A profound pricing strategy in your company is necessary, but only using the classic methods can restrain you from exploiting your profit margins to the fullest. A lot of research and discoveries have been done on this subject, resulting in soundly based and ready-to-use theories. During Advanced Pricing Toolbox, you convey insights that go beyond the classical assumptions and tools of price research and strategy.

1. Advanced Pricing
Research Toolbox
“Pricing as a main topic presented by well-
prepared speakers, each with a well-defined approach
to the main subject followed by an open and interactive exchange
of experiences and suggestions.
A day well spent acquiring clear and
practical tools to better your pricing policy.”
Andrea Daubercy - Pricing Strategy Executive - Hyundai Heavy Industries Europe NV France

2. Advanced Pricing Research Toolbox
- The Essential and Advanced Methods -
A profound pricing strategy in your company is necessary, but only using the classic methods can
restrain you from exploiting your profit margins to the fullest. A lot of research and discoveries have
been done on this subject, resulting in soundly based and ready-to-use theories. During Advanced
Pricing Research Toolbox, you convey insights that go beyond the classical assumptions and tools of
price research and strategy.
As always at the EPP, the top-expert trainer focuses on interactivity by stimulating the attendees to
share and discuss their experiences in the pricing field. Discuss your day-to-day challenges with your
peers from all over Europe and throughout many different industries. So take that one important step
to pricing and profit optimisation and register for the Advanced Pricing Research Toolbox.
“The Pricing Toolbox was very interesting,
driven by a very professional speaker. We
got a lot of insights and we will definitely
succeed in applying the lessons learned
to better position our prices in the future.”
Hermine Viaene - Senior Pricing
Administrator - Samsonite Europe
Advanced Pricing Research Toolbox
Introduction

3. What will you learn
• Understand the process leading to a value based price;
• Understand and conduct segmentation analysis;
• Build your value proposition;
• Understand price elasticity;
• Understand WTP;
• Check this with revenue, profit and market share goals,
• Bring the whole picture together and set your value based price with confidence.
Is this training for me?
Members of the management team, as well as marketing, market research, product managers and
pricing analysts - in short, anyone who deals with pricing and its associated problems within a
company
Previous attendees
Location
Advanced Pricing Research Toolbox
Practical
At the beautiful locations, carefully picked out by the EPP, you get inspired to put into action the new
insights and methods you’ve just seen during the intensive, interactive sessions.

4. Advanced Pricing Research Toolbox
Practical
Trainers
Ellen Lueb
Senior Analyst at SKIM
Ellen Lueb is Senior Analyst at SKIM, where she specializes in pricing
research in FMCG markets across the world. Starting her market research
career in 2008 in San Diego, California, she joined SKIM in February
2012. After spending her first year with SKIM in the Geneva office, she is
now based in the Rotterdam office. She’s currently (co-)leading SKIM’s
Pricing & Portfolio Practice.
Maureen Arink
Senior Director at SKIM
Maureen Arink is Senior Director and brings over 18 years’ experience
in market research, out of which she has spent more than 16 years at
SKIM. At SKIM, she has conducted over 200 conjoint-based studies,
many of which are focused on pricing research in the FMCG markets in
various countries. She is currently based in SKIM’s Geneva office in Swit-
zerland.
Paolo Cordella
Senior Analyst at SKIM
Paolo Cordella is a Senior Analyst at SKIM’s Research Services & Soft-
ware division since 2010. In his current position he provides consulting
on complex conjoint applications and projects in a vast array of industries
and subjects. He joined SKIM in 2010 and he specialized in Menu-Based
Choice modeling and pricing studies. He is based in the Rotterdam office.
Thiemo Theunissen
Research Manager at SKIM
Thiemo Theunissen is a Research Manager at SKIM, where he has pro-
vided leading telecom, technology and energy companies with research
insights for over 5 years. Thiemo is specialized in portfolio optimization
and innovation and is (co-)leading SKIM’s Pricing & Portfolio Practice. His
passion is ”creating tailored advanced research solutions and translating
these into understandable, concrete and actionable insights”. Thiemo is
based in the Rotterdam office.

