Conference Program
The Store Brands Decisions Innovation & Marketing Summit conference program is focused entirely on store brands innovation and marketing. The program has been developed "by the industry for the industry" the way only Store Brands Decisions can do it. The conference program addresses the following critical industry issues:
- Driving Innovation in Product Development
- Leveraging Consumer Insights
- Digital Media - Search, Mobile and the Web
- Store Brand Portfolio Management
- Social Media & Store Brands
- The Evolving Retailer & Supplier Relationship
- Shopper Marketing for Store Brands
- Store Brands Organization Structure
- Opportunities in Health & Wellness
Here is the program presented at the inaugural Innovation & Marketing Summit on July 18 - 19, 2011.
Special Opening Keynote Executive Presentation
Joe Ennen
Senior Vice President,
Consumer Brands
Safeway
Recognized as one of the most progressive store brands retailers in North America, Safeway was a pioneer in building out CPG capabilities for the purpose of driving growth in their store brand business. Safeway’s SVP Consumer Brands, Joe Ennen has a unique perspective on the potential and future of store brands given his current role at Safeway and his previous experience managing major consumer products brands in the US and the UK for Kellogg, ConAgra and Frito Lay. This special opening keynote presentation will set the tone for the Innovation & Marketing Summit.
The Future Consumer Workshop
John B. Mahaffie
Co-founder and Principal
Leading Futurists LLC
GROUP360 Worldwide, a leading strategic marketing firm with decades of store brands experience, will present an exclusive workshop “The Future Consumer” with futurist John Mahaffie.
Leveraging consumer insights are key to growing store brand market penetration. Understanding where consumer attitudes are headed is the first step in gaining consumer insights. This unique and interactive workshop/presentation will explore:
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Images of the future consumer 2025
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The ever more discerning, aspiring new consumer
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How we’ll learn to look inside the consumer brain
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How post-materialist and green values will impact purchase behavior
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How commerce will be transformed by all things digital
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Ways technology like the in-home replicator could transform retailing
Attend this session and understand critical transformations in society, technology, and lifestyles and how they will challenge and drive opportunities for store brands.
For nearly two decades, John Mahaffie, Co-founder of Leading Futurists, has worked to make futures insights accessible, meaningful, and useful to executives in many leading corporations throughout the world.
John’s expertise is in combining a comprehensive knowledge of the future with proven skill at interpreting the signals of change. John is an expert at scenario building and has authored dozens of trend studies and guidebooks on the study of the future. John is co-founder and past Board Chair of the Association of Professional Futurists.
Store Brands Product Development: How the Eye, Heart and Pocketbook Align
Dr. Dan Hill
President Sensory Logic
Price just has to be heard to be viewed as high, medium or low based on
prior expectations. But perceived value is established emotionally, over
time, by what the consumer takes in through the senses - especially the
eyes. In this unique presentation, Dan Hill, an expert in facial coding to
quantify the emotional dynamics of brand building will lay out the answer to
when it isn't just price, price, price? He'll show how retailers can
capitalize on the opportunity to be more successful and profitable with
store brands product development by leveraging the power of sight and touch,
to create an emotional connection driving shopper preference and loyalty.
With so many established brands having little brand equity - beyond
awareness and familiarity - Dan will illuminate he opportunity for store
brands product development to compel shoppers with sensory clues that invite
emotional engagement and differentiation.
In this session, you will learn:
- How emotion has its own meaning and pathway to consumers
pocketbooks.
- How to leverage the power or sight and touch in store brand product
development.
- Techniques to establish emotional connections that will drive
preference for your store brands.
A Roadmap for Enhanced Collaboration: FMI’s Private Brands Needs Assessment
Patrick Walsh
Senior Vice President
Industry Relations, Education & Research
Food Marketing Institute
Moderator
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Edward Salzano
Executive Vice President
LiDestri Food & Beverage
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Kevin Hunt
Co-CEO Ralcorp | Ryan Briggs
Director, Private Label Development, Innovation & Strategy, Brands Supervalu |
There is growing demand for deeper collaboration among Private Brand Trading Partners. Private Brand Trading Partners are seeking ways to jointly develop strategies and tactics that will encourage longer-term partnerships, improve operations management, and ultimately drive growth for both manufacturers and retailers. In this study, Private Brand Trading Partners identified a shared need to collaborate on key drivers for the industry and demonstrated strong interest in areas that focus on growth, such as: Shopper Insights; Branding: Performance benchmarks vs. National brands; Assortment Strategies, Innovation. The study validates that Private Brand trading partners have common basic requirements, but also have rich territory for performance improvements. Following a presentation of the study, a panel of retailers and suppliers will discuss the key findings.
Shopper Segmentation and Store Brand Portfolio Management
John Seal Senior Vice President & Senior Consultant Burke, Inc.
Despite how they're often portrayed or targeted, all Store Brand Shoppers are not alike. Their needs, attitudes and behaviors are as varied as the range of shoppers themselves. While some are quality-driven and among the least price sensitive, others are highly price-sensitive but always looking for national brand deals.
Store Brand Shoppers also do not always act consistently. Individual purchase decisions are driven by a wide range of factors such as product category, intended usage or competitive behavior. A profitable and efficient Store Brand portfolio is built on a strong foundation of shopper knowledge. By employing Segmentation to better understand the differing needs, attitudes and behaviors of your shopper base, you can align your store brands product portfolio to address those differences.
This presentation examines how a well-designed Segmentation process can:
- Identify a segmentation strategy consistent with your Store Brand portfolio goals.
- Identify the potential of each shopper segment in relation to portfolio sales and profit.
- Identify the key needs, behaviors and attitudes that drive each shopper segment.
- Illuminate how segment behavior differs by category.
- Guide messaging, promotion, positioning, reformulation and new product development strategies.
Store Brands Organization Structure
Erin Young
Associate Principal
McKinsey & Company
Having the right organization is a key enabler to private label success. However, the
right organization is more than just structure — capabilities, processes, structure and measurement
must all be in place to win. These are necessary to deliver against the retailer’s aspiration for private
label.
Building World Class Capabilities to Engage Shoppers and Grow Store Brands
Matt Egol
Partner Booz & Company
As retailers invest in building their store brands as strategic assets to drive growth and profitability, they are looking to build out their own marketing capabilities to better engage shoppers along their path to purchase to build brand equity, drive store traffic, and grow their share of the shopping basket. Winning marketing strategies engage shoppers at the right time through the right platforms with a recipe that delights shoppers and can be scaled up effectively and with measurable results. This requires focused investment in a set of capabilities around insights, analytics, program and creative design, and more effective integration across the advertising and promotions mix.
In this session, you will learn:
- How retailers can best integrate shopper marketing into a broader playbook that engages shoppers at home, on the go and in the store.
- How to best engage shoppers, leveraging established and emerging platforms for maximum impact.
- Where retailers should focus to build world class capabilities that can be scaled up without too much complexity.
Learn more about the next Store Brands Decisions Innovation & Marketing Summit, scheduled for March 12 - 13, 2012.
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