New Product Pricing:

A Case Study with Respironics

Tuesday, June 3, 2008  5:30 pm to 8:00 pm

Rivers Club, One Oxford Centre, 301 Grant St., Pittsburgh PA 15219

Open for Members and non-members; Free for PSN Members

Title Sponsored by Catalyst Connection

Setting the price of a new product is an important business decision that will directly affect the profits over its entire lifecycle. Price the product too high and you will either lose or slow sales. Price it too low and you'll lose significant profits and revenues, and create low expectations of value. Once products are commercialized it can be difficult or impossible to increase prices later. Pricing a new product to achieve profit objectives can be even more difficult when alternatives are priced very low or at no cost.

In this PSN Forum event, Bob Barker, Global Product Manager with Respironics will discuss how they developed and deployed a pricing strategy for a new web-based software product for patient care applications. He will share how they determined the value created for the customer, evaluated possible prices and metrics based on the customer value and competitive landscape, and selected the optimal price. Mr. Barker will discuss how their value-based pricing strategy was deployed to the sales force and marketing organizations. In addition, he'll reflect on their results and lessons learned with pricing the new product.

TAKEAWAYS

You’ll gain the following useful takeaways by attending this event:

• The steps to determine the right price for your product and the right pricing metrics to put in place
• Techniques for understanding how customers associate price with perceived value
• The type of information you need to gather to determine customer value
• Ideas for building the capability of the marketing and sales organizations to sell the value of the product to customers
• Tactics for gaining the buy-in and alignment of the sales force with the pricing strategy
• Pricing strategy considerations when planning the rollout of a new product
• Approaches for enforcing pricing discipline
• Know who should be involved in setting pricing strategy
• Rules-of-thumb for pricing products

ABOUT THE SPEAKER

Bob Barker, Global Product Manager, Respironics 

Bob Barker is a Global Product Manager for Respironics - now Philips Home Health Solutions - with responsibility for their family of therapy data management software products. Prior to this position, Mr. Barker was CEO and co-founder of Laminar Software which was acquired by Quest Software. Previously, he held positions in technical marketing and product management at IBM and Transarc Corporation.

Mr. Barker has a B.S. Computer Science from Carnegie Mellon University.

6:15– 6:30 p.m.   Opening Remarks and "Time Slicing Tips"

Presented by our title Sponsor: Connie Palucka, Sr. Market Development Consultant, Catalyst Connection

6:30 – 7:45 p.m. Presentation and Q&A

Bob Barker, Global Product Manager, Respironics

7:45 - 8:00 p.m. Q&A

8:00 - 8:30 p.m. Meet the Speaker and Additional Networking      

IDEAL FOR

This event is ideal for any manager or executive who participates in the setting or implementation of the price of a product. This includes product managers, product planners, marketing managers, and business development managers; directors and vice presidents of marketing; product management; and business unit managers, GMs, Presidents and CEOs.

FEES

Free for PSN Members. $30 per person for non-members if payment is received by 6 PM Friday May 30, 2008. Afterwards and on-site, the fee is $35.00 per person.

(Click here for more information about PSN Membership benefits including free admission to all Member Roundtables, Forum events and Web Forums.)

TO REGISTER

This Forum is open to both PSN Members and non-members. 

PSN Members can register online with complimentary admission or by sending an e-mail to: This e-mail address is being protected from spam bots, you need JavaScript enabled to view it . 

Non-members can register online and pay with credit card, send a check payable to "Product Strategy Network" to: Product Strategy Network, 3945 Forbes Avenue MS #466, Pittsburgh PA 15213, or call the PSN at 1-888-580-3329, ext. 2

CANCELLATIONS

Full refunds will be provided if cancellation is received in writing no later than 6 PM, Monday, June 2. Write to us at This e-mail address is being protected from spam bots, you need JavaScript enabled to view it .

QUESTIONS:

Contact the PSN by e-mail at This e-mail address is being protected from spam bots, you need JavaScript enabled to view it , or by phone: 1-888-580-3329 ext. 2