EPP Manufacturing
Pricing Forum 2025
2025 AGENDA
Workshops - April 9
Welcome
Welcome Light Lunch and Registration
Innovative Workshops
Workshop 1:
Pricing in Project Business: Integrating Risk for Profitability
- Understand the Risk-Pricing Relationship: Explore how risk impacts pricing decisions in project-based businesses.
- Identify Gaps in Traditional Pricing Models: Learn why conventional pricing methods often fail to account for and monetize project risks effectively.
- Develop Risk-Adjusted Pricing Strategies: Discover practical approaches to incorporate risk into pricing models to enhance profitability and competitiveness.
Pieter Valcke - Senior Manager, Commercial Strategy & Analytics - Monitor Deloitte
Workshop 2:
Last Mile Pricing: From Value Creation to Value Capture
Set up for success: Design a pricing organization that accelerates commercial success by getting the roles and responsibilities right
Equip your team: Provide the right data and information to the right teams, and avoid information that distracts or backfires
Upskill the people: Provide the right trainings and tactics for better value creation, communication, and capture
Incentivize right: Implement an incentive system that motivates the team to consistent price enforcement and aligns with your commercial targets
Manuel Wätjen – Strategy Principal Director – Accenture
Break
Coffee Break
Workshop 3:
Outpace & Outperform: AI-Powered Strategies for Manufacturing Profitability
- Unleash the Power of AI: Discover how predictive, generative, and agentic AI can drive significant uplifts in your profits, conversion rates, and productivity, drawing inspiration from real-world successes like Heidelberg, Sika and Polypipe.
- Gain Actionable Strategies: Engage in practical sessions designed to equip you with the understanding and knowledge to harness AI effectively. Analyse real data to uncover how AI can directly impact profitability, conversion rates, and productivity.
- Leave with a clear, actionable roadmap to revolutionize your pricing strategies and implement AI-driven solutions successfully, while integrating the crucial human touch for seamless execution.
Mark Perkins - Business Development Director - Peak AI
Chris Ashley - VP of Strategy - Peak AI
Workshop 4:
Pricing Power in Cross-Functional Collaboration: Aligning Sales, Marketing, Operations, and Finance
- Establishing a Shared Understanding of Value: Align different stakeholders on the company’s value proposition and how pricing reflects that value.
- Developing a Common Language for Pricing: Break down silos and foster effective communication between departments by using consistent terminology and metrics.
- Creating Collaborative Processes: Design pricing workflows that involve input from key stakeholders across the organisation, ensuring alignment and buy-in.
Kalle Aerikkala – Business Consultant - Vendavo
Break
Coffee Break
Workshop 5:
Real-Time Pricing & Rebates: The Key to Thriving Through Global Tariff Changes and Volatility
- The impact of tariffs and supply chain complexity on pricing strategies
- The need for tailored geographic pricing
- Why rebate management is an essential tool in managing cost volatility
- A case study showing how an intelligent pricing engine helps manufacturers react instantly to avoid costly delays
Steve Peppler - Vice President - Flintfox
Mark Gilham - Flintfox
Networking
Networking Drinks
Day 1 - April 10
Welcome
Welcome Coffee & Registration
Opening Remarks
Pol Vanaerde – Founder – EPP Pricing Platform
Live Polling: Assessing Pricing Challenges and Opportunities in Manufacturing
- This interactive live polling session will gauge the pulse of the manufacturing pricing community, identifying key challenges and opportunities for 2025 and beyond, with results shared in real time.
Dr. Steve Laborda - CEO & founder - Valuebizbooster
SESSION 1. Navigating Uncertainty and Maintaining Profitability
Keynote
Competitive Intelligence: Unlocking Insights to Drive Pricing Advantage
- Develop a deep understanding of competitor strategies and market trends to anticipate shifts in customer demand and pricing dynamics, allowing you to proactively adjust your pricing approach and maintain profitability
- Translate competitive intelligence into actionable insights, empowering you to develop targeted pricing strategies that resonate with customers, differentiate your offerings, and drive sustainable revenue growth
Loon Spielmann - Vice President Pricing Strategy - Bosch
Pricing Automation: Friend or Foe in Volatile Times?
