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Price
Execution,
39.0%
Costto
Serve,9%
PriceSetting,
45.0%
Measure
mentand
Control,7%
How much value can pricing really deliver? Deloitte analyzed 100 pricing
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thors found. Julie Meehan is a Principal and Ed Johnson is a Senior Manager
at Deloitte Consulting LLP. They can be reached at jmeehan@deloitte.com
and edwjohnson@deloitte.com.
Averagebenefitstendtovarywidelybyindustry
Benefitsbyindustry
Benefits asapercentageof:
25%
Revenue
Margin
20%
15%
10%
5%
0%
Automotive Consumer Process& Technology
Products Industrial
Products
Retail
Banking&
Securities
Telecom RealEstate
Life
Sciences
Figure 2
Purpose of Project
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Pricing Analytics
Pricing Strategy
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1/2
Pricing Transformation
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1/Z
1/)
1/3
1/8
1/1
1
81
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Where to focus
Purpose of Project. Details are shown for Client.
This analysis has established that pricing
Figure 3
can generate significant benefits if pursued
properly. But pricing improvement can be a nebulous
Margin increase vs years to realize
term. Does it mean setting the most effective price,
considering underlying demand? Adapting the list
price to market conditions? Negotiating contractual
;8' Margin increase
price points such as trade, merchandising, and other
(as % of revenue)
support? Measuring adherence to stated process goals?
In short, this analysis has shown benefits generated at
6<'
each step of the pricing lifecycle. Focusing on different areas will likely yield distinct results, so you should
6;'
prioritize where you focus your efforts. The survey uncovered some clear trends that can be instructive for
:'
companies in any industry.
This analysis reveals that value resides beyond just price
setting. Price execution, which represents a focused
approach to improve internal efficiency through welldefined rules and policies, coupled with continuous
measurement and control efforts, can have significant
impact on margin. The figure at right illustrates that
The Journal of Professional Pricing
Individual Projects
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Figure 4
Many aresurprisedthatprice generates asignificant
portionofbenefits
Sourcesofpricingbenefits
Price
Execution,
39.0%
Costto
Serve,9%
PriceSetting,
45.0%
Measure
mentand
Control,7%
Figure 5
Largebenefitsaredrivenbymarketingprocessesbut70%ofbenefitscomefromotherprocesses
Sourcesofpricingbenefitsbyprocesses
Others
MarketProductsand
Services
ManageAccountingand
ControlData
ManageLogistics
Sales&Support
ProvideDecision
Support
SellProductsand
Services
OrderManagement
30