3rd EPP Aftermarket and Manufacturing Forum

PRICING AND PROFIT OPTIMISATION
GEAR UP FOR PROFIT OPTIMISATION
17- 18 - 19 - 20 FEBRUARY 2014 | AMSTERDAM, THE NETHERLANDS
DISCUSS
LEARN FROM THE BEST
BUILD RELATIONSHIPS
REFLECT & PRACTICE
3rd
EPP Aftermarket and
Manufacturing Forum
Gold Sponsors:
Sponsored by:

| European Pricing Platform2
“ There is no other organisation in Europe so dedicated
to help develop and share pricing and profit optimisation
skills of tomorrow’s business leaders ”
FIND OUT MORE AT:
WWW.PRICINGPLATFORM.EU

European Pricing Platform | 3
Pricing continues to gain attention as main profit driver. The role of pricing related decision makers is
more important than ever.
As the #1 knowledge sharing platform to support cross-industrial pricing decision makers, the European
Pricing Platform developed a full programme offering state-of-the art pricing know-how, know-what, and
know-who.
There is no other organisation in Europe so dedicated to teach, build and refine the skills of tomorrow’s
pricing leaders.
We are convinced you will gain the indispensable pricing knowledge to help you and your company in
the continuous process process of improving your business results.
On the European Pricing Platform, you find and share pricing knowledge, best practices and tools,
extend your network of pricing professionals, build and update relations. Visit our portal site and discov-
er everything the EPP has to offer (www.pricingplatform.eu).
On behalf of the entire European Pricing Platform-team, I want to wish you a refreshing and instructive
event and hope you will return to your desk with a treasure of valuable ideas and insights.
WELCOME
Pol Vanaerde
President of the European Pricing Platform (EPP)
#AMAN2014 3rd
EPP Aftermarket and Manufacturing Forum

4 | European Pricing Platform
The European Pricing Platform (EPP) is the n°1 knowledge sharing platform for the European price
management and profit optimisation profession. The EPP is a not-for-prfofit platform, dedicated to the
professional development of companies and individuals involved in pricing and profit optimisation.
We believe:
• That in the next decades pricing and profit optimisation, will be one of the most important value
drivers for organisations in Europe;
• That in European companies the need for pricing experts, tools, and capabilities has been increasing
in the past years;
• That pricing decision makers in these companies are in search of best-practice
knowledge-sharing, pricing know-how and know-who.
OUR EPP MISSION
The EPP is devoted:
• To be the n°1 on- and offline pricing knowledge sharing platform for pricing and profit optimisation
management in Europe;
• To support pricing and profit optimisation decision makers with pricing knowledge sharing and tools
in the complex environment of strategic pricing;
• To be the platform where pricing decision makers can extend their network of pricing professionals
and experts;
• To put pricing and profit optimisation on the CXO agenda in 2014 and beyond.
Visit our portal site: www.pricingplatform.eu
Visit our event site: www.pricingevents.eu
ABOUT THE EUROPEAN PRICING PLATFORM (EPP)

CODE OF CONDUCT
Why a code of conduct?
During all activities organised by the European Pricing Platform (EPP), pricing professionals (participants)
improve and exchange their pricing knowledge and gain inspiration. EPP provides objective and general
information enabling participants to develop their own pricing strategies. Both EPP and participants win
by ensuring a correct platform of discussion and learning.
EPP wants to ensure that
1. The presentations and information provided at the meetings are compatible with relevant
competition law;
2. Participants are committed to adherence to all applicable laws and regulations, in particular all
competition laws.
Principles and rules at EPP meetings
1. No anti-competitive arrangements
During meetings it is prohibited to make any agreement that infringes, or possibly may infringe, effective
competition laws. Infringements of competition law include:
• The direct or indirect fixing of (horizontal or vertical) prices or any other trading conditions;
• Limitation or control production, markets, technical development or investements;
• Sharing markets;
• Agreements regarding the common refusal to supply;
• Al written or oral agreements and practices between undertakings which have as object or effect the
prevention, restriction, or distortion of competition law.
2. No exchange of commercially sensitive information
The exchange of general information on pricing and a description or general discussion about the
problems regarding pricing is in principle permitted. Exchange of information is mainly prohibited when it
is company specific and can therefore be used (amongst other things) for controlling fulfilment of existing
pricing, production or market partition agreements, or other agreements which infringe effective
competition.
#AMAN2014 3rd

