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Session Proposals for ProductPotluck Austin: January 2010
Session 1: "A New Value in Use Analysis Approach to Product Pricing and Marketing"
Session Description:
Determining the proper price for a new product in the marketplace is one of the most fundamental issues that a commercial manager has to deal with today. In this paper we present a new approach to map the value and price space for a product or service called the "Value Box". This new tool combines the conventional pricing approaches such as cost-plus alongside more sophisticated methods such as cost-in-use and value-in-use. The Value Box allows the Commercial Manager to properly define marketing and pricing strategy as well as communicate it to his/her team and management. The tool will be demonstrated with examples such as hybrid cars, premium razor blades and the Segway scooter. Marketing research methods to determine the value-in-use of a product will also be discussed
Attendees will learn:
1. An overview of the tools used to measure product value
2. The difference between setting pricing using cost in use vs. value in use
3. A new pricing tool, the Value Box, used to map the value/price space and develop pricing strategy
The workshop will include request input from the Audience to complete or validate some of the tools and examples shown
Presenter:
Dr. Jose A. Briones is currently the Director of Operations for SpyroTek Performance Solutions which supplies specialty materials, software and consulting services to the manufacturing industry. Dr. Briones has 18 years of technical and commercial experience in the manufacturing Industry, holding marketing, innovation, sales, engineering and research positions with several Fortune 500 companies such as Celanese, Elf Atochem, Air Products and Reichhold. Dr. Briones has a Ph.D. in Chemical Engineering from Clemson University and is a graduate from the Business Administration Program from Wharton Business School. Dr. Briones’ expertise includes: Product Development and Ideation support, Probabilistic Decision Analysis and Forecasting, Business Model Assessments and Product Portfolio Pricing and Value Analysis.
Session 2: "Salespeople say the darndest things – and it’s your fault!"
Description:
We are constantly amazed at the things salespeople say to prospects and clients and what they try to sell. While we like to blame the sales team for this, it is really our fault. As product managers & marketers, we must own the message and then train the sales team on how to take this message to the market.
In the session, we will have an interactive discussion where we help you to improve upon your message and then define best practices in enabling the sales team to communicate it.
Presenter:
Tom Evans is Principal at Lûcrum Marketing and brings over twenty years of successful hi-tech business experience helping start-ups as well as Fortune 500 companies create and launch winning products. Tom’s experience covers numerous vertical industries, technologies and international markets.
