1. The only event in the region focusing on pricing strategies for
the consumer based products and services industry
Jesper Hansson
Managing Director and CEO
Core Pricing
Jesper Hansson is one of the foremost thought leaders within the field
of pricing and revenue management. He is the founder and CEO of
Core Pricing, the Managing Partner for Strategic Pricing Management
Group Global in Asia and the current President of Asia Pricing
Professionals. He has more than 23 years of experience in large-scale
multinational corporations. A large part of his career has been directly
linked to pricing projects in the Asia Pacific region.
His areas of expertise include value-based pricing, finance and
controlling, implementation of pricing software solutions and
quantification of customer economic value. He is also very capable in
price management projects across multiple functional areas including
implementation of advanced and innovative pricing strategies.
Wolfgang Eger
Director
Core Pricing
Wolfgang is a proven business leader who has held a number of
commercial management positions at MNCs around the globe. During his
20 years of industry experience, covering both B2B and B2C, he has built
up unique insights from which he can create and improve pricing strategies
and execution plans that truly work. Through his pragmatic approach, he
has led multiple pricing initiatives and trained many sales teams around the
globe. Wolfgang’s area of expertise is the interface of pricing with sales,
marketing and strategy. Wolfgang is a Director of Core Pricing, and an
Executive Member of Asia Pricing Professionals.
Jelle de Jong
Director
Lexia Analytics
Jelle began his career at Unilever as a researcher. In 1998, he joined
McKinsey & Company where he worked in both the New York and
Amsterdam offices. After McKinsey, Jelle joined Diageo first as a Strategist
in the London head office followed by a role as Head of Commercial
Finance for the Diageo Australia business. In 2007, he left Diageo to set up
Lexia Consulting with Nigel Devlin whilst moving to Hong Kong and has
worked across the region for the last eight years. His areas of expertise
include strategy execution and analytics in the B2C sector.
MasterClass LeaderApplying effective B2C pricing strategies to maximise
both traditional retail and on-line channels
Rising middle incomes and demographic trends are driving retail
growth in Southeast Asia. PWC has forecast that over the next
5 years, Asia will experience retail growth of 4.6% per annum.
However, emerging market risk, e-commerce and strong competition
means organisations need to adapt to changes in customer
behaviour in order to enjoy organic growth and increase market
share.
This two-day masterclass will show how to optimise revenue
streams by developing an innovative consumer pricing strategy
The masterclass will focus on issues pertinent to the Asian B2C
sector such as; price sensitivity, discounting, pricing consistency,
elasticity, promotions and periodic sales and value-based pricing.
The masterclass will analyse how to develop a pricing strategy in
highly competitive markets and respond to increasing consumer
price awareness in on and offline channels.
Delegates will discuss the pricing strategies used by leading global
companies and how they may be applied within Asian markets. They
will also discuss how to conduct consumer based pricing research
using analytics and how to develop an advanced analytics based
pricing strategy.
Pricing is the only part of the marketing mix which brings in
revenue. Take two days out of the office to evaluate, benchmark
and develop new ideas for your pricing strategy.
Key Learning Objectives
1. Effectively position your product or service in the
marketplace by understanding how consumers perceive value
2. Conduct consumer research using proven pricing methods
such as; the Conjoint Analysis, Gabor Granger technique and
Van Westendorph’s Price Sensitivity Meter
3. Adopt different pricing methods during different stages of a
product lifecycle
4. Form a pricing strategy that suits your market, customers
and consumers
5. Determine the objective for the price and value of the
product to formulate a pricing tactic
6. Differentiate your product or service via suitable B2C pricing
mechanics
7. Optimise your on-line and off-line pricing strategy
8. Continuously improve your strategy by having a pricing
department in place
Register before
the end of the
month to receive
the Early-Bird
Discount!
Kuala Lumpur | 10 – 11 August 2015
Singapore | 13 – 14 August 2015
Endorsed by
REGISTER NOW! T: +65 6589 0650 F: +65 6410 9056 www.aventedge.com

2. Price for profits – How B2C companies can drive increased
profits through in-depth consumer insights and analytics
Pricing of products and services communicates critical factors about the
value offered to the customer or consumer. Low pricing strategies do
not always meet expectations and may be the cause of product failure.
Pricing strategy employed must reflect and resonate with the buyer’s
needs and market conditions.
Due to increasing competition, pricing optimisation and value-based
pricing are necessary tactics you can latch on to win over consumers
and customers. These strategies will allow organisations to be more
flexible with pricing, promotions and forecasting.
