Pricing strategies and value

Helping managers make better pricing decisions
This course aims to help management accountants and others reach viable, profitable and sustainable pricing decisions, going beyond the conventional approaches to pricing.

• business leaders and senior managers, particularly accounting, marketing, sales and general management executives
• business analysts, product management and pricing analysts
• business unit managers and managers of subsidiaries to whom pricing decisions are devolved.

• understand the advantages and disadvantages of 'conventional' approaches to pricing, and how and where these should be applied
• think through and understand customers' real needs and wants in terms of enhancing your own value delivery
• recognise how your organisation's products and services can assist your customers'  value delivery
• discover how to set a price which simultaneously captures this value but does not damage demand or lead to premature commoditisation
• develop a rational pricing strategy based securely on financial, competitive, economic and marketing principles
• contribute more fully to pricing decision making processes in your organisation.

Harry Macdivitt, BA, MSc, MBA, FCIM, FIMC, CMC, is a director of Axia Value Solutions, a consultancy company specialising in helping companies to differentiate, price and communicate their products and services.

Harry has assisted a large number of organisations with their pricing and general business strategies, including Nokia, BT, IBM, Lucent, Siemens, Philips, Boots, Xerox, Alstom Power and Michelin.

He has over 20 years' consulting experience and has completed more than 100 consulting projects in strategic marketing and business development. He is co-author of The Challenge of Value (Arima 2010) and Value Based Pricing (McGraw Hill 2011).

09.00 Registration and coffee 

09:30 – 10:30 Understanding value

• importance of value in buying decisions
• differentiation
• the value proposition.

10:30 – 10:45 Tea/Coffee

10:45 – 12:30 Critique of contemporary pricing methods

• cost based pricing
• competition based pricing
• customer driven pricing.

12:30 – 13:30 Lunch

13:30 – 15:15 Value based pricing

• economic value to customer
• calculating value based price
• VBP techniques.

15:15 – 15:30 Tea/Coffee

15:30 – 17:00 Case study

• A challenging case study which demands delegates to analyse a business situation and recommend, with justification, a course of pricing action.

5.00 Close of seminar

6 CPD hours (where applicable)

Morning coffee, a light lunch and afternoon tea are provided.

Find out more
If you have any queries please email or phone us on +44 (0)845 026 4722.

CIMA on demand
CIMA on demand is a high quality online professional development solution, specifically designed for busy finance and business professionals. Find out more.