PROJECTON GROUP PTY LTD

Level 3, 225 Clarence St, Sydney, NSW 2000

E info@projecton.com.auW www.projecton.com.auP +61 2 8299 7100F +61 2 9299 1688

Training led by World Class Pricing Expert:

Dominic JamesPrincipal Consultant Pricing Solutions APAC

PPO 2014Pricing Power OptimisationMelbourne 1st - 2nd AprilSydney 3rd - 4th April

“Value is more expensive than Price.” Toba Beta, Master of Stupidity

Pricing Power is the capability of a company to get the price it deserves for the value it delivers. Pricing Power is not about luck or destiny. It is a competence companies have to work very hard for. In each industry or market some companies have achieved that competency to fully monetise the value they deliver while others are still lacking it.

Customers don’t care how much something costs you or your competitors to make, they care how much value they’re receiving at a particular price. The key to Pricing Power is to understand what is truly valuable to the customer, create the experience, communicate the value of what you do, deliver the value and then capture the value in the correct pricing strategy.

Benefits of attending PPO 2014 training: Aligning your pricing models to the overall business strategy and changing market dynamics

Assessing how customers respond to price changes and manage them profitably Using Value-Based Pricing as a key element in creating strategic Pricing Power Understanding Price Wars: What are the non-price alternatives? Devising pricing strategies to target different market segments

Key Takeaways: Best Practice in Pricing Management – Pricing Power assessment Managing Price Increases: Strategies and Tactics for effective price changes Selling Value instead of Price Implementing and managing the cultural change to Value-Based Pricing Using segmentation to capture premium prices

PPO 2014 training will use real life case studies and examples to highlight the key concepts and delegates will be encouraged to share their experience, knowledge, challenges for assisted group learning exercises.

Testimonials from “PRO 2013: Price and Revenue Optimisation” training attendees:

Training Endorsed By:

“PROJECTON’s PRO 2013 training workshop was truly innovative in relating numerous pricing topics, to the evolutionary journey that organisations typically traverse in achieving pricing excellence. The underlying message attending pricing practitioners received was that they are not alone or unique in many of the challenges faced. The course made it very clear how to overcome those challenges and what the next necessary steps in the journey entail.” – Group Pricing Manager: Coates Hire

“In a time where I needed energy to implement big changes in my corporation, PROJECTON’s PRO 2013 training workshop certainly brought me some – a lot to think about and digest to create change in the most effective manner, Thank you.” – Contract Pricing Manager: Australia Post

“PROJECTON delivered a highly professional and structured platform to deliver PRO 2013 training workshop. Thoroughly pleased.” Director Sales & Marketing: Radisson Hotel and Suites

OFFER

“The single most important decision in evaluating a business is Pricing Power. If you’ve got the power to raise prices without losing business to a competitor, you’ve got a very good business. And if you have to have a prayer session before raising the price by 10 percent, then you’ve got a terrible business.” – Warren Buffet

Group Discounts Available

8.30 am Registration & Refreshments

8.45 am Welcome address by the trainer and course introduction

9.00 am Key Concepts and the Pricing 5 Levels• PricingLeadershipandTransformation• ThePricingRoadmaptoEnsureSuccess&ManageExpectations• Leveragingthe5LevelsforExcellenceforSustainableResults• KeyIngredientsforBuilding-UpyourOwnPricingRoadmap

9:45 am Level 1: The Firefighter - Breaking the cycle of crisis management• Creatingasenseofurgency• InfluencingClevelleadership

Exercise: Gaining CxO SupportIn this exercise we will introduce a framework for assessing leadership support forPricingandgivedelegatesarealscenariotoapplywhatthey’velearned.Keyconcepts for gaining support, influencing through others and prioritising activities will surface along with pragmatic approaches for getting the resources you need to make an impact.

10.45 am Morning Refreshments

11.00 am Level 2: The Policeman - Gaining Control of Pricing• Pricingprocessflow• Dynamicwaterfallandanalysis• PricingDataflowissuesandhowtoovercomethem• PricingandVolumeVarianceanalysis

Exercise: The BankIn this exercise you analyse a scenario where sales and volumes have increased, but the overall impact on the business is negative. It’s an opportunity for you to use variance analysis in a realistic scenario and discuss the implications as a group.

