Manufacturing Pricing Excellence 2015 agenda

YOUR ESSENTIALEXECUTIVETOOLKIT 20th
- 22nd
of May 2015,Barcelona,Spain
Findoutmoreat
www.pricingeurope.com@
PLUS
a
event
Join us on:
Manufacturing Pricing Excellence Forum
Twitter: @Prod_Lifecycle
Workshop:Pricingmanagementandthe
salesteamthemakingofpowerfulpartners
MikeWilkinsonHarry Macdivitt
ChangeAgentin
Pricing™
-CAP™
Certification
Stephan M.Liozu,Ph.D.,Pricing
Thought Leader andAgent of
Disruption
Certification
MAXIMIZE YOUR ROI OF PRICING
Ingo HenneckeRichard Coppoolse Todd Snelgrove Stephan M.Liozu Daniel Cho MikeWilkinson
Martin Reeves Rafael Farres Mårten Hedberg Emanuela Papapietro Stephan Reis Rickard Nilsson
PetraVolckaert
Mirko Maternini
JohnA.Geisler
Markus KellermannWiktoria Lipkowska Dr.PaulArtur Glenn
Fabio Cicalini
JohanDotzauer
AndreasWestlingIoana Pascu Sonny Supriyadi Mikael Ekblad
JörgWurdak
MikaelGedin
Harry Macdivitt
Workshop
Media PartnerPartner
Program Contributors
Marco Bertini
3rd
Annual
Martin Jarmatz
Twitter: @martinJarmatz
#PricingEurope
Manufacturing Pricing Excellence Platform 2015
Official Blogger

2 Manufacturing Pricing Excellence Platform 2015
Features
Everyyearweaskforyourfeedbackasadelegate,
andeveryyearit’sthesame:premiumcontent
andmoreopportunityforknowledgesharing!So,
here’saglanceofwhatwe’vesetupthistime:
Pre-conference hands-on workshop:
Toaccommodateyourneedinlearningmoreanddelvingintospecifictopics
wehavenowallocatedtimeforapreconferenceworkshopfocusingon
”PricingmanagementandthesalesteamTheMakingofpowerfulpartners”
whereyouwilllearnabouthowpricingandsalesfunctionsinteractand
cansupporteachother.TheworkshopisleadbyHarryMacdivittandMike
Wilkinson,leadingexpertsinthisfield.
Pricing studio
This 60 minute session is based
on a talk show settings.The
host of the studio welcomes
three exceptional guests on the
stage. Each of the guests gets
interviewed by the studio host
for 10 minutes after which the
delegates can address their
questions to the guests.
Get certified on CAP™
Onthefirstdayoftheconference
youwillhavetheopportunitytoget
ChangeAgentinPricing-CAP™
certification.CAP™certificationis
taughtanddeliveredbyStephan
Liozu,Ph.D.Thetrainingwillcombine
thelatesttheoreticalscienceon
changemanagementandchange
leadership.Participantsarerequired
tobringreal-lifepricingprojectinfor-
mationtobuildaproprietarychange
managementroadmap.
Pricing Tracks
Tracksareanimportantpartof
theconference.Theyenablesthe
delegates tochoosebetweentwo
parallelsessionandorganizetheir
ownconference.
This year’s conference tracks are
focusing on Pricing optimization
and cutting edge pricing tools.
Round Tables
Several round tables are set,each
with a specific subtopic within
pricing,and each guided by a
moderator.The session starts
with a captivating 5 - 10-minute
teaser covering each topic,after
which the moderators instigate
for enthralling discussions.
Editor`s note
The 2nd
Manufacturing Pricing conference took place on May 21st
- 23rd
at the Radisson Blu Hotel Amsterdam Airport in Amsterdam.
Over 120 pricing experts from across Europe and beyond came to
discuss, share, learn and network around several themes such as
value based pricing and TCO, pricing strategies in a highly com-
petitive market, change management in pricing, ROI in pricing, pricing
initiatives, pricing execution improvement, analytics-enabled pricing
optimization and much more.
“Segmentation, Pricing KPI´s and Innovation in Pricing”
Looking at the evaluation forms and key takeaways of participants,
it is clear thatValue Based pricing on everyone’s mind.Even though
many cases are proven to be successful, organisations still struggle
to find the right way to get paid for the Value created. There are
several challenges like differentiation, segmentation, process
complexity, organizational alignment, sustainability and time, that
stillhinderorganizationsfromachievingfullROIP.Duringtheconference,
it was constantly stated that pricing is not a project but rather a
journey.A journey that requires time and organisational acceptance
(change management). During his presentation Miguel Serrano
Kieckebusch, Global Pricing Strategy Director at Medtronic pointed
out that only 9% of the organisation that undertake the pricing
journey manage to have a sustainable pricing strategy.
AnotherKeytopicthatcameupseveraltimesattheconferencewas
how we can measure KPI´s and which KPI´s should be measured.
No matter if we are just starting our pricing journey or we are in
need for additional management support for our pricing activities,
we need to be better in measuring how we are impacting the business
or how can we improve? Additionally many organisations are now
interested in learning more about legal aspects of competitor/market
systems for price enforcement of sales force.
Overall, the event showed that most manufacturers are facing the
same challenges.This type of event is the perfect platform for them
to learn from each other, brainstorm on, and get inspired into new
and innovative pricing concepts.
http://www.linkedin.com/pub/goran-cvetanovski/9/43b/991
https://twitter.com/GCCopperberg
Goran Cvetanovski,
Editorial Director, Pricing Division
Copperberg

Manufacturing Pricing Excellence Platform 2015 3
Conference Testimonials
“Having participated in numerous conferences of all
kinds,the Copperberg Pricing conference was an out-
standing event. Reasons for the success was a diversified
agenda (including round tables, pricing studio), sufficient
room for networking and peer to peer discussions as well
as valuable pre-conference workshops.The members of
the advisiory boardleftnoquestionopensothatthereisjust
onestatement left: Copperberg Pricing Conference 2015 ? I
will participate - for sure !”
Head of Strategic Pricing, H.C. Starck
“Well organized conference with excellent speakers in a
format that enabled very good networking”
Pricing Manager,ABB BU LPED Enclosures and DIN-Rail
products
“Great opportunity to meet with peers and discuss op-
portunities and challenges we face in the pricing arena.
Can share experiences and learnings with peers which
can be delivered back to the business”
European Merchant Margin Enhancement and Pricing
Manager,Air Products and Chemicals inc.
“This was a very professional conference,where real pricing
professionals presented to pricing professionals. A must
in terms of sharing best practices!”
European Channel and Pricing Manager, SKF Industrial
Market, Regional Sales and Service
“A very good conference, with excellent disposition of
speakers, seminars, workshops, networking.”
Aftermarket Director,JBT FoodTech
“Really nice experience to meet so many experts at one
place!”
Sales Manager,EagleBurgmann Germany GmbH & Co.KG
“A great conference, well organized and a lot of great
speakers, very targeted on a subject that often is under-
estimated.”
Regional Process Manager, EagleBurgmann Germany
GmbH & Co.KG
“Pricingtopicswerediscussedatagoodlevel,withinteresting
case studies. It gives a good feeling of where the industry
is on pricing”
Strategy & Pricing,Agfa Graphics in Belgium
“Great conference with a good mixture of real cases, a
nice atmosphere for good networking and valuable content
on pricing practises and methodology.”
IT&S Business Co-ordinator, Borealis Group
“Pricing practitioners’knowledge for pricing practitioners.
You cannot get more practical and relevant than this.A
must attend.”
Stephan Liozu,VIA LLC
“It was a great experience to talk and share best practice
with the Manufacturing Pricing Excellence conference
participants. MPEC is a very powerful learning platform
which helps to bring pricing activities of each company to
higher level of performance.”
Pricing Analyst,Avery Dennison
“Very useful conference for pricing professionals. Its a
unique opportunity to learn from peers in the industry.”
European Pricing Manager,Avery Dennison
“The2nd
AnnualManufacturingPricingExcellenceconference
gave us the fantastic opportunity to meet and network
with the best in the business,allowing us to both learn and
educate.”
International Business Development Consultant,
Navetti
“The conference was well organized and had a high-level
group of attendees that were interesting to talk to.”
Client Development Manager, Periscope