Engage various pricing mechanics to differentiate your product
from your competitors
This masterclass will show you how to plug revenue leakages, manage
discounts and improve revenue generation. It will analyse how
customers and consumers perceive value, hence why they may not
behave how you expect them to, and how different pricing mechanics
affect product positioning.
Who should attend?
Industry practitioners who seek to formulate an effective and competitive
pricing strategy and will gain insights into how their customers and
consumers perceive value. Typically delegates will come from:
Methods, techniques and strategies that will be discussed include:
Take two days out of the office to evaluate, benchmark and
develop new ideas for your pricing strategy
• In-depth two day masterclass format with practical content
and limited seats to facilitate interaction in a small-group learning
environment
• Trusted guidance and advice from an expert, focusing on
practical methods and tools you can work with immediately
• Opportunity to question and consult with pricing experts on your
pricing strategy outside a formal engagement
Should you attend this Masterclass?
Are you hungry to improve your profit margins and company value? Is
your firm at its full profit potential? Specifically, would you like to:
• Improve your strategic pricing capabilities?
• Change your organisation’s pricing and selling mindset to focus on
leveraging value?
• Become more confident in pricing your products and services?
• Optimise your prices to maximise profits?
• Apply pricing strategies to create a strong competitive advantage?
By attending this two-day masterclass, delegates can expect to:
• Address customers and consumers’ perception of value in
pricing
• Apply a pricing strategy that suits your product and market
• Achieve improved customer focused pricing research
• Apply best practices across different products and conditions
• Understand how to develop a dedicated pricing function
Evoke buying impulses by aligning your pricing strategy
to the consumer and customer’s perception of value
Past clients of the masterclass leaders include:
Group Discounts
Don’t forget to take advantage of our Group Discounts!
• Send 3 delegates and receive 5% OFF
• Send 4 delegates and receive 10% OFF
• Send 5 delegates and receive 15% OFF
You might also be interested in attending:
Kuala Lumpur | 22 July 2015
Singapore | 28 July 2015
Combat fraud using the GHOST Protocol © and 5 Pistons of an
Investigation © techniques
This practical masterclass aims to provide you with an in-depth
working knowledge on profiling fraudsters, interviewing suspects
and gathering concrete evidences. Attend this workshop to learn
about fraud prevention through comprehensive internal controls,
excellent screening systems and finally competent investigators.
• PepsiCo
• DHL
• Philips
• Dell
• American Express
• Honda
• Fonterra
• Marina Bay Sands
• Volvo
• Lufthansa
• Johnson Johnson
• Bayer
• Parkway Healthcare
• BP
Pricing and
Revenue
Finance and
Financial
Product, Business
and Commercial
Brand, Marketing
and Sales
Channel, Trade
and Trading
Retail, Strategy
and Planning
eCommerce,
On-line and Digital
Market, Consumer
and Insight
• Cost Based Pricing
• Competition Based Pricing
• Value-Based Pricing
• Price Value Matrix
• Economic Value
• Perceived Value
• Expressed Value
• Value Perception
• Value-Based Pricing
• Skimming
• Penetration
• Rip-Offs
• Conjoint Analysis
• Gabor Granger
• Van Westendorph
• Brand Price Trade-Off
• Loyalty Based Discounting
• EDLP (Everyday Low Pricing)
• Hi-LO (High-Low Pricing)
• Premium Hold
• Bundling
• Next Product To Buy
• On-Line Pricing
• Absolute Pricing
REGISTER NOW! T: +65 6589 0650 F: +65 6410 9056 www.aventedge.com

3. Kuala Lumpur | 10 – 11 August 2015
Singapore | 13 – 14 August 2015
DAY ONE
08:30 Registration and Morning Coffee
09:00 Introduction: Course Outline, Learning Goals and Expectations
09:30 Pricing Maturity: Evaluating Where your Organisation is Placed
• Examining the four levels of pricing
• Why is pricing important: Impact on profitability
• How well are you pricing vs. how much more can you price
10:30 Morning Tea
PRICING CONSIDERATIONS – CUSTOMER AND METHODS
11:00 Comparing and Evaluating Different Methods of Pricing
• Detailing the differences in each pricing methodology
• When do you use each of these methods?
- Cost Based Pricing
- Competition Based Pricing
- Value-Based Pricing
12:00 Considerations Required in Customer Segmentation
• Price Value Matrix: The implicit relationship between price and
value
• Analysing how customers respond to proposed value
• Methods used in examining price and value relationship
- Economic Value
- Perceived Value
- Expressed Value
- Value Perception
• Case story on Project Abel Tasman: Renegotiation and re-setting
of trading terms across 6,500 customers
12:30 Networking Lunch
PRICING STARTEGIES
13:30 Achieving Clarity in Creating your Pricing Strategies
• Forming a strategy that suits your product and consumers
• What is your product strategy and lifecycle?
