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A business can have the most innovative and high-quality product, supported by brilliant advertising and a smart sales campaign, but profitability can nonetheless falter if the delicate balancing act of pricing it correctly is not pulled off effectively. The art of price setting demands intimate knowledge of the market segment, and price discovery is often claimed to be the most critical part of all marketing mix decisions. Pricing that delivers sustained profitability calls for an expert understanding of both customers' perceived monetary value and the psychological value driving their purchasing decisions.
The PSVE programme has been designed to help senior business leadership master pricing by introducing them to fundamental concepts and strategies that drive better pricing decisions. Participants will learn that it is equally important to spend time and resources in getting product pricing just right, as it is to push for profitability by increasing sales and reducing costs. Building on these frameworks and analytical foundations, business leaders will learn pricing strategies that deliver additional value in a sustained manner.