6 | European Pricing Platform
3. About the use of calculation schemes
When calculation schemes are formulated by participants or by the organisation explaining which items
are relevant for calculating prices, only objective information which makes it easier to make a cost struc-
ture, can be provided. The calculation scheme or information drawn from the scheme cannot be direc-
tional for the pricing policy of participants. The scheme may not lead to elimination of the normal uncer-
tainty in the market about the (intended) market behaviour of market participants.
4. Obligation to report infringements
Every participant has the obligation to report any infringements of the competition law that he or she
observes during EPP activities, to the EPP organisation. In order to maintain a state-of-the-art pricing
knowledge sharing platform, ot is important for all participants that we assure to prevent all prohibitied
behaviour taking place within the context of the activities organised by the European Pricing Platform. It
is therefore necessary to strictly follow this code of conduct.
Note: This code of conduct remains, as far as relevant, applicable outside the scope of organised meet-
ings, such as during interactive sessions and during informal discussions afterwards (for example during
a drink at the bar at the end of the programme).

Consulting focus
Specialised on growth and profit
increase on the market side:
 Management
 Strategy
 Sales
 Marketing
 Pricing
Profile EbelHofer Consultants
We support our customers to improve sales and profitability on the market side. Our
partners and consultants combine industry expertise with many years of consulting
experience and have worked for many market leaders.
Industry focus
 Automotive
 Construction, materials and
chemicals
 Consumer goods and retail
 Electronics and components
 Engineering and machinery
 Private Equity
 Services
3rd EPP Aftermarket and Manufacturing Forum 20141
In a nutshell …
 We are an internationally
operating consultancy
 We support our clients on the
market and customer side of
their business
 We combine a pragmatic
approach and long experience
in industry and consulting
 Our recommendations are
based on profound analyses,
hard numbers, data and facts
 Our working principles are
market orientation, experience,
quality, and creativity

AMSTERDAM MARRIOTT HOTEL FLOORPLAN
Plenary room
Breakout room
Aftermarket
Breakout room
Manufacturing
#AMAN2014 3rd

Programme March 19th
- 3rd
EPP Aftermarket and Manufacturing Forum - Day 1
08.30 - 09.00 Coffee/tea to start the day
09.00 - 09.30 Welcome and gear up for AMAN2014 Forum
Host: Pol Vanaerde - President - European Pricing Platform
09.30 - 10.00 EPP Deep Conversation
Exploring the synergies between ‘new business’ and the aftermarket: pricing in a matrix organisation
Speaker: Ulrike Schmidt - Strategic Pricing Director
10.00 - 10.10 Q&A on Deep Conversation
10.10 - 10.40 EPP Point of View Talk
VBP at Electrolux: The secret of sustainable value based pricing.
Speaker: Rickard Nilson - Central Pricing Manager
10.40 - 10.50 Q&A on Point of View Talk
10.50 - 11.00 Intro EPP Think Tank: elevator pitch
Getting new product pricing and positioning right
11.00 - 11.30 Refresh and Network
Grab an EPP gear up energiser
11.30 - 12.10 EPP Think Tank
New product pricing
An aftermarket pricing success story
Armando Bigliocchi - Worldwide Aftersales
Marketing Manager
EPP Think Tank
Better, faster, smarter
Capturing the full value of technological advancements
Reserved - Company TBA
12.10 - 12.30 Recap Think Tanks in plenary room
12.30 - 13.30 LUNCH AND NETWORKING OPPORTUNITY
#AMAN2014 3rd

