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Pricing Seminar: Last date this year on 3/4. December 2020 – only a few places left!
Too often, price is associated only 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 in Hamburg, you will get to know the components of a long-term pricing strategy, learn to check pricing processes, learn to perfect price communication and introduce effective price controlling.
There are only a few places left for this seminar. Reserve your place now!
For more information, visit:
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/
Next Pricing Seminar on June 18/19, 2020
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 practical pricing seminar, you will learn the components of a long-term pricing strategy, learn to review pricing processes, learn to perfect price communication and introduce effective price controlling.
Further dates: on October 1/2 and on December 3/4, 2020
For more information, visit:
www.unicconsult.com/pricing-seminar/
09.12.2019│Göttingen – Fielmann Pricing Strategy: The Introduction of a New Pricing System
The fact that pricing in retail is a delicate task is evident given the high, internet-induced price transparency in some segments. And when a company like Fielmann advertises with the slogan “Glasses … Fielmann” to be perceived as a price leader, it is all the more exciting to find out how a new pricing system in retail can be introduced. The question arises as to what resources are required for this and what objectives are associated with it.
Andreas Stauber, Head of Pricing at Fielmann AG, presents the pricing project he is responsible for at the invitation of Professor Riekhof. In his lecture “The Introduction of a New Pricing System in Retail: Objectives, Resource Requirements and Project Management”, he demonstrates how the implementation can succeed. He has gained profound pricing experience, among other things, during his work for Media-Saturn.
Lecture:
“The Introduction of a New Pricing System in Retail: Objectives, Resource Requirements and Project Management”
– Andreas Stauber, Fielmann AG, Head of Pricing
Location:
PFH Private University of Göttingen
Weender Landstraße 3-7
37073 Göttingen
Date/Time:
Mon, 09.12.2019, 18:00 – 19.30 hrs
The PFH is pleased to welcome interested parties this evening, external guests are welcome. The event is free of charge. Registration is required, please by email to Wieschollek@nullpfh.de.
Discover more exciting marketing lectures in the PFH semester program
dm surprises with changed pricing strategy
The Lebensmittelzeitung reports (Paywall) that surveys have shown that the price of more than 1000 products has been increased in the past three weeks. This applies especially to the online shop, but adjustments have also been made in some stores. This includes popular products like Balea soap, Kneipp shower gel, and Ariel detergent. The extent of this surprises, writes the Wirtschaftswoche. Although prices at dm have never been static, there have usually only been occasional shifts.
Until now, dm relied on permanently low prices. Now the drugstore market leader is changing course and raising the prices of many of its products. The background is a change in pricing strategy. In an industry dominated by fierce price competition, the price swing is causing surprise, but also irritation.
Unlike competitor Rossmann, who drastically cuts prices on branded products and own brands every week to attract customers to the stores, the drugstore giant operated with “permanently low prices”. Also, to keep other aggressively acting competitors at a distance. Aldi, Lidl and Co. have been poaching in the territory of the drugstore markets for some time and offer well-known products like Nivea, Pril, Pantene and Pampers at discount prices. Online giants like Amazon and Zalando are turning the market upside down – the fiercely contested market is becoming more difficult.
dm goes on the offensive in a fiercely contested market
“With the new pricing policy, dm is moving away from its claim to price leadership”, explains an unnamed trade manager. The decision was made to realign the pricing strategy in-store and online, confirmed CEO Harsch to LZ. The new pricing strategy means different price levels depending on the location of the stores and the competitive situation on site. Depending on which dm store customers shop in or whether consumers order online, they will find different prices in the future. Stores that are close to discounters or other direct competitors are supposed to offer lower prices than stores that have little competition. The individual markets should decide independently about the pricing in the regional environment.
Uniform prices are not always the optimal strategy
For pricing expert Professor Hans-Christian Riekhof, this is not really a surprising step. “That uniform (and thus undifferentiated) prices are economically anything but optimal, readers of our Pricing Newsletter have known for a long time. Some may also remember their own business studies, where a long time ago there might have been talk of price differentiation.
If the drugstore chain dm now moves away from the strategy of uniform prices, then obviously the realization has prevailed that the willingness to pay of customers is obviously not always the same. “Regional differences in purchasing power, temporally different preferences or even superficial product modifications can be used to implement price differentiations”, says Riekhof. “But what should be kept in mind: the increasing complexity of pricing must be reflected in internal processes and systems. Complexity to the outside is ok, to the inside rather not.”
Photo: Kettler Communication
Further links:
Wirtschaftswoche:
https://www.wiwo.de/unternehmen/handel/neue-strategie-dm-verabschiedet-sich-vom-einheitspreis/24960714.html
Fokus
https://www.focus.de/finanzen/news/unternehmen/konkurrenz-koennte-nachziehen-drogeriekette-dm-aendert-preisstrategie-mehr-als-1000-produkte-werden-jetzt-teurer_id_11091617.html
Stern
https://www.stern.de/wirtschaft/news/dm-erhoeht-die-preise—das-steckt-hinter-der-neuen-strategie-8882910.html
Lebensmittel Zeitung (Paywall)
https://www.lebensmittelzeitung.net/handel/Kurswechsel-dm-aendert-Preisstrategie-142296?utm_source=%2Fmeta%2Fnewsletter%2Flzammorgen&utm_medium=newsletter&utm_campaign=nl4709-basic&utm_term=dc7d39d780fb1e3ac6d007ebfe83e0cc
Does Deutsche Bahn need a new pricing strategy?
As reported by the Süddeutsche Zeitung in its edition of December 5, 2017, Deutsche Bahn wants to work on its pricing strategy and differentiate its ICE prices more. Planned are price adjustments depending on both the speed of the trains and the utilization.
Pricing expert Professor Hans Christian Riekhof says: “It makes a lot of sense to include the speed of the ICE in the pricing, because the passengers get to their destination noticeably faster. As for the utilization-dependent price differentiation of the routes of plus or minus 4.9%, this range is much too small in my estimation.” Professor Riekhof advocates that DB conducts benchmarking with other industries, such as the musical business or airlines. There has been a much more pronounced time-dependent price differentiation for years. “Revenue potentials are being given away here,” says the pricing specialist.
Photo: www.pixabay.com
