34. Products
  • 35. Key Takeaway #2Segment Your Pricing –Charge more to customers who arewilling to pay more.
  • 36. Por`olio  Versions    Complements  
  • 37. Anchoring
  • 38. Will  I?  Which  one?  Complements  
  • 39. Complements?  
  • 40. 510  Acres  
  • 41. 25,000  Acres  
  • 42. Por`olio  Google  -­‐  $1.70  per  Android  device    Apple  -­‐  $576.30  per  iOS  device  Source:  CNN  Money  –  Asymco:  Google  makes  only  $1.70  a  year  per  Android  device  
  • 43. Gefng  Paid  for  Free  •  Free  samples  •  Free  trials  •  Free  informaon  (like  now)  •  Pay  as  you  wish  •  Free  network  membership  •  Ad  supported  (sponsors)  •  Freemium  
  • 44. Key Takeaway #3Build a Product Portfolio!VersionsComplements
  • 45. Key  Takeaways  1.  Know  your  value  –  Charge  for  it  2.  Segment  your  pricing  3.  Build  a  product  por`olio  
  • 46. www.PragmacPricing.com  ms@MarkSving.com  

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