Rules of participation Award Categories About the Awards 2019 Awards Jury Submission requirements and format Part II: Questions to be answered Evaluation Criteria Slide templates for your use 3 4 5 6 7 8–9 I–IX

Below are the basic rules of participation The deadline for the submissions is Friday, December 21, 2018 The completed presentation must be uploaded before December 21, 2018 More than one application in an award category is also permitted if the applications are for different projects/products/services. Please use a separate ppt for each application This standard presentation is required for all Awards Categories Please answer all questions to evaluate your pricing initiative in a maximum of 7 slides All questions must be answered. Incomplete presentation may not be considered The completed presentation should be uploaded here: https://www.judgify.me/pricingawards You may also use your own presentation slide deck and this ppt is not mandatory Please upload a PDF version of the PPT only. Other formats will not be accepted Please maintain one copy for your own records The final eligibility of the nominees is subject to the discretion and approval of the Award Management and Jury Employees (and their immediate family members) of Engaged Communications, BCG, Jury, Sponsors and Partners of the award are not allowed to participate Information provided by the Applicants will be confidential and will be used only for the limited purpose of evaluating the entry to these Awards by the organizers Engaged Communications, the process advisors The Boston Consulting Group and The Jury For any queries or assistance please contact: Malu Blechschmidt—Marketing Strategist, Engaged Communications +49 (0) 1516 376 4859 malu@encom-global.com

Pricing-driven Value Generation Measurable bottom-line impact through pricing and/or revenue mgmt. measures Best Pricing Innovation Successful introduction and migration towards a (more) sophisticated pricing logic Digital Pricing Excellence Best use of digital tools for a (more) sophisticated pricing approach Behavioural Pricing Successful application of psychological/ behavioural insights and methods for pricing Best Value Communication in Pricing Effective and successful value-oriented customer communication Best Pricing Enablement Story Best use of methods for pricing capability enhancement and company transformation (Change Mgmt.) Sponsored by:

The NYPS World Pricing Excellence Awards 19 is the first and the only platform to recognize the most innovative and pioneering work done in the field of pricing and honor those professionals who strive for pricing excellence across the globe. In partnership with The Boston Consulting Group the Awards will highlight the tireless effort put in by the brightest minds and companies who are advancing and transforming pricing globally 2019 Awards Jury Daniel Cho Senior Director Global Pricing & Competitive Portfolio Analytics Philips Healthcare, Germany Maristela Castanho Vice President, Revenue Management Groupe Renault, France Nolwenn Godard Director of Pricing Product PayPal, USA Prof. Dr. Dominik Papies Chair of Marketing Eberhard Karls Universität Tübingen, Germany Marcus Alves Partner and Global Vice President of Revenue Management Kraft-Heinz, The Netherlands

Submission requirements For successful submissions of nominations you need to submit a ppt-presentation (in PDF format) including the following information Part I: Describe your starting situation (market, industry, customer, competition), objectives, challenges, opportunities and reason why your pricing initiative should be rewarded (prose text, max 200 words) Part II: Answer specific questions to evaluate your pricing initiative (presentation, format pptx, in total max. 7 slides, details see next slide) Specific questions to evaluate your pricing initiative Degree of innovation (max. 2 slides) Description of strategic relevance for your company (quantitative and qualitative) (max. 2 slides) Success/Impact both quantitative uplift and qualitative (max. 2 slides) Your assessment of transferability to other companies beyond your concrete industry context (1 slide) Part III: Company name, contact details and position (to reach out to in case of any questions) Submission format Submissions will only be accepted in PDF format

Degree of Innovation Strategic Relevance Success/Impact What are the innovative insights/highlights of your pricing initiative? Typically about A novel approach to a classic problem, e.g., new analytical approach leading to unexpected insights A novel interpretation/ adaptation of existing approach, e.g., traditional pricing/business model A unique solution in new/emerging industry/discipline A business model innovation Strategic Relevance What is the strategic relevance of your pricing initiative for your company? Typically, detailed regarding Share of your business addressed by the initiative Specific challenges in the competitive environment addressed by the initiative Degree of sophistication of the solution you developed The magnitude of the effort Please note: Both qualitative and quantitative information is required for assessment Success/Impact What is the realized financial impact of your pricing initiative? Typically measured in relative EBIT increase [%] If applicable, please divide in Long-term impact and Immediate impact/ quick win Please add any other qualitative assessment (e.g., NPS, brand perception) detailing the magnitude of your pricing initiative’s success Transferability How is your pricing initiative transferable to other problems/industries? Typically evaluated on the following dimension: Applicability/transfer- ability to other problems/situations Applicability/ transfer-ability to other industries Has potential to change approach to strategy or structure in an industry A higher degree of transfe-rability supports a better assessment of your pricing initiative

Pricing-driven Value generation Best pricing innovation Digital pricing excellence Typically about pricing and/or revenue management impact measured in relative EBIT improvement Typically about the introduction a of new pricing model (e.g., SaaS) and/or metric (e.g., pay-per-use) Typically about digital support in price setting,) e.g., by automation and/or use of dynamic algorithms) Excellence in this category is (among other criteria) mainly evaluated by Degree of Innovation Strategic Relevance Success/Impact Transferability Excellence in this category will be mainly evaluated by

Best value Communication in pricing Best pricing Enablement story Behavioral pricing Best value Communication in pricing Best pricing Enablement story Typically about new behavioral/ psychological pricing insights or the innovative use of a known approach Typically about any kind of communication supporting direct uplift/success of pricing measures Typically about any successful enablement approach that supports lasting pricing transformations (Focus: Change Management) Excellence in this category is (among other criteria) mainly evaluated by Degree of Innovation Strategic Relevance Success/Impact Transferability Sponsored by: Excellence in this category will be mainly evaluated by

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