Pricing Strategies and Tactics (NEW!)

Is your current pricing both revenue and profit maximizing?  Find out how!

In 2 days, learn how to craft “effective pricing.” That’s “effectiveness” with respect to the four major market forces shaping the consumer’s responsiveness to pricing, namely: (1) the consumers’ sensitivity to price changes, (2) how competitive they regard the pricing, (3) how they partition and segment themselves by price levels or categories, and (4) the psychology of their price perception. Most marketers’ current and conscious attention has been on the first 2 forces. The last 2 forces have received less systematic treatment and integration into the pricing strategy process. This makes most pricing strategies only half or even less than half as effective as they should be.

This seminar was originally developed by Dr. Ned Roberto and was grounded on his many years of experience in helping clients with pricing strategies. It benefits from using his pricing research model, which focuses on pricing’s market forces and consumer responsiveness and not the cost side of pricing. Consumers do not care if the marketer’s price won’t cover the brand’s costs and unless consumers accept a brand’s pricing, no revenue will flow.

How to base pricing on the consumer’s end is what this seminar is all about. This does not mean that costs are not a consideration at all in the pricing decision. They are. The seminar challenges their priority in the pricing decision.

Key Benefits for Participants
Each participant will learn:

  • How to be market-driven and consumer-centric in thinking and deciding about pricing
  • How to proceed systematically in considering and integrating into the pricing strategy formulation the consumers’ sensitivity to price changes, how competitive consumers regard the pricing, how consumers partition themselves by price levels, and the psychology of price perception
  • How to define the appropriate role of costs in the pricing decision
  • A repertoire of different pricing strategies for use in a wide range of situations

Key Benefits for Companies
The company will gain:

  • A pricing decision-making system that balances the internal cost-based pricing considerations against the external consumer-responsiveness-based pricing considerations
  • A ready-to-apply pricing strategy-making framework that accounts for the 4 major considerations of market pricing responsiveness within the current company pricing analysis procedure

Program Concept
Back in 1923, Henry Ford formulated the market responsiveness pricing rule when he said: “Set the price where the market wants it.  Then let those people in manufacturing and finance manage costs to suit the price that the market wants.  Let the market price force the costs down.”  This was a statement of principle.  He did not explain how.  This course does that explanation.

What is the price that the market wants?  What are the ways by which the market wants price set?  How do you find out those ways?  How do you bring in those ways into the pricing strategy formulation process?  What about costs?  How do you bring in consideration of costs in that process?

Program Overview
 Module 1:   Pricing Strategy Based on Market Responsiveness to Price Changes

  • What Market-Based Price Responsiveness Is
  • How to Find Out and Bring into the Pricing Strategy Formulation

Module 2:   Pricing Strategy Based on How Competitive Consumers Regard the Pricing

  • What Competitive Pricing Is as Consumers See It
  • How to Find Out and Bring into the Pricing Strategy Formulation
  • Roberto’s Technique for Simple Pricing Research
  • Other model-based research offering predictions of changes in user share, unit share and value share, volume projections and forecasts of test brand’s impact and draw across brands within a portfolio and among competition

Module 3:   Pricing Strategy Based On Price Segmentation

  • What Price Segmentation Is as a Consumer Behavior and Not as a Marketer Behavior
  • How to Find Out and Bring into the Price Strategy Formulation (including a Workshop)

Module 4:   Pricing Strategy Based on the Consumer Psychology of Price Perception

  • What Psychological Pricing Is
  • What is the Range of Alternative Psychological Pricing Strategies
  • How to Bring into the Price Strategy Formulation

Module 5:   Pricing Strategy Based on Costs Consideration

  • What Cost-Plus Pricing Is and What Are the Relevant Costs
  • How to Find Out and Balance in the Price Strategy Formulation Against the Consumer-Based Considerations

Case examples from the following service categories:

  • Airlines
  • Automobile and Vehicles
  • Broadcast Media Placement
  • Computer
  • Consultancy
  • Education
  • Entertainment
  • Fashion Wear
  • Fine Dining
  • Household Appliances
  • Hospital Care
  • Liquor and Wine
  • Medical Professional Services
  • Newspaper and Magazines
  • Pest Control
  • Pharmaceuticals
  • Real Estate
  • Sports
  • Telecom

Who should attend:  Members of the Pricing Committee, Marketing Executives, Corporate Finance Officers, Accounting Directors, Production or Manufacturing Directors, Supply Chain and Purchasing Officers, Heads of Supplier Companies.

About the Speaker:
Chief Brand Adviser
Mansmith and Fielders, Inc. 

Former Managing Director of The Nielsen Company (Philippines) Inc., former Managing Director of IDS Philippines, former Commercial Director of  Kellogg Philippines, former General Manager of Fonterra and Gillette.


All programs can be done in-house and customized to fit the training needs of your company. We also have more courses exclusive for in-house seminars. For more details please call Alice Torres at (02)584-8989 / 0918-81-168-88. You may also email