INSPIRATIONS AND INSIGHTS BY

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www.en.forum-a-brand.com
Ladies and Gentlemen,
The challenges FMCG sector companies have to face every day are more than
numerous!
These are, among others: commercial consolidations, growing competitiveness,
a strengthening role of private label products, strong price pressure and the
shrinking sales volume of branded products.
„4 BRANDINGS”:
a workshop that turns the conventional way
of managing the brand just upside down!
28 – 29 November 2013
Even despite this complex situation, still many FMCG companies successfully
implement the strategy of a constant and consistent effort to promote the benefits
of branded products and the real added value they offer among customers.
The speakers we have invited are going to demonstrate how they manage to respond
to the contemporary customer needs by means of a well-selected and
a robustly managed product portfolio and a mature distribution and promotion
strategies which fit given sales channels. All the presentations this year have
a common denominator of the final result they induce: the stronger position
of branded products in a highly competitive market.
Partners:
The “A-Brand. Winning hearts, minds and ... shelfspace” Forum continues with
the “FMCG Forum” subject matter, enabling us to get to know efficient commercial
strategies of FMCG market leaders who support strong brands!
Media patrons:
Sector patrons:
Łukasz Hińcz
Project Manager
3rd FMCG FORUM: A-BRAND IS:
A meeting among top managers, responsible for the development,
the marketing and the sales of branded products
A discussion with an exchange of inspirations on successful marketing
and sales strategies against the growing significance of Private Labels
Two parallel topic sessions:
BRAND DEVELOPMENT AND MANAGEMENT SESSION
SALES DEVELOPMENT AND GROWTH STRATEGIES SESSION
to allow for the unique adjustment of the meeting agenda accordingly
to one’s preferences
Two busy days, filled with inspirations, knowledge that is normally unavailable,
some unique experience, networking and discussions
2
Would you like to get to know some more details
on the Forum?
Łukasz Hińcz
+48 12 350 54 20
[email protected]
On the possibility to share your knowledge and solutions:
Anna Chrobot
B4B Communications Manager
+48 22 256 70 35
[email protected]
www.en.forum-a-brand.com
Inspirations and insights by:
BRAND DEVELOPMENT AND MANAGEMENT SESSION
DEVELOPMENT AND GROWTH STRATEGIES SESSION
Gabriela Antczak
Marketing Director
Kupiec
Aleksander
Śmigielski
Director of CEE
Media
Unilever
Piotr Nagalski
Marketing Director
Hochland Polska
Robert Priday
CEO
Kompania
Piwowarska
Maciej Herman
Sales Director,
Board Member
Lotte Wedel
Irek Sudnik
General Manager,
CEO
Laboratorium
Kosmetyczne
Dr Irena Eris
Robert Narojek
Marketing Director
Lotte Wedel
Małgorzata Kwilosz
Customer Marketing
Director, Board
Member
Diageo Polska
Przemysław
Jaczewski
Brand Manager
CEDC International
Marek Sypek
CEO
Agros Nova
Daniel Pidzik
Sales Director
L’Oreal Polska
Sławomir Stepulak
Supplier Media Lead
Dunnhumby
Poland / Tesco
Robert Szafran
East Europe
Marketing Director
Curver Poland
Adrianna Sapińska
Marketing Director
SM MLEKOVITA
Artur Czajka
Senior CR Team
Manager
Nielsen
Edward Bajko
CEO
SM Spomlek
Paweł Wyborski
CEO
Quartic
Marcin Majchrzak
Sales Director
Eastern Europe
Tchibo
Magdalena Zimna
Research Director
GfK Polonia
Tomasz Brycki
Portfolio Strategy
& Insight Director
Kompania
Piwowarska
Natalia Mączyńska
Client Team Manager
Nielsen
Edyta Pietrzak
Sales Director
Dr Irena Eris
Skin Care Institute
Andrzej Gantner
General Director
The Polish
Federation of Food
Industry
Paweł Głowniak
Commercial Director,
Vice-President
of the Board
Bakalland
Łucja Gdala
Media Director
Codemedia
Anna Telakowiec
Marketing Director
Poland & Baltics
Bonduelle Polska
Anna Gruszka
Managing Director,
Vice – President
Codemedia
Łukasz
Kołodziejczyk
Export Manager
Cenos, Posti,
Family Food
Maciej Ptaszyński
General Manager
The Polish Chamber
of Commerce
Anka Czabajska
Senior Research
Executive
Nielsen
More information on speakers available at www.en.forum-a-brand.com
3
www.en.forum-a-brand.com
TUESDAY, NOVEMBER 26, 2013
PLENARY SESSION
08:00 Registration and morning coffee
08:50 Greeting to forum participants
Casper Haring, Managing Director, Blue Business Media
09:00 Challenges in front of the FMCG sector companies, which relate to changing consumer
trends and business environment
Andrzej Gantner, General Director, The Polish Federation of Food Industry
new sales channels and a changing sales dynamics in given formats
commercial formats vs. changing customer preferences
the role and position of branded products vs. the developing private label segment
rationalisation of consumer behaviours: the beginning of the branded businesses’ end?
