1. Healthcare

ADVANCED EXECUTIVE EDUCATION
… 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 quest 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.
“A major concern about the implementation of the GST is the resulting price effects on consumers…The
Government sincerely hopes that the businesses will give their co-operation by not increasing prices
unnecessarily during the GST implementation…”
- Royal Malaysian Customs Department
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
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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
pricing
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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
company's Top-Line and Bottom-Line Performance by
increasing their Pricing Power
THE AGENDA
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:
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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:
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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:
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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:
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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:
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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:
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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?
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
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
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, marketing and go to market strategies, value based pricing
and implementation of advanced and innovative pricing strategies, Pricing and
commercial excellence and bid management.
Jesper has trained 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 with 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
PRICING is one of the most POWERFUL
YET UNDERUTILIZED
STRATEGIES AVAILABLE TO BUSINESSES
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%.
REGISTRATION
13 - 14 April 2015 . HOTEL ISTANA, KUALA LUMPUR
PAYMENT
A confirmation letter and invoice will be sent upon
receipt of your registration. Please note that full
payment must be received prior to the event. Two
easy ways to pay:
INVESTMENT
REGISTER BY 10 FEB 2015 AND SAVE UP TO USD 800!!!
Reg by 10 FEB 2015
2-DAY COURSE
FEE
Reg by 10 MARCH 2015
USD 1990
Reg After 10 MARCH 2015
USD 2390
 Telegraphic Transfer / Cheque
Bank
Branch
USD 2790
PLEASE COMPLETE THIS FORM IMMEDIATELY AND FAX TO 603 - 9200 7946
MARNI
: Public Bank Berhad
: Taman Maluri, Kuala Lumpur,
Malaysia
: 3-1711239-09
: PBBEMYKL
A/C No
Swift Code
 Foreign Demand Draft in USD to be drawn in a
MALAYSIAN Bank
PARTICIPANT DETAILS
Name 1
Job title
Name 2
Job title
Intelligence Business Networks
152-4-14, Kompleks Maluri,
Jalan Jejaka, Taman Maluri,
55100 Kuala Lumpur
Name 3
Job title
Note: Payments must be received within 7 days upon
issuance of invoice.
(name in full)
CANCELLATION POLICY
INVOICE SHOULD BE DIRECTED TO
Due to contractual obligations, cancellation charges are
as follow:
Company
Business Address
Name
Job title
Dept
Email
Tel No
Fax No
Name of Authorising Manager
Signature
Upon Signing Contract : 50% of the workshop fee
30 Days notice
: 70% of the workshop fee
14 Days or less notice :100% of the workshop fee
(Based on working days only)
However, complete sets of documentation will be sent
to you. Substitutions are welcomed at any time. All
cancellations of registration must be made in
writing.
Job title
Date
INFORMATION
For further information on this event,
please contact our Program Managers
at 603 9206 5800
or email: [email protected]
WORKSHOP
SCHEDULE
This Booking Is Invalid Without A Signature
Registration
Course begins
Morning Refreshment
Luncheon
Afternoon Refreshment
Key Pricing Decision Makers with the following responsibilities:
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Strategic Pricing
Pricing Policy
Pricing Analysis
Pricing Strategy
Pricing Optimization
Strategic Planning and Development
Sales and Marketing
Brand Development
Retail Marketing and Sales
From:
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Finance Services
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Retail
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FMCG
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Telecommunications
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Energy / Utilities
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Manufacturing
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Airlines
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Product Planning and Development
Business Development
Brand Development
Finance
Corporate Planning
Costing
Revenue Management
Market Research
Merchandising
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Pharmaceutical
Logistics and Transportation
Automotive
Oil & Gas Supplies
Petrochemical & Chemical
Steel
0830
0900
1030
1300
1530
Note: It may be necessary for reasons beyond control,
to change the content and timing of the event,
speaker(s) or venue, every effort will be made to
inform the participants of the change.
HOTEL DETAILS
Hotel Istana, Kuala Lumpur
73 Jalan Raja Chulan,
50200 Kuala Lumpur, Malaysia
Tel : 603 2141 9988
Fax : 603 2144 1245
Room Reservation can be made by delegates directly
with the hotel. To enjoy privileged room rates, please
state you’re attending an event organised by IBN
International. Please call Mr. Chang K H at 603 2141
9988 or email [email protected]
CERTIFICATE
Delegates who successfully complete
this course will receive the prestigious
IBN’s Certificate of Achievement; a
statement of Intelligence endorsed by
world renowned subject matter expert.
VISA REQUIREMENT
Delegates requiring visas should contact the
respective Embassies or High Commissions in their
country of residence as soon as possible.