9.00 Welcome Back From Chair

9.10 Category Captaincy: Delivering Sustainable And Profitable Growth

Category Captaincy has been used to drive top line product growth through gaining a clear understanding of customer needs or “customer insight” on for example, product range, promotion or delivery. In order to develop comprehensive plans (including pricing, and promotions) for the retailer, category captains often have access to privileged information that may hold the key to competitive advantage. So what does it take to become a trusted partner?

• Establishing your company as a source of unbiased information
• Demonstrating that you are developing the category as a whole, not just your own product
• Working with retailers to determine range for optimal performance
• Increasing collaborations between manufacturer/supplier and retailer

Michael McClintock
Head of Sales, Confectionery & Snacks
NESTLE

9.50 PHARMA PERSPECTIVE: Developing A Best Practice Marketing Initiative In-Store: A Cutting Edge Approach From API Consumer Brands

Understanding shopper behaviour can be a mine field. But what are the real reasons for their behaviour? What motivates them to spend their money? From a case study perspective, this session will help you understand the emotional impact of consumer advertising including:

• Neuromarketing: Marketing that connects with your shopper’s brain
• Developing multi-sensory marketing
• Identifying key images and expressions in television or internet advertising for use in point of sale advertising and packaging
• Analysing an effective point of purchase campaign: Increasing your potential
• Maximising the impact of advertising at the point of sale
• Determining consumer purchasing decisions.
• Discussing new technology for gaining better insights into your market: Minimising the risk
• Maximising the value of your channel strategy for pharmacies and heath food stores

Carl McInnes
Healthcare Business Manager
API CONSUMER BRANDS

11.00 SHELF DEBATE: Developing A Cost Effective Retail Campaign: Being Strategic In Times Of Uncertainty

• Providing a footprint for anyware: Getting alignment early with good planning and pre-commitment
• Improving visibility of your brand: Understanding consumer insight, shopper behavior - delivering a greater ROI
• Maximising opportunity to retailers that aren’t aligned: Making sure you have the right product range to suit their consumer
• Ensuring a well planned marketing campaign:
• Validating research in development stages - getting your target market involved early
• Embracing ideas throughout your organisation
• Sourcing how best to execute your initiatives: Understanding what it takes to drive growth
• Grasping untapped opportunities: Working hard to know your market and find that one in a million idea

Melita Medina
Channel Manager
ANYWARE COMPUTER ACCESSORIES

11.40 Doing More With Less: Increasing Category Value And Sales With The Right Product, In The Right Place At The Right Time

• Reducing your range by 15%: Cutting out the clutter to focus on profitability
• Culling using the right product plan
• Driving your product into new markets: Highlighting the benefits of moving into a FMCG market
• Understanding the retailer’s parameters when creating your strategy for a symbiotic relationship

1.20 NEW! ELECTRONICS PERSPECTIVE: Pricing And Promotions: A Smarter Approach To Winning Back Value-Conscious Shoppers

New research has found that nearly 50% of promotions don’t work. The question is: What constitutes the 50%? Savvy shoppers know how to get the best deals and savvy retailers know how to create these deals while still turning a healthy profit. But the relentless push by value retailers like Aldi and Costco means the days of straightforward pricing and promotions tactics are gone.

• Discussing price promotions: Current state of play
• Initiating price optimisation to help identify opportunities to adjust prices and generate sustainable improvements in business performance
• Promotion optimisation to determine which products to promote, the optimal price and offer type, and ideal timing and location
• Markdown optimisation to decide the optimal markdown schedule -depth, timing, and location- to maximise margin or drive inventory position

Brydie York
General Manager – Retail and Customer Leadership
CANON

2.00 POWER PANEL: Clean Store Policy: The Different Points Of View

As retailers move towards a more solution-oriented strategy for product placement. Our panellists will discuss each stakeholders view on the subject, as well as alternative initiatives which will enable you to customise your message.

• Discussing the impact on retail marketers
• Is POS heading towards extinction: How can we best adapt and reposition?
• Adapting your strategy from POS to normal shelf space: What’s the best approach?

2.40 Putting Your Ideas Into A Workable Practice: Creating Competitive Advantage Through Clear Brand Strategy And In Well-Designed Customer Experiences

• Investigating the way brands are built and managed within Australian organisations
• Focusing on ownership of ‘brand’
• Developing a positive consumer experience: What’s right for you

Errol Flanagan
Managing Director
YELLO

3.50 An Insight Into A Retailer’s Strategy With Suppliers And Manufacturers

Competing for fl oor and shelf space would be futile without an understanding of your retailer’s determinates. This open discussion will be:

• Investigating successful merchandising initiatives
• Discovering an effective model of operation: How can this translate into your environment
• Identifying strategies that create longer term sales uplifts
• Exploring the results of various category management initiatives

Facilitated by John Berenyi
Managing Director
BERGENT RESEARCH

4.30 Neuromarketing: Marketing That Connects With Your Shopper’s Brain

Understanding shopper behaviour can be a mine field now that it has been proven that emotional and non-rational processes play a crucial role in determining consumer purchasing decisions. What are the real reasons for their behaviour? What motivates them to spend their money? This session will help you understand the emotional impact of consumer advertising and how you can use neuromarketing for:

• Identifying key images and or expressions in television or internet advertising for use in point of sale advertising and packaging
• Maximising the impact of advertising at the point of sale

Professor Richard Silberstein
Professor of Neuro Science
SWINBURNE UNIVERSITY

5.10 Breaking The Mould For Market Mavens: Developing Targeted Approaches To Marketing

In world-first experiments in Melbourne market researchers and neuroscientists have pushed science across yet another frontier. Using electroencephalograms (EEGs) to monitor brain waves to define personality types to predict how they will behave as consumers. In his session, John will enable you to discover:

• How to define the category of your customer: Analysing the 4 major groups
• The power of persuasion - How to gain more market mavens for your product
• Correlating and comparing the brainwaves of the two newly-defined maven groups against the four key personality types
• Underpinning the behaviour and motives of market mavens with soundly-based personality theory
• Finding a better way to do consumer behaviour research and use the best research tools available to understand the way consumers make decisions

Dr. John Gountas
Senior Lecturer in Marketing - Faculty of Law and Management
LA TROBE UNIVERSITY

5.50 Closing Remarks From Chair