Advisory Board
The Advisory Board is instrumental in setting the tone and direction of the event, due to their accumulated
years of experience of all the members within Manufacturing Pricing.
The Board will meet at this year’s forum, in a closed-door dinner, and will already start discussing the direction
of next year’s agenda.You will have the opportunity to meet on site, all of the members.
Daniel Cho, Director Marketing, Market Intelligence & Global Pricing, Patient Care
and Clinical Informatics, Philips Healthcare
Daniel Cho is the Director of Marketing,Market Intelligence & Global Pricing for Patient Care & Clinical Informatics,a
2B Euro+ arm of Philips Healthcare. Daniel is responsible for the global Market Intelligence needs of the PCCI
Business Group, in the areas of Intelligence about markets, Competitive Intelligence, Business Intelligence and
Customer Intelligence.Daniel is also the head of Global Pricing,to help PCCI businesses to use pricing as a tool
to optimize profitability and gain both cost and value advantages against International competitors.Daniel have
also in the past,vast experience in Sales,Product marketing,Asia Pacific Sales Developments and Management
Consultancy.Daniel had more than 18 years of experience in the Healthcare Industry.
Harry Macdivitt,Author of the book“Value-Based Pricing”
Harry is an experienced business trainer with international expertise inValue Based Pricing and other strategic
marketing topics. He has delivered training programmes for corporate clients in the UK, Europe, North
America and China. With his co-author Mike Wilkinson, Harry has recently published, through McGraw Hill,
a book onValue Based Pricing which is rapidly becoming a “go to” text on the subject and has been reviewed
favourably by other recognised experts in the field.The new title complements an existing book –The Challenge
of Value and will shortly be followed by other related titles in pricing strategies.
Todd Snelgrove, Global Manager,Value, SKF Group
Todd Snelgrove currently hold the position as Global Manager;Value at the SKFGroup.His work has been
featured in articles onTCO buying and selling,in Purchasing Magazine,and has been referenced in articles from
leading business schools and scholarly reviews published by Kellogg,Harvard,MITSloan,Wake Forest,and
London Business Press and others.
Richard Coppoolse, Co-author at“Innovation in Pricing”and Founder of Value Pricing
Consultancy
Is Pricing Expert with more than 25 years of international business and pricing experience in both B2B
and B2C markets. He founded recently Value Pricing Consultancy that focuses on coaching and advising
organizations that want to improve their pricing performance and holds a master degree in Food Technology
and Business Administration. Richard is co-author of two recent pricing books thatwerepublishedin2012
(InnovationinPricing–A.Hinterhuberetal;PraxisHandbuchPreismanagement O.Roll et al).
Stephan M. Liozu, Ph.D., Pricing Thought Leader and Agent of Disruption
StephanM.LiozuistheFounderofValueInnoruptionAdvisors,aconsultingfirmspecializingininnovation,value and
pricing management. Stephan has worked for both Fortune 500 companies and family-owned businesses in
the manufacturing and industrial sectors.He specializes in crafting and designing unique value and business
strategies leading to differentiated business models. Stephan holds a Ph.D. in Management from CaseWestern
Reserve University.He is the co-editor of“Innovation in Pricing”published by Routledge in 2012. He has been
published in many academic and practitioner journals such as MIT Sloan Management Review and Industrial
Marketing Management.
Mike Wilkinson, Co-Author of the book“Value-Based Pricing”
During the last 20 years Mike has worked worldwide with clients across a diverse range of business sectors
and has experience of FMCG, as well as B2B sales.This experience has given him a unique perspective on the
sales process and the ability to deal with sales issues from a practical perspective delivering effective new ways
of working.

Martin Reeves CPP, ACMA , CGMA – European Merchant Margin Enhancement and
Pricing Manager – Air Products and Chemicals inc.
Currently the European Margin Enhancement and Pricing Manager for Air Products in the Chemical Industry.
He commenced his professional career in the airline Industry as a Yield Controller in the late 80’s. He has
worked for Air Products for 23 years. Initially in joined the company in finance then commercial roles. For the
last 10 years he has returned to the Pricing arena with Air Products. During this time he was responsible for
introducing and driving the concepts of Pricing and Margin Enhancement within the Business. Martin has
challenged his organization in adopting the Pricing principles and concepts by delivering significant benefits
to both the top and bottom line.Using the“Pricing Pillars”strategy and embedding both in-house and purchased
pricing software he has incorporated PricingAnalytics,Price management and Deal Management into a strategic
asset of the company.Martin is a qualified accountant and achieved the Certified Pricing Professional designation
from the Professional Pricing Society in 2014.
Rafael Farres, Strategy & Pricing, Agfa Graphics in Belgium
Born in Barcelona in 1951 and lectured in Chemistry – Universidad Autónoma de Barcelona, Rafael is currently
heading Strategy & Pricing at Agfa Graphics in Belgium. Since 1974 he has been holding numerous of leading
positions within Howson Algraphy and Agfa contributing to his overall leadership skills and experience with
pricing. His previous titles include Director of Strategy and BPR (Business Process Reengineering at Agfa
Graphic Systems Division, General Manager of the Graphic Systems Division at Agfa in Europe and Technical
and Sales Manager of HowsonAlgraphy in Spain.Since 1996: President of Graphispag Digital: Printing exhibition
in Barcelona. From 1996 to 2005 Rafael is President of Graphintro: Pre-Press exhibition in Barcelona.
Stephan Reis,Director Pricing and Market Intelligence,Avery Dennison Materials Group
Stephan Reis is Director Pricing and Market Intelligence at the Avery Dennison Materials Group division in
Europe. His Pricing responsibilities include Pricing Strategies, Pricing Structures and Guidelines as well as
Price Controlling. He closely works with Product Management and Sales to improve bottom line results for the
division. His Marketing Intelligence responsibilities are to drive growth via actionable market insights as well
as promoting our industry recycling opportunities. Mr. Reis joined Avery Dennison 2009, and has held several
positions in the sales & marketing area, most recently that of Commercial Manager for TNT Express World-
wide. He holds a master degree of Economics from the University of Bonn, Germany.
Emanuela Papapietro, Senior Commercial Excellence Manager, Borealis Group
Emanuela is currently leading Strategic Pricing in Commercial Excellence at Borealis. In her 17 years career,
she has covered different sales and marketing roles in the petrochemical and luxury brand industry .In particular,
she was responsible for business development and optimization by developing value based selling . She has
recently led a successful global implementation ofVendavo in Borealis and she will have a speech on the challenges
and key success factors for pricing tool implementation.
Rickard Nilsson, Central Pricing Manager, Customer Care, Electrolux Major Appliances
EMEA
As leader of the central pricing team for the Electrolux Major Appliances aftermarket business in EMEA,
Rickard has been responsible of transforming the spares business from being cost based and inward-looking,
to become value based and consumer centric.
Mårten Hedberg, Pricing Director, Assa Abloy Entrance Systems
Mårten Hedberg is currently Pricing Director atAssaAbloy Entrance Systems,AssaAbloy’s fastest growing
division. During 20 years he has held several business controlling positions within large multinational
companies such as Ericsson, Sony Ericsson and Tetra Pak where he worked with efficiency- and profitability
improvements in production, product development and pricing. His speach is based on findings from real
projects he executed at Assa Abloy during 2012.
Advisory Board

