Pricing for Profit Summit 2018

Ideas and strategies to stimulate growth and boost profits in a transparent marketplace.

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Pricing for Profit Summit 2018

Welcome to the Nordic region’s top pricing event, Pricing for Profit Summit 2018, to be held on Thursday, 1st February. This half-day conference will give you unique insights into the latest developments in innovative strategic pricing, while revealing the secrets and methods behind the most successful pricing business cases.

Setting the right price has become both easier and more difficult in a marketplace very much under the influence of disruptive business models, globalisation and digitalisation. The task has been made even more complex by the increased transparency and volatile behaviour of the markets, characterised by fierce and unpredictable competition, dramatic price fluctuations and fickle customers.

Paradoxically, digitalisation has in fact also made pricing easier with the never-ending flow of new innovative tools that simplify and automate pricing management. For instance, today it’s a relatively simple matter to automate tasks like monitoring competitive market prices or calculating, changing, profit-proofing and communicating offerings and prices in many sales channels simultaneously.

Market leaders embrace innovative ideas and new technology. Those who persist with traditional pricing models and manual routines will be left behind. Understanding the customer’s willingness-to-pay is crucial for setting the right price, with an optimal customised offering, for a specific sales channel. More and more companies are realising the power of pricing as a tool for generating growth, boosting profits and strengthening customer loyalty and competitiveness.

The Summit will also address the legal aspects of pricing in different sales channels, countries and markets. Furthermore, it will be an outstanding opportunity to network and discuss pricing challenges with executives both from your own line of business and from other sectors of business and industry.

We hope to see you at the Pricing for Profit Summit 2018!



When: Thursday 1st February 2018, 08:30 a.m. -12.30 p.m. Breakfast is served from 08.30 a.m.
Where: Mannheimer Swartling HQ, Norrlandsgatan 21, Stockholm. Map >>
Respond by: 18th January 2018.


08:30 Breakfast

Session 1: From discounts to incentives – how to develop your business through resellers
Jonas Gunnarsson, CEO Nordic Water, shares his experience of boosting profits by modernising the overall pricing strategy and implementing a more incentive-driven reseller pricing model.

Session 2: Pricing in a Digital World
Johan Carle, Lawyer and Partner at Mannheimer Swartling, will address pricing regulations  and challenges in the new digital era from a competition-law perspective.

Session 3: Transformation of a business – from box moving to software and services
Robert Ekström, CEO Qmatic, talks about his company’s fundamental shift from a traditional hardware business model to a business generating significant recurring income and profit from software and services. Qmatic is transforming its business and has developed a new pricing, packaging and sales strategy. Robert describes the challenges of the project and the subsequent new business opportunities.

Session 4: When self-learning robots set the price your business will surf the waves
Jari Virtanen, Chief Transformation Officer Stena Line, reveals the pricing strategy behind Stena Line’s improved profitability. The company’s innovative approach includes a new pricing model for ticketing, freight and onboard sales based on the willingness-to-pay of Stena Line’s various customer segments. Jari explains the pricing model’s complex and self-learning AI-based web of functions that automatically deliver the right price, at exactly the right time, to each customer.

Session 5: Panel discussion

12:00 Light lunch and networking


Jonas Gunnarsson is CEO at Nordic Water. He has previously worked as Vice President at Car-O-Liner AB, CEO at Castolin Scandinavia AB and Vice President at Castolin Europe.

Johan Carle, Lawyer and Partner at Mannheimer Swartling, co-chairs the firm’s EU and competition law practice group. He has substantial experience of issues relating to merger control, cartels, abuse of a dominant position, state aid and public procurement. Johan is consistently ranked as a leading figure in the most prominent legal directories, such as Legal 500, Chambers and Who’s Who Legal. He was the recipient in two consecutive years of the ILO Client Choice Award.

Robert Ekström is CEO at Qmatic and has previously served as CEO at many small and medium sized tech companies. Robert has also held executive positions at NCR, Microsoft and Digital Equipment.

Jari Virtanen is Chief Transformation Officer at Stena Line. His work includes digital transformation, marketing and customer services. Jari was formerly Managing Director at Stena Line Travel Group AB and Head of Leisure travels and Onboard sales at Stena Line. He has also worked as CEO at Visit Åland and Product Manager at Fritidsresor.