• Critical strategies for B2C pricing
- Value-Based Pricing
- Skimming
- Penetration
- Rip-Offs
15:00 Afternoon Tea
15:30 Customised Pricing Strategy: Discover your Customer’s
Preferences
• Conducting customer research using proven pricing research
methods
- Conjoint Analysis: How customer value different attributes
of a product
- Gabor Granger: Highest price customers will pay
- Van Westendorph: Price perceptions vs. pricing decisions
- Brand Price Trade-Off: Pricing comparisons of competitive
products
• Trade Terms vs. Customer Strategy: Measuring effectiveness of
your trade terms
• Achieving an optimised discounting strategy
- Addressing revenue leaks
- Pricing tools for managing discounts
- Loyalty based discounting
16:45 Round Off Day One – Recap and Close
DAY TWO
8:30 Registration and Morning Coffee
PRICING MECHANICS IN DIFFERENT SCENARIOS
9:00 Pricing Mechanics for B2C Products and Services
• Pricing as a viable differentiator
• Achieve profitability with a sustainable pricing strategy
• Utilise different pricing mechanics that suits your
organisation’s needs
- EDLP (Everyday Low Pricing)
- Hi-LO (High-Low Pricing)
- Premium Hold
- Bundling
10:30 Morning tea
PRICING ANALYTICS AND FORECASTING IN B2C
11:00 Creating an Effective On-Line Pricing Strategy
• Profiling and examining the on-line consumer segment
• Price optimisation: Increase market share and profit
• Differentiating using a personalised NPTB
(Next Product To Buy) tool
• Analysing and assessing channel effectiveness
• Measuring discounts with promotion efficiency
• Category and road map expansion
• On-Line Pricing Strategies
12:30 Networking Lunch
13:30 Maximising on your Off-Line Pricing Strategy
• Promo effectiveness: Striking a balance between reach and
profits
• Creating barriers to reduce channel conflict
• Risk of cross-border and internal cannibalisation
• Lessen internal pricing conflict
• What would be your ‘Absolute Pricing’?
14:30 Group Exercise: Price Wars
A price war is an act of competitive price reduction between
businesses that can result in failure or success. For this exercise,
participants are split into two groups; with each group representing
a company in the same industry. The competing groups will then
make some choices on investing in customer loyalty or not. They
then need to decide on the price point of their product.
15:00 Afternoon Tea
PRICING DEPARTMENT
15:30 Starting-up a Competent Pricing Department
• Pricing Administration vs. Pricing Management
• Taking the strategic Price Management approach
• Creating a pricing function based on the (Value) Pricing
Organisation
• Recommendations on how to set-up the pricing department
16:45 Round Off Day Two – Recap and Close
Workshop Programme
REGISTER NOW! T: +65 6589 0650 F: +65 6410 9056 www.aventedge.com

4. REGISTRATION FORM
REGISTER NOW - 5 EASY WAYSWorkshop Locations Dates
DELEGATE AND COMPANY DETAILS
Kuala Lumpur
10 – 11 August 2015
Hotel venue in CBD area
Singapore
13 – 14 August 2015
Hotel venue in CBD area
RESEARCHED AND ORGANISED BY
The Group Discounts compound
on top of the Early-Bird Discounts
Design www.johnstab.com.au
All pricing is in SGD (excludes GST in Singapore) ROC#200907607H
STANDARD PRICE EARLY BIRD PROMOTION FULL PRICE
BOOK AND PAY BY 31 May 30 Jun 31 Jul 13 Aug
1 Delegate $1,695 $1,895 $2,095 $2,295
GROUP DISCOUNTS ON ALL PRICES
3 Delegates 5% off
4 Delegates 10% off
5 Delegates 15% off
Aventedge is a provider of business information offering timely
conferences and workshops. Celebrated for its structured research
benchmarks and for being produced by sector-specialists, we
guarantee you gain dependable, high-quality commercial knowledge
at the forefront of issues.
Aventedge has taken due care and diligence in selecting qualified
professionals as its speakers. The information they offer, howsoever
provided, is not produced by Aventedge and should in no way
be regarded as financial or legal advice. Aventedge accepts no
responsibility for reliance on such information and recommends that
its clients seek independent, professional advice.
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products. However, given circumstances beyond its control,
Aventedge reserves the right to change any conference programme
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