Pricing: Strategy and Tactics

ManagementDevelopmentInstitute

April 27-29, 2016MDI Campus, Gurgaon

Pricing is one of the most complex, least understood yet most important aspects of marketing. This programme revolves around three C’s of marketing i.e. costs, customers and competitors. It attempts to impart a basic understanding of the various contemporary pricing strategy and tactics. The institutional and legal environment and their impact on the firm's pricing decision are also emphasized. The programme has a strong applied and managerial orientation that is relevant to the current marketing and management environment.

BACKGROUND

This three-day programme focuses on the realistic needs of the marketing manager. The course will help them to learn strategic as well as tactical approaches towards profitable pricing. At the end of the programme, the participants would be able to:

Ÿ Demonstrate a good understanding of the basic pricing concepts.

Ÿ Evaluate the price sensitivity of customers.

Ÿ Determine the relevant costs for a pricing decision.

Ÿ Understand the linkage between pricing and other P’s of marketing mix.

Ÿ Anticipate and influence competitors’ pricing.

Ÿ Formulate appropriate pricing strategies for the market.

OBJECTIVES

This programme on pricing strategies is meant for all those executives/managers in marketing functional area, across the levels who want to enhance their analytical skills to make effective pricing decisions.

FOR WHOM

• Introduction to Pricing

Ÿ Overview

Ÿ Various Pricing Orientations

Ÿ Financial Analysis of Pricing Decisions

Ÿ Strategic Pricing Framework

• Cost-based Pricing

Ÿ Method

Ÿ Activity-based Costing Vs. Traditional Costing

• Customer-based Pricing

Ÿ Method

Ÿ Price Sensitivity

Ÿ Customer Value Mapping: Customer Perceived Value

Ÿ Economic Value Modeling

• Dynamic Pricing and Revenue Management

• Formulating Pricing Strategy

Ÿ Price Structure: Metrics and Fences

Ÿ Pricing Policy

Ÿ Transaction Price Management

• Managing Price Competition

Ÿ Pricing Game

Ÿ Reacting to Price Competition

CONTENTS

The programme will be delivered with the multi-prong pedagogy which includes a mix of lectures, case studies, presentations and class discussions.

PEDAGOGY

PROGRAM DIRECTOR

The last date for receipt of nominations is April 14, 2016. The last date for withdrawal of nominations is April 15, 2016. Any withdrawal received after this date will be subject to deduction as per the Institute’s rules. However, substitution may be permitted.Nominating organizations are advised to await con7irmation of acceptance of nominations(s) before sending the participants to the programme venue.

LAST DATE

Dr. Vibhava SrivastavaPhone: 0124-4560342Mobile: +91-9654202295E-mail: vibhava.srivastava@mdi.ac.in

The programme is scheduled during April 27-29, 2016 on residential basis at MDI Campus, Mehrauli Road, Sukhrali, Gurgaon. Accommodation for participants would be available at MDI Campus from the afternoon of April 26, 2016 to the forenoon of April 30, 2016.

VENUE AND DURATION

For any Additional information / enquiry, please write to: Chief Administrative Officer (Programmes), Management Development Institute, Gurgaon MDI Campus, Mehrauli Road, Sukhrali, Gurgaon – 122 007, Haryana, INDIA E-mail : caomdp@mdi.ac.in Direct Tel : +91-124-4560004, 4560534, 4560550 E-mail : caomdp@mdi.ac.in Website : http://www.mdi.ac.in

ENQUIRY

Participants should be nominated by their organizations. The enclosed nomination form should be completed and returned with all the details.

The fee of the program is Rs. 36,000/- (Rupees Thirty Six Thousand only) per participant which includes professional fee and all charges for lodging and boarding and supply of course materials. Service Tax as applicable will be charged extra in addition to the programme fee. Payment should be made by a crossed demand draft/cheque in favour of “Management Development Institute, Gurgaon (Haryana)”, and sent to the Chief Administrative Officer (Programmes), Management Development Institute, Post Box No.60, Mehrauli Road, Sector-17, Gurgaon 122007-02, Haryana, INDIA.

REGISTRATION & FEE

Dr. Vibhava Srivastava is a PhD from MNNIT, Allahabad, and MBA from University of Allahabad. Prof. Srivastava is prolific researcher and has been in academics for more than a decade. Prior to MDI, Gurgaon he had worked with IMT-Nagpur, Thapar University, Patiala and GB Pant Social Science Institute, Allahabad. He has published with various international journals of repute viz. Journal of Strategic Marketing, Journal of Relationship Marketing, South Asian Journal of Management, and Journal of Medical Marketing etc. and has presented his research at a number of reputed institutions in India and abroad. He has been teaching various courses on marketing viz. Marketing Strategy, Pricing Strategies, and Marketing Research etc.

The faculty will comprise of MDI core faculty and professionals from industry with varied experience in research and consultancy.

FACULTY

The Management Development Insitute (MDl) was established in 1973 with the acive support of IFCl following an iniial grant received from KFW, West Germany. The Insitute soon established itself as one of the earliest centers for coninuing educaion in India.

