Marketing Forum 2011 Programme


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The Consumer Goods Forum Marketing Forum will take place this 11 - 13 October in Barcelona. Join us!

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Marketing Forum 2011 Programme

  1. 1. OPERATIONAL EXCELLENCE 2011 11th - 13th oCtoBer Barcelona, spain Marketing ForuM it ConFerenCe Supply Chain ConFerenCe Turning Consumer & The Consumerism of IT Delighting the ConsumerShopper Insights into Growth Acting as One
  2. 2. OPERATIONAL EXCELLENCE 2011 11th - 13th oCtoBer Barcelona, spain whAt’s new ABoUt yoUr ConferenCe? ›› for the first time the Marketing, it and supply Chain conferences will take place at the same time under one roof. ›› it’s new. ›› it’s global. ›› if there’s one event not-to-be-missed, this is it. Join Us to… ›› exchange knowledge. ›› network with peers. ›› open your mind. ›› Pick up new ideas and learn from practical experiences of fellow members of the forum. the shoPPer & ConsUMer At the heArt… ›› the “shopper & Consumer” is what this year’s event is all about.›› And how we can work together to meet the needs of today’s empowered consumer.
  3. 3. why shoUld yoU Be there?the Consumer goods forum is your association. By the members, for themembers. get involved. help us lead the industry.hear from the experts. “Excellent event to get new inputs, to meet“The Marketing Forum exercises and expands inspiring colleagues, to exchange informationyour mind like no other marketing event in and to benchmark own ideas!”the world. It is the marketing event of the year Andreas Münch, Member of the executive Board,for me. We stimulate your left and right brain head of department logistics & it, Migros, switzerlandwith an intentional mix of successful case studypresentations and relevant experiences, outsideof the box, inspirational speakers to stretch yourmind.” “The store and DCstephen smith, Chief Marketing officer for all formats & senior VicePresident of sam’s Club, new formats, walmart China tours also provide great insights on how individuals can improve their own operations“CGF has proven to me to be a fantastic and leverage newplatform to gain valuable insights into technologies.”how leading industry players address John s. Phillips, senior Vice President, Customer supply Chain & logistics,trends that shape our mid to long term PepsiCo, UsAfuture. Networking with peer executivesfrom manufacturers, retail partners andstrategic vendors opens many doors forcollaboration.” “The CGF Marketing Forum is anClyde Pereira, Cio, Coca-Cola hellenic, Austria excellent blend of manufacturers, retailers, and select suppliers coming together to discuss new ways of working together to deliver improved “For me the IT conference provides an shopping experiences. The speakers are opportunity to see a diverse set of solutions for common problems within our industry. dynamic and the forum is candid in The insights I can gain at this forum can terms of interaction and discussion – give me that leg up on my local competition.” a great mix!” scott harrison, Chief information officer - delhaize Kristen nostrand, Marketing director, Procter & gamble, America, delhaize group, UsA UsA Plan to join us. Barcelona. Be there.
  4. 4. OPERATIONAL EXCELLENCE 2011 ConferenCe At A glAnCe Welcome to the Store tour programme and introduction 12.00 to the Spanish retail Scene Tuesday MARKETING FOCUSED IT FOCUSED STORE SUPPLY CHAIN FOCUSED Afternoon11th October STORE TOUR TOUR STORE TOUR evening welcome Cocktail for all Conference delegates CONFERENCE SHARED SESSIONS Morning opening plenary Session for all conference delegates the new empowered Consumer and implications for the retail and Consumer goods industry lunch networking lunch for all conference delegatesWednesday SUPPLY CHAIN MARKETING FORUM12th October IT CONFERENCE tUrning ConsUMer the ConsUMerisM CONFERENCE And shoPPer delighting the ConsUMer of it insights into growth ACting As one Afternoon Marketing forum it Conference supply Chain Conference sessions sessions sessions Marketing networking it networking supply Chain networking evening dinner dinner dinner Breakfast Breakfast Sessions Marketing forum supply Chain Conference Morning it Breakout sessions sessions continued sessions continued lunch networking lunch for all conference delegates Thursday13th October CONFERENCE SHARED SESSIONS Afternoon Closing plenary Session for all conference delegates how operational excellence in it, supply Chain and Marketing is a key to the growth of your business 16.00 Closing of Conferencehave a look at the conference website to see the full programme, speakerbiographies and much more:
  5. 5. Bringingtogetherthe Bestof Bothworldswhy “3 in 1” is a winning formulathis year’s unique format offers the best of both worlds. we’llbring together three groups - Marketing, it and supply Chain - forshared sessions on topics of concern to all, and then break outinto three separate conferences so that each group can focuson specific topics of relevance and concern uniquely to them.have a look at the conference programme to find out what’s on. Marketing ForuM 2011 turning Consumer & Shopper insights into growth it ConFerenCe 2011 the Consumerism of it Supply Chain ConFerenCe 2011 Delighting the Consumer - acting as one www.tcgfsupplychain.comCheck out our conference websites to find out what’s new, who’llbe there, and how the operational excellence Pillar can providevalue to you and your company.