Advisory Board
Ingo Hennecke, Global Pricing Manager, Bayer CropScience
Ingo Hennecke is the Global Pricing Manager for Bayer CropScience,one of the three business areas of BayerAG
Leverkusen.With more than 25 years of working experience in leading sales and marketing functions in several
countries,he is now heading the pricing community and initiating global and local pricing excellence projects.
Prior to his current position,Ingo was e.g.responsible for global customer management initiatives,heading the
operational business inAustria and managing some of the company’s major brands.
Mirko Maternini, Strategic Global Pricing Manager, O-I
Mirko Maternini is the Strategic Global Pricing Manager,part of the Global Sales Organization at O-I,world’s
leading maker of brand-building glass containers,with a $7 billion Sales in 2012.He is responsible to provide
analytical support to maximize profitability on global strategic account management.Mirko has a solid back-
ground and more than 10 years’experience in Finance,covering various roles as European Sales Controlling and
Business Case Manager.Mirko achieved the Certified Pricing Professional designation from the Professional
Pricing Society in February 2014.
John A. Geisler, Division Manager, Strategic Pricing & Market Intelligence, Eaton
Corporation
John Geisler has over 23 years in professional pricing experience driving profitable growth in global Military
and Commercial markets. Currently, he leads the Strategic Pricing and Market Intelligence initiatives at the
Fluid and Electrical Distribution Division for Eaton Corporation,a $22 billion global diversified power management
company. John is based at the Division’s headquarters located in Jackson, Michigan with leadership respon-
sibilities for 19 globally diverse aerospace manufacturing plants and business units. Prior to his current
position,John held Eaton management positions in Plant Pricing, BU Customer Administration, and Division
Strategic Pricing. John came to Eaton from the former Aeroquip Vickers Corporation, where he served as
the plant Pricing Manager. John also held several sales, marketing, and production roles at NCR Corporation
located in Louisville KY,Jackson,TN and Southfield, MI.
Markus Kellermann, Product & Price Management, MAN Trucks & Bus
Markus holds a degree in business administration and has 17+ years of experience within the spare parts business.
He served in several positions in sales,marketing and product management at major companies in the automotive
business including Bosch,ThyssenKrupp,Bilstein and Knorr-Bremse.At MANTruck & Bus headquarters in Munich
he heads the product management and pricing of MAN Genuine Parts covering strategic development,positioning
and optimization of MAN Genuine Parts worldwide.In this function he is responsible for a turnover of more than 1.4
bn€ and is the largest contributor to the company’s profit.Markus now works for more than seven years for MAN
Truck & BusAG.
Petra Volckaert, EMEA IT Lead, Monsanto Vegetables Seeds Division
Petra Volckaert is the EMEA Information Technology Lead at Monsanto, acting as liaison and partner to all core
business functions to significantly increase the company’s technology foot print in order to expand market
shareandgeneratesustainablegrowth.Shehasoverfifteenyearsofmultinationalexperienceinprocessimprovement
and project management across various business areas ranging from Finance and IT to Sales and Strategic
Marketing, with a special focus on new product launches and pricing optimization for both industry-standard
and breakthrough products over the course of their product lifecycle.

Conference at the glance
Day 1 - May 20th
2015
09:30 - 17:50 Change Agent in Pricing™ - CAP™ Certification
- Stephan M. Liozu, Ph.D., Pricing Thought Leader and Agent of Disruption
15:00 - 17:00 Workshop: Pricing management and the sales team the making of powerful partners
- Harry Macdivitt, Director, Axia Value Solutions Ltd. & Mike Wilkinson, Director, Axia Value Solutions Ltd.
07:20 Registration
08:20 Chairman´s opening: In search of “Chief Pricing Officer”
- Harry Macdivitt, Author of the book “Value Based Pricing”
08:30 Manufacturing Pricing Cafe
- The best ideas come with a “good cup of coffee.”
Don’t you think so? We do!
09:00 Disruption for the Manufacturing World: Pricing, Segmentation,
and E-commerce
- Stephan M. Liozu, Ph.D., Pricing Thought Leader and Agent of Disruption
10:10 - 10:40 Coffee and networking - Peer-to-Peer meetings
10:40 Innovation in Pricing at HP
- Ioana Pascu, EMEA Sales Operation Pricing Program Manager, HP
11:15 The short-term and long-term ROI of spare parts pricing
- Dr. Paul Artur Glenn, Head of Global Pricing Service and Parts,
Heidelberger Druckmaschinen AG
11:55 Panel Debate: - CEO, CMO and CSO take
the stand - The Benefits of Pricing Leadership
- Mikael Ekblad, Vice President Performance and Change management, Perstorp Group
12:20 - 13:20 Networking lunch
13:20 Pricing Roundtable Discussions 2015
14:45 Design of Experiments – Leading to Confidence and Improved results
- Martin Reeves CPP, ACMA , CGMA – European Merchant Margin Enhancement
and Pricing Manager – Air Products and Chemicals inc.
15:15 - 15:45 Networking Break and Peer-to-Peer meetings
Track 1
15:50 Gathering competitive data in B2B
- Emanuela Papapietro, Senior Commercial Excellence
Manager, Borealis Italia Spa
16:25 Pricing as an international market steering
instrument - Markus Kellermann, Head of Product &
Price Management, MAN,Truck and Bus AG
17:00 How to boost Sustainable Profit through
operational pricing? - Andreas Westling. CEO, Navetti
Track 2
15:50 Growing consumer’s loyalty and generating
more EBIT through strong organization of Value
based Pricing process - Wiktoria Lipkowska, Pricing
Analyst, Electrolux
16:25 One Customer, One Price - Marco Bertini,
Associate Professor of Marketing Management,ESADE
Business School, Spain
17:00 Analytics-Enabled Pricing Optimisation
17:30 Cocktail Reception and Peer to Peer Meetings
19:00 Networking Dinner Programme
17:30 Registration & Networking Reception
17:50 Chairman´s welcome address & The Great Spaghetti Team building Challenge
Day 2 - May 21st
2015

Conference at the glance
08:15 Morning Coffee
08:30 Chairman Harry Macdivitt opens the day
08:40 Pricing Transformation in a chemical company
- Jörg Wurdak, Head of Strategic Pricing, H.C.Starck
09:10 How to use Pricing Maturity in your projects choice Using
Performance indicators on pricing
09:40 Pricing harmonisation and customisation; creating change
momentum in a global setting
- Sonny Supriyadi, Group Pricing Expert, LUVATA UK LTD
10:10 How Pricing can support Sales and Marketing
- Johan Dotzauer, VP Marketing and Pricing Tools, Consumables and
Services, Sandvik Construction
11:10 Studio Pricing - Innovation in Pricing
- Rafael Farres, Strategy & Pricing, Agfa Graphics in Belgium,
Fabio Cicalini, Pricing Manager EMEA - TE Energy, TE Connectivity,
Mikael Ekblad, Vice President Performance and Change management, Perstorp AB
12:20 Chairman closes the conference
Day 3 - May 22nd
2015

