Brochure for 4th Strategic Marketing conference in Barcelona Interesting Topics & Speakers (Focus: B2B and Chemical Industry)

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4th Annual Sales & Marketing
Effectiveness in Chemicals
‘’Achieving Excellence in Turbulent times’’
24th – 25th February 2009, Ab skipper Hotel, barcelona
Your prEStigiouS Find Your rEASonS
SpEAkEr pAnEl to AttEnd
phil Allen, gEMS Europe Uncertain times are testing the entire business world. What
President and Value Creator does this mean for Sales & Marketing? Leaders from the
industry will come together to brainstorm on their core role in
gerard peyronne, dupont
today’s stormy times through in-depth case studies, panel and
CRM and eBusiness, Corporate Process Owner
round-table discussions. This event is sold out year after year
Carlos da Silva lopes, dow Fabric & Surface Care
and we hope you will be joining us to:
Global Marketing Director
Discuss up-to-date issues on recent economic
dr. thomas lueb, BASF
pressures
Senior Project Manager, Marketing & Sales
klaus hofmann, dynea
implement tough changes without loosing value
Senior Vice President Market Application Europe
Chuck Martz, dow Water Solutions gain an insight into sales & marketing strategies of
Global Marketing Director green and sustainable product technologies
thomas Funke, Wacker
take a step further into competitive intelligence
Managing Director Iberia
and why it is essential for profitability
Erwin Wild, AgC Chemicals Europe
Commercial & Marketing Manager Fluoropolymers Explore cross-cultural challenges faced by
marketing and sales executives and how these
ralf Shmidt, Steffenhagen
challenges can be met and overcome
Managing Director
david Vinokur, proS pricing Solutions, Europe get to grips with communicating price increases
Director by focusing on real value
Fernando Ventureira, pricing Solutions iberia
understand the potential of sales & marketing in
Managing Director
emerging markets – China, india, russia & eastern
europe
Who Will AttEnd
pinpoint sales & marketing opportunities that will
Heads, Directors, Managers for: Branding, Marketing, Communications,
yield best results
Internal Communications, Employee Communications, Corporate
Communications, Corporate & Brand Identity, Human Resources,
‘’the Chinese use two brush strokes to write the word
Employee Relations, Brand Development, Business Development,
‘crisis’. one brush stroke stands for danger; the other for
Public Relations, Integrated Marketing Communications, Training &
opportunity. in a crisis, be aware of the danger-but recognize
Development, Employee Engagement, Image Management and Human
John F. kennedy
Capital. the opportunity.’’
Silver Lunch Collaborative Collaborative Media Partners:
Sponsor: Sponsor: Sponsor: Partner:

2. booking line: tel: + 34 9345 24 276, fax: + 34 9345 36 345
day 1, 24th February, 2009 VAluE EnhAnCing priCing StrAtEgiES; WhErE
do WE StAnd?
9:00 opening remarks from the Chair
phil Allen, gEMS Europe 12:20 Value pricing: profitable growth through
President and Value Creator sustainable pricing strategies in the Chemical
industry price and profitability
rECESSion prooF Your S&M StrAtEgiES
• Basic Principles of Value Pricing
• Commodity vs. Specialty Pricing: Managing the Pricing
9:10 double impact Marketing and Sales Excellence
Process and Value Drivers
improves Business results
• Implementation of Value Pricing with suitable Pricing
• Case examples from chemicals and B2B businesses of
Tools
improved business results thanks to applies marketing
• Competitive Pricing
and sales excellence
ralf Shmidt, Steffenhagen
• Customer Needs and Value-Based Segmentation
Managing Director
• 4R’s of Sustainable Differentiation
• Strategic Key Account Management
13:00 luncheon
phil Allen, gEMS Europe
14.40 Value-Based pricing improves Chemicals Business
President and Value Creator
profits
kEY ACCount MAnAgEMEnt • Practical case examples from chemicals and plastics
- WhEn thE going gEtS tough! businesses demonstrating value-based pricing
• Value-pricing a new product in a market
9:50 key Account Management at Wacker
CAse stuDY
• Differentiated pricing for an undifferentiated
Chemie
(Commodity) product
• What makes an account to an key account and a sales • And more
representative to a key account manager?
phil Allen, gEMS Europe
• Empowerment of key account manager
President and Value Creator
• Communication and reporting within the team as well
as with the key account 15:20 Afternoon Coffee
thomas Funke, Wacker
15:50 Creating the right Value perception
Managing Director Iberia
• Value pricing as a powerful tool to improve business
10:30 Coffee Break results and increase profitability
• Assessing the strategic importance of your customers
CuStoMEr rElAtionShip MAnAgEMEnt in A • Discussing successful approaches to value pricing
gloBAl EConoMY – FroM opportunitiES in
david Vinokur, proS pricing Solutions, Europe
EMErging EConoMiES to A gloBAl rECESSion Director
11:00 implementing a Change programme towards
16.50 pricing Analysis tools: a key Step towards pricing
Stronger Customer
Excellence
• Perspectives: A global initiative in a diversified company
• A practical presentation with live demonstration about
• Enabling, implementing and networking as core
how Pricing Tools can help detect and quantify Profit &
elements of the change programme
Growth opportunities in Sales and Marketing Strategy.
• Achievements and learnings of the past years
• The presentation will connect the Pricing Analysis Tools
dr. thomas lueb,BASF to the Pricing Excellence’s Five Steps, the Pricing Process
Senior Project Manager, Marketing & Sales Model, and will show how they can be used to develop
strong Business Cases & Support Implementation of the
11:40 orchestrating Multichannel
CAse stuDY
Best Practice Pricing within the Organisation.
Marketing & Sales Campaigns through CrM
Fernando Ventureira, pricing Solutions iberia
• Build on the strengths of each channel (eMail, Web, Managing Director
Call, Center, Sales, Distribution)
• Use CRM to orchestrate all marketing & sales channels 17:30 pAnEl diSCuSSion
and activities • Market activity – what’s the outlook and when can the
• Lead & opportunity management industry expect a recovery?
• End to end business metrics and results tracking • What are customers really looking for in the current
conditions?
gerard peyronne, dupont
• Where are the opportunities? Who will survive?
CRM and eBusiness, Corporate Process Owner
Joined by speakers from the day!
18:30 Chairman’s Closing remarks and End of day 1
Cocktail reception
19:00
‘’without the strength to endure the crisis, one will not see the opportunity within. it is within the process of endurance that opportunity reveals itself.’’
Chin-ning Chu

