THE ART AND SCIENCE OF PRICING 

The Art and Science of Pricing explores the key components of a pricing strategy…profitability and “perception” in the customers mind.

The goal of this session is to:

· • Explain the importance of defining product cost, margin, expense and profit as part of the pricing strategy

· • Using a proforma when developing the price position

· • Determine methods of analyzing competition

· • Determine the use of target customer life styles and demographics in pricing

· • Evaluate the differences between customer perception and reality

· • Define the price-value relationship of the product or service

· • Determine the importance of the brand and claiming a market position 

· • Developing the marketing program based on – Product, Place, Price and Promotion

· • Exploring promotional programs based on price

· • Testing the pricing strategy before implementation

 

Certified Mentor, Fox Valley SCORE · Advise startup and in business clients specializing in the areas of food product development, production, distribution and marketing; restaurant; real estate purchase and leasing.

Assist clients in developing complete Business Plans, Financial Cash Flow proforma’s and loan applications for bank and investor funding.

· Mentor for over 300 clients Director of Real Estate, Eastern Region; Executive Director of Member Services, Executive Director of Training and Development: Associated Wholesale Grocers

· Advised retail customers on the opportunities for the expansion or remodel of an existing facility and the acquisition of a new supermarket site.

Completed hundreds of Market Analysis for the proposed trade area with projected sales volume, competition analysis and proposed market share.

Completed accompanying Profit and Loss projections based on projected sales volumes for use in financing projects.

· Responsible for six marketing group operations and sales programs that generates $1.21 billion in yearly purchases from AWG. Manage an $18 million dollar AD fund for print, media, WEB and Loyalty Marketing programs.

· Counsel retailers on operational issues, marketing and competitive strategies. Instructor for the Kansas University Market Based Management program… “Competing Against Wal-Mart Super Center” strategy session.