12.00 pm Lunch

1:00pm Level 3: The Partner – Value-Based Pricing• Establishingavalue-basedprice• Measuringthetrade-offbetweenqualityandprice• TheperceivedValueMap

Exercise: Building a Perceived Value Map for the Australian Automotive IndustryIn this exercise delegates will learn how to build a value map using a real life example from the Australian automotive industry. Using the Pricing Solutions value map tool the group will examine how value drivers vary for different customer segments, and evaluate the strategic implications for each brand’s pricing strategy.• CalculatingFinancialValue

Case Study: Value Pricing a “Commodity” - How an Asian Sugar company used Financial Value Analysis (FVA) to drive profitsUsinganactualcasestudy,wewillexaminehowFinancialValueAnalysis(FVA)helped an Asian Sugar company increase profits. This exercise gives delegates the opportunity to apply what they have learned and dramatically demonstrates how FVAcantransformapricingstrategyandmakeamassiveprofitimpact.

2.45 pm Afternoon Refreshments

3.00 pm Level 3: The Partner – Pricing Models• Pricingalongthedemandcurve• Segmentationtypes• Usingpricefencestodifferentiateyourofferingtoeachsegment• ExamplesoftheapplicationoffencesinpricingmodelsinHotels,Advertising,

Credit Cards and Computers

Exercise: Product Pricing for an Industrial Machinery CompanyUsingaFinancialValueAnalysis(FVA)examplefromanIndustrialMachinerycompany, delegates will apply the concept of price fences and pricing models to exploretechniquesforcapturingthevalueproductsoffer.

Case Studies: Innovative Pricing Models from Michelin Tyres and Zoetis Animal HealthWe will review examples of innovative pricing and discuss the keys to success.

4.30 pm Q&A and Wrap-up of day one

PPO 2014 Pricing Power Optimisation

Agenda - Day 1

PROJECTON Group Pty Ltd•Level3,225ClarenceStreet,Sydney,NSW2000info@projecton.com.au•www.projecton.com.au•P+61282997100•F+61292991688

• Pricing• Revenue

Management• Salesand

Marketing• Product,Channel

and Category Managers• NewProduct

Management• DemandPlanning&Forecasting• SupplyChain

and Wholesale Management

• YieldManagement• Portfolio

Management• Financialand

Quantitative Analysis• Commercial

Management• Segment

Management• KeyAccount

Management• BusinessStrategy• Business

Development

PPO 2014 Training Relevant To:

Directors,Heads,GroupManagers,GeneralManagers, Managers and Analysts of:

It is essential to have a cross functional team participate in PPO 2014 training.

From:• FMCG• BankingandFinance• Insurance• Aviation• Superannuation• Pharmaceuticals• Packaging• MedicalDevices• Manufacturing• FleetManagement• FoodandBeverage

• TransportandLogistics• Telecommunications• Retailand

Wholesale• Automotive• Industrial• Agriculture• Healthcare• Technology• Hospitality

Trainer Profile -

Dominic James:Dominic James is the Principal Consultant of Pricing Solutions APAC with responsibility for client relationships and project leadership across the region.

Heishighlysoughtafter as an expert in pricing, marketing

optimisation and sales strategy. A statistician by training, Dominic spent much of his early career managing complex analytics projects forlargemultinationals.Hesubsequentlyleft his SAS manuals behind and moved on to take strategic leadership roles in top tier consultancies and world class advertising agencies advising clients that include Microsoft, PETRONAS,UnileverandRSAInsuranceGroup.

Forthepast5years,Dominichasfocusedhis energy on projects that have led to large scale international business transformation. As an advisor to senior executives, he works to inspire and deliver sustained impact across organisations. Based in Singapore, Dominic has livedandworkedinAsiafor10years.

HeearnedhisMSc,ManagementScienceandOperationsResearchfromtheUniversityofWarwick - Warwick Business School and his BSc, Mathematics, Modelling and Computing fromKingstonUniversity.

8.30 am Registration & Refreshments

9.00 am Level 3: The Partner – Competitive PricingGroup Simulation Game: Price Wars for Pizza CompanyThis is a simulation exercise where delegates are split into teams with the goal of achieving a profit target through pricing strategy.Over10roundstheteamscompeteagainsteachother while immersed in a very real feeling price war. At the end of the session we review the strategies that worked and those that didn’t giving delegates insight into the psychology of price wars and the skills to deal with them.• Effectivecompetitivepricing• Whentoleadandwhentofollow

Exercise: Pricing Power Assessment – Nappies vs Trucks?Understanding your Pricing Power is key to delivering an effective pricing strategy. In this exercise delegates will work to define the elements that will help them evaluate their own Pricing Power and discuss the implications of Pricing Power on strategic decision making.