  6. 6. What’s the Consumer goods Forum?the Consumer goods forum is a global, parity-based industry network, driven by its members. it bringstogether the Ceos and senior management of over 650 retailers, manufacturers, service providers and otherstakeholders across 70 countries and reflects the diversity of the industry in geography, size, productcategory and format. forum member companies have combined sales of eUr 2.1 trillion.for more information about your association please visit www.theconsumergoodsforum.comWho are our partners?the Consumer goods forum would like to thank the following companies for their generous contribution tooperational excellence 2011:Questions?How can you register?for on-line registration, hotel accommodation, programme updates and practical information visit ourconference website: www.tcgfoperationalexcellence.comWhere is the conference taking place?Catalunya Congress CentreAvenida diagonal 661-67108028 Barcelona, spainWhere can you find additional help?the forum team is here to help you. if you have questions concerning registration and accommodation please contact: ormès/operational excellence secretariat, 12, rue de florence, 75008 Paris, france tel +33 1 43 18 61 81/82 – fax +33 1 43 18 60 58, email:,, if you have any other questions about the conference programme please contact, sophie Appell at: the Consumer goods forum, 22/24 rue du gouverneur général eboué, 92130 issy-les-Moulineaux, france, tel: +33 1 82 00 95 56, fax: +33 1 82 00 95 96, email: the forum team looks forward to welcoming you in Barcelona.
  7. 7. MARKETING FORUM 2011 Turning Consumer and Shopper Insights into Growth 11th - 13th October, Barcelona, Spain This conference programme has been developed by the members of The Marketing Committee – Activating Shopper & Consumer Insights, for the members of The Consumer Goods Forum. To see who is working behind the scenes throughout the year to develop this programme for you, visit Tuesday, 11th October Store Tour and Distribution Center Tour with a Marketing Focus This Tour Programme is unique in that participants walk the shop floor with the marketing managers of the host company. Participants will have first-hand discovery of how leading retailers are managing in-store promotions. The tour is optional, offered at an additional fee, available on a first-come, first-served basis and delegates are requested to register for the tour.12.00 The Spanish Retail Scene – An Overview Antonio De Santos, Retail Services Manager, The Nielsen Company, Spain Buffet lunch will be served during the presentation13.00 Discovering the Spanish Retail Scene - Store Tour Programme with a Marketing Focus This tour includes visits to the following retailers: Dia Market – This tour includes a visit to the new urban discount store concept called Dia Market. What is special about this new convenience format is that it offers a large choice of fresh products in addition to the typical grocery products and ready meals. Carrefour Planet – This visit offers the opportunity to discover Carrefour’s newest hypermarket format called “Carrefour Planet”. This format aims at generating higher sales and offers an entertaining and convenient shopping trip to consumers.19.00 Welcome cocktail for all conference participants
  8. 8. Wednesday, 12th October9.00 – 17.30Operational Excellence 2011Shared Plenary Morning SessionOpening Keynote - Think Big, Dream Big - the Risks and Rewards of Working TogetherTo create value through collaboration you have to take risks, be innovative and think of new ways of workingtogether. Unlearn the rules, break the boundaries and open your mind to think big and to unlock opportunitiesErik Wahl, International Keynote Speaker & Artist, USAThe New Empowered Consumer - The World is Changing. Are You Ready?Today’s consumer is more empowered than ever before. The world as we once knew it no longer exists.Consumer behaviour is evolving. People are more connected than ever before. What impact will intelligentnetworks have on business, the economy and on society as a whole? How is this trend shaping the wayconsumers behave?Sebastien Marotte, Vice President, Google Enterprise, EMEAFuture Value Chain 2020Is your consumer value chain ready to be competitive in 2020? Discover what you need to do to be ready to collaborate and be effective in the rapidly changing consumervalue chain of the future. This session will feature thought provoking findings of the Consumer Goods ForumFuture Value