09:40 Customer centric organisation – applying the customer segmentation
in your sales strategy
Robert Priday, CEO, Kompania Piwowarska
10:10
Interactive questions and answers session
10:40 (panel discussion) Securing the profitability in a saturated and a highly competitive market
Marek Sypek, CEO, Agros Nova
Irek Sudnik, General Manager, CEO, Laboratorium Kosmetyczne Dr Irena Eris
Edward Bajko, CEO, SM Spomlek
Andrzej Gantner, General Director, The Polish Federation of Food Industry
Marcin Majchrzak, Sales Director Eastern Europe, Tchibo
09:30 Interactive questions and answers session
11:20
SALES DEVELOPMENT AND GROWTH STRATEGIES SESSION
BRAND DEVELOPMENT AND MANAGEMENT SESSION
COOPERATION WITH THE COMMERCIAL SECTOR
MARKETING IN A CHANGING WORLD
11:50 Price wars: the influence on the FMCG sector and the commercial sector, customers
and their purchasing behaviours, alternative methods of attracting new customer
11:50 Being customer and market needs-oriented: the new marketing landscape
of the 21st century
Robert Narojek, Marketing Director, Lotte Wedel
Maciej Herman, Sales Director, Board Member, Lotte Wedel
changing value criteria and customer attitude
value marketing, quality and satisfaction marketing
marketing tools used to build strong relations with customers
comprehensive quality management in the marketing of the 21st century
adverse effects of price wars and ways of eliminating them
I will not yield any more – the role of your commercial team in price battles
selling at a profit at the time of a price war
competitiveness myths: do customers still buy them?
making price levels even in particular formats: competing
12:20 Interactive questions and answers session
12:30 Applying customer segmentation to your marketing and sales strategies
Edward Bajko, CEO, SM Spomlek
yesterday: we manufactured in order to sell, today: we sell in order to manufacture
modern marketing that focuses on building customer relation
offer customisation while optimising the mass production
internal logistic processes which fit customer needs
segmentation: not only of customers
Coffee break
12:20 Interactive questions and answers session
12:30 Strategies when developing your brand in order to win the hearts and the minds
of customers, the shopper wallets and the retailers’ support
Piotr Nagalski, Marketing Director, Hochland Polska
contemporary business environment factors, responsible for completely new challenges
in front of products and the role of a brand in the business environment of today
building the market and the financial success of brands
the strategic role of shopper marketing and category management in winning a brand
success and developing brand plans.
integrated campaigns: from the awareness to brand experience and the in-store
purchasing decissions
13:00 Interactive questions and answers session
13:00 Interactive questions and answers session
13:10
13:10
4
Lunch
Lunch
www.en.forum-a-brand.com
14:10 Investing in a modern channel that is seasoned with tradition: collaborating and supporting
Maciej Ptaszyński, General Manager, The Polish Chamber of Commerce
the share of particular formats in the final retail market structure
problems of the delicatessen segment, supermarkets and wholesalers
the traditional channel: a remedy to brands?
14:10
Brands and subbrands: building strategies, communication methods and taking care
of the image against the growing importance of commercial chains’ own private labels
Tomasz Brycki, Portfolio Strategy & Insight Director, Kompania Piwowarska
various motivations of producers and commercial chains
generating more profit by means of a tighter cooperation between the producer
and the commercial chain
building your category value and boosting the profit, based on the category knowledge
and its development vision
increasing the profit by investing in a diverse brand portfolio that can meet the needs
of various groups
well-known and liked brands: making money on brands
14:40 Interactive questions and answers session
14:50 Route to market: where to offer and how to offer products?
