Arnab Sinha is a Managing Director and Senior Partner in the Philadelphia office of Boston Consulting Group (BCG) and the North American Lead for Pricing Topic, as well as Global Lead for Revenue Management. 

In this episode, Arnab shares what's behind writing the book 'Game Changer' and discusses how the pricing strategy frameworks discussed inside the book works for the different industries like software, consumer packaged goods, pharmaceuticals, among others.

 

Why you have to check out today’s podcast:

• Discover how to create value across diverse industries and implement innovative pricing strategies that can revolutionize your approach
• Uncover the innovative pricing strategies used by pharmaceutical companies to market their products
• Find out the crucial role of creating value to effect strategic pricing

 

"Figure out how much value you want to share, and how you communicate that, because that's what drives long-term value creation."

- Arnab Sinha

 

Topics Covered:

01:14 - How he got into pricing and why he never regretted choosing it over mechanical engineering

03:48 - What's behind writing the book 'Game Changer'

06:21 - Pivotal role of value creation in pricing strategy as gleaned from the book

08:03 - How his pricing strategy framework be used in software companies

11:40 - Significance of understanding customer needs and tailoring offerings accordingly for both acquisition and retention, with competition in mind

14:25 - The strategic pricing approach for consumer packaged goods companies 

17:34 - Understanding the 'uniform game' in the consumer packaged goods and how it is influenced by factors such as brand strength and price gap elasticity in relation to competitors

20:08 - From a static view of pricing strategy in the CPG towards a dynamic approach utilizing AI and machine learning to model the best pricing strategy

22:00 - Innovative pricing strategy in pharmaceuticals

26:42 - Pricing based on where value is created

29:22 - Arnab's best pricing advice

30:03 - Discussing on how much value should one keep

 

Key Takeaways:

"I think the competitor's price is a critical input. And this is where we weave it in through something like your brand strength and your brand equity." - Arnab Sinha

"And this is where I think our belief is, it is not just about the one-time value of one transaction, but you need to think about the lifetime value of all of the consumers you will be serving." - Arnab Sinha

"...at the intersection of the cost and competitive game, you need to understand if you are creating value and make a choice of how much value you want to share regardless of what game you're playing. Because in the absence of value creation, there is no transaction." - Arnab Sinha

 

People/Resources Mentioned:

• Jean-Manuel Izaret: https://impactpricing.com/podcast/563-game-changing-pricing-strategies-for-long-term-success-with-jean-manuel-izaret/
• Game Changer: How Strategic Pricing Shapes Businesses, Markets, and Society by Jean-Manuel Izaret and Arnab Sinha: https://www.amazon.com/Game-Changer-Strategic-Pricing-Business/dp/1394190581
• SAP: https://www.sap.com
• Oracle: https://www.oracle.com/ph/
• Quickbooks: https://quickbooks.intuit.com
• Microsoft: https://www.microsoft.com
• Coke: https://www.coca-cola.com/ph/en
• Pepsi: https://www.pepsi.com
• Walmart: https://www.walmart.com
• Kroger: https://www.kroger.com/
• Publix: https://www.publix.com
• Target: https://www.target.com
• Pfizer: https://www.pfizer.com

 

Connect with Arnab Sinha:

• LinkedIn: https://www.linkedin.com/in/arnab-sinha

 

Connect with Mark Stiving:

• LinkedIn: https://www.linkedin.com/in/stiving/
• Email: [email protected]