Chain 2020 Initiative. Learn about the global mega trends that are likely to have significantimpacts across the future consumer goods value chain.John S. Phillips, Senior Vice President, Customer Supply Chain and Logistics, PepsiCo, USAMarketing Forum 2011Turning Consumer and Shopper Insights into GrowthMarketing Forum Afternoon SessionWelcome by Co-Chairs of the Marketing Committee:Arnaud de Belloy, Vice President Global Customer & Sales, Nestlé Group, Switzerland &Stephen Smith, Chief Marketing Officer for all formats & Senior Vice President of Sam’s Club, New Formats,Walmart ChinaSetting the Scene by Moderator Frances Edmonds, Author and Presenter, United KingdomThe Social ShopperConsumers expect more. Consumers want more. What does this mean for business growth? Consumerbehavior is changing. Shopping today is social. How do you as a marketer need to adapt? Get a glimpse intothe new relationship between products and people. Find out what consumer insights can teach us about thenew social shopper.Matt Gierhart, Global Head of Social, OgilvyAction, USATurning Shopper and Consumer Insights into a New Store Format – Walmart ExpressWalmart recently opened a new store format, Walmart Express. How did Walmart turn insights into action? Whatwere the market trends and dynamic shifts in the market that led Walmart to develop this new store format?Learn what were the implications of the consumer trends when designing this new store.Anthony Hucker, Vice President, Strategy and Business Development, Walmart Stores, USA MARKETING FORUM 2011
  9. 9. Building a Brand through Collaboration with Consumers Hear the story about two childhood friends who built a brand that has such a strong following today that it’s promoted by the consumers themselves who have become “fans”. Discover the unique ways that this company collaborates with its French consumers to build the brand, develop the packaging and choose the recipes that go to market. What innovative marketing techniques are used? How does Michel & Augustin differentiate itself from other brands? How has Michel & Augustin collaborated with retailers to leverage consumer insights and respond to customer needs? Michel de Rovira, Co-founder and CEO, Michel & Augustin, France Cherry on the Cake - Super secret special guest speaker to be announced on site19.00 Marketing Networking Dinner at Can Travi Nou, a historic 17th century Catalan masia manor house Thursday, 13th October 8.30 – 15.45 Operational Excellence Breakfast Sessions All conference participants are invited to attend these Breakfast Sessions. The three sessions will take place in parallel. A buffet breakfast will be served. Breakfast Session: Packaging Innovation Beyond Customer Expectations French retailer Monoprix will share how it increased the reputation and customer loyalty of its private label brands through innovative and audacious pop art‐inspired new packaging. Speakers will share with attendees how innovative product packaging can bring value to brands and create a more satisfying product experience. The Monoprix team will also share how new design can reinforce private label brands based on their own experience. You’ll discover the operational challenges that Monoprix faced and why operational excellence was key to success. Stéphane Maquaire, CEO, Monoprix, France Hubert Hemard, Deputy Chief Executive, Monoprix, France Jérôme Malavoy, CEO, Trace One, France Breakfast Session: Mobile Consumer 2020+ - Communicating, Connecting, Socializing, and Shopping  A confluence of trends is transforming the shopper landscape at head-spinning pace: advanced mobile devices and technologies; social, demographic and political changes; and an increasingly mobile consumer. With new technologies connecting and empowering consumers around the world as never before, what can retailers and manufacturers do – separately and together – to build long-lasting relationships with the consumer? This session will build on insights from Deloitte’s report “Consumer 2020 – reading the signs,” which takes a broad spectrum look at these trends and their impact on consumers. Lawrence Hutter, Global Leader – Consumer Business, Deloitte, United Kingdom Mar Areosa, Director – Corporate Strategy, Deloitte Spain Breakfast Session: Global Chief Marketing Officer Study: 1700+ Face-to-Face Interviews Given this rapidly changing digital landscape and business environment – it’s time to bring science to the art of marketing.  