Daniel Pidzik, Sales Director, L’Oreal Polska
the market – channels which develop
changes to the structure of commerce and their influence on the route to market
and the assortment
the role of novelty and assortment development – for the producer and for the retailer
the issue of customer satisfaction and loyalty towards the brand and the retailer
15:20 Interactive questions and answers session
14:40 Interactive questions and answers session
15:50 Coffee break
14:50 New Product Development: ways of winning your shelf recognition and customer
awareness, an optimum balance of products in a protfolio
Robert Szafran, East Europe Marketing Director, Curver Poland
looking for the Blue Ocean: building the competitive advantage in the market
the knowledge of the market, categories and competition as the most important tools
while developing new products
example insights, originating from research
SALES SUPPORT SOLUTIONS
15:20 Interactive questions and answers session
16:05 Customised store recommendations and advertising on the example of an online store
in the FMCG sector
Paweł Wyborski, CEO, Quartic
15:30 Coffee break
15:30 Efficient utilization of innovative tools to maximize sales
Andrew Maslowski, Head of the Department for Implementation, Asseco Business Solutions
Arthur Giza, Implementation Specialist, Asseco Business Solutions
the use of commercial data exchange platform in search of potential sales - examples
Mobile SFA systems as a factor in increasing the efficiency of operational management
of the potential market
16:20 Personalized communication: an effective way to reach customers and build their loyalty
Slawomir Stepulak, Supplier Media Lead, Dunnhumby Poland / Tesco
the use of retailer customer data for precise marketing communications
reaching a specific customer with tailored offer
different strategies for different groups of shoppers (trial / acquisition / reward)
short and medium-term effects of the activation
building consumer loyalty and its measurement
16:50 Interactive questions and answers session
17:00 What do shoppers see and what do they miss? Looking for insights
Anka Czabajska, Senior Research Executive, Nielsen
Anna Stawiska, Research Manager, Nielsen
what makes the store navigation easier?
examples of good and bad spacial arrangements concerning additional store expositions
examples of good and bad spacial arrangements concerning categories on the store shelf
store communication – POS materials and promotions on the packaging
17:30 Interactive questions and answers session
17:40 Cocktail
19:00 The end of the first day of the Forum
5
COMMUNICATION CHANNELS
15:50 If not likes, clicks, then what? Setting KPI for online activities in the FMCG
sector – case studies
Anna Gruszka, Managing Director, Vice – President, Codemedia
Łucja Gdala, Managing Director, Vice – President, Codemedia
16:05 Interactive questions and answers session
16:15 Media from the perspective of a FMCG producer
Aleksander Śmigielski, Director of CEE Media, Unilever
where are digital media heading? The most important trends
who is the decision – maker of the future?
contents, flexibility and creativeness: key success factors
the objective of advertisement of the future
16,45 Interactive questions and answers session
17:40
Cocktail
19:00 The end of the first day of the Forum
POLISH VERSION OF THE AGENDA, LATEST NEWS AND UPDATES AVAILABLE AT WWW.FORUM-A-BRAND.COM
www.en.forum-a-brand.com
WEDNESDAY, NOVEMBER 27, 2013
PLENARY SESSION:
08:30 Registration and morning coffee
09:00 The structure of purchasing missions of the Polish shopper – the characteristics
and purchasing behaviour
Natalia Mączyńska, Client Team Manager Nielsen
Artur Czajka, Senior CR Team Manager, Nielsen
choosing the store – decision factors
different purchasing missions in different store formats and commercial chains
planning the purchase for various categories
comparing different purchasing missions and ways of making the purchase of different
FMCG categories
examples of shopper activation at the point of sale to reflect purchasing missions
09:40 Loyal or satisfied, too?
Magdalena Zimna, Research Director, GfK Polonia
a loyal customer – what does it mean?
retail chains with the greatest and the smallest number of loyal customers
would you be loyal if you were not satisfied? – loyalty drivers and the weakest points
of customer service in retail chain services
how do retail chains find taking care of the customer satisfaction profitable?
10:10
Interactive questions and answers session
10:20 Coffee break
09:30 Interactive questions and answers session
SALES DEVELOPMENT AND GROWTH STRATEGIES SESSION
BRAND DEVELOPMENT AND MANAGEMENT SESSION
EXPANSION TO INTERNATIONAL MARKETS
BRAND COMMUNICATION TOOLS
10:50 Choosing your target markets: the criteria worth taking into account while developing
your exports strategy on the example of CEE and CIS markets
Awaiting for speaker confirmation
10:50 Which tools and solutions can be used when promoting brands and with limited
marketing budgets?