As an endorsement of its front runner posiion in the field of Post Graduate Educaion in Management in India, MDl’s PGPM (a two-year full ime MBA equivalent program) has been awarded “A” Grade by the Naional Board of Accreditaion of All India Council for Technical Educaion (AICTE). Various surveys have ranked MDl among the top B-schools of the Country. The MDI is the first Indian B-school with Global accreditaion AMBA-Associaion of MBAs, UK. The educaion programs comprise of two-year full-ime PGPM, PGP-HR, PGP-IM, 15-month Execuive PGDBM, three-year Execuive Management Program, Doctoral level FPM I EFPM, Post Graduate Program in Energy Management, and PG Diploma in Public Policy and Management. In addiion to its academic programs, MDl has been a pioneer as well as a market leader in the area of coninuing educaion in management. With over 35 years in this field, MDl conducts nearly 200 weeks of intensive short-term training programs each year, aimed at execuives and managers from industry. Over 3000 managers paricipate in these programs each year. These include open programs, as well as customized organizaion specific training modules. The approach integrates latest knowledge with best pracices through integrated business school aciviies enabling organizaions in pursuit of excellence’.

MDI offers consuling services in the different funcional areas of management. The driving force at MDl is a dedicated team of disinguished faculty who has extensive experience and experise in diverse fields. Over the years, there has been disincive shit in emphasis from helping design and implement policies, systems and processes in funcional domains to cross-funcional domains. The insitute is recognized by the industry (public and private). Central and State governments, and NGOs and is known for providing quality services to its clients. MDl always strives to provide high quality, cost-effecive and imely services to the clients. It has remained contemporary through its primary focus on research, adaping to change and developing innovaive strategies to facilitate the process of change in the dynamic business environment. The insitute’s clients say that it has been able to add value to them by bringing in a strong cross-funcional emphasis in their approach to carry out business.

As part of its strong research focus, MDl supports the following research iniiaives:

Centre for Supply Chain Management

Centre for Excellence in Informaion Management

Centre for Entrepreneurship

Centre for Transformaional Leadership

Centre for Corporate Governance

Centre for Responsible Business

Centre for Posiive Scholarship

MDI maintains high level of academic excellence in management. It

has over 80 full-ime faculies who have several years of experience having worked at senior posiions in the industry. The faculty is thus able to deliver a healthy mix of pracical insights and academic rigor in the classroom. MDI also has strong links with leading internaional B-schools. This aids in delivering a globalized management curriculum. As part of the global iniiaives, student and faculty exchanges go on regularly. Joint research projects are also undertaken. Above all, MDl has a well developed state-of-the-art infrastructure, which includes a library with a collecion of over 60,000 volumes, and online access to internaional journals, a computer center with over 500 PCs, air condiioned lecture halls and syndicate rooms, besides a host of other recreaional faciliies.

MDI’s Internaional Partners

MDI has acive linkages with McGill University, Canada, University of Waterloo, Waterloo, School of Public Policy, George Mason University, USA, University of Connecicut, USA, Cambridge College, Massachusets. USA, DeGroote School of Business, McMaster University, Canada, Robert H. Smith School of Business, University of Maryland, USA, Marquete University, Wisconsin. USA, Bentley College, USA, The University of North Carolina, Kenan-Flagler Business School, Chapel Hill, USA, North Carolina State University, Raleigh, North Carolina, USA, ESCP-EAP, France, EOHEC Business School, France, The Insitute d”Etudes Poliiques de Paris (Sciences- Po), IAEAix-en Provence, France, Total Professors Associaion (TPA). Paris, Grenoble Ecole de Management, Grenoble, Bergische Universitat Wuppertal, Wuppertal. HHL Leipzig Graduate School of Management, Leipzig, Internaional University in Germany, Bruchsal. European Business School - Oestrich- Winkel, Frankfurt School of Finance & Management. Frankfurt, Vienna University of Eco. & Business Administraion, Austria, Copenhagen Business School, Denmark, Aarhus School of Business, Denmark, Solvay Business School, Brussels, The Faculty of Applied Economics, University of Antwerp. Belgium, BI Norwegian School of Management, Norway, Unlversua Carlo Cataneo. (LIUC), Italy, Bocconi University, Milano, Warsaw School of Economics. Poland, Graduate School of Business Economics, Higher School of Internaional Commerce and Finance (WSHiFM), Warsaw, Middlesex University, London, UK, School of Management, Asian Insitute of Technology, Thailand, Queensland University of Technology, Brisbane, University of the Free State. Bloemfontein, University of Otago, Dunedin, Leon Recanai Graduate School of Business Administraion, LAHAV Execuive Educaion Centre, Faculty of Management, Tel-Aviv University, Tel-Aviv, Israel, University of Tampere, Finland, Lahore University of Management Sciences (WMS), Pakistan, RSM Erasmus University, Roterdam, Athens University of Economics and Business, Athens, Moscow Internaional Higher Business School “MIRBIS”, Moscow, Huazhong University of Science and Technology (HUST), School of Management, China. These linkages operate in the domains of exchange of students, faculty and knowledge. Some execuive educaion programs are co-designed and delivered along with our partners. MDI now has developed a new niche market for foreign insituions in conducing internaional execuive development programs at MDI campus.

About MDI

ManagementDevelopmentInstitute

Mehrauli Road, Sukhrali, Gurgaon 122007, Haryana (India) Direct Tel. : (+91-124) 4560004, 4560534, 4560550

Tel No. : (+91-124-4560000, 2340173, Ext. 5534, 5550, 5004 Fax Nos. : +91-124-4560005

E-mail: caomdp@mdi.ac.in website: www.mdi.ac.in