5. Duration
2 days
Fee: € 1495*
* EPP Participants receive 10% reduction (and only pay € 1345) ;
Click here for more information about EPP Participation.
Register
Follow this link and fill out the registration form or contact nicolene.barnard@pricingplatform.eu
Language
Language of the training depends on the language of the attendees.
In case of international participants, the training is in English.
All training documents are provided in English.
Important conditions*
• Registration is only completed after full payment;
• Cancellations must always be made in writing;
• All registrations carry a 50% cancellation policy, immediately after the online registration form is
completed. The training fee will not be refunded, but can be credited to a future training;
• No refunds will be made for cancellations made later than 20 working days before the
programme start day;
• EPP is not responsible for any loss or damage as a result of a substitution, alternation or
cancellation/postponement of an event. EPP shall assure no liability whatsoever in the event this
training is cancelled, rescheduled or postponed due to a fortuitous event, force majeure, or any
other (unforeseen) circumstances that make it impossible for the event to take place;
• We recommend to take cancellation insurance when booking transportation or accommodation,
in case your training changes location or is postponed;
• Please note that payment must be completed before the start of the training.
* Visit www.pricingplatform.eu for a complete overview of our Terms & Conditions
Questions
Please contact nicolene.barnard@pricingplatform.eu or call +32(0)51 32 03 72 if you have any
practical or content related questions.
Advanced Pricing Research Toolbox
Practical

6. introduction: the strategy of pricing
1. General overview of pricing strategy;
2. Price as the most important lever;
3. Willingness-to-pay and segmentation;
4. Other forms of price differentiation;
5. Relevant market characteristics (e.g. B2B & B2C)
6. Innovative price strategies;
7. Pricing issues.
the pricing toolbox: pricing tools
1. Purchase and sales date;
2. Quantative market research tools;
• Van Westendorp/PSM & Gabor Granger;
• BPTO (Brand Price Trade Off)
• Conjoint Analysis;
• Experimental Designs.
3. Qualitative market research tools;
4. Price elasticity;
5. Value based and cost based pricing.
Schedule Day 2 - The Art of Pricing
elements of the pricing toolbox
1. Applying the toolbox tools;
2. Combining existing techniques and new techniques;
3. Psychological elements of pricing;
4. Case studies;
5. Pricing 2.0 approaches.
Lessons learned: putting it into practice
1. Real life case studies;
2. Transferring the insights to participants individual pricing issues;
3. Sharing learnings points and reflection;
4. How are you going to use the lessons learned.
Schedule Day 1 - The Essentials
Advanced Pricing Research Toolbox
Programme overview
Each Trainer offers a slightly different programme,
please contactnicolene.barnard@pricingplatform.eu for a detailed
overview of the training you will be attending

7. Who are we?
European Pricing Platform®
is the leading knowledge sharing platform, serving thousands of Euro-
pean pricing and profit optimisation managers.
On pricingplatform.eu, you can find and share pricing knowledge, best practices and useful tools.
Wether you have years of experience, or you are making your first steps in pricing and profit
optimisation, the extensive pricing knowledge database and interactive events will become an
indispensable tool in overcoming your day-to-day pricing challenges.
Why you should join the EPP
• Access to the largest European pricing knowledge database
Articles, white papers, presentations of past EPP Events, you can find and download them all at
pricingplatform.eu.
• Receive 10% on all EPP Open Trainings
Benefit from our trainings, master classes and industry-focused trainings to network with
pricing peers and improve your pricing know-how.
• Significant discounts on EPP industry-focused Forums
With an interactive 2-day format, combining real-life case studties, informal debates and practical
workshops, participants will gain the inside knowledge and industry insights in order to bench-
mark their pricing strategies, maintain critical competitive advantage and ensure maximum value.
• Save €300 on the Certified Pricing Manager®
programme
The Certified Pricing Manager (CPM®) programme is the European standard for experienced
pricing practitioners. The EPP CPM® programme is an intensive learning opportunity, designed
on skill sets that pricing experts need at the different pricing maturity levels.
• Post free pricing jobs and see all current job opportunities
Find for new talent or a new challenge in the pricing job module!
Follow this link for more information on becoming an EPP Participant.
Advanced Pricing Research Toolbox
European Pricing Platform (EPP)

8. Prime Structural Partners
Structural Partners
Visit our website for more information on our structural partners.
Advanced Pricing Research Toolbox
EPP Partners

9. There’s no other organisation in Europe so dedicated to help develop and share pricing
and profit optimisation skills of tomorrow’s business leaders.
Version: July 2014
Your contact
European Pricing Platform
Izegemsestraat 7 | 3.01
8860 Lendelede
Belgium
+32/51.32.03.72
nicolene.barnard@pricingplatform.eu