- Explore how to gain a competitive edge by striking the right balance between human expertise and automated efficiency.
- Navigate volatile markets with confidence by implementing trustworthy and agile automation systems to ensure accurate and timely pricing decisions even as market conditions shift rapidly.
Kalle Aerikkala – Business Consultant - Vendavo
Interactive Joint Q&A
- Ask as many questions as you need to our set of case study presenters and join the discussions in an interactive panel discussion driven by you.
Loon Spielmann - Vice President Pricing Strategy - Bosch
Kalle Aerikkala – Business Consultant - Vendavo
Interactive Group Discussion
Pricing Strategy Implementation: Avoiding Pitfalls, Sharing Lessons, and Building a Roadmap for Success
In this session the audience will become the speakers! Moderated b yan industry expert, actively join your peers and industry leaders to explore the key challenges and common mistakes encountered when implementing new pricing.
This is your chance to uncover the best strategies for effectively articulating value to customers and internal stakeholders, especially in a cooling economy where cost-justification becomes less effective.
Hosted by Dr. Steve Laborda - CEO & founder - Valuebizbooster
Break
Coffee Break and and Meet Up Group
Join us during the coffee break for a unique networking opportunity designed to bring together participants from the same location!
SESSION 2. Pricing Powerhouse:
Strategies for Value Creation and Sustainable Growth in 2025
Case Study
Pricing as a Tool for Innovation and Growth - A Tesla Case Study
- Discover how Tesla used the untapped potential within the used vehicle department, transforming it from a standalone entity into a powerful sales enabler for new vehicle sales.
- Learn how to move beyond traditional cost-plus pricing to implement innovative pricing models that maximise company output.
- Gain practical insights from Tesla’s experience in creating a simulation to determine the optimal balance between used vehicle pricing and new vehicle sales, enabling you to take calculated risks and unlock new revenue streams.
Thomas Pizzini - Pricing Strategy Manager - Tesla
Case Study: Price Forecasting Tools in B2B: Separating Hype from Reality
- Explore how recent economic challenges – from the global pandemic to inflation and energy price volatility – have fundamentally changed pricing strategies and planning processes in B2B environments
- Gain practical insights into the effectiveness of AI-powered price forecasting tools, understanding both their potential benefits and limitations in real-world applications
- Learn the critical prerequisites and organizational capabilities needed to successfully implement and benefit from price forecasting technologies in your B2B pricing operations
Alexander Lüring - Managing Director - Accenture
From Static to Dynamic: Revolutionary Approaches to Value Evolution in B2B Markets
- Identify shifting buyer needs and quickly adjust your value proposition to match current market demands and capture new opportunities
- Find the real decision-makers: Cut through complex B2B2C distribution channels to identify and effectively communicate with the true buyers who influence purchasing decisions
- Transform your sales approach: Build a responsive sales team that can spot market changes, adapt their messaging, and deliver value propositions that win in today’s B2B environment
Rafal Janaczek – EMEA Strategic Pricing Director – Tenneco
Interactive Joint Q&A
- Ask as many questions as you need to our set of case study presenters and join the discussions in an interactive panel discussion driven by you.
Thomas Pizzini - Pricing Strategy Manager - Tesla
Rafal Janaczek - EMEA Strategic Pricing Director - Tenneco
Alexander Lüring - Managing Director - Accenture
Panel Discussion
The AI Revolution: Demystifying the Role of Artificial Intelligence in Pricing
- Learn to critically evaluate the promises of AI and discover practical applications that can deliver tangible results for your pricing strategy.
- Move beyond theoretical discussions and gain practical insights into building and deploying AI models that are ethical, unbiased, and aligned with your business goals, ensuring you avoid common pitfalls and maximise the value of your AI investment.
- Learn from pricing professionals who have successfully integrated AI into their pricing processes and leave with actionable insights and inspiration to drive your own AI journey.
