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1 INSPIRATIONS AND INSIGHTS BY: Unilever Lotte Wedel Tchibo Hochland Bakalland Agros Nova Kupiec Diageo PFPŻ Spomlek Bonduelle Asseco CEDC International Mlekovita Cenos Kompania Piwowarska Codemedia Nielsen L Oreal Laboratorium Kosmetyczne Dr Irena Eris GfK Polonia Tesco / Dunnhumby

2 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. 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. 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! Łukasz Hińcz Project Manager 4 BRANDINGS : a workshop that turns the conventional way of managing the brand just upside down! November 2013 Partners: Sector patrons: Media patrons: 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 Would you like to get to know some more details on the Forum? Łukasz Hińcz On the possibility to share your knowledge and solutions: Anna Chrobot B4B Communications Manager

3 Inspirations and insights by: BRAND DEVELOPMENT AND MANAGEMENT SESSION DEVELOPMENT AND GROWTH STRATEGIES SESSION Gabriela Antczak Kupiec Aleksander Śmigielski Director of CEE Media Unilever Piotr Nagalski Hochland Polska Robert Priday Kompania Piwowarska Maciej Herman Sales Director, Board Member Lotte Wedel Irek Sudnik General Manager, Laboratorium Kosmetyczne Dr Irena Eris Robert Narojek Lotte Wedel Małgorzata Kwilosz Customer Marketing Director, Board Member Diageo Polska Przemysław Jaczewski Brand Manager CEDC International Marek Sypek Agros Nova Daniel Pidzik Sales Director L Oreal Polska Sławomir Stepulak Supplier Media Lead Dunnhumby Poland / Tesco Robert Szafran East Europe Curver Poland Adrianna Sapińska SM MLEKOVITA Artur Czajka Senior CR Team Manager Nielsen Edward Bajko SM Spomlek Paweł Wyborski 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 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 3

4 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? 09:30 Interactive questions and answers session 09:40 Customer centric organisation applying the customer segmentation in your sales strategy Robert Priday,, 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,, Agros Nova Irek Sudnik, General Manager,, Laboratorium Kosmetyczne Dr Irena Eris Edward Bajko,, SM Spomlek Andrzej Gantner, General Director, The Polish Federation of Food Industry Marcin Majchrzak, Sales Director Eastern Europe, Tchibo 11:20 Coffee break SALES DEVELOPMENT AND GROWTH STRATEGIES SESSION COOPERATION WITH THE COMMERCIAL SECTOR 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 Maciej Herman, Sales Director, Board Member, Lotte Wedel 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,, 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 13:00 Interactive questions and answers session 13:10 Lunch BRAND DEVELOPMENT AND MANAGEMENT SESSION MARKETING IN A CHANGING WORLD 11:50 Being customer and market needs-oriented: the new marketing landscape of the 21st century Robert Narojek,, 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 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,, 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 13:10 Lunch 4

5 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? 14:40 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 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 15:50 Coffee break SALES SUPPORT SOLUTIONS 16:05 Customised store recommendations and advertising on the example of an online store in the FMCG sector Paweł Wyborski,, Quartic 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 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 New Product Development: ways of winning your shelf recognition and customer awareness, an optimum balance of products in a protfolio Robert Szafran, East Europe, 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 15:20 Interactive questions and answers session 15:30 Coffee break 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 5

6 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 09:30 Interactive questions and answers session 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 SALES DEVELOPMENT AND GROWTH STRATEGIES SESSION EXPANSION TO INTERNATIONAL MARKETS BRAND DEVELOPMENT AND MANAGEMENT SESSION 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 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 12:00 Interactive questions and answers session 12:10 Lunch 10:50 Which tools and solutions can be used when promoting brands and with limited marketing budgets? Gabriela Antczak,, 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 Brand communication and corporate communication: how to build synergies for effect maximalization in case of budget limits Anna Telakowiec, Poland & Baltics, Bonduelle Polska 12:00 Interactive questions and answers session 12:10 Lunch 6

7 SALES DEPARTMENT MANAGEMENT 13:10 Requirements of the contemporary market, competences and responsibilities of key account managers (KAM) Edyta Pietrzak, Sales Director, Dr Irena Eris Skin Care Institute specificity of KAMs work, competences and assessing them, depending on the market. cooperating with other company units: the scope of responsibilities the influence of the commercial globalisation on the work of KAM 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 ways to diminish the HR fluctuations in your sales department retaining valuable employees and making them successful in sales: systemic solutions non-financial methods of motivating and engaging your employee while working with them individually 14:20 Interactive questions and answers session 14:30 The end of the second day of the Forum 13:10 The efficiency of POS, promotions and other in-store activities Małgorzata Kwilosz, Customer, Board Member, Diageo Polska combining the needs of a shopper, the brand and the efficiency defining KPIs for particular activities 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 session 13:50 Elements causing consumer migrations to other brands. What causes customer poor or strong loyalty Adrianna Sapińska,, SM MLEKOVITA a loyal consumer, a disloyal consumer the love of a brand...or pure facts? the pleasure of using the brand a stable relation counts more than an attractive offer? a loyal consumer is YOUR sales person 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 The end of the second day of the Forum 7

8 NOVEMBER 26-27, 2013 HOTEL COURTYARD BY MARRIOTT / WARSAW COST OF PARTICIPATION IN THE A-BRAND CONFERENCE: Workshop 4 BRANDINGS : 2695 PLN registration 3 people to 11 X PLN registration 1 person to 11 X PLN registration to 8 XI PLN registration after 8 XI PLN registration to 11 X PLN registration to 8 XI PLN registration after 8 XI 2013 Do you have questions regarding registration? Please do not hesitate to contact me Anna Banaś, Head of Sales We offer special price conditions for group applications The terms and conditions, as well as the application forms can be found at: 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! Please do not hesitate to contact me Anna Chrobot B4B Communications Manager

PROTECT THE BASE, THE BUSINESS! 3RD. ChuRN & RetentioN Management CONFERENCE. 13-14 November 2014 Courtyard by Marriott Hotel Warsaw

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