Bradley Gale on
Measuring Product Performance
for Value-Based Pricing and Product Positioning
Value-based pricing helps companies avoid overpricing or underpricing their products. You determine an appropriate price by objectively measuring the performance of your product or service relative to your competitors, . If you have a measurable performance advantage you can safely charge a price premium, avoiding leaving money on the table and unnecessarily forcing your competitors to cut their prices. If you have a performance disadvantage, you need to set your prices realistically to avoid losing customers.
A proven technique for getting the value right
The webcast will demonstrate the process of measuring performance and relating the measures to prices. The process may be used to position new products or reposition existing products. Companies typically have a variety of comparative measures for different aspects of product and service performance. Some may be from engineering specs, some from field measurements, some from customer surveys, some from customer interviews, and some based on management judgment. The webcast will show how you can combine measures on different measurement scales into an overall measure of performance that will guide you in positioning products and setting prices relative to the competition.
This free one-hour webinar at 11:00 AM Eastern Time, Thursday, June 26, 2008 will address:
- Assembling a table of comparative technical specs for you and for your anticipated competition
- Evaluating your overall product performance from the customer perspective
- Testing the competitiveness of your product
- Setting your product''s price to be consistent with its performance relative to competitors
- Avoiding sales-depleting overpricing and profit-draining underpricing
Customer Value Analysis and Value-Based Pricing have been used successfully in both business-to-business and consumer markets. Dr. Gale will illustrate the analytical steps in analyzing new products using Customer Value, Inc.’s Marketing War Room software.
Sign up below for this free program. We’ll email you details for connecting. (You’ll need a computer, a web connection, and a telephone.)
Dr. Bradley T. Gale, president of Customer Value, Inc. and Chairman of Gale Consulting, Inc., has consulted on marketing and competitive strategy for such companies as Caterpillar, Trane, Honeywell, Ingersoll Rand, John Deere, Mars, Milliken, Nortel, and Syngenta. His book Managing Customer Value, published by The Free Press in 1994, was reviewed by Publishers Weekly as "arguably the most useful marketing study since the formative works of Peter Drucker, Philip Kotler, and Michael Porter...may shape business thinking for years to come." |
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