Francesco Mandina - Global Pricing Commercial Excellence Lead - Syngenta
Piotr Klima - Pricing Director - Universal Robots
Gul Aktas Kus - Executive Advisor, Digital Transformation - Former BSH Home Appliances
Moderator: Dr. Steve Laborda - CEO & founder - Valuebizbooster
Break
Networking Lunch
Breakout Sessions
Breakout 1:
Pricing Fundamentals:
Building a Strong Foundation
Hosted by Chad Crowell – Industry Consultant
Breakout 2
Advanced Pricing Strategies:
Unlocking New Levels of Profitability
Hosted by Dr. Steve Laborda
Back to Conference Energizer & Live Polling: “What new pricing insight have you gained today?”
Case Study
Maximizing Portfolio Value in Mature Markets: A Country-by-Country Approach
- Strategic navigation of international reference pricing
- Techniques for implementing significant price increases in established markets
- Country selection strategies to optimize pricing calculations
Sharon Cheng – Global Pricing and Tender Management Lead – Corza Medical
Case Study
Navigating the multi-country approach to ensure sustainable growth using pricing
- How to efficiently set up the pricing team organization on global and local levels, establish proper governance and build transparent processes
- Making future-proof go-to-market strategies leveraging E-commerce channel
- Growing the business, while addressing the price gaps across the countries using digital tools & analytics
Aleksandr Dobrynin – Pricing Transformation Senior Manager – Schneider Electric
Case Study
Mastering Value-Based Strategies: Best Practices in Price Portfolio Development and International Contract Pricing
- Maximise Profitability: Develop a targeted plan to optimise your pricing strategies and capture the full value of your products and services, directly impacting your bottom line.
- Align Pricing with Business Goals: Gain a clear understanding of your organisation’s pricing maturity and create a roadmap that supports your overall strategic objectives, ensuring pricing is a key driver of success.
Michael Nils Ulrich – Global Pricing Manager Strategic Business – Endress+Hauser Group Services AG
Jacques Orbach – Head of Strategic Business Program – Endress+Hauser Group Services AG
Case Study
Margin Erosion: Innovative Techniques to Deal with Cost Inflations and Competitive Pressure
- Industrial competitiveness in Europe is under pressure due to changing global dynamics
- Gross-to-Net techniques – innovative discounting methods to avoid additional pricing and margin pressure, taking into account ripple effects in the sector
- How to anticipate new EU regulations and adjust your pricing strategy to positively impact business results
Kristof Boodts – Senior Director, Commercial Strategy & Analytics – Monitor Deloitte
Case Study
Unlock Agile Pricing: Harnessing Automation to Speed-Up Pricing
- Leveraging automation and digital tools to move away from slow, manual price adjustments.
- Embrace global standardisation for pricing excellence to ensure consistency, transparency, and control across the organisation.
- Unlock data-driven Insights: move from spreadsheets to sophisticated simulations and revolutionise your pricing approach by harnessing the power of data to move beyond intuition and make data-backed pricing decisions that drive better outcomes.
Laura Rathjen – Head of Global Pricing – Festo
Case Study
Mastering Multi-Channel Pricing: Scale Your Strategies for Success
- Learn to develop pricing models that accurately reflect the value of your sustainable practices and materials.
- Integrate the cost of unsustainable practices into pricing, creating a financial incentive for both your business and your customers to choose sustainable options.
- Get Ahead of the Regulatory Curve: As sustainability regulations become more stringent, proactively adapt your pricing strategies to factor in compliance costs and support the adoption of eco-friendly practices.
Sandra Fernandez Freixa – Marketing and Sustainability Director – GCR Group
Interactive Joint Q&A
Sharon Cheng – Global Pricing and Tender Management Lead – Corza Medical
Laura Rathjen – Head of Global Pricing – Festo
Michael Nils Ulrich – Global Pricing Manager Strategic Business – Endress+Hauser Group Services AG
Jacques Orbach – Head of Strategic Business Program – Endress+Hauser Group Services AG
Moderated by Chad Crowell – Industry Consultant
Interactive Joint Q&A
Aleksandr Dobrynin – Pricing Transformation Senior Manager – Schneider Electric
Sandra Fernandez Freixa – Marketing and Sustainability Director – GCR Group
Kristof Boodts – Senior Director, Commercial Strategy & Analytics – Monitor Deloitte
Moderated by Dr. Steve Laborda
Break
Coffee Break and Networking
Round Table Discussions – Industry Deep Dive
Join us for an interactive round table session designed to foster collaborative dialogue and innovative thinking among participants.