What
The CAP™ certification is a one-day formal certification program
on the change management and the change leadership processes
related to value and pricing projects. During this program, partici-
pants will learn:
• To recognize the need for change leadership in pricing projects
• To design a powerful change management toolbox for their
pricing projects
• To select the right metrics and KPI’s to measure the change
process
• To build strong coalitions to maximize change success
• To develop a pricing and value vision that will energize sales
teams
• To use positive and compelling language that energizes teams
to get on board
• To act as change agents in pricing in their organization
The training will combine the latest theoretical science on change
management and change leadership.
Why
Research shows that 70% of change project fail. Pricing projects
and pricing transformations need a strong change management
approach including a vision, a success team coalition, a compel-
ling need for change, and a change management toolbox.The
CAP™ certification program reviews the entire change manage-
ment process and focuses on 10 critical dimensions of change in
pricing and value management. Here is why mastering change
management is critical:
• Do you see your pricing projects stall or get derailed?
• Are your pricing projects stuck in a zone of“good intentions”?
• Are you able to modify behaviors in critical price users?
• Are you getting the support from top leadership to support
change?
• Are you pricing and value tools getting adopted and
internalized?
• Are you facing a lot of internal resistance with pricing
initiatives?
• Is the pricing team called the“sales prevention”team in your
organization?
Who
The CAP™ is a formal certification
program for:
• Marketing Managers, Industry
Managers, Market Segment Managers
• Product Managers, Category Managers,
Portfolio Managers
• Pricing Analysts, Pricing Managers,
Revenue Managers, and Value Managers
• Project Managers, Change Managers,
and Process Managers
• Account Manager, Sales Managers,
Business Development Managers
How
The one-day certification program includes
in-class training as well as individual change
management exercises.To obtain the CAP®
certification,participants have to success-
fully complete all exercises conducted during
the session (2 small exercises and a change
case study).Finally,participants have to take
a multi-choice test at the end of the session
and obtain a minimum 75% score to pass and
achieve CAP™ certification.
Where
CAP™ certification sessions are available for corporations that are interested in certifying marketers,pricers
and project owners in the science of change management and leadership. CAP™ certification is taught and
deliveredbyStephanLiozu,Ph.D.StephanisaProsci®CertifiedChangeManager.HeholdsaPh.D.inManagement
from Case Western Reserve University.His dissertation, called“The PricingJourney”,demonstrates the need
for transformational change to reach pricing excellence.
© Copyright Liozu 2013. CAP™ program might be subject to change at any time.
Stephan M. Liozu, Ph.D., Pricing Thought Leader and Agent of Disruption
Stephan M. Liozu is a creator, a disruptor, a designer and an achiever.With 20 years experience in business, he has recently focused on
design and creativity and considers business an art. Stephan has worked for both Fortune 500 companies and family-owned businesses.
He specializes in crafting and designing unique innovation and business strategies leading to differentiated business models. Stephan
moderates brainstorming, mind mapping and creativity sessions with executives, partners and customers to generate ideas, value models,
value propositions and innovation strategies. Stephan holds an MBA in Marketing from Cleveland States University (1991), a European
Master degree from Toulouse IAE School of Management in France with a major in Innovation Management (2005) and attended The
General Management Program (TGMP) at Harvard Business School (2005). He earned a Ph.D. in Management from The Weatherhead
School of Management at Case Western Reserve University (exp. 2013) and his thesis is titled“the Organizational Journey Towards Pricing
and Value Excellence”. Stephan is a frequent guest lecturer at Toulouse School of Management, EM Lyon, University of Rochester,Wayne
State University, Carlow University, University of Lugano where he teaches innovation, pricing and value management, leadership approac
hes and global business strategies.
ChangeAgentinPricing™
-CAP™
Certification
Day 1 - May 20th
- 9:30 - 17:50
Participants’ Benefits
• Auniqueandformalindividual
certification
• Membership in the exclusive
CAP™ LinkedIn Group
• Regular update on the science
of change management
- Limited to 30 places
All participants in the CAP
workshop will get a signed
copy of Stephan M. Liozus
book called“The Pricing
Journey.

Mike Wilkinson, Director, Axia
Value Solutions Ltd.
Mike Wilkinson is a Director of Axia Value Solutions Ltd,
United Kingdom.With extensive experience in account
and sales team management,Wilkinson has been an
independent consultant since 1988. His passion is Value
Based Selling. He works with organizations of all sizes,
helping them to maximize the effectiveness of their
sales efforts, both in terms of sales process and skills.
- Limited to 30 places
Workshop:Pricingmanagementandthesales
teamthemakingofpowerfulpartners
Day 1 - May 20th
- 15:00 - 17:00
Workshop leaders:
Harry Macdivitt, Director, Axia
Value Solutions Ltd.
Harry Macdivitt has 25 years’experience in strategic
management and marketing advising, and specialises
in strategic marketing, product management, value
based pricing and sales.Together with his co-director
Mike Wilkinson,Macdivitt co-wroteValue Based Pricing:
Drive Sales and Boost Your Bottom Line by Creating,
Communicating and Capturing Customer Value
(McGraw-Hill Companies, Inc. 2012), and The
Challenge of Value (Abramis Publishing 2010).
Clever pricing strategies are only as good as the sales
teams entrusted to present and negotiate them
While pricing teams establish what to charge,it is up to the sales teams to take the prices to the customer.
Because of a disconnect between sales and pricing, all too often the result is business won (or lost)
on price rather than on a demonstration of value.The sales team does not have the weapons or the
confidence to talk value and demonstrate the monetized benefits of their solution.To avoid this loss of
revenue and decrease in margins, pricing and sales need to align using customer value and work more
closely together so that instead of apologizing for their prices they are“Proud of the Price!”
Having a mutual understanding of value is an important first step in helping sales and pricing work more
constructively together. But they are not in this alone. Understanding, creating and delivering customer
value is an organization wide responsibility. In this workshop we will be paying particular attention to
sales and pricing, but with a look over our shoulder at the role of other parts of the organization. Under-
standing value, and feeling confident in communicating your value, can help move your sales teams to a
higher level, giving them the tools to fight back against aggressive buyers. It will help you generate better
bottom line results while keeping your customers on board. It will bridge that gap between pricing’s
expectations of sales and the reality. The workshop will be illustrated throughout by references to
current case studies.
Attendees will learn:
• The challenges both sales and pricing need to address in delivering great customer value, starting with
having a mutual understanding of just what constitutes value.
• How pricing and sales functions interact and can support each other
• Using customer value to build compelling arguments to overcome price objections
• Strategies for dealing with aggressive buyers
• Developing heroic behavior

Program
Day 1 - May 20th
17:30 Registration & Networking Reception
17:50 Welcome address by the Chairman
In this fun and highly interactive
session you will learn your personal
“team work personality”, and discover
new possibilities for greater success
when working in teams and delivering
results.
With meetings and managers rating
as critical parts of healthy working
culture, these insights will allow you
to meet new contacts, gain awareness
of your current behaviours and gain
access to new tools and become a
key person of influence within your
organization.
TheGreatSpaghettiTeamChallenge
“The modern workplace is not
survival of the fittest anymore,
its survival of the most flexible”
- Malcolm Larri
Malcolm Larri is one of Australia’s most dynamic and exciting motivational speakers
As a Master Practioner of NLP, he brings over 25 years experience of working with individuals, groups
and organizations to realize their full potential.
He has conducted seminars in Europe, Asia and his native home of Australia and is currently the owner
of Brave Personal Development, one of Scandanavia’s fastest growing coaching and facillitaion companies.
18:00 Team building workshop with Malcolm Larri
09:30 Change Agent in Pricing™ - CAP™ Certification
15:00Workshop:Pricingmanagementandthesalesteamthemakingofpowerfulpartners

