EPP Manufacturing
Pricing Forum 2025
AGENDA
Workshops - April 9
Welcome
Welcome Coffee and Registration
Innovative Workshops
Workshop 1:
Beyond the Buzz: Practical AI Applications for B2B Manufacturing with Imperfect Data
- Addressing the Data Dilemma and Identifying Viable Use Cases: Acknowledge the common challenges of data quality and quantity in B2B manufacturing, including data silos, inconsistent formatting, missing values, and limited historical data. Explore specific AI applications that can deliver tangible benefits in B2B manufacturing pricing, even with imperfect data, such as price optimisation, demand forecasting, competitive intelligence, and risk analysis.
- Data Strategies for AI Success: Learn essential techniques for cleaning, transforming, and preparing data for AI applications, including handling missing values, dealing with outliers, and standardising data formats. Explore strategies for expanding limited datasets through data augmentation techniques, incorporating external data sources, and leveraging domain expertise to enrich existing data.
- Implementing AI Solutions: A Practical Roadmap for Success: Articulate SMART objectives for AI implementation, aligning them with overall pricing strategy and business goals. Start with small-scale pilot projects to test and refine AI models, gradually expanding their scope as data quality and model performance improve.
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 Pres
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.
Moderator: Dr. Steve Laborda - CEO & founder - Valuebizbooster
Break
Coffee Break and Networking - Speed Networking Activity
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
Leaders Interactive 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
Moderator: Dr. Steve Laborda - CEO & founder - Valuebizbooster
Break
Networking Lunch + Pub Quiz
Get ready to mix and mingle at our exciting Pub Quiz Lunch during the Manufacturing Pricing Conference!
- Engage & Connect: Gather with fellow participants at various group tables, fostering new connections and strengthening existing relationships in a relaxed environment.
- Test Your Knowledge: Participate in fun quizzes that cover current events, industry trends, and lighthearted topics. Show off your trivia skills and learn something new along the way!
Breakout Sessions
Breakout 1
Breakout 2
Pricing Fundamentals:
Building a Strong Foundation
Advanced Pricing Strategies:
Unlocking New Levels of Profitability
Back to Conference Energizer & Live Polling: “What new pricing insight have you gained today?”
Back to Conference Energizer & Live Polling: “What new pricing insight have you gained today?”
Case Study
Beyond Cost-Plus: The Art of Value-Based Pricing
- Move beyond outdated cost-plus methods and discover how to develop sophisticated pricing models that accurately reflect the value your customers receive, optimising pricing for profitability while ensuring customer satisfaction and long-term value creation.
- Communicate the benefits of value-based pricing to your sales force, gain their buy-in, and empower them to become value-selling champions.
Daniel Cho – Head of Product Management Excellence – Philips Healthcare
Case Study
Pricing in a Globalized World: Building High-Performing Teams and Driving Revenue in Diverse Markets
- Adapt pricing strategies to account for regional differences in market dynamics and customer preferences.
Forge a powerful partnership between pricing and sales, mastering clear communication strategies, align incentives, and build a foundation of trust and mutual respect to unlock the full potential of your sales team. - Navigating the complexities of transfer pricing regulations and their implications for profitability.
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
Pricing in a Globalized World: Managing Currency Fluctuations, Transfer Pricing, and Regional Differences
- Learn how to effectively manage pricing across diverse channels, ensuring consistency and profitability across your website, sales teams, distributors, and marketplaces.
- Implement practical solutions for automating pricing processes, eliminating manual errors and freeing up your team to focus on strategic initiatives.
- Discover tactics to leverage technology and data insights to make real-time adjustments to your pricing strategy, maximizing revenue across all your sales channels.
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
Daniel Cho – Head of Product Management Excellence – Philips Healthcare
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
Interactive Joint Q&A
Aleksandr Dobrynin – Pricing Transformation Senior Manager – Schneider Electric
Sandra Fernandez Freixa – Marketing and Sustainability Director – GCR Group
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
Automotive Industry: Navigating Price Volatility and Shifting Demand in a Transforming Market
The automotive industry is facing unprecedented transformation, with the rise of electric vehicles (EVs), changing consumer preferences, and global supply chain disruptions. This round table explores how pricing strategies must adapt to these shifts:
- How can manufacturers establish pricing models for EVs that reflect their unique value proposition while remaining competitive in a rapidly evolving market? Consider the impact of government incentives, battery technology costs, and consumer perceptions of EV value.
