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PRICING<br />Roger Stone<br />Roger Stone Consultancy Limited<br />November 2009<br />1<br />
2<br />Golden Rule –Never compete on pricing alone<br />
Pricing  in your Business Context<br />Desired growth<br />Financial backing<br />Product positioning: utility vs de luxe<...
Price level<br />Customer willing to pay<br />PROFIT<br />All your costs<br />COST<br />0<br />4<br />
Price level<br />Aspirational level<br />Customer willing to pay<br />Competitive level<br />PROFIT<br />Utility level<br ...
Price sensitivity<br />Volume<br />Price<br />6<br />
Pricing tips<br />Positioning: “utility” vs “luxury”<br />Understand your costs<br />Pricing that makes sense to the custo...
Thank you for your attention<br />8<br />
Feedback and questions to:<br />roger@rogerstoneconsultancy.com<br />or find out more about me:<br />www.linkedin.com/in/r...
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Pricing Presentation for Mayfield Business Forum 3rd November 2009

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Presentation prepared for the meeting of the Mayfield Business Forum (MBF) held at the Rose & Crown Mayfield on 3rd November 2009. The main topic of discussion was pricing and there are slides showing the main points

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Pricing Presentation for Mayfield Business Forum 3rd November 2009

  1. 1. PRICING<br />Roger Stone<br />Roger Stone Consultancy Limited<br />November 2009<br />1<br />
  2. 2. 2<br />Golden Rule –Never compete on pricing alone<br />
  3. 3. Pricing in your Business Context<br />Desired growth<br />Financial backing<br />Product positioning: utility vs de luxe<br />Aims<br />Maximise profit<br />Support a particular lifestyle<br />3<br />
  4. 4. Price level<br />Customer willing to pay<br />PROFIT<br />All your costs<br />COST<br />0<br />4<br />
  5. 5. Price level<br />Aspirational level<br />Customer willing to pay<br />Competitive level<br />PROFIT<br />Utility level<br />All your costs<br />MARGINAL COST<br />COST<br />0<br />5<br />
  6. 6. Price sensitivity<br />Volume<br />Price<br />6<br />
  7. 7. Pricing tips<br />Positioning: “utility” vs “luxury”<br />Understand your costs<br />Pricing that makes sense to the customer<br />Mainstream, offers and large contracts<br />Review customer/product profitability<br />Discount: more for the same price<br />Discuss pricing last<br />7<br />
  8. 8. Thank you for your attention<br />8<br />
  9. 9. Feedback and questions to:<br />roger@rogerstoneconsultancy.com<br />or find out more about me:<br />www.linkedin.com/in/rogerstone<br />Twitter: rogerstone26<br />http://rogerstonemarketing.blogspot.com/<br />9<br />

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