Program
Attendees will learn:
1.The latest trends in multi-channel strategies and how they
apply to the manufacturing world
2.How deep customer segmentation can help respond to these
technological trends
3. How B2B and manufacturing pricing strategies will be a
critical part of the equation
+
Day 2 - May 21st
07:20 Registration
n 8:20 Chairman´s opening: In search of “Chief Pricing Officer”
With his co-author Mike Wilkinson, Harry has recently published, through McGraw Hill, a book on
Value Based Pricing which is rapidly becoming a “go to” text on the subject and has been reviewed
favourably by other recognised experts in the field. The new title complements an existing book – The
Challenge of Value and will shortly be followed by other related titles in pricing strategies.
Harry Macdivitt, Author of the book “Value Based Pricing”
n 08:30 - 09:00 Manufacturing Pricing Cafe - The
best ideas come with a “good cup of coffee.”
Don’t you think so? We do!
Our Icebreaker session consists of small RoundTables
with speakers,business partners and attendees where the
participants will discuss the main challenges and cutting
edge topics of the conference in a relaxed atmosphere.The
chairman is presenting the main challenges,questions and
expectation from the Mindmap session on the previous
evening.Let´s break the ice and get the show on the road!
n 09:00 - 10:00 Disruption for the Manufacturing World: Pricing, Segmentation, and E-commerce
According to Forrester Research, B2B e-commerce sales are now more than twice the size of B2C e-commerce and
growing at a fast pace. Because of the size of the B2B opportunity and because of potential threats in the B2B traditional
distribution models from giants such as Grainger,Alibaba and others, an increasing number of manufacturing companies
are starting to pay attention and are preparing for the future by anticipating how industrial buyers might purchase
products in the future.
Faced with increased business complexity, competitive pressure, increased commoditization, and technology disruption,
manufacturing organizations have no choice but to reinvent themselves in order to better compete. They have to
reconsider their segmentation approach, redesign their core value proposition and reinvent their channel strategy to
match changing customer needs. Companies like GE, Cisco, 3M, Hilti, and others are in the process of transformation
their business model to adapt to these incredible disruptive forces. Too many firms though do not realize the potential
disruption and are still relying on old traditional distribution and pricing strategies.
This presentation will touch on specific trends and threats that might be relevant a few years from now as technological
solutions are changing the manufacturing and distribution landscape. It reviews the critical role of segmentation and
price intelligence in the redesign of manufacturing business models.
Stephan M.Liozu,
Ph.D.,PricingThought Leader andAgent
of Disruption
10:10 - 10:40 Coffee and networking - Peer-to-Peer meetings

Program
n 10:40 - 11:10 Innovation in Pricing at HP
Focus on different approaches of using pricing to address loss of sales, high cost of execution and loss of margin.What can be
the journey from basic customer segmentation to the utilization of a big data software and what are the process changes and
key metrics for success of this journey.
12:20 - 13:20 Networking lunch
Learning points:
• Segmentation methods
• Management of change for pricing in sales
• Key success measures for a pricing transformation journey
+
Ioana Pascu,
EMEASales Operation Pricing Program
Manager,
HP
n 11:15 - 11:45 The short-term and long-term ROI of spare parts pricing
Develop and employ well-defined performance metrics / KPIs aligning departmental objectives to support long-term and
short-term pricing goals. The objective is to align and enforce commitments and resources.
Learning points:
• Short-term ROI
• Long-term ROI
• How to set-up a business case?
• How to ensure sustainable results?
+
Dr.PaulArtur Glenn,Head of Global
Pricing Service and Parts,Heidelberger
DruckmaschinenAG
n 11:55 - 12:20 Panel Debate - CEO, CMO and CSO take the stand - The Benefits of Pricing Leadership
Some say marketing should since pricing decisions are fundamentally tied to product, placement, and promotional
decisions. Others say sales should since pricing directly affects customer relationships because it is the customer-en-
gaging organ of an organization. And still others say finance should take the helm given pricing strongly affects profits.
So who Should Control Pricing? Sales, Marketing, or Finance or all of them? Or maybe we should have Chief Pricing
Officer that controls pricing?
Mikael Gedin,
ExecutiveVice President Regions and
Group management,
President PerstorpAB

Program
The Roundtable Discussions are your opportunity to get your voice heard. In a stimulating work atmosphere, the
participants discuss new perspectives and ideas.After 40 minutes the discussions end and the participants move
on to the next table.You will experience intensive discussions,share innovative ideas and identify practical
solutions.
Some of the topics that will be discussed (subject to change):
+ 13:20 - 14:40 Pricing Roundtable Discussions 2015
Centralized Vs Decentralized
approaches to pricing
Advanced analytics and toolsPricing Segmentation
Guidelines for an efficient roundtable discussion:
1. Come prepared – have a few thoughts or questions before you sit down
2. Network – exchange business cards with your peers at the table in case you want to follow up post event
3. Be engaged – don’t just sit and listen; being part of the discussion and sharing your thoughts is the only way you will get value
4. Don´t rush - if you don’t find a seat at your preferred table, you will have another opportunity in the second round
Common mistakes made in
developing an international pricing
strategy and how to avoid them
Profitability: Deals Desk – A key
business enabler to meet
customer demands
How to develop and monitor
pricing KPI’s
n 14:45 - 15:15 Design of Experiments – Leading to Confidence and Improved results
I am sure we buy into the fact that Analytics can aid decision making. This is often based on historical results which are
clouded in“Justifications and noise”as to what they show and the interpretation of the message. By conducting a controlled
experiment you have the ability to remove noise and distortion.Air Products Pricing Team and Decision Science group designed
and conducted a controlled experiment on real customers to both determine the effectiveness of their current price increase
policy and optimise price policy moving forward.
Learning points:
• How to set up a design of experiments?
• Challenges faced in terms of data management
• How to get the organisational support to experiment with
“live”customers?
• How to build on the experiment context in the future?
+
Martin Reeves CPP,ACMA,CGMA–
European Merchant Margin Enhancement
and Pricing Manager –Air Products and
Chemicals inc.

Tracks
n 15:50 - 16:20 Gathering competitive data in B2B
In the today market conditions right information at the
right time is key to effectively manage sales and marketing
activities and not only. Many companies perceive Competi-
tion intelligence as a core topic where to invest money and
resources to better drive Innovation ,manage Day to Day
business ,steer pricing decisions. How to do gather compe-
tition data is a complex topic and learning from successful
players can shorten the way to Excellence in this direction.
n 15:50-16:20Growingconsumer’sloyaltyandgenerating
more EBIT through strong organization of Value based
Pricing process
Discount discipline - how to avoid the sales force to set too
low net prices. Common language - making sure to have the
same language in the whole company. Does the term “Gross
price” mean the same in Poland and Sweden? Can they be
compared? Having different definitions for the same words
creates challenges. Operational Value Based Pricing - how
to make VBP work after the consultants have left. How to
setup a smooth process to enable the company to price
thousands of items with an advanced value based approach,
without adding too many FTEs.
n 16:25 - 16:55 Pricing as an international market
steering instrument
International spare parts pricing is one of the least under-
stood and most complex aspects of a manufacturers go-to-
market strategy. It seems that international pricing simply
consists of local cost plus thinking. But can the market be
met with cost plus? If you want to meet the market, where
is the market really and how can you find out, if you met him
with your price? In an international business, there is always
the conflict between the ideas in market pricing by the local
management and the central approach. Only with the right
set of KPIs, there is a pragmatic discussion and a market
steering possible
Learning points:
• Legal aspects
• Motivation of sales team to gather true competitor information
• Use of a CRM/other tools to collate and interpret
+
n 16:25 - 16:55 One Customer, One Price
From a pricing standpoint, not all customers are created
equal—inevitably, some groups of customers find more value
in a given product than others do.A smart manager accepts
this reality and realises that using one price point across the
market is bound to be wasteful: in some instances this price
point underestimates the worth of the product and therefore
leaves a good chunk of money in the customers’pockets rather
than the company’s bank account, while in other instances it
ends up overestimating worth and therefore prevents sales
that would make financial sense at some lower level.
Emanuela Papapietro,Senior Commercial Excellence
Manager,Borealis Italia Spa
Learning points:
• Common Discount discipline and language of understanding
“Gross price”.
• OperationalValue Based Pricing
+
Wiktoria Lipkowska,PricingAnalyst,Electrolux
Learning points:
• The conflict of relative margin vs. absolute margin
• Is there a right price index per country
• Centralized or decentralized approach
• Which are the right KPIs
+
Learning points:
• Understand the economic and psychological basis for price
discrimination
• Learn different ways to set prices,and how these can be
ordered usefully in terms of the amount of participation
granted to customers
• Realise the different factors that determine how much to
involve customers in the pricing decision
+
Markus Kellermann,Head of Product & Price
Management,MAN,Truck and BusAG
Marco Bertini,Associate Professor of Marketing
Management,ESADE Business School,Spain