- Aftermarket Pricing Dynamics: With increasing vehicle complexity, how can manufacturers effectively price aftermarket parts and services to optimise profitability while ensuring customer satisfaction? Explore strategies for balancing OEM pricing with competition from independent suppliers.
Hosted by Chad Crowell – Industry Consultant
Round Table
Building Products & Construction: Pricing for Value and Sustainability in a Project-Based Environment
Building products and construction projects often involve long sales cycles, multiple stakeholders, and customised solutions. How can manufacturers effectively articulate the value of their products and services to justify price premiums in a competitive bidding process.
- Managing Price Escalation in Volatile Commodity Markets: Building products often rely on raw materials subject to significant price fluctuations (e.g., steel, lumber). How can manufacturers effectively manage price volatility and pass through cost increases to customers while maintaining project profitability? Explore pricing mechanisms such as escalation clauses and index-linked pricing.
- Navigating Distributor Relationships and Channel Pricing: How can manufacturers establish effective pricing strategies across their distribution channels, ensuring alignment and profitability for both the manufacturer and their distributors?
Hosted by Flintfox
Round Table
Industrial Equipment & Machinery: Driving Profitability Through Pricing Excellence in a Service-Oriented World
As industrial equipment becomes increasingly sophisticated, how can manufacturers move beyond transactional pricing and embrace service-oriented models that capture the full value of their offerings.
- Explore innovative pricing models for maintenance contracts, service agreements, and performance-based solutions that align with customer value and generate recurring revenue streams.
- Value Communication for Intangible Services: How can manufacturers effectively communicate the value of their services, particularly those that are intangible or difficult to quantify? Develop compelling narratives and metrics to demonstrate the impact of services on customer outcomes.
Hosted by Chad Crowell – Industry Consultant
Case Study
Chemicals and Materials: Managing Your Dual Pricing Strategy: Value-Based vs. Commodities
Chemicals and materials often face intense price competition due to perceived commoditisation. How can manufacturers differentiate their offerings and command premium prices based on value, not just cost?
- Boost Profitability by Mastering the Art of Dual Pricing: Learn how to effectively implement value-based pricing for your specialty chemical products and services while skillfully navigating commodity pricing for more standardized offerings.
- Leveraging Market Intelligence for Pricing Advantage: How can chemical and materials manufacturers effectively gather and analyse market data to inform pricing decisions and identify opportunities for profitable differentiation? Explore strategies for monitoring competitor pricing, tracking industry trends, and assessing customer willingness to pay.
Hosted by Dr. Steve Laborda – CEO & founder – Valuebizbooster
Closing Remarks
Key Lessons from Day 1
Day 2 - April 11
Welcome Breakfast & 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 Profitabilty: 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 Manager Europe South – Goodyear & ICF Life & Business Coach
The 4 Ingredients for a Successful Pricing Program: SPOT on Pricing in Manufacturing
Pricing is a cornerstone of success for manufacturers, yet it remains one of the most complex decisions in the industry. In today’s landscape of fluctuating costs, supply chain challenges, and intense competition, creating a robust pricing program is essential to drive revenue growth and profitability. The SPOT framework delivers four key ingredients for effective manufacturing pricing:
- 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: Deploy pricing tools and analytics to optimize decisions and monitor performance across complex product portfolios.
Dr Maciej Kraus – Partner – Movens Capital
Break
Coffee Break & Meet Up Group
Join us during the coffee break for a unique networking opportunity designed to bring together participants from the same location!
Take advantage of this chance to connect, collaborate, and build a supportive network with others who might be just a few blocks from you back home. Join us for a coffee, engage in meaningful conversations, and expand your professional circle!
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
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
Daniel Cho -Head of Product Management Excellence – Philips Healthcare
Break
Networking Lunch
Navigating Pricing Excellence in a Commoditized World: A Change Management Journey
- Learn how to foster organizational change to embrace data-centric decision making in pricing strategies, overcoming traditional resistance and creating sustainable behavioral shifts
- Cross-Functional Integration: Real-world examples of aligning sales, operations, and finance teams to execute pricing transformations effectively across global organizations
Federico Boccardo - Global Commercial Excellence Delivery Director - Cargill
Closing Keynote
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
Federico Boccardo – Global Commercial Excellence Delivery Director – Cargill
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.
- Reflect on Key Insights: We’ll summarize the most impactful discussions, presentations, and ideas shared throughout the conference, highlighting what can be immediately applied to your work.
- Implementation Strategies: Engage in a collaborative dialogue about how to integrate these insights into your pricing strategies. Consider practical steps you can take to leverage what you’ve learned and drive positive change in your organization.
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.