No more presentations; this is an opportunity for you to actively engage and share your insights.
Round Table 1
Automotive Industry: Navigating Price Volatility and Shifting Demand in a Transforming Market
Hosted by Chad Crowell – Industry Consultant
Round Table 2
Building Products & Construction: Pricing for Value and Sustainability in a Project-Based Environment
Hosted by Flintfox
Round Table 3
Industrial Equipment & Machinery: Driving Profitability Through Pricing Excellence in a Service-Oriented World
Hosted by Aleksandr Dobrynin – Schneider Electric
Round Table 4
Chemicals and Materials: Managing Your Dual Pricing Strategy: Value-Based vs. Commodities
Hosted by Dr. Steve Laborda
Round Table 5
Cross-Industry Roundtable: Pricing for Innovation
Hosted by Danilo Zatta – Valcon
Closing Remarks: Key Lessons from Day 1
Dr. Steve Laborda
Day 2 - April 11
Welcome Coffee & Networking
Deep Dive Sessions
Unlocking Pricing Power: Mastering Storytelling and Soft Skills for Negotiation and Influence
In today’s complex manufacturing landscape, pricing managers need more than just technical expertise; they need powerful soft skills to navigate negotiations, influence decision-makers, and build consensus across departments. This highly interactive workshop will equip you with the essential communication, persuasion techniques and the power of storytelling to elevate your pricing strategies from concept to profitable reality. Through hands-on exercises, role-playing scenarios, and real-world case studies, you’ll gain practical experience in applying these skills to drive real business impact.
- Protect Profitability: Provide all the critical tools to enable your sales team to negotiate price increases and defend margins, even in challenging market conditions
- Build Stronger Customer Relationships: Elevate your communication skills to effectively articulate value and secure buy-in from stakeholders, fostering trust and long-term partnerships
Stella Marzetta – Revenue Management South Europe – Goodyear & ICF Life & Business Coach
Short(er) term Pricing Tactics vs Long(er) term SPOT on Pricing Program in Manufacturing
Pricing is a cornerstone of success for manufacturers, yet it remains one of the most complex challenges. In today’s landscape of fluctuating costs, supply chain challenges, and intense competition, building a robust pricing solution is essential to drive revenue growth and profitability.
But how do you balance speed to results with complexity? In this session, we will explore:
- 10 Proven Pricing Tactics – quick wins and actions to be applied in the short term to improve pricing performance
- The “SPOT on” Framework & Magic pricing formula (3D + 2C + BA) – a structured, long-term approach to pricing in manufacturing, built on four key pillars:
- Strategy: Align pricing with business objectives, market position, and manufacturing capabilities.
- Process: Streamline pricing operations to handle large-scale production and diverse customer bases efficiently.
- Organization: Structure teams for swift decision-making and execution, with clear roles across sales, production, and finance.
- Technology: Leverage pricing tools and analytics to optimize decisions and monitor performance across complex product portfolios.
Wojciech Gorzen – Partner – Movens Capital
Break
Coffee Break
Case Study
Case Study: Data Decoded: Cracking the Code to Pricing Success
- Learn how to implement best practices in data management, improve data quality, and ensure data accuracy for more confident pricing decisions
- Learn how to use data insights to communicate the value of your products or services to customers and internal stakeholders, demonstrate ROI, and secure buy-in from key decision-makers
Rodrigo Mazza - Head of Global Strategic Marketing & Sales Operations - Hitachi Energy
Case Study
From Hype to Impact: How to Make AI work for Pricing
- Understand why AI in pricing matters and explore the real benefits beyond the hype and how AI can create tangible value in pricing strategies.
- Learn what to consider before investing in AI and the key factors that determine success, from data readiness to organizational alignment.
- Discover how to implement AI effectively and uncover best practices to avoid common pitfalls, ensuring AI delivers real pricing impact.