10.45 am Morning Refreshments

11.00 am Level 3: The Partner – Tactical Pricing• Whentousediscounts&rebatesandwhennotto• Bundlingandunbundlingformaximumprofits• Pricingpsychologyandbreakinghistoricalpricepointswith

examples from the Confectionary industry• Lifecycleandportfoliopricingtogaincompetitiveadvantage

Case Study: Use of Tactical Pricing Mechanisms in the Software Industry With high fixed costs and very low variable costs, the software industry needs to employ a variety of pricing mechanisms to maximize value. In this case study we will review how Microsoft, the world’s largest software company uses bundling, reference prices, discounts, subscriptions and volume agreements for each target segment.

12.00 pm Lunch

1.00 pm Level 4: The Scientist - Optimising Revenue• Optimisingpriceelasticity• Pricingresearchscenariosandoptimisation• Buildingeffectivepricingstructures• Micro-segmentationandpredictiveanalysis

Exercise: Conjoint Analysis for Qantas, Singapore Airlines and Cathay Pacific, Sydney to New York FlightConjoint analysis is widely used in pricing to measure price elasticity. We will use a simulation tool to run through a series ofquestionstodemonstratehowconjointanalysisworksandcan help with revenue optimisation.

2.45 pm Afternoon Refreshments

3.00 pm Level 5: The Maestro – World Class PricingCase Study: Big data optimisation in the Beer IndustryUsing an award winning case study we will demonstrate how large volumes of sales data can be used to drive decision making and ultimately profits.• Thecultureofworldclasspricers• Makingpricinga‘strategicadvantage’

Case Studies: Examples of World Class Pricing OrganizationsWe will review examples of world class pricing organizations (e.g. Marriot Hotels, Apple, Starbucks and Ikea) and discuss how they manage to sustain innovative pricing and discuss the keys to success.

4.30 pm Q&A and Wrap-up of PPO 2014

PPO 2014 Pricing Power Optimisation PPO 2014 Pricing Power Optimisation

Agenda - Day 2

Pricing Solutions is an international pricing strategy consultancy dedicated to helping clients achieve World Class Pricing competency. They have grown to become one of the world’s leading pricingconsultingfirms,withofficesinNorthAmerica,Europe,AsiaPacificandLatinAmerica.Theirpricingexpertiseisbasedonhundreds of engagements with some of the world’s leading companiesinavarietyofindustriesinbothB2CandB2Bmarkets.

4 Step Training Delivery Approach:1. Pre-event delegate questionnaire to help the trainer

understand your business, past experience, pricing challenges and interests.

2. Course agenda has been constructed using a pragmatic blended approach mixing theory, case studies, facilitated discussions, exercises and challenging questions.

3. Time for facilitated peer learning and networking break sessions has been built in to give delegates the opportunity to share and learn from each other.

4. Onsite assessments, trainer feedback and validation will assist delegates in guided time bound implementation of key learnings.

PPO 2014 training is based on dynamic customisation, greater interactivity and addressing individual concerns.

PROJECTONGroupisaproviderofqualitycorporateeventmanagement services, business conferences and training programs. Our aim is to empower business leaders with expert knowledge and strategies to attain long-term growth and prosperity. We achieve this through our corporate training programs and networking platforms that will connect you with industry experts. To help break through barriers and answer business critical issues, we provide you with the knowledge and tools to increase your profits and market share. We have partnered with leading Australian and International corporate organisations and government bodies to create exclusive networking and mentoring opportunities through our Business Interaction Platforms (BIP).

Profiles:

PROJECTON Group Pty Ltd•Level3,225ClarenceStreet,Sydney,NSW2000info@projecton.com.au•www.projecton.com.au•P+61282997100•F+61292991688

PricingSolutionsistheco-recipientof2013INFORMSRevenue Management and Pricing Practice Award fortheiroutstandingapplicationofRevenueandPricingmanagementtechniquesinjointlydevelopingthePrice and Promotional Planning Model™

TheMarketingAssociationofANZ(MAANZInternational)isan internet focused, not-for profit professional and educational organisation with over ten thousand members and subscribers globallythatspanavarietyofdisciplines(practitioners,consultants,academics,studentsandcompanies).MAANZprovidesawiderangeof opportunities and specific products for member’s professional development, recognition, education and training.TheMAANZmissionistoimprovetheeffectivenessofindividualsand organisations in the many areas of general marketing and specialistmarketing.Formoreinformationpleasevisitwww.marketing.org.au or email us info@marketing.org.au