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29.08.2024 – Pricing Model – a potential profit lever? Free Online Event
How can a long-term pricing strategy be formulated and implemented – and what is the profit lever? Interested parties can find out on August 29 from 9 to 10 a.m. at a free online lecture by the IHK Lüneburg-Wolfsburg. Pricing expert Professor Hans-Christian Riekhof illuminates the building blocks of a well-thought-out pricing policy, explains pricing processes and what constitutes effective price controlling.
The topic of costs plays a very important role in many companies. The same does not apply to the price or pricing, this topic often receives significantly less attention, as empirical studies by Riekhof have shown. The potential that the sometimes considerable profit levers enable is therefore often unused.
Questions on the topic and the event are answered by Thomas Rekowski, IHKLW business development consultant, Tel. 05141 9196-22, thomas.rekowski@nullihklw.de.
Date:
29.08.2024
Time:
9:00 a.m.
Duration:
approx. 50 minutes
Registration requested at:
https://www.ihklw.de/PricingModell
Further information:
https://www.ihk.de/ihklw/service/presse/presseinfos/pricing-modell-6227676
Sales Marketing on the Communication of Price Increases
In times of the Corona pandemic and the Ukraine war, it is a difficult task to communicate price increases successfully. Under the title “Trapped in the Price Spiral”, the marketing magazine Absatzwirtschaft investigates the question of how brands can still succeed.
In the confusion of raw material shortages, tearing supply chains and record inflation as effects, it is becoming increasingly difficult for brand companies and retailers to adjust prices and to communicate this successfully. In answering the most important questions on the subject, the magazine also sought the assessment and advice of Hans-Christian Riekhof, Professor of International Marketing and expert in price management at the Private University of Göttingen.
Pricing expert Riekhof: Price controlling is underdeveloped in many companies
In response to the question of how marketing should accompany the communication of price increases, he assigns the task to marketing to announce increases and prepare end consumers for them. These messages would always also indirectly address competitors.
At the B2B level between manufacturers and retailers, the role of marketing is less. Here, marketing or product management must develop the line of argument, but the actual implementation of the price increases is the responsibility of sales, the pricing expert is quoted. Subsequently, good price controlling is required, i.e. the subsequent analysis of one’s own price strategy, “a function that is underdeveloped in many companies”, according to Riekhof.
Photo/Screenshot: ©Eva Vasari
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Links
Read the full article on absatzwirtschaft.de:
www.absatzwirtschaft.de/gefangen-in-der-preisspirale-233977
Read/download the full article as pdf:
https://www.unicconsult.com/wp-content/uploads/2022/08/Gefangen-in-der-Preisspirale-Absatzwirtschaft.pdf
Next Pricing Seminar on 01./02. October 2020 – only a few spots left!
Too often, price is associated solely with price reductions. However, using price as a strategic lever for more value creation requires a long-term concept.
In this practice-oriented pricing seminar, you will get to know the building blocks of a long-term pricing strategy, learn to check pricing processes, learn to perfect price communication and introduce effective price controlling.
Current announcement: Only a few spots are left for this seminar.
Another date: on 3./4. December 2020
For more information, visit:
www.unicconsult.com/pricing-seminar/
