The document discusses the importance and benefits of implementing effective pricing strategies. It states that pricing analytics can lead to improvements in sales, margins, and profits for companies. However, pricing opportunities are often overlooked resulting in lost sales and profits. The document advocates for adopting value-based pricing by understanding customer perceptions of value in order to maximize revenue and profits. It promotes learning pricing tactics and strategies to outperform competitors and ensure prices reflect changing customer demand.

2. … Successfully implementing pricing analytics can achieve 15 – 20% improvements in price and
promotions’ investments while driving 1 – 3% increases in sales and 2 – 5% margin enhancements.
Too often this “low hanging fruit” opportunity goes unpicked, and sales opportunities & profits lost.
- Marketing Management Analytics
It’s been said many times before that of the levers a company can pull to improve performance, pricing routinely
delivers the most significant results. Still, many business leaders have their doubts. In fact, pricing often ends up
on the bottom of the list of changes companies make in their quests to improve performance. Too often this ‘low
hanging fruit’ opportunity goes unpicked and as a result, organizations frequently revert to gut instincts and more
traditional guidelines for critical decision making that can lead to missed opportunities, exposure to
unnecessary risk, and falling margins.
In essence, the paradigm shift in the pricing arena is now almost a reality and perhaps to some, a bitter pill to
swallow. Amid concerns of fiscal sustainability and excessive debt, Goods and Services Tax (GST) has entered
and caused turmoil amongst the Malaysian business community. Business owners and pricing professionals may
need to assess and adjust their pricing strategies to accommodate this new tax regime and ensure that they are
logically modeled, as erroneous judgments may cost the company’s performance.
Effectively CREATING, IDENTIFYING, and COMMUNICATING VALUE proposition to customers is of utmost
importance in today’s fast paced economy…the reward …THE “RIGHT” PRICE to THE “RIGHT” CUSTOMER.
– an understanding of your customers’ perception of your value offering is a benefit that will impact your
company’s top-line revenue and bottom-line profitability while minimizing the amount of money being
‘left on-the-table’!
Companies need to adopt smart pricing that will outperform their rivals by confidently honing their strategic focus
and deeply understanding changes in customer demand. The more value they can offer to their customers, the
more flexibility they can have with price. Companies that fail to increase prices when their brand is robust will
eventually diminish the brand’s value.
Join us in this dynamic workshop to make insight-driven pricing decisions, to measure pricing effectiveness and
to take improvement actions, informed by consistent data and the right business context, with Jesper Hansson,
President of Asia Pricing Professionals and a highly sought-after pricing expert with extensive experience in
winning pricing methodologies. Jesper will provide you with a comprehensive arsenal of pricing tactics,
strategies, tools, as well as differentiation methodologies to maximize profit for different customer segments.
What’s more, it would be prudent to get a head start and start realigning your pricing tactics to be GST compliant
without further delay, so you can hit the ground running when the time comes!
KEY BENEFITS AND LEARNING OUTCOMES
 Effectively create pricing strategies that involves your
marketing, sales force, finance, and channels
 Learn how to quantify the value and financial benefits
customers receive from your products and services
 Learn how to gain more confidence to sell value and
not price
 Ultimately, participants will learn to improve their com-
pany's Top-Line and Bottom-Line Performance by
increasing their Pricing Power
 Demonstrate the ability of pricing as the most powerful profit
lever
 Develop and implement an innovative value based pricing strategies
and tactics with a balance between top-line and bottom-line growth
 Understand pricing models used by world-class organizations
 Create an effective strategic pricing planning process and
systems
 Learn how to price your products based on value and segmentation
Give fresh perspective on how to think about value, discounting and