Gabriela Antczak, Marketing Director, Kupiec
limited budget / maximum budget / optimum budget?
are there any universal tools? Forcing the door open every time again…
original equals efficient?
11:20
Interactive questions and answers session
11:30 Exports strategy on the example of European, Asian and African markets
Łukasz Kołodziejczyk, Export Manager, Cenos, Posti, Family Food
cultural and language barriers
product requirements
how to satisfy consumers: the flavour, the quality, the expiry date
11:20
Interactive questions and answers session
11:30
Brand communication and corporate communication: how to build synergies for effect
maximalization in case of budget limits
Anna Telakowiec, Marketing Director Poland & Baltics, Bonduelle Polska
12:00 Interactive questions and answers session
12:10
Lunch
12:00 Interactive questions and answers session
12:10
6
Lunch
www.en.forum-a-brand.com
SALES DEPARTMENT MANAGEMENT
13:10
Requirements of the contemporary market, competences and responsibilities
13:10
of key account managers (KAM)
The efficiency of POS, promotions and other in-store activities
Małgorzata Kwilosz, Customer Marketing Director, Board Member,
Diageo Polska
Edyta Pietrzak, Sales Director, Dr Irena Eris Skin Care Institute
specificity of KAMs work, competences and assessing them, depending on the market.
combining the needs of a shopper, the brand and the efficiency
cooperating with other company units: the scope of responsibilities
defining KPIs for particular activities
the influence of the commercial globalisation on the work of KAM
generating POS figures growth otherwise than by price mechanism
practice – more or less useful solutions, based on some market examples
13:40 Interactive questions and answers sessioni
13:50 Ways of shaping the engagement of your employees in order to carry out the sales
strategy
Paweł Głowniak, Commercial Director, Vice-President of the Board, Bakalland
motivating your sales team as a basis of the company proper functioning
13:40 Interactive questions and answers session
13:50 Elements causing consumer migrations to other brands. What causes customer
poor or strong loyalty
Adrianna Sapińska, Marketing Director, SM MLEKOVITA
ways to diminish the HR fluctuations in your sales department
a loyal consumer, a disloyal consumer…
retaining valuable employees and making them successful in sales: systemic solutions
the love of a brand...or pure facts?
non-financial methods of motivating and engaging your employee while working with
the pleasure of using the brand
them individually
a stable relation counts more than an attractive offer?
a loyal consumer is YOUR sales person
14:20 Interactive questions and answers session
14:30 The end of the second day of the Forum
14:20 Interactive questions and answers session
BRAND DEVELOPMENT AND INNOVATION
We integrate the FMCG sector with the commercial business
for many years.
Annual congresses that are dedicated to the FMCG and
the commercial sectors, being capable of strengthening the
relation between key market players, while stimulating
a professional discussion and facilitating the mutual
understanding of chances and challenges in front of particular
organisations!
14:30 Brand repositioning and rebranding: managing the process and building the brand
awareness
Przemysław Jaczewski, Brand Manager, CEDC International
repositioning as a method to deal with a crisis
a revolution better than an evolution
a changed way of thinking is the basis
communication as an integral element to any change
15:00 Interactive questions and answers session
15:10
7
The end of the second day of the Forum
NOVEMBER 26-27, 2013
HOTEL COURTYARD BY MARRIOTT / WARSAW
COST OF PARTICIPATION IN THE A-BRAND CONFERENCE:
2695 PLN
+ 23% VAT
registration 3
people to
11 X 2013
2995 PLN
+ 23% VAT
registration 1
person to
11 X 2013
3495 PLN
+ 23% VAT
registration to
3995 PLN
+ 23% VAT
registration after
2495 PLN
+ 23% VAT
registration to
2995 PLN
+ 23% VAT
registration to
3495 PLN
+ 23% VAT
registration after
8 XI 2013
8 XI 2013
11 X 2013
8 XI 2013
8 XI 2013
Do you have questions regarding
registration?
Please do not hesitate to contact me
Anna Banaś, Head of Sales
+48 12 350 54 06
[email protected]
Your company can add value to the business practices of the confrence
participants?
Your solutions and services can support a positive change in
the companies? Become a partner of the Conference and present your
products and solutions!
8
Workshop „4 BRANDINGS”:
We offer special price conditions for
group applications
The terms and conditions, as well as the application
forms can be found at:
www.en.forum-a-brand.com/register
Please do not hesitate to contact me
Anna Chrobot
B4B Communications Manager
+48 22 256 70 35
[email protected]