Tracks
n 17:00 - 17:30 How to boost Sustainable Profit
through operational pricing?
The presentation will, based on customer case studies,
show how pricing should be executed in a global environ-
ment. Key learning in the following areas will be shared:
Price organization, pricing strategy and price optimization.
n 17:00 - 17:30 Analytics-Enabled Pricing Optimisation
With shrinking margins, diminishing customer loyalty, and
never ending pressure from competitors to match discount
pricing, you need to get smarter about pricing. It’s becoming
clear that pricing is an area where technology can help you
transform significant amounts of data into competitive
advantage by taking a smarter approach to pricing.
17:30 Evening Networking Programme & Peer-to-Peer Meetings
Learning points:
• How to improve profitability,customer satisfaction and
efficiency with the support of a global pricing framework?
• How to improve price quality and eliminate double work with a
well-defined pricing process?
• How to move away from ad-hoc person dependent pricing to
method based pricing?
+
Learning points:
• Making the most out of your data - how to develop business
parternship with BI and to use BI data for pricing strategies
• Approaches for objectively measuring the impact of pricing on
business results
• Price Elasticity modeling based on sales and pricing history
• Price simulation andWhat-If Scenario Modeling
+
AndreasWestling.CEO,Navetti
Discuss and evaluate your experiences from the full day of conferencing during our Evening Networking
Programme. During this evening you will also enjoy an exclusive dinner together with your peers.

Program
Day 3 - May 22nd
08:15 Morning Coffee
08:30 Chairman Harry Macdivitt opens the day
n 08:40 Pricing Transformation in a chemical company
Jörg will share his insights,he gained while cold starting and executing a pricing transformation program in the chemical industry.
He will elaborate on the importance of strategy, leadership commitment and on how to develop value based thinking in sales and
product development.
Learning points:
• Which building blocks are essential for pricing transformation ?
• How to drive change with limited resources ?
• What did work .. and what did not ?
+
JörgWurdak,Head of Strategic Pricing,
H.C.Starck
n 09:10 How to use Pricing Maturity in your projects
choice Using Performance indicators on pricing
Many organizations struggle getting the priorities right for
their pricing projects. Often kick-offs are made based on gut
feel or priorities set by the management, unaware of the
necessity to understand where an organization stands in
terms of pricing maturity.This decreases the probability for a
successful pricing initiative substantially. It is not uncommon
that organizations end up with a non-working solution,
frustration in the organization and not materialized margin
improvements.This can be prevented by assessing the pricing
maturity of the organization before kicking of pricing projects
and prioritize projects based on the natural growth possibilities
of the organization.
Learning points:
• Where does your organization stand in pricing maturity?
• Are you tackling the right pricing issues?
• How successful has your organization been in realizing the
benefits of pricing projects?
• Are your Performance Indicators measuring the right things?
+
n 09:40 Pricing harmonisation and customisation; creating change momentum in a global setting
Part of commercial strategy implementation is to utilise a pricing tool in propelling sales and profitability performance within an
organisation. However, in a large or global organisation, this can mean dealing with complex systems, cultural differences and
often rigid structures.Why is this important? Who should lead the initiatives? What type of tools should be used or customised?
If we need to proceed, where do we start? The speaker will share and provide hands on experience in dealing with all of the above.
Learning points:
• How to get buy-in from different level of stakeholders in a
global organisation
• How to incorporate new paradigm into an existing one
• Data harmonisation in a complex environment
• Aligning roles and responsibility - shifting from‘farmer’to
‘hunter’
+
Sonny Supriyadi,Group Pricing Expert,
LUVATAUK LTD

Program
n 10:10 - 10:40 How Pricing can support Sales and Marketing
Pricing is generating profit to the business first when a customer decides to purchase a product or service from you.The price
is part of the message you send to the customer and are being part of the total experience the customer realizes from you.The
salesman needs support to explain why the customer should pay exactly the price given and sometimes we can show tremendous
earnings from our products and services, but at the same time give extra discount because it is a large deal.This message should
be harmonized.
Learning points:
• How can pricing support Sales & Marketing?
• Pricing supporting the offering and total customer experience
• Pricing supporting with calculation tools on discounts and
value message
• New channels to market is opening up - direct sales,distributor
sales.amazon,own web portals etc.How is pricing set?
+
Johan Dotzauer,VP Marketing and Pricing
Tools,Consumables and Services,Sandvik
Construction
Learning points:
• Innovation in Pricing Strategy
• Innovation in PricingTactics
• Innovation in Organizing the Pricing Function
+
n 11:10 Studio Pricing - Innovation in Pricing
Pricing has a substantial and immediate impact on
profitability. Most companies, however, still use costs or
competition as a main basis for setting prices.
Product or business model innovation has a high priority
for many companies whereas innovation in pricing has
received scant attention. In this session we will present the
innovation in pricing from four complementary perspectives.
Rafael Farres,
Strategy & Pricing,
Agfa Graphics in
Belgium
12:20 Chairman closes the conference
Fabio Cicalini,
Pricing Manager EMEA
-TE Energy,
TE Connectivity
Mikael Ekblad,
Vice President Performance
and Change management,
PerstorpAB

