Under the motto “Marketing in times of digital awakening”, the PFH Private University of Göttingen invites you to the Göttingen Marketing Day on November 8. In advance, Prof. Dr. Hans-Christian Riekhof interviewed some of the speakers. Here Björn Loose, Senior Vice President MAN Truck & Bus SE, provides insights into the marketing of the B2B company against the backdrop of digitalization.
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On Monday, 11.11.2019, the Private University of Göttingen (PFH) hosts the company Fricke. A corporate group that specializes in agricultural machinery, garden technology, and commercial vehicles and is present with 64 locations in 25 countries. At the invitation of Prof. Dr. Hans-Christian Riekhof, Kai Ostendorf, Head of Pricing & Material Master Data Management, is coming.
In his 90-minute lecture, Ostendorf provides an insight into the wholesaler’s pricing in the B2B environment – both before and after the implementation of a pricing tool.
Pricing for spare parts is a particular challenge. This applies not only when it comes to agricultural machinery. After all, it is not enough to offer products in a simple “manufacturing cost plus x” approach and wait to see how the market reacts. Web-based platforms tend to help buyers increase price transparency, but given the complexity and variety of variants, there are natural limits here. The price structure is also very different depending on the submarket and degree of specialization, for example when thinking about spare parts for historical agricultural machinery.
The OEMs (Original Equipment Manufacturer) tend to pursue a high-price strategy for their original spare parts. Distributors counter this with their own cheaper product lines, which they have manufactured in China. Kai Ostendorf describes in his lecture how it is possible to find the “right” prices for 11 million spare parts. A pricing tool is used, which he introduced at Granit Parts together with an external service provider.
The PFH is pleased to welcome interested parties this evening, external guests are welcome.
Location:
PFH Private University of Göttingen
Weender Landstraße 3-7
37073 Göttingen
Date/Time:
Mon, 11.11.2019, 18:00 – 19.30 hrs
The event is free of charge. Registration is required, please by mail to Wieschollek@nullpfh.de.
Photo: Fricke Agricultural Machinery
Airbus wants to charge aircraft maintenance companies for access to necessary data in the future. Handelsblatt refers to a report by the specialist portal “MRO Network”, according to which this information has not yet been officially confirmed, but is already causing a stir in the industry.
“That (customer) data has a value should have become clear to us at the latest when we look at the stock market valuation of Apple, Google, Facebook, Amazon, Airbnb or Uber”, explains Hans-Christian Riekhof, Professor of International Marketing at PFH Private University of Göttingen. The value of these companies is largely not based on physical assets. Some of these companies even report high losses and still achieve high company valuations.
The reason for this, according to Professor Riekhof, is the value of the customer data that these companies have. Data that they partly resell and that is usually provided to them by customers free of charge. “A second aspect should not be completely overlooked: already in the basic lecture on economics one learns that one can make decent profits in monopoly situations.”
According to Riekhof, data is valuable has now also become known in the B2B business. “A very nice example in this respect is Airbus: there is a dispute with the suppliers or with the maintenance industry about who may use the data and who has to pay what price for it.”
According to the MRO Network report, maintenance companies are to pay a certain percentage of the amount they themselves charge the airlines for maintaining the jets to the European aircraft manufacturer as a data fee in the future. Airbus has so far provided essential data free of charge, while others used it for their business. But Airbus sees intellectual property in them, which represents a value, access to which must be rewarded with usage fees in the future.
As Handelsblatt further explains, it is about future data sovereignty in aviation. In addition to Airbus, Boing and maintenance companies such as Lufthansa Technik also want to play a leading role in the evaluation of the data. Airbus, for example, wants to record 10,000 aircraft from 100 companies on its Skywise platform by the end of the year.
Photo: pixabay.com
For the winter semester 2019/2020, the PFH Private University of Göttingen is again offering an attractive program with a series of exciting external lectures. From October 22, 2019, managers, consultants, and scientists are guests at the PFH, who provide informative and educational insights on the respective evenings.
Among the speakers are Prof. Dr. Ricardo Torres from the University of Havana with an insight into Cuba’s economy after Castro. Kai Ostendorf (Wilhelm Fricke SE) as a wholesaler illuminates the implementation of a pricing tool in the B2B environment. Dr. Manuel Vermeer, Sinologist and consultant for Asia business, and Dr. Mohammed Ali Seiraffi, Vice President Handling Frankfurt at Lufthansa Cargo Center, report on opportunities and challenges in multinational corporate management. Andreas Stauber, Pricing Manager at Fielmann, reports on the introduction of a new pricing system in retail, Douglas product manager Katharina Hoppe lectures on the development of digital products in the perfume chain and Gunar Splanemann (Mast-Jägermeister SE) provides insights into current drinking habits.
All lectures, dates and further information can be found in our pdf file.
Registrations at the PFH, Weender Landstraße 3-5, 37073 Göttingen, at wieschollek@nullpfh.de
The right pricing can have a significant effect on business success, on sales and profit margins. However, many companies still do not have a formulated pricing strategy or – if they do – neglect relevant aspects in the pricing processes and underestimate the dynamics of the markets and the influence of their pricing policy.
Participants can once again learn the right approach to the challenges of strategic pricing in 2020 at the seminars of Hans-Christian Riekhof. For the coming year, there are currently four dates available in Hamburg from the long-experienced pricing specialist:
on 19/20 March 2020
on 18/19 June 2020
on 1/2 October 2020
on 3/4 December 2020
In the intensive seminar, the marketing professor of the Private University of Göttingen (PFH) provides participants with relevant and immediately applicable expert knowledge about strategic pricing. Participants learn in a practical way how to formulate the building blocks of a long-term pricing strategy, the correct review of pricing processes, how to improve price communication and how to introduce efficient price controlling.
The venue is the proven Gastwerk Hotel Hamburg. With its stylish ambience and ideal premises, with its pleasant tranquility and good service, it offers the ideal framework for Professor Riekhof’s intensive seminar.
Learn more about the Pricing Seminars here.
Read what previous participants have to say!
Interested parties can now register for one of the seminars.
Secure one of the coveted places now!
We are used to comparing the price per kilo for fruits and vegetables, and we also accept it when the particularly tasty small tomatoes cost 15 euros per kilo. Dry Aged Beef costs 36 euros per kilo online – plus 11.50 euros for shipping. But many consumers spend less on meat than on tomatoes.
Buying other goods by weight is rather unusual. Or have you calculated what a ton of SUV costs at BMW compared to Skoda? Maybe that would be worth considering.
The price per kilo for clothes is also rather unusual. If you are ever in Berlin, stop by Bergmannstrasse at Pick & Weight, but bring enough time to browse. And pay attention to the colored dots: between 25 and 95 euros per kilo of vintage clothing are in demand. A different pricing model.
Photos: UNICconsult Strategy Development
