Value Based Pricing: Using the Conjoint Analysis (by Blauw Research & MRC) The Holy Grail unravelled Save to calendar

Conjoint measurement is often used to solve pricing and product themes. It enables marketing to optimize their products and prices based on consumers’ decision making process. It makes a decision making process calculative. It gives input for the product composition, the pricing and the segmentation. But can it solve every pricing and product issue? For what products and situations can it be used? Which part of the decision making process is simulated? In this workshop we will present to you the decision making theory behind the conjoint measurement. In which situations is it suitable and for what decisions can it be used. Through decision making theory, examples and a simulation game this workshop will give you a better understanding of pricing with conjoint measurement. Optimizing your margins and prices is a process that you can successfully influence! Second part of the workshop will focus on the usage of conjoint and pricing research in marketing. The workshop will provide practical information how to use pricing research as a marketing or a pricing manager. •  Keynote speakers Pieter van Ginkel Pieter van Ginkel joined Blauw Research GmbH in 2007 and works as one of the Business Cell Managers in Nuremberg. He is responsible for one of the business teams and is a specialist in Pricing Research. Recently before joining Blauw Research GmbH he worked for Blauw Research in Rotterdam, the Netherlands. Dr. Susanne Wehde Susanne Wehde joined MRC (Managing Research for Companies) in 1998 and is head of the Munich office. She is responsible for the management of several international and national client teams with the focus on methodological development and tool evaluation, as well as the development of trainings for clients and for MRC’s staff. Prior to joining MRC, Susanne worked in organizational development of Digital Equipment and in brand management at SC Johnson Wax. •  Schedule 13.30 – 14.00 Welcome 14.00 – 14.45 An introduction to conjoint measurement 14.45 – 15.30 Conjoint Measurement versus the decision making process 15.30 – 15.45 Break 15.45 – 16.30 Marketing Game – Playing with the conjoint measurement 16.30 – 17.15 Using the conjoint measurement / pricing research in Marketing by Dr. Susanne Wehde 17.15 – 17.30 Lessons learned + Questions & Answers 17.30 - Network Drink •  Where? Blauw Research GmbH Prinzregentenufer 3 90489 Nürnberg - DE •  When? 21/4/2010 •  For whom? Anyone involved with product portfolio and price optimisation (brand managers/directors, market researchers, finance managers, pricing managers, marketing managers, account managers, product managers, business decision makers, and all who´ve interest to find out more on this unique topic). The principles outlined in the workshop do apply to many sectors and products. European Pricing Platform participants have free access to the workshop. Non-participants pay € 330.00 excluding VAT. (*) To guarantee optimal learning effects ePP workshops are limited to 30 participants. Make sure you register on time, to avoid disappointments!