Pricing New Products:
A Case Study with Philips Respironics
Webcast presentation by:
Bob Barker, Global Product Manager, Philips Respironics
Tuesday, September 29, 2009
12:00 – 1:30 p.m. Eastern Time (+4 G.M.T.)
 Free for PSN Members
PSN Members:
 |
Non-Members:
|
Setting the price of a new product is an important business decision that will directly affect the product's profits over its entire lifecycle. If you price the product too high, you will either lose or slow sales. If you price it too low, you'll lose significant profits and revenues, and you may 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 Web Forum event, Bob Barker, Global Product Manager with Philips Respironics will discuss how his company 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.
Please note that this Web Forum is an update of Bob's presentation given in June 2008. Since many members expressed interest in this presentation, we have scheduled Mr. Barker to give this presentation again but with updated results.
|
Key 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
There will be 15-20 minutes after the presentation for attendees to submit their questions to the speaker.
About the Speaker
 Bob Barker, Global Product Manager,
Philips Respironics
Bob Barker (Linked In Profile) is a Global Product Manager for Philips Respironics 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.
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
Registration
- Pre-registration on or before September 28th is required to participate.
- After you register, you will receive further details for participating in this Web Forum event and a PDF receipt.
PSN Members:
|
Non-Members:
|
Participation
After you register for the Web Forum, you will receive an e-mail with confirmation and web/phone instructions from our web conferencing service - GoToWebinar by Citrix Online.
- Reminder e-mails will be sent one day and one hour prior to the start time of the web forum. The e-mails will include a login URL, webinar ID, conference call phone number, and access code. You can also login from the GoToWebinar website -www.gotowebinar.com.
- If you do not receive these e-mails, check your e-mail spam folders or contact us at
This e-mail address is being protected from spam bots, you need JavaScript enabled to view it
or the phone number below.
You can login and dial-in up to 15 minutes prior to the start time. PC users need Internet Explorer 5.0 or later, Netscape Navigator 6.0 or later or Mozilla Firefox 1.0 or later; an internet connection; a Pentium 400 with 256 MB RAM (recommended); and Java Virtual Machine (recommended.) Macintosh users need Mac OS X 10.3.9 (Panther) or newer; Safari 1.3 or newer, Firefox 1.5 or newer on PowerPC G3/G4/G5 of Firefox 1.5.0.2 or newer on Intel (JavaScript and Java enabled) and internet connection.
Cancellations
A full refund will be provided if you miss the Web Forum event and request a refund in writing within 24 hours after the event. But, before you request a refund, you may wish to receive access to the recorded presentation including audio up to 30 days after the Web Forum event. With a recorded presentation, you can stop, start, rewind or fast forward the presentation at any time.
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. 1.
|
 Calendar of Events
When:
September 29, 2009
Time:
12:00-1:30p.m. Eastern Time (+4 G.M.T.)
Duration:
One hour and thirty minutes
including Q&A.
Where:
Your Desktop!
All of our web forum presentations are delivered through your web browser and phone.
Fees:
Free for PSN Members
Non-members fee is $60.00
Sept. 28 is the registration deadline for Members & Non-Members
Become a Member:
The PSN is an exclusive membership organization designed to help practitioners learn from their peers and share ideas, practices and advice.
Learn More
|
Join Today.
Login.
