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The Principles of Value-Based Pricing
A discount should not be your only response to a price objection. Make your offering's value clearer, prepare your arguments and choose concessions methodically. Strengthen your ability to defend margins while seeking an agreement that preserves the business relationship.
- Duration
- 3 days 21 hours
- Code
- MKG004FR Code
Presentation
This course explores concepts involved in developing a new pricing position, adapted to the competitive telecommunications market.
It focuses on implementing an innovative strategy to support business growth.
Objectives
The purpose of pricing is to optimise profits.
- Encourage value creation by developing new services.
- Defend value creation choices for the customer's benefit.
- Implement an appropriate pricing policy that considers the competitive landscape, customer value creation and business profitability requirements.
- Develop robust competitive strategies with a long-term perspective.
Program
DAY 1
The concept of strategy
- Major twentieth-century Harvard-school strategies viewed against changes in the business environment.
- Understand the main strategic directions: always more, follower, price leadership, low cost and innovation.
- Practical workshop: where are growth opportunities in a telecom market with 90% penetration?
The customer at the heart of marketing
- Understand customer needs and expectations.
- Segmentation: enrich customer insight through behaviour and usage.
- Positioning and the company's strategic direction.
- Practical workshop: how does positioning differ between operators (Sonatel versus Tigo and Expresso)?
- Are you sometimes the cheapest?
- Are you sometimes priced the same as your main competitor?
- Are you sometimes the most expensive?
DAY 2
The pricing mechanism
- Cost categories based on the components of the offering.
- Total cost of ownership (TCO).
- Differentiate through service.
- Produce a cost table.
- Willingness to pay and psychological price calculation.
- A key pricing principle: value-based pricing.
- The main components of a business case.
- Practical workshop: what benefits do Orange Money customers perceive?
DAY 3
Choosing innovation
- Create customer value through innovation.
- Quantify the added value within offerings.
- Demonstrate value to the customer through communication.
- Defend a pricing level.
- Practical workshop: define a credible, attractive and distinctive brand position in the market:
- Which customer segment will you target?
- Describe their lifestyle and usage.
- Which customer constraint will you address?
- Estimate the target segment's size and potential.
- What promise will you make?
- Highlight the ultimate customer benefits.
- What unique, attractive offering will you provide?
- List the components of your service offering.
- How does it ideally meet the chosen target's needs and expectations?
- Choose a strategic direction: GET/GROW.
- Estimate sales over 12 months.
- Propose your pricing calculation method.
Audience
This course is suitable for marketing managers, market managers and operational managers.
Prerequisites
Participants should:
- Have basic knowledge and some practical marketing experience in telecommunications.
- Be ready to reconsider how they build a pricing policy.
- Have a good understanding of telecom operator positioning.
Teaching and assessment methods
- Initial skills assessment
- Training materials provided to participants
- Continuous assessment throughout the course
- End-of-course feedback questionnaire
- Combination of theory and practical application
- Attendance records
- Post-course follow-up evaluation
- Practical exercises
Dates and sessions
Choose the date and delivery format that suit you.
No upcoming sessions are currently available.