13.30 - 14.00 Pricing Power Half-hour
Practical advice from top pricing experts in your industry
1. How to set up a pricing initiative - consultant recommendation (Homburg & Partner);
2. Topic to be confirmed (PROS);
3. Topic to be confirmed (EbelHofer).
14.00 - 14.55 EPP Java Junction Round Table Sessions - The Ultimate Networking Experience
Your issues, adressed at several round tables, each moderated by a pricing expert.
Issues brought on by the participants - distributed across the following themes:
• Pricing organisation and governance;
• Pricing strategy and execution;
• Pricing tools: analytics and monitoring.
14.55 - 15.25 Brief feedback round per table per theme
15.35 – 16:00 Refresh and Network
16:00 - 16.40 EPP ActiveBoard Exercise
Discover the hidden profits in
your Spare Parts business
Johan Östlin - Senior Pricing Expert
EPP Think tank
The key to shaping the right value
proposition? Get out from behind
your desk!
Kevin de Caluwé - Innovation Manager
16.40 - 16.50 Recap on breakouts in plenary room
Resisting the temptation to lower your prices during extended periods of lower demand
Guido Broggi - Pricing Excellence Leader
17.30 - 17.45 Wrap up of the day + Wheel of Fortune
Who will test drive the Tesla Model S?
18.30 - 22.00 DINNER AND NETWORKING EVENT
We meet at the hotel lobby and leave together to the Tesla Test Drive Center
- 3rd

GEAR UP FOR THE NETWORKING EVENT
Join us for the networking event on March 19th
and enjoy 100% organic fingerfood bites.
Schedule
18.15: Gathering in the hotel lobby
18.30: Departure to Tesla Test Drive Centre
19.00: Reception at the venue with suitable bites
19.30: Walking dinner
22.30: Back at the hotel on time for a night cap
Menu
Lollipop - ham - mint – cotton candy
-
Soup - shi take - truffle - cognac - foam of parmesan cheese
-
Mini Clafoutis - carrots - Thyme - Old Amsterdam - veggie
-
Grandma ‘s meatballs - gravy of kale
-
Stew - veal - onions - gingerbread - 70 % dark chocolate
-
Stew - haricot verts - mushrooms - organic vegetable chips - Veggie
-
Ice lollies – ‘speculaas’ – coloured chocolate
We give away 30 free testdrives in the Tesla Model S
Stay put during the Wheel of Fortune at the end of Forum Day 1 and
discover if you are one of the lucky testdrivers at the evening reception
*Please don’t drink and drive*
*Don’t forget to bring you driver license to the evening event*
#AMAN2014 3rd

EPP Aftermarket and Manufacturing Forum - Forum Moderator
Michael Krall Poulsen - Management Consultant - Implement Consulting Group
He worked with Commercial Excellence programmes for multinational companies
in Scandinavia and Europe. Stretching from customer segmentation, sales force
design to pricing with the overall goal of creating impact though sustainable models
and easy-to-use designs. The financial background has served as an enabler for
defining KPI’s analyzing cost to serve, etc., but primary focus has always been
commercial analysis and solutions at corporate as well as at BU level.

March 19th
- 3rd
EPP Aftermarket and Manufacturing Forum day 1
Exploring the synergies between ‘new business’ and the aftermarket:
pricing in a matrix organisation
Ulrike Schmidt - Strategic Pricing Director - Terex Material Handling
After learning the ropes as assistant to the head of Field Service, Ulrike rapidly
gained responsibilities for spare parts too and before long was appointed as Head
of Business Administration, Spare Parts, Field Service and Refurbishment.
Recognising the benefit that can be gained from a better cooperation and com-
munication between aftermarket and ‘new business’, Ulrike was appointed in her
position today as Strategic Pricing Director for these two business units.
#AMAN2014 3rd

March 19th
- 3rd
VBP at Electrolux: the secret of sutainable value based pricing
Rickard Nilson - Central Pricing Manager - Electrolux
Rickard is the Central Pricing Manager for the aftermarket business of Electrolux.
Together with his team he manages more than 300.000 spare parts, across 29
different markets, and several different channels for major appliances in Europe,
Middle East, and Africa.
AB Electrolux is a Swedish multinational household and professional appliances
manufacturer headquartered in Stockholm. It is the world’s second-largest
household appliance maker by revenues.

