| Programme Detail |
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FOR :
This programme aims at orienting senior managers of private and public sector firms toward setting and managing the right price levels for their products and services. These persons could be from marketing, finance, information technology areas or at the general management level. Managers who are engaged in developing pricing systems and approaches in consumer markets and in industrial markets would find this programme useful. Example industries include hotels, airlines, energy, cruise liners, automobiles, fast moving consumer goods, switchgears, restaurants, internet service providers, consumer appliances, computers, bulk drugs, retailing, petroleum products, among others would find this programme especially useful.
OBJECTIVES :
* To improve understanding of pricing approaches
* To develop a systematic framework for assessing, formulating, and implementing pricing approaches
Pricing decisions are affected by economic, marketing, organizational, and psychological factors, and must be made within a prescribed legal framework. The programme revolves around (a) understanding how one may go about making effective pricing decisions while keeping in mind these factors,
(b) understanding the strengths and weaknesses of different pricing approaches,
(c) developing the thinking to choose the right pricing approach and right price level, and
(d) implementing the price approach in the face of competitive situations and reactions.
CONTENTS :
* Determining value and price response models
* How customers view and react to prices
* C osting and breakeven analysis for products and services
* Different approaches to pricing
# Value based pricing
# Dynamic pricing
# Bundling
# Two-part pricing
# EDLP and promotions
# Pricing in the organized retail context
* Salesforce and pricing
* Price framing, signaling, and price wars
* What is the "right" approach and "right" price level
* Organizing for and implementing the right pricing
Apart from lectures and group discussions, the programme will provide an opportunity to participants to see current pricing approaches in different industries. There will also be group work to develop pricing.
FEE :
To be announced
COORDINATOR :
Arvind Sahay |
| About Organisation |
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Set up by the Government of India in collaboration with the Government of Gujarat and Indian industry as an autonomous institution in 1961. The Institute provides education, training, consulting, and research facilities in management. |
