Wednesday, May 11, 2016 | 9 a.m. Hershey® Lodge, Hershey, PA Seminar I "Developing the best pricing strategy for ROI and price perception." Presented by: Neill Crowley and Ernest Baskin, Saint Joseph's University, Philadelphia
What is the role of pricing in your marketing strategy and value equation? Saint Joseph's University Professor Neill Crowley will provide observations and insights on building a pricing organization — If you’re not an analytics/math house, you’re a legacy.
Crowley and Ernest Baskin will look at present and future pricing trends; CPG and e-commerce pricing — growth opportunities; and price perceptions and consumer psychology on the "Path to Purchase.”
The slides for Neill Crowley's presentation are available here. For more information on Ernest Baskin's presentation, email him hereor call 717-755-9751. .
Wednesday, May 11, 2016 | 10:30 a.m. Hershey® Lodge, Hershey, PA
Seminar II "How to develop a brand roadmap for your business." Presented by: George Latella, Saint Joseph's University, Philadelphia
George Latella will explore brand strategy and discuss how to develop a Brand Roadmap, including an overview of brand values, brand message, brand personality and brand icons. He will discuss the concept of brand equity, how it is built, and how it generates value. He will also cover the role branding plays as a differentiating mechanism in separating the firm's products and services from those of its competitors. In addition, he will highlight the importance of having clear, well-defined brand strategies (brand vision, brand positioning, brand elements, identity system, IMC plan, measurement and tracking).