Strategic Pricing for Products and Services

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Stefan Michel

1:16:48

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[1] Introduction

[1] The power of strategic pricing.mp4

01:00

[2] Set the best pricing with the 4C marketing framework.mp4

03:54

[3] Define your pricing challenge.mp4

04:46

[2] 1. Define Your Business Model and Strategy

[1] Business model first, then pricing strategy.mp4

03:13

[2] Define your pricing objectives and constraints.mp4

04:02

[3] Identify your price carriers.mp4

04:39

[4] Calculate variable costs, fixed costs, and break-even point.mp4

05:01

[3] 2. Create a PriceValue Positioning Map

[1] Identify the job-to-be-done to articulate your value proposition.mp4

03:20

[2] Define your value proposition.mp4

04:13

[3] Create a pricevalue positioning map.mp4

05:31

[4] 3. Research Your Customer's Willingness to Pay

[1] Analyze customer price sensitivity.mp4

06:10

[2] Analyze customer trade-offs in pricing a product or service.mp4

04:19

[3] Observe and experiment to find your best price.mp4

05:55

[5] 4. Identify the Best Price and Communicate It Effectively

[1] Run what-if scenarios with three different prices.mp4

04:05

[2] Decide on the best price based on impact.mp4

02:57

[3] Communicate your price effectively.mp4

04:11

[6] Conclusion

[1] Value-based pricing is both customer and profit oriented.mp4

03:19

[2] Pricing excellence is an organizational capability.mp4

06:13

Description

Whether you work at a large company, startup, or small business, strategic pricing is the most important decision related to your long-term profitability. In this course, professor and pricing expert Stefan Michel outlines the key elements of strategic pricing and provides a step-by-step guide for your products and services.

Get hands-on experience with real-world scenarios and explore effective pricing strategies on the ground. Develop practical tools that you can put to use in your own unique environment. Stefan covers essential topics like how to research your customers' willingness to pay, analyze your competitive landscape, and identify and communicate the best price for your product or service. By the end of this course, you’ll have gathered new insights and sharpened your pricing mindset, making your business more profitable and customer-centric.

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Strategic Planning

Pricing

Stefan Michel

Instructor's Courses

Professor, Board Member, Keynote speaker, Author, Father of two

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