March 19th
- 3rd
New product pricing: an aftermarket
pricing success story
Armando Bigliocchi - Worldwide Aftersales Marketing
Manager - Maserati
EPP Think Tank
New product pricing: better, faster, smarter
Capturing the full value of technological advancements
Sonny Supriyadi - Group Pricing Expert - Luvata
#AMAN2014 3rd

PROFIT MANAGEMENT AND OPTIMISATION
FOR SERVICE PARTS
“Where PROS stood out relative
to the competition was in the
flexibility of the solution and the
speed of implementation. Total
cost of ownership was another key
driving factor.”
Sanjay Smith, Partner, Carlisle & Company
Visit www.pros.com and get in the fast lane for pricing and sales effectiveness.
Outperforming service parts companies realize that
the enormous amounts of data they collect contains
strategic information about their markets,
customers, service parts lifecycle, segmentation,
and competitive data. Companies that
leverage this data as an asset can better
serve their customers and outperform
their competition by driving
increased sales and revenue.
Start YOUR engines today
The market is changing and you need to keep an eye on many factors
to effectively manage price – market share, alternative markets, country
regulations, etc. And you have to move fast. The complexity you face can
make it all but impossible to answer some essential pricing questions:
• Will our quoted prices meet our company’s
profitability targets?
• What are the root causes of profitability problems?
• How are pricing decisions disseminated to and
adopted by dealers?
• Are dealers passing pricing changes to the
end market?
• How can my company quickly react to change?
• How do companies like ours manage pricing
strategies across geographies?
If you can’t answer these, how can you improve margin and know that
your pricing is profitable? PROS can help. We have more than 27 years
of experience helping companies of all sizes understand and answer
these questions in a way that drives profitability. We provide tools to help
companies manage prices and costs and deliver sustained improvements
in revenue and margin growth to their businesses.

EPP JAVA JUNCTION ROUND TABLE SESSIONS
#AMAN2014 3rd
Theme:
Theme:

March 19th
- 3rd
16.00 - 16.40 EPP ActiveBoard Exercise
Discover the hidden profits in your
Spare Parts business
Johan Östlin - Senior Pricing Expert -
Syncron International
EPP Think Tank
The key to shaping the right value proposition?
Get out from behind your desk!
Kevin de Caluwé - Innovation Manager -
NV Bekaert SA

March 19th
- 3rd
Pricing during extended periods of lower demand
Guido Broggi - Pricing Excellence Leader - Leading lubricant manufacturer
Guido has been actively involved in price management over the last 7 years at one
of the world’s leading lubricant manufacturers. He will share his pricing knowledge
and experience with us at AMAN2014 in his personal capacity as pricing enthusiast.
His topic will address pricing tactics during and after the economic downturn and
more specifically how to resist the temptation to lower your prices during extended
periods of lower demand.
#AMAN2014 3rd

Ideas (to be prioritised)
Project Quick Hits
Rejected On Hold
Impact
Ease of implementation
WRAP UP OF DAY 1
What are your take aways today?
Place them in the grid below, based on the impact for your organisation versus the ease of implementation.

Navetti Sweden
Kungsgatan 6, 3 tr,
SE 111 43 Stockholm, Sweden
Phone: +46 8 44 00 120
www.navetti.com | info@navetti.com
Navetti Germany
Schorndorfer Strasse 42/1,
71638 Ludwigsburg, Germany
Phone: +49 (0) 7141 688 86 10
Navetti USA
751 Laurel Street, Suite 405,
San Carlos CA, 94070, USA
Phone: +1 650-394-4435
Navetti offers its own pricing system solution – Navetti PricePoint™ – with all the
components needed to control your business and reach pricing excellence; making it the
best and most sustainable pricing system on the market.
With support from Navetti’s highly qualified consultants, you will succeed in the
development and implementation of a value based and market driven pricing – for your
complete offering.
“Navetti has given us a sustainable profit increase and
the ability to bring optimized prices to all markets.”
– Vice President, Global Manufacturing Company

- 3rd
09.00 - 09.10 Good morning and gear up for day 2
09.10 - 09.40 EPP Sound Clash
Topic to be announced
09.40 - 09.50 Q&A on Sound Clash
Value based pricing: adapt or...lose
Dirk Smeets - Stanley Security Solutions
11.00 - 12.00 EPP Java Junction round table sessions
Issues brought on by the participants - distributed across the following themes:
• Pricing organisation and governance;
• Pricing Strategy and Execution;
• Pricing Tools: Analytics and Monitoring.
12.00 - 12.30 Brief feedback round per table by moderators
12.30 - 13.30 LUNCH AND NETWORKING OPPORTUNITY
#AMAN2014 3rd

