Creating joint value -using optimal pack, price  and range architecture for new value realisation. Paul Bull, Retail World Marketing 2.15 - 3.45pm Learn how to use pricing and promotional strategies to change the game and unlock new value realisation.  This masterclass will focus on pricing architecture across the category range, and strategies to evaluate the effectiveness of these price points. Paul will take attendees through how to create optimal packaging and pricing strategies for value creation,  the benefits of differing promotional and pricing points and the associated tactics to create value through price differentiation. Paul is the longest serving member of Real World Marketing, having joined the business at its inception. With a background in fmcg selling and category, across the UK & Australia, Paul has extensive experience leading Customer and Sales Depts. that work with many of the world’s largest and most sophisticated retailers such as Tesco, Wal Mart, Sainsbury’s, Woolworth’s and Coles. Helping launch and grow the Advantage Group business in Australia has provided Paul with a deep understanding of how to help Suppliers develop the  required solutions that their retail partners require to enable true collaboration to occur. Paul has an MBA from Manchester Business and since becoming full time MD of the Business has seen the business triple in 2 years. Paul’s style is described by clients as engaging, stimulating and thought provoking. He is challenging and supportive in equal measure and loves to see clients develop new perspectives and insights about their business and the opportunities they have.