Harry Macdivitt, Director, Axia Value
Solutions Ltd.
Harry Macdivitt has 25 years’experience in strategic
management and marketing advising, and specialises in
strategic marketing, product management, value based
pricing and sales.Together with his co-director Mike
Wilkinson,Macdivitt co-wroteValue Based Pricing: Drive
Sales and Boost Your Bottom Line by Creating,
Communicating and Capturing Customer Value (McGraw-
Hill Companies, Inc. 2012), and The Challenge of Value
(Abramis Publishing 2010).
Speakers
Fabio Cicalini, Pricing Manager
EMEA - TE Energy, TE Connectivity
Mr. Cicalini developed his pricing expertise over the last 8
years in Automotive, Semiconductor, Healthcare, Consult-
ing and Energy verticals for product, service and spare
parts at Infineon AG, GE Healthcare IT, Pricing2B. In the
last 3 years he led Vestas’organizational transformation
from cost-plus to market and value based pricing. His
specializations includes strategic, commercial and
operational pricing, market research, value based pricing,
processes optimization, change, project and communica-
tion management, organizational transformation and training. Mr. Cicalini hold
a CPP from the Professional Pricing Society (NOTE: complete it September
2013), an MBA from Berlin Management Institute in Germany and a BA (Hons)
from Lancaster University in the U.K..
Rafael Farres, Strategy & Pricing,
Agfa Graphics in Belgium
Born in Barcelona in 1951 and lectured in Chemistry –
Universidad Autónoma de Barcelona, Rafael is currently
heading Strategy & Pricing at Agfa Graphics in Belgium.
Since 1974 he has been holding numerous of leading
positions within Howson Algraphy and Agfa contributing
to his overall leadership skills and experience with pricing.
His previous titles include Director of Strategy and BPR
(Business Process Reengineering at Agfa Graphic Systems Division, General
Manager of the Graphic Systems Division at Agfa in Europe and Technical
and Sales Manager of Howson Algraphy in Spain. Since 1996: President of
Graphispag Digital: Printing exhibition in Barcelona. From 1996 to 2005 Rafael
is President of Graphintro: Pre-Press exhibition in Barcelona.
Andreas Westling, CEO, Navetti
Andreas Westling is a Senior Partner at Navetti. He has
been responsible for the development of Navetti’s pricing
methodology.Andreas has first-hand experience from
multiple Pricing Excellence projects for international
manufacturing companies.Andreas has been responsible
for change management projects and solution implemen-
tations to secure improved; price quality, customer trust,
profitability, and efficiency.Andreas is skilled at technical,
business and organizational elements of implementing pricing solutions.
Navetti has during 10 years implemented value based and market driven
pricing for companies like KONE,ABB,Atlas Copco, Bosch Rexroth, Linde,
Heidelberg, Husqvarna, Electrolux and more.
Emanuela Papapietro, Senior
Commercial Excellence Manager,
Borealis Group
Emanuela is currently leading Strategic Pricing in Com-
mercial Excellence at Borealis. In her 17 years career, she
has covered different sales and marketing roles in the
petrochemical and luxury brand industry . In particular, she was responsible for
business development and optimization by developing value based selling. She
has recently led a successful global implementation of Vendavo in Borealis and
she will have a speech on the challenges and key success factors for pricing
tool implementation.
Ioana Pascu, EMEA Sales Operation
Pricing Program Manager, HP
Ioana Pascu is a Pricing Program Manager for the HP
Enterprise Group in EMEA since 2006 and in 2013 she
acquired the Lean Six Sigma Black Belt certification.
Ioana has focused on pricing as her key expertise and
managed various Pricing related programs and projects:
EMEA wide Pricing process standardization across all
product portfolios and operational setups; setup of the Bid
Desk management for HP Networking; nearshoring and off-
shoring; customer profiling and segmentation. Since end of 2012 she is project
managing the implementation of the pricing software for EMEA.Ioana holds a
Master Degree in Finance from the Grenoble Economics University (IAE) and
lives in Grenoble (France).
Mikael Ekblad, VP Performance
Excellence & Change Management,
Perstorp AB
“Currently the VP of Performance Excellence and Change
Management at Perstorp AB a specialty and intermedi-
ates company in the Chemical Industry. He commenced
his career in engineering and project management before
moving on to commercial roles where he held various
management positions in marketing, sales and business management before
taking up the responsibility for Operations for the majority of the Group’s
production sites. During his six years in Operations he introduced and imple-
mented Perstorp Performance System based on lean principles. In his new
role the system is since mid-2013 expanding company wide and the first pillar
established in Commercial Excellence was“Pricing”. Change management has
been imperative and an integrated part of the project not only including use of
the new software, but also new roles and responsibilities for sales and product
management in the“Pricing Processes”.
Wiktoria Lipkowska, Pricing
Analyst, Electrolux
Currently I occupy Pricing Analyst position in Consumer
care Electrolux. I’m working with 32 Sales units in Europe,
Asia Pacific,Africa and United States to develop and im-
plement pricing strategy for hundred thousands of Spare
parts including segment strategies for the various markets
and channels Analyse market dynamics, pricing trends,
market opportunities, operating and sales margins in order
to develop reports, procedures and tools for pricing and quoting are my duties
for today. Moreover,managing pricing procedures and process to make most of
efficiencies and ensure timely response to market conditions are necessary and
absolutely importantpartofmyworkaswell.PreviouslyIwasworkinginaccounting
department in Electrolux Poland as well as got very strong experience in Bank-
ing occupying Bank branch Manager position in Commerzbank.

Speakers
Johan Dotzauer, VP Marketing and
Pricing Tools, Consumables and
Services, Sandvik Construction
Currently the VP Marketing and Pricing for Tools,
Consumables and Services at Sandvik Construction.
Johan started his career at Sandvik Steel in the mid 90s
as a Market analyst.In 2009 he was appointed Manager for
Marketing & Sales support within Sandvik Mining and
Construction (SMC). One of the tasks was to build up an organization that
should develop the marketing activities within SMC.This included,putting areas,
as improved market pricing and customer and sales information (business
intelligence) on the map as well as rolling out CRM and e-business solutions to
the sales Regions. Since January 2012 Johan has been working as VP Marketing
and Pricing at Sandvik Construction - Tools, Consumables & Services (TOCS).
The last years he has been part of a team that made a substantial turnaround
of the result were the main contribution in this turn around was that he in a
very difficult business situation, by focused efforts, succeeded in increasing the
prices and improving the product mix substantially.
Sonny Supriyadi, Group Pricing
Expert, LUVATA UK LTD
A versatile Pricing professional with global exposure. Has
been assigned to various projects in ASPAC, EMEA and
North America. Extensive expertise in Pricing with strong
financial background. Currently working as an Expert
(Internal Consultant) for Luvata.
Stephan M. Liozu, Ph.D., Pricing
Thought Leader and Agent of
Disruption
Stephan M. Liozu is a creator, a disruptor, a designer
and an achiever.With 20 years experience in business,
he has recently focused on design and creativity and
considers business an art. Stephan has worked for both
Fortune 500 companies and family-owned businesses. He
specializes in crafting and designing unique innovation and business strategies
leading to differentiated business models. Stephan moderates brainstorming,
mind mapping and creativity sessions with executives, partners and customers
to generate ideas, value models, value propositions and innovation strategies.
Stephan holds an MBA in Marketing from Cleveland States University (1991), a
European Master degree from Toulouse IAE School of Management in France
with a major in Innovation Management (2005) and attended The General
Management Program (TGMP) at Harvard Business School (2005). He earned
a Ph.D. in Management from The Weatherhead School of Management at Case
Western Reserve University (exp.2013) and his thesis is titled“the Organizational
Journey Towards Pricing and Value Excellence”. Stephan is a frequent guest
lecturer at Toulouse School of Management, EM Lyon, University of Rochester,
Wayne State University, Carlow University, University of Lugano where he
teaches innovation, pricing and value management, leadership approac hes
and global business strategies.
Markus Kellermann, Product &
Price Management, MAN Trucks &
Bus
Markus holds a degree in business administration and
has 17+ years of experience within the spare parts busi-
ness. He served in several positions in sales, marketing
and product management at major companies in the auto-
motive business including Bosch,ThyssenKrupp, Bilstein
and Knorr-Bremse.At MAN Truck & Bus headquarters in
Munich he heads the product management and pricing of
MANGenuinePartscoveringstrategicdevelopment,positioningandoptimization of
MAN Genuine Parts worldwide. In this function he is responsible for a turnover
of more than 1.4 bn€ and is the largest contributor to the company’s profit.
Markus now works for more than seven years for MAN Truck & Bus AG.
Dr. Paul Artur Glenn, Head of Global
Pricing Service and Parts,
Heidelberger Druckmaschinen AG
Paul Glenn has extensive pricing experience, which he
acquired during the last ten years both from working with
companies as a consultant and more than eight years
in industry responsibilities.As a pricing expert he has
wide practical and international pricing experience in Europe,Americas and
Asia-Pacific. Paul Glenn leads the Pricing of Services and Parts at Heidelberger
Druckmaschinen AG. In his role he developed and implemented new pricing
strategies, methods, processes, manages the change from a decentralized to
a global pricing organization and set-up and implemented a global pricing-
system in record time. He has a background in industrial engineering and
management and business administration. He is lecturer of Business Dynamics
at the Karlsruhe Institute of Technology (KIT) and Pricing at the University of
Aachen. He has published books and articles and is getting involved in research
advisory.
Martin Reeves CPP, ACMA , CGMA
– European Merchant Margin
Enhancement and Pricing Manager
– Air Products and Chemicals inc.
Currently the European Margin Enhancement and Pricing
Manager for Air Products in the Chemical Industry. He
commenced his professional career in the airline Industry
as a Yield Controller in the late 80’s. He has worked for Air Products for 23
years. Initially in joined the company in finance then commercial roles. For the
last 10 years he has returned to the Pricing arena with Air Products. Dur-
ing this time he was responsible for introducing and driving the concepts of
Pricing and Margin Enhancement within the Business. Martin has challenged
his organization in adopting the Pricing principles and concepts by delivering
significant benefits to both the top and bottom line. Using the“Pricing Pillars”
strategy and embedding both in-house and purchased pricing software he has
incorporated Pricing Analytics, Price management and Deal Management into
a strategic asset of the company. Martin is a qualified accountant and achieved
the Certified Pricing Professional designation from the Professional Pricing
Society in 2014.
Mikael Gedin,ExecutiveVice President
Regions and Group management,
President,PerstorpAB
Over the past 22 years, Mikael has gathered extensive
experience within Management Consulting, Human
Resources,MarketingandSales,OperationsandPerformance
Excellence.PreviouslywithintheABBGroupandsince2009
withtheglobalspecialtychemicalcompany,Perstorp.Mikael
haswithinPerstorpheldpositionsasEVPHRandOperationsExcellence,EVPGlobal
SalesandcurrentlyintheroleofExecutiveVicePresident,RegionsandGroup
ManagementandPresidentPerstorpAB.