- 3rd
13.30 - 14.00 Pricing Power Half hour
1. Implementation of Value Based Pricing for Service Parts (Syncron);
2. Topic to be confirmed (Navetti);
3. Managing the complexity of a global spare part price waterfall (Homburg & Partner).
Pricing to win: how to value your solutions
Pricing to win: how to value
your aftermarket solutions
EPP Think Tank
Pricing to win: value pricing
dilemma: very low emission tires
Benoit Rengade - Director of Pricing
14.50 - 15.10 Recap on Think Tanks in plenary
15.40 – 16.20 EPP Deep Conversation
Creating, Calculating, Communicating and Profiting from Value Created
Speaker: Todd Snelgrove - Global value Manager
16.10 - 16.30 Q&A on Deep Conversation
16.30 - 17.00 Reflect on sessions of the day and close

09.10 - 09.50 EPP Sound Clash
Increasing pricing and sales effectiveness by leveraging big data
Ed Farquhar - Director of Marketing - PROS
March 20th
- 3rd
Ed Farquhar serves as director of marketing for PROS EMEA operations. He is
responsible for developing the company’s European-wide marketing strategies and
managing operations for its business-to-business vertical markets in the service
parts, chemical, manufacturing and distribution markets. Based at PROS EMEA
headquarters in London, his scope includes strategy, solutions marketing, demand
generation, partner marketing and inside sales leadership.
Prior to joining PROS in 2011, Farquhar held vice president and director-level EMEA
marketing leadership roles with publicly traded IT corporations including Parametric
Technology, Microstrategy, Arcsight and Cisco.
#AMAN2014 3rd

March 20th
- 3rd
Value based pricing: adapt or...lose
Dirk Smeets - Pricing Leader Europe - Stanley Security Solutions
Dirk has more than 10 years of international sales and marketing experience in
Europe and the US, a proven track record in international sales, key account man-
agement, revenue optimisation, customer value modelling and sales process
optimisation. Today he leads the European pricing team at Stanley Security
Solutions (SSS). SSS is a growth platform within Stanley Black & Decker, and a
leading provider of security products, services and integrated solutions.

EPP JAVA JUNCTION ROUND TABLE SESSIONS
#AMAN2014 3rd
Theme:
Theme:

For the new generations of pricing leaders. Call Nicolene on +32 51 32 03 72
ARE
YOU
SERIOUS
ABOUT
PRICING?
Did you know?
1. The majority, 56%, of European
companies overestimate their
current overall pricing maturity
level.
2. In reality, 42% of companies do
not have transactional control
over pricing yet. There are still
too many obvious price & mar-
gin leakages, insufficient pricing
governance, poor visibility cost
to serve...etc...
3. For 90% of pricing
practictioners, their biggest
challenge is to bring the pricing
function’s goals into alignment
with sales, marketing and fi-
nance.
Pricing leaders of tomorrow
88% of companies on level 2 of
pricing maturity, have the ambition
to move to level 3 during the next
12 months. The majority of pricing
practitioners see a powerful price
optimisation software as essential
in the process.
Find out more about EPP’s Certi-
fied Pricing Manager pogramme
and how it can help you get to the
next level.
It goes further and deeper than
any other pricng course on the
market today, addressing every
aspect of building your pricing
maturity in the 21st
century.
Read more on
www.pricingplatform.eu

March 20th
- 3rd
Pricing to win: how to value
your aftermarket solutions
Thomas Bard - Ex-Global Parts Sales
Director - German premium OEM
EPP Think Tank
Pricing to win: Value pricing dilemma:
very low emission tires
Benoit Rengade - Director of Pricing - Michelin
#AMAN2014 3rd

March 20th
- 3rd
Creating, Calculating, Communicating and Profiting from Value Created
Speaker: Todd Snelgrove - Global value Manager - SKF
Mr. Snelgrove has over 10 years experience in calculating, pricing, and purchasing
on Total Cost of Ownership. He has demonstrated successful customer partnership
agreements with Fortune 1000 companies, in numerous industries and segments,
in all geographies of the world. His work on TCO buying, selling, pricing, and
procurement has featured in numerous publications from leading business schools
and scholarly reviews.