Sara-Marie Gansert - Senior Solution Strategist - PriceFX
Interactive Joint Q&A
Rodrigo Mazza – Head of Global Strategic Marketing & Sales Operations – Hitachi Energy
Sara-Marie Gansert -Senior Solution Strategist – PriceFX
Moderated by Dr. Steve Laborda
Panel Discussion
Thriving in a World of Constant Change and Unpredictable Challenges: A Manufacturing Perspective
- How to thrive amidst constant change and unpredictable challenges? This panel will explore practical pricing strategies, leveraging real-world examples to help you build a more resilient and adaptable approach
- Learn how to navigate economic downturns, leverage technology, and align your teams for success taking some key lessons learns from MPF 25
Rafal Janaczek – EMEA Strategic Pricing Director – Tenneco
Patric Kirchner – Global Head of Pricing – Boehringer Ingelheim
Rodrigo Mazza – Head of Global Strategic Marketing & Sales Operations – Hitachi Energy
Moderated by Dr. Steve Laborda
Break
Networking Lunch
From Strategy to Reality: Navigating the Implementation Gap in Pricing Transformation
- Discover practical approaches to bridge the divide between consulting frameworks and real-world pricing implementation, drawing from cross-functional experiences across pharmaceutical and animal health sectors
- Learn proven methods for scaling pricing capabilities globally that drive sustainable value creation while navigating the complex stakeholder challenges inherent in regulated industries
Patric Kirchner – Global Head of Pricing – Boehringer Ingelheim
Navigating the Crossroads of Geopolitics: Strategic Pricing in a world of high volatility, trade tariffs and commercial tensions
- Short-term moves for adjusting pricing structures in response to fluctuating tariffs in an unpredictable political landscape
- Strategies to build resilient commercial models that mitigate the impact of geopolitical uncertainty, enhance market positioning, and drive sustainable growth.
Maarten Moreels – Partner Commercial Strategy & Pricing – EY-Parthenon
Simon Murzeau – Partner Commercial Strategy & Pricing – EY-Parthenon
Escaping the Price War Trap - Strategies for Sustainable Growth in a Shrinking Market
As the manufacturing landscape tightens, the pressure to grab market share intensifies. But succumbing to the allure of price wars is a race to the bottom, eroding profits and jeopardizing long-term success.
- Discover innovative approaches on how to stop a price war before it breaks out · Learn when and how to fight in price wars, if unavoidable
- Explore how to get out of a price war limiting damages
Danilo Zatta - Pricing Advisor and Partner - Valcon
Interactive Joint Q&A
Danilo Zatta – Pricing Advisor and Partner – Valcon
Patric Kirchner – Global Head of Pricing – Boehringer Ingelheim
Maarten Moreels – Partner Commercial Strategy & Pricing – EY-Parthenon
Simon Murzeau – Partner Commercial Strategy & Pricing – EY-Parthenon
Moderated by Dr. Steve Laborda
Closing Remarks: Key Takeaways and Future Pathways
As we wrap up our conference, join us for the Closing Remarks session, where we will reflect on the key takeaways and discuss how to move forward with actionable insights.
Dr. Steve Laborda - CEO & founder - Valuebizbooster
End of Conference
Training (April 8 - 9)
Enhance your EPP Manufacturing Pricing Forum experience with our Combo Pass—add expert training for deeper insights and stronger connections in Manufacturing Pricing.
Spare Parts Pricing
Optimize your spare parts pricing strategy with insights from industry experts. Key areas of focus include:
- Understanding complex pricing methods: value-pricing, market-pricing, and ratio-pricing.
- Leveraging advanced analytics and modern tools to enhance pricing decisions.
- Gaining hands-on experience with real-world case studies and practical exercises.
- Mastering pricing systems to maximize profitability and competitiveness.
Find out more details HERE
Value Based Pricing In Practice
Master value-based pricing to drive profitability through customer insights and data-driven strategies. Key areas of focus include:
- Learning the fundamentals and trends of value-based pricing.
- Analyzing customer price elasticity, segmenting markets, and applying neuropricing.
- Using pricing research to make informed decisions on pricing, promotions, and discounts.
- Defining optimal price points based on customer willingness to pay and value perception.
Find out more details HERE
Strategies & Tactics for Pricing
Learn and apply essential pricing processes, strategies, and tactics to improve your organization’s margin. Discover both classic and innovative price-setting methods, understand the factors influencing price, and manage price pressure effectively. You’ll benefit from real-life case studies, interactive practices, and peer learning to enhance your pricing expertise and drive business success.