Marco Bertini, Associate Professor
of Marketing Management, ESADE
Business School, Spain
MarcoholdsaDoctorofBusinessAdministrationfrom
Harvard Business School, a Master of Business Admin-
istration from IESE Business School, and undergraduate
degrees inArts (Politics and International Studies) and Commerce (Economics)
fromThe University of Melbourne.His research,which investigates the customer
and manager psychology of pricing decisions, appears in the major journals for
marketing academics (Journal of Consumer Research,Journal of Marketing,
Journal of Marketing Research,and Marketing Science) and business practitioners
(Harvard Business Review and MIT Sloan Management Review), and it is often
cited in print media and television—most recently in the BBC, Bloomberg
BusinessWeek, Financial Times,The Times, and Wall Street Journal.
Jörg Wurdak, Head of Strategic
Pricing, H.C.Starck
Jörg is a senior level, PPS certified, pricing professional
acting as pricing advisor to the Executive Board. He has
an 11+ years track record of cold starting pricing initiatives
in chemical and telecommunication industry including
pricing transformation projects across multiple levels,
functions and global regions up to 300 people. He offers a
broad level of expertise in pricing analysis, development of strategies, design
of processes and formerly held management positions in service and product
management. He earned his Certified Change Agent Pricing (CAP) certification
in 2014 and has the ability to inspire and motivate people in order to adopt new
ways of thinking and drive change throughout the organization.
Martin Jarmatz, Industrial PhD
Fellow at Copenhagen Business School (CBS)
Martin Jarmatz is a pricing researcher, who has recently started his position as Industrial PhD Fellow at Copenhagen Business School
(CBS). His main research interests within pricing are decision-making, intuition, organizational design, pricing capabilities, discounting
and value management.At the moment Martin teaches a course on pricing and writes a paper on the presence of intuition in final price
decisions. Before his start at CBS in March 2014, Martin has been working as an intern at Bayer Business Consulting in Germany, where
has been on a pricing project with Ingo Hennecke of Bayer CropScience, who was one of the conference speakers last year. Martin is an alumnus of the CEMS
Master in Management Program (Financial Times calls it the Master of the Universe) and studied in various countries across the globe. During his academic
education so far, he has mainly specialized in pricing, marketing, sales and organizational behavior, which also includes practical experiences with companies
such as L’Oréal,Würth and KPMG.
dk.linkedin.com/in/martinjarmatz/en
https://www.xing.com/profile/Martin_Jarmatz
Twitter: @martinJarmatz
Speakers
Manufacturing Pricing Excellence Platform 2015 Official Blogger
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TERMS & CONDITIONS
Your booking is binding.You may substitute a delegate at any time. Please note that
substitutions are not permitted unless approved by the organizers. For all cancellations
(without an approved substituted delegate) received in writing more than 5 business
days prior to the event and, a €120 (+VAT) administrative fee will be charged and a credit
voucher for the remaining amount will be issued. Credit vouchers may be used at any
Midfield Media conference within one year of issuance.For cancellations less than 5 business
days prior to the event,the full amount of the delegate pass is non-refundable.Full payment is
due 10 days upon invoice and no later than 5 business days prior to the event. Delegates
that have NOT submitted payment prior to the event will not be admitted to the event.
Admittance is then only granted upon approval of credit card payment directly onsite.
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Team Discount Program
Our agenda is the perfect opportunity for you to bring a cross-functional
team. When attending as a team of five or more you’ll receive additional
benefits, including complimentary registrations or discounts.
Group Booking Offer!
To learn more about our popular group booking option, please contact:
email: register@copperberg.com or call hotline: + 46 8 650 74 40
All prices are excluding taxRegister now: www.pricingeurope.com/platform-details/pricing-registration
Registration Fees - Please use the chart below to determine your registration fee
2015 Solutions Conference Full Networking* Workshop CAP Certification Investment
Professional Solution √ √ √ 2,390€
Specific Solution √ √ √ 2,240€
Conference only √ √ 1,590€
Drop In Only 1 day only,upon availability 1,090€
* Full Networking includes cocktail reception, all networking breaks and lunches, one banquet dinner, and access to pre-event meeting system to
book meetings with other participants

Venue Address & Contact
Plaça dels Països Catalans, s/n | 08014 Barcelona
Telephone number: +34 93 503 53 00
Fax: +34 93 4906045
Website: www.barcelo.com
The venue for this years forum is the renowned Barcelo Sants. This recently refurbished 4 star hotel features large rooms
with spectacular views of the city. Located in Sants Railway Station, it offers direct access to Barcelona metro and train stations,
making it the best connected hotel in the city.
n Conference Logistics
General Information: Delegate packages
include the cost of the conference together with
meals and refreshments. Other costs such as
travel, accommodation and general expenses
are the responsibility of the individual delegate.
Accommodation can be booked (if rooms are
available) at the recommended Barcelo Sants.
Attire: Business casual attire is recommended
for the conference.
n Event Co-ordination & Logisics:
All Copperberg conferences are run by
Coordinatum Business Event
Management
For all logistical questions regarding the con-
ference please contact:
Malcolm Larri
Email: malcolm.larri@coordinatum.com
Tel: +46 8 650 02 70
Emilia Rollan
Email: emilia.rollan@coordinatum.com
Tel: +46 8 650 02 70
n Directions from the Prat Airport
Airport transfer:
If you are arriving at the hotel Barceló Sants by plane, the Prat airport is just 15 minutes away by train.
Take the train to Sants Railway Station, and simply walk upstairs to the hotel.
Booking your accomodation:
We have a prefered rate on hotel rooms at the venue:
Double room = 135 Euro
Double room for single use =125 Euro
Please click on the link below to book: Booking link >>
Venue-BarceloSants

Copperberg
Lützengatan 2
115 20 Stockholm, Sweden
Phone: +46 8 650 02 70
Fax: +46 8 441 07 93
Email: info@copperberg.com
www.copperberg.com
© 2015 Copperberg. All rights reserved.
For more information, email info@copperberg.com or visit www.copperberg.com.
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Manufacturing Pricing Excellence 2015 agenda

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