Pricing strategy is the sleeping giant of marketing strategy. The marketing mix element with perhaps the greatest potential to affect the bottom line and properly position a brand or a company with its target audience – yet the one most often relegated to a simple financial or sales decision, without regard for its impact on the brand or company image.

This seminar will address the role of pricing as a marketing tool, and explain the potential risks an entrepreneur faces when the pricing strategy isn’t consistent with the positioning or the other marketing mix elements.

It will also include case studies, a do-it-yourself example adapted from the real world and specific how to actions that deal with list prices, promotional pricing, and rules of thumb for various pricing strategies.