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Wednesday, September 26th, 2007 (8-10 AM)
Pricing Innovations with Confidence
Innovation is the fuel that drives growth. To avoid the pain of slugging it out in mature markets with “me too” offerings, companies are investing billions to introduce innovative new offerings. After all, successful innovations offer immediate differentiation and the chance to command a premium price.
Despite all of the investment, the statistics on the success of new offerings are dismal with failure rates as high as 70% to 80%. And of the offerings that do survive most are priced for short-term volume rather than long-run profitability. In this session attendees will learn how to reverse these trends by:
- Tackling the tricky problem of defining the value of innovative offerings
- Connecting that value to pricing strategy
- Developing launch programs that avoid using low-ball prices to drive early volume
Presenter
Mark Burton is Co-founder and Vice President at Holden Advisors a consulting firm focused on putting customer value at the center of marketing, sales, and pricing strategies for business-to-business clients. He is Co-Author (with Reed Holden) of the forthcoming book: Pricing with Confidence: Ten Ways to Stop Leaving Money on the Table, to be published in February 2008 by John Wiley and Sons. His article Pricing Innovations will be published in the September 2007 edition of “Marketing Management.”
Event Logistics
Date : Wednesday, September 26th, 2007
Time : 8:00 - 10:00 AM
Location: Group 1066
443 Park Ave. South
7th Floor
New York, NY
10016
Format: Breakfast / Presentation / Networking
Cost : $15 - PDMA, $35 - Non-Member, $10 - Student
Early-Bird (until September 19th): $20 - PDMA, $40 - Non-Member, $15 Student
PDMA Members: Bring a Non-Member paying the above rate and your fee will be waived! Just let us know at check-in.
PDH : 2 PDH
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