3. email: 4thAnnualsMe@jacobfleming.com, www.jacobfleming.com
day 2, 25th February 2009 • Environmental concern as key competitive advantage
• Green initiative
9:00 opening remarks from the Chair Carlos da Silva lopes, dow Fabric & Surface Care
phil Allen, gEMS Europe Global Marketing Director
President and Value Creator
11:40 interactive round-table session: An insider
perspective on ‘’Crisis Management’’
MArkEting StrAtEgiES For grEEn
produCtS And nEW CriSiS toolS Financially
• The impact of the credit crunch on the supply chain.
9:10 – linking Business growth With
CAse stuDY
internally
Sustainability
• Internal pressure to lower prices in order to gain
• the possibilities of water - Water is the single
market share.
most important chemical compound for the
• Leadership and alignment within the departments
preservation and flourishing of human life, and yet
• Meetings, meetings and more meetings about the
today, more than a billion people do not have access
crisis.
to safe, clean drinking water. The world has the
Marketing
know-how and the ability to meet this challenge.
• Good opportunity to re-evaluate customer ranking.
• Business objectives versus value systems
• Double check product value and value sales to
- Dow‘s vision is reflected in our 2015 Sustainability
current accounts
Goals - a public commitment to be accountable in
opportunities
the pursuit of solutions to the global water crises and
• Customers have time available at the moment,
other pressing world challenges. We will combine
especially R&D and production.
the creativity of our employees and our technology
Erwin Wild, AgC Chemicals Europe
expertise to achieve breakthrough solutions that help
Commercial & Marketing Manager Fluoropolymers
ensure safe, affordable drinking water is available to
all. This includes driving a 35% reduction in the cost
12:40 luncheon
of water reuse and desalination, through component
technology advances 14:00 intErACtiVE CloSing pAnEl
• Creating Marketing initiatives to support
• Is the future bright or?
the Brand promise - Dow Water Solutions links
• What urgent measures/ strategies are required?
our product performance to the Dow Brand and
• In Marketing, there is Market. Where does the sector
the Human Element to demonstrate reliability and
stand?
performance.
• What marketing opportunities exist connected to
Chuck Martz, dow Water Solutions
environmental issues, environmental legislation?
Global Marketing Director
• Ensuring the reality in practice of theoretical business
objectives – successfully implementing sales &
9:50 looking for a Blue Stream in a red
CAse stuDY
ocean marketing objectives and dealing with internal
political and cultural obstacles
• Dynea – products, markets, business
Joined by speakers from the day!
• The European wood board resins market
• Dynea’s position – how to increase profitability in a
red ocean? 16:00 Chairman’s Closing remarks and End of
• The formaldehyde challenge – core business & threat Conference
of long-term substitution
• Innovation vs. customer driven development –
overcoming channel resistance
• Positioning of Dynea’s AsWood system – branding,
pricing, lobbying
klaus hofmann, dynea
Senior Vice President Market Application Europe
10:30 Morning Coffee
11:00 CAse stuDY – green Marketing Challenges –
differentiation and Competitve Edge through
„green Concern“
• Becoming eco-smart – Incorporating the green
strategy into your business operations
• Realising the potential of green product technology