3. THE AGENDA
WORKSHOP METHODOLOGY
This dynamic and highly
interactive two - day workshop
will encompass both conceptual
and practical perspectives of
pricing that will enable you to
break down silo-thinking and
build consensus around
common goals.
Theory will be supported and
illustrated through a
combination of real-world case
studies and an extended
hypothetical scenario that
enables participants to easily
incorporate the programme
insights, techniques and
procedures into their own
organizations business
environment.
CUSTOMIZED PROGRAM
FOR ORGANIZATIONS
Any of the content
delivered in the Strategic
Pricing Program can be
customized to meet the
specific needs of your
organization.
We have successfully
developed and delivered
Custom Programs for all
types of organizations, in
many locations around the
world.
“Don’t fight today’s sales with
yesterday’s pricing strategies…
The more you can SLICE &
DICE your prices and offerings
without affecting your brand,
the more you can sustain
profitability.”
- Founder and Chairman of
Professional Pricing Society
MODULE 1: BUILDING THE RIGHT FOUNDATION FOR A STRONG PRICING STRATEGY
Transactional control is the foundation for a powerful pricing strategy. This module seeks to provide the
delegates with an understanding on how to gain transactional control of your pricing. Using real world-class
companies as examples, the module covers areas as:
 Pricing Maturity Levels
 Discount Management and Sales Force Incentives
 How to Apply Analysis Methodologies to Uncover Hidden Profitability in Your Pricing
 Methodologies which can be implemented in Order to Drive Customer Behavior through pricing
MODULE 2: PRICING ANALYTICS
Pricing Analytics are essential in order for you to truly understand your pricing performance and profitability. This
module seeks to provide the delegates with an understanding of how to apply pricing analytics to their business
in order to uncover hidden profitability potential, using real world-class companies as examples and
implementing methodologies and analysis like:
 Price Waterfall
 Scatter Plots
 Customer based Margin Analytics
FACILITATED DISCUSSION 1: GST IN MALAYSIA
How does it affect you and your customers?
MODULE 3: VALUE BASED PRICING (PART I)
What is true Value Based Pricing and what does it take to truly sell on value? This module seeks to provide the
delegates with an understanding of what it takes to build the foundations for a Value Based Pricing strategy,
using real world-class companies as examples and covering areas as:
 Foundations of Value Based Pricing
 Terminology and Background
 The Importance of Customer and Market Segmentation
 Identifying the True Value in Your Product or Service Offering Internally Through Value Mapping
MODULE 3: VALUE BASED PRICING (PART II)
Customer Perceived Value - How to Identify and Evaluate Customer Perceived Value, Using Tools such as:
 Conjoint Analysis
 Customer Value Analytics
 Customer Economic Value Modeling and Quantification
 Customer Value Elements Modeling
 Comparative Advantage Modeling
 Customer Economic Value Quantification
MODULE 4: PRICING POWER
What is true Pricing Power? This module seeks to provide delegates with an understanding of true Pricing
Power, covering areas as:
 What is the Definition of Pricing Power and Why is it so Important?
 Modeling and Analyzing Your Own Pricing Power?
 Actions, Which Can Be Undertaken in Order to Improve Pricing Power?
FACILITATED DISCUSSION 2: PRICING MATURITY IN MALAYSIA
What steps have you taken to improve your company’s pricing maturity and why?
MODULE 5: INSTITUTING A POWERFUL VALUE BASED PRICING STRATEGY
What is a truly powerful Value Based Pricing strategy and how do you combine the elements from Module 1-4:
 Best Practice in Pricing Policies and Documentation
 Change Management
 Communication and Training
 Value Based Selling
FACILITATED DISCUSSION 3: GEARING UP FOR THE FUTURE
Where do you see the biggest challenges in pricing in Malaysia from now to 2020?

4. JESPER HANSSON is the founder and Managing Director
of Core Pricing Pte. Ltd., the Managing Partner for SPMG
Asia and the current President of Asia Pricing Professionals,
the largest not-for-profit organization for pricing and revenue
practitioners in the world.
A strategic thinker and pragmatic pricing practitioner, Jesper
has more than 23 years of experience in large-scale multinational
corporations. He has expertise in value based pricing, finance and controlling,
and implementation of innovative pricing strategies. A large part of his career
has been directly linked to pricing projects in the Asia Pacific region.
His areas of expertise include: finance & controlling, implementation of pricing
software solutions, customer value mapping and quantification of customer
economic value, change and price management projects across multiple
functional areas, marketinsg and go to market strategies, value based pricing
and implementation of advanced and innovative pricing strategies, Pricing and
commercial excellence and bid management.
His clients include organizations like Baxter, Pepsico, Schneider Electric,
NatSteel, DHL, BlueScope Steel, Philips, Dell, American Express, National
University of Singapore, Dusit Thani Hotel & Resorts, Volvo, Lufthansa, John
Deere, Johnson & Johnson, Bayer, Parkway Healthcare, Straumann, BP, ABB,
BASF, Emerson, Orica, Osram, Marina Bay Sands, Fonterra, Grundfos and
many others.
Jesper earned his Higher Commercial Examination from Viborg Business
School, a BA in International Trade from Aarhus Business College, a Pre MBA
in Strategic Management from Business Institute in Aalborg and is a Certified
Pricing Professional with The Professional Pricing Society.
“Jesper is a brilliant business professional with great knowledge in pricing
and will a tremendous business acumen. He is both gifted in strategy
building and in getting things done. He is reliable, approachable, and very
responsive. I have known Jesper for a while now and he never stops
surprising me in a good way. I highly recommend his skills and
personality to any progressive company.”
Stephan M. Liozu, Ph.D. Agent of Disruption
Pricing Thought Leader - Value Coach
NOTE FROM THE SPEAKER
Dear Delegate (s),
What is good pricing and revenue management
and how do you go from having a good pricing
strategy to a world-class pricing strategy? What
is pricing power? What is value based pricing
and how do you analyze and measure customer
value and willingness to pay - and what does it
really mean to sell on customer value and not
on price.
In this highly interactive workshop, we will
explore numerous real life examples from
multinational companies, who are setting new
standards for world-class pricing and revenue
management excellence. We will then learn how
to apply these tools and techniques to our own
companies.
This workshop is targeted at anyone involved in
strategic pricing decisions. It includes lecture,
case studies, exercises and facilitated
discussions on the latest trends in pricing and
revenue management.
After attending this workshop, people will be
able to go back to their companies with a fresh
perspective on how to think about value and
pricing and heavily improve their company's
top-line and bottom-line performance by
increasing their Pricing Power.
See you in Kuala Lumpur!
Jesper
How would a 1% increase in price affect your
company’s bottom line? It is shocking how
powerful small changes in price can have on the
bottom line.
McKinsey & Company study of the Global 1200
found that if companies
increased prices by just 1%, and
demand remained constant, on
average operating profits would
increase by 11%. Using a 1%
increase in price, some companies
would see even more growth
in percentage of profit:
Sears Holdings, 91%; McKesson, 61%; Kroger,
38%; Merck, 28%; Delta, 17%;
Alcoa, 38%.
PRICING is one of the most POWERFUL
YET UNDERUTILIZED
STRATEGIES AVAILABLE TO BUSINESSES