Low Cost Strategies

In recent months, clients have been moving towards lower-cost categories of each brand, to mainstream or directly to low-cost options and they continue to do so.  Companies react in an effort to try to maintain their clients’ loyalty and to avoid losing them altogether, but in many cases they have to improvise since they do not know the low-cost phenomenon they are up against or the most suitable strategies to adopt.
This programme:

• Analyses the buying behaviour of the different market segments and their preference for low prices, in view of the new price awareness.
• Relocates the new price function within the company. Whilst continuing to be an important element of positioning, this function has become a determinant in the origin of the decision to buy; based on this, pricing for value is considered as a system for structuring prices.
• Carries out a proper analysis of these strategies, which, having originated in Europe, have been used successfully by low-cost companies over the last ten years, in order to apply them correctly in today’s companies, low cost or otherwise.

 This programme is mainly aimed at marketing, strategy, and business logistics managers in any sector, director generals and managers of SMEs.

 First day: 28 June
Morning
Evolution in consumers’ price awareness. Towards mainstream and low-cost options. The value of manufacturers’ brands and distributors’ own brands, new relationship. To manufacture for others or not. From the traditional price-fixing strategy (based on costs, demand and the competition) to pricing for value. The extent of cost reduction across the entire value chain.
Professor: Josep Francesc Valls.
Guest manager: Marino Maganto, Director of IKEA Badalona.
Afternoon
Innovation and strategy.
Professor: Enric Segarra.

Second day: 29 June
Morning
Low cost as a source of innovation across the entire value chain. Reinventing your Business Model. Innovation with regards production: offshoring, outsourcing, internationalisation, new relationship with suppliers, logistics.
Professor: Josep Francesc Valls.
Afternoon
Innovation with regards financial issues: review of the break-even point, fixed assets and profit.
Professor: Josep Francesc Valls.
Guest manager: Bernat Morales, Director of Mercadona in Catalonia.

 

 

 

Third day: 30 June
Morning
Innovation with regards processes. The concept of the basic product and its relationship with the other complementary products in the portfolio. Development of dynamic prices, yield management and revenue management. E-business and the use of the Internet channel.  The retail outlet, the strength of the emerging channel.
Professor: Josep Francesc Valls.
Guest manager: José Manuel Villanueva, Co-founder and Manager of Privalia.
Afternoon
Conditions for brand extension.
Professor: Josep Francesc Valls.
Guest manager: Magí Martí, Director General of Diesel España.
 

The methodology focuses on active learning, encouraging the exchange of experiences in order to attain the objectives set as efficiently as possible. In order to do this, it combines:
• The presentation of concepts and models, in all cases adopting a participatory action-oriented approach.
• The presentation and analysis of real examples.
• Teamwork on case studies and experiences, in order to analyse the application of the concepts in their companies, and to exchange practices between different sectors.

Dates	Fees	Location
June, from 28 to 30, 2010	2.640 €	Barcelona