Science – is about observation, fact based systematic approaches, analytical, outcomes based, leveraging advanced tools and methodologies, testing.  Marketing – is about storytelling, wish fulfillment capturing the imagination and loyalty of the customer through reaching them in a relevant, compelling and personal way – differentiating your brand.  In today’s market environment, you need both to analyze, predict, and develop systematic approaches to capture and capitalize on opportunity. The 2011 IBM Global Chief Marketing Officer Study explores emerging trends impacting CMOs and reveals how they are responding to the evolving scope and needs of marketing. Patrick Medley, Consumer Products Industry Leader, IBM, Australia MARKETING FORUM 2011
  10. 10. Marketing Forum 2011 Turning Consumer & Shopper Insights into Growth Marketing Forum Morning Sessions The Customer Centric Retailer - Turning Shopper and Consumer Insights into Growth Being Customer Centric is at the heart of retail success and growth - understanding the customer, listening to the customer, their needs and wants and meeting those needs and wants better than anybody else. It is all about providing relevance. A customer who believes that a store understands them, their families, their needs and concerns, will be back again and again. Reward good customers through loyalty programs. Emotional connections beyond reason are forged and long term growth is ensured. Building multi channel offerings and relationships based on a deep understanding of the customer provides relevance and builds trust. Learn about JCPenney’s multi channel strategy and use of digital marketing to build loyalty and trust. Discover how JCPenney uses customer insights to build one brand experience. Ruby Anik, Senior Vice President of Brand Marketing, J.C. Penney Company, Inc, USA A Revolution in Service - How Yamato became Number 1 in Japan by Building a Brand that Symbolizes Trust & Excellence in Customer Service Yamato built its business as a courier company that provides fast and reliable “Ta-Q-Bin” (door-to-door parcel delivery service) with a personal touch. Its business model is based on the conviction that high quality service as a starting point will drive volume; volume will drive density of operation, leading to profitability, which can be reinvested in service quality. It strives for ultimate customer satisfaction by focusing on the “last one centimetre” of a parcel’s journey from sender to recipient.“We are not merely delivering a parcel to an address. We are bringing a touch to a person.” With this philosophy, Yamato has grown to be one of the most recognized and highest trusted brands in Japan. What can we learn from Yamato’s story on how to build a brand based on consumer insights and excellence in customer service? Katsuhiko Umetsu, Senior Manager / Global Business Department, Yamato Transport Co. Ltd., Japan The Consumer & Shopper Journey - Customer Centric Value Creation between Retailers and Manufacturers Retailers and manufacturers have found a roadmap to build joint customer centric value in the future. With the launch of the consumer and shopper journey framework, the stage is set to bring together consumer and shopper insights to better meet their needs and value expectations. This framework merges the traditional insights of manufacturers and retailers with a 360° shopper and consumer view, allowing them to build stronger value propositions and more effective shopper marketing plans. A practical case study will demonstrate the power of this new approach to the shopper and consumer. Speakers to be announced Operational Excellence 2011 Shared Plenary Afternoon Session Keynote Address – A Catalyst for Change Operational excellence is key to growth. It’s all about breaking down the silos between Supply Chain, IT and Marketing and working together to better serve the consumer. And it’s about retailers and manufacturers combining their minds to find ways to better meet the needs and expectations of the consumers of our products and shoppers in our stores. David Cheesewright, President & CEO, Walmart Canada Cherry on the Cake – The Art of Being You - Releasing Human Potential to its Fullest Caroline’s inspirational message on leadership and finding your voice brings a whole new meaning to ROI... a Return on Individuality. IDOLOGY is the art of being yourself — at work — and in that you have no competition. Caroline McHugh, Chief Idologist, id-ology, United Kingdom16:00 Departure for El Prat Airport