4. booking line: tel: + 34 9345 24 276, fax: + 34 9345 36 345
Meet our Comprehensive Speaker panel
ralf Shmidt, Steffenhagen
phil Allen, gEMS Europe
Managing Director
President and Value Creator
Ralf is one of the cofounders and managing director of team
Phil has 30 years of hands-on sales, marketing, customer
steffenhagen. At team steffenhagen he is responsible for
value management and key account management experience
marketing & sales related consulting and training projects in
at national, continental and global level in multi-national
the chemical industry. The focus of his activities lies at strategy
corporations including Albright & Wilson, Bayer AG, English
development and implementation, price management and sales
China Clays, Hilti AG and The Dow Chemical Company. Since
development. With more than 15 years experience in marketing
1997 Phil runs global marketing and sales excellence practice,
& sales projects in the chemical industry Ralf Schmidt advices
GEMS/MarketAbility - creating value for clients by helping them
customers of different size. From medium-sized businesses to
to apply marketing and sales excellence and customer value
global players in the chemical industry. Before working at team
management to their businesses. GEMS/MarketAbility delivers
steffenhagen and after his studies of business economics and his
practical marketing and sales for value growth, facilitating
PhD in marketing at Aachen University, Ralf Schmidt worked as
marketing and sales strategy development and implementation
independent consultant in different business sectors.
working together with the client’s team. GEMS/MarketAbility
serves many multinational and global blue-chip clients in B2B
thomas Funke, Wacker
markets and clients include Shell, BASF, Caterpillar, Dow Chemical,
Managing Director Iberia
Microsoft, IBM, Holcim to name but a few. Phil regularly facilitates
and coaches workshops, consultancy and advisory projects in all
Thomas Funke currently holds the position of Managing Director
parts of the World – the Americas, Europe, Middle East and Africa
of Wacker Química Ibérica S.A., a subsidiary of Wacker Chemie
as well as most parts of Asia and Oceania. In May 2002, Juan
AG, Germany. He studied industrial engineer in Berlin (Germany)
Senor, Senior Editor at the International Herald Tribune, praised
and Toulouse (France). After collecting various working experiences
Phil in a Euronews company documentary for having founded a
in Germany, France and Taiwan, he joined Wacker Chemie AG
unique and action-oriented company, with an individual business
in 1998 in Controlling. Afterwards he headed for Marketing
style. GEMS and MarketAbility have featured in recent TV-
with responsibilities for Africa and NME and later on Sales being
profiles on Euronews and CNBC. Phil’s pragmatic, down-to-earth
responsible for German speaking countries and Eastern Europe
approach to marketing and sales is reflected in the book he has
before he was nominated as Managing Director of Wacker
coauthored “Value-Based Marketing for Bottom-Line Success: 5
Química Ibérica S.A. in 2006.
Steps to Creating Customer Value” by De Bonis, Balinski and Allen,
published by McGraw-Hill and American Marketing Association Fernando Ventureira, pricing Solutions iberia
Dec 2002. He is a regular contributor to a variety of marketing, Managing Director
sales and industry publications and also publishes his own Email
Fernando is more than 15 years experienced as Director –
Marketing Briefing Newsletter.
Program – Project Manager in Strategy, Pricing, Management,
dr. thomas lueb, BASF Organization, Coaching, Change Management and Systems
Senior Project Manager, Marketing & Sales Consulting, with a specific background helping companies on
their IT Projects, from the earlier steps to define necessities to the
Thomas Lueb currently holds the position of Senior Project
effective implementation of the most suitable solutions (i.e.: ERP,
Manager, perspectives at BASF SE. In this role he is responsible for
MRP, CRM, WMCS, e-Business, DataWarehouse, etc..).Fernando
the implementation of the BASF change management programme
has been involved in more than 100 Projects in Financial, Industry,
in the Construction Chemicals, Coatings and Care Chemicals
Retail & FMCG, Services, Healthcare & Pharmacy, Mining and
divisions. He joined BASF 10 years ago and has worked in the
Energy.In addition to his experience, Fernando presents a high
fields of product management, marketing management and key
level educational background, preparing a Doctorate (UNED),
account management. Thomas holds a PhD in Economics from
having an MBA (ESCP-EAP) and a Bachelor of Science in IT (ESCP-
the University of Muenster, Germany.
CESDIP), as well as several languages skills (English, French,
Spanish, Portuguese, Italian, German).Due to his Educational
klaus hofmann, dynea
Profile, his Professional Background and his Languages Skills,
Senior Vice President Market Application Europe
Fernando is in charge of the Iberian and Latin American Market,
Complex Multi-National Pricing Projects, and running at the same
Klaus currently holds the position of Senior Vice President for
time the Pricing Solutions Excellence Centre for Pricing Systems
Market Application in Dynea Europe. In this role he is responsible
Consultancy.
for development and the implementation of the various
applications (business segments). Further he is responsible for the
European product development organisation. Previously Klaus
Hofmann was involved in various sales and technical customer
service functions within Dynea Europe and Asia. He studied Wood
Science in Vienna and holds a PhD in Materials Engineering from
Virginia Tech, USA.

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