If you have any questions or need assistance, please contact Lisa Corbett at
+44 (0)121 503 2650 or lisa.corbett@syncron.com.
AMAN2014
When
19 - 20 March 2014
Location
Amsterdam Marriott Hotel
More Info
www.pricingplatform.eu
About
The 3rd Annual EPP Aftermarket
and Manufacturing Forum brings
together Europe’s top pricing
executives and decision makers.
Topic of the conference this
year is “Gear Up For Profit
Optimisation”. Please visit the
official website of AMAN2014 to
find the full list of speakers, the
event agenda and more.
We hope to see you there!
Syncron is proud to be a leading sponsor and expert speaker
at the 3rd EPP Aftermarket and Manufacturing Forum 2014
Syncron’s Dr. Johan Östlin will deliver an
interactive master-class and host a round-
table discussion focussing on spare parts
pricing optimisation.
Syncron Global Price Management software addresses
the pricing challenges facing today’s global business-to-
business (B2B) companies.
It integrates the fragmented data and provides a more
automated process to setting and optimising your parts
prices. This results in an accurate pricing structure with
possibilities to optimise margins and profits.
“Syncron’s Global Price Management application makes
it possible defining, revising and communicating price
points for thousands of parts in a structured manner.
The solution supports our pricing process; from basic
and regional pricelists down to the dealer, with dealer-net
and suggested retail prices that include discount, tax and
charges, all in local currencies.”
Ehsan Soltani, Volvo CE

Ideas (to be prioritised)
Project Quick Hits
Rejected On Hold
Impact
Ease of implementation
WRAP UP OF DAY 2
What are your take aways today?
Place them in the grid below, based on the impact for your organisation versus the ease of implementation.
#AMAN2014 3rd

PRACTICAL INFORMATION
Customer service
Do you have any questions concerning your registration, invoice, or payment?
Or do you need more information on an EPP Event?
Contact Jessie Dhondt:
By phone: +32 (0)51/32.03.72
By email: jessie.dhondt@pricingplatform.eu
Mobile phone
The use of cell phones during the forum can be disturbing for the speaker and fellow participants, please
restrict the use of your mobile phone during breaks.
Security in forum room
There is no security foreseen in the forum rooms, do not leave any valuables without supervision.
Wrong mentioning of your name/function
Is there a mistake in your name, funtion description, or company name?
Let us know, and we’ll make the change for future use.
Share your opinion
A few days after the event, you will receive an evalution survey by email.
We attach great value to your opinion and comment, as it helps us to continue on improving our
services.
Copyright
Nothing out of these notes can be reprinted, distributed without prior approval of the European Pricing
Platform.

NOTES
#AMAN2014 3rd

IMPORTANT DATES FOR YOUR INDUSTRY
EVENT DATE
Steering committee n°1 Tuesday 20 May 2014
Executive briefing (1/2 day) - Invitation only Thursday 18 September 2014
Workshop Tuesday 2 December 2014
Steering committee n°2 Tuesday 2 December 2014
Aftermarket pricing master class Tuesday 10 March 2015
4th
EPP Aftermarket and Manufacturing Forum Wednesday 10 and Thursday 11 March 2015
Steering committee n°1 May (Day TBA) 2015
Executive briefing (1/2 day) - Invitation only September (Day TBA) 2015
Workshop December (Day TBA) 2015
Steering committe n°2 December (Day TBA) 2015
#AMAN2014 3rd

At the heart of pricing
in Europe
We are looking forward to meeting you again at the
4th
on March 10th
- 11th
- 12th
, 2015
More information will follow soon!
www.pricingevents.eu

Gold Sponsors:
Sponsored by:
European Pricing Platform
Izegemsestraat 7 | 3.01
8860 Lendelede | Belgium
Tel.: +32/51.32.03.72
Fax: +32/51.32.03.73
® 2014 European Pricing Platform – All rights reserved

3rd EPP Aftermarket and Manufacturing Forum

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3rd EPP Aftermarket and Manufacturing Forum