Pricing Discussion

Pricing Discussion - Pricing And Promotion Discussion Click...

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Name of Event-Date [File Name/Location of file file] Page 1 R.S. McEachern Click to edit Master subtitle style Pricing And Promotion Discussion Ron McEachern Hong Kong, 2009
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Name of Event-Date [File Name/Location of file file] Page 2 R.S. McEachern Building A Powerful Consumer Brand In China China Brand Building Lays Case Study Practical Steps To A Successful China Soy And Laguna Examples China Brand Launch 1. Defining Competitive Advantage 2. Managing The Innovation Process 3. Leveraging Insights 4. Compelling Branding 5. Impactful Creative 6. Effective Media Selection 7. Reinforcing Image with Packaging 8. Effective Customer Management 9. Pricing and Promotion Plans 10. Profitable Entry Strategy 11. KPI’s and Performance Tracking 12. Managing HQ Expectations China Cont ext
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Name of Event-Date [File Name/Location of file file] Page 3 R.S. McEachern What Are The Key  Aspects Of “Pricing”? Pricing And Promotion
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Name of Event-Date [File Name/Location of file file] Page 4 R.S. McEachern Price (Revenue Management) Is The Most Powerful P&L Driver Setting, monitoring and managing pricing decisions is crucial Pricing has the most significant P&L impact of all marketing levers Three key dimensions 1. Consumer price 2. Promotion tactics 3. Trading Terms Price management is emerging as a critical issue for Companies today Pricing And Promotion
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Name of Event-Date [File Name/Location of file file] Page 5 R.S. McEachern Pricing Architecture (Strategy) Defines Complex Relationships Consumer Pricing Competition & Alternatives Pack/Sizes/Forms And Occasions Trading Terms Channel Interactions Customer Strategy Promotions Brand Pricing And Promotion
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Name of Event-Date [File Name/Location of file file] Page 6 R.S. McEachern Consumer Price Supports A Brands Fundamental Positioning Is the brand “value”…”mid-tier”…or “luxury”? Is the goal mass volume (penetration) or niche? How does the price relate to competition and substitutes? Does the price deliver on perceived value? Is pricing by size rational encouraging trade-up? Does the consumer price support targeted brand profitability?
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