The Consumer Goods Forum Supply C Conference will take place this 11 - 13 October in Barcelona. Join us! www.tcgfsupplychain.com

1. OPERATIONAL EXCELLENCE 2011
11th - 13th oCtoBer
Barcelona, spain
Marketing ForuM it ConFerenCe Supply Chain ConFerenCe
Turning Consumer & The Consumerism of IT Delighting the Consumer
Shopper Insights into Growth www.tcgfit.com Acting as One
www.tcgfmarketingforum.com www.tcgfsupplychain.com

2. OPERATIONAL EXCELLENCE 2011
11th - 13th oCtoBer
Barcelona, spain
www.tcgfoperationalexcellence.com
whAt’s new ABoUt
yoUr ConferenCe?
›› for the first time the Marketing, it and supply Chain conferences
will take place at the same time under one roof.
›› it’s new.
›› it’s global.
›› if there’s one event not-to-be-missed, this is it.
Join Us to…
›› exchange knowledge.
›› network with peers.
›› open your mind.
›› Pick up new ideas and learn from practical experiences
of fellow members of the forum.
the shoPPer &
ConsUMer At the heArt…
›› the “shopper & Consumer” is what this year’s event is all about.
›› And how we can work together to meet the needs of today’s empowered consumer.

3. why shoUld yoU Be there?
the Consumer goods forum is your association. By the members, for the
members. get involved. help us lead the industry.
hear from the experts.
“Excellent event to get new inputs, to meet
“The Marketing Forum exercises and expands inspiring colleagues, to exchange information
your mind like no other marketing event in and to benchmark own ideas!”
the world. It is the marketing event of the year Andreas Münch, Member of the executive Board,
for me. We stimulate your left and right brain head of department logistics & it, Migros, switzerland
with an intentional mix of successful case study
presentations and relevant experiences, outside
of the box, inspirational speakers to stretch your
mind.”
“The store and DC
stephen smith, Chief Marketing officer for all formats & senior Vice
President of sam’s Club, new formats, walmart China tours also provide
great insights on how
individuals can improve
their own operations
“CGF has proven to me to be a fantastic and leverage new
platform to gain valuable insights into technologies.”
how leading industry players address John s. Phillips, senior Vice President,
Customer supply Chain & logistics,
trends that shape our mid to long term PepsiCo, UsA
future. Networking with peer executives
from manufacturers, retail partners and
strategic vendors opens many doors for
collaboration.” “The CGF Marketing Forum is an
Clyde Pereira, Cio, Coca-Cola hellenic, Austria excellent blend of manufacturers,
retailers, and select suppliers coming
together to discuss new ways of
working together to deliver improved
“For me the IT conference provides an
shopping experiences. The speakers are
opportunity to see a diverse set of solutions
for common problems within our industry. dynamic and the forum is candid in
The insights I can gain at this forum can terms of interaction and discussion –
give me that leg up on my local competition.” a great mix!”
scott harrison, Chief information officer - delhaize Kristen nostrand, Marketing director, Procter & gamble,
America, delhaize group, UsA UsA
Plan to join us. Barcelona. Be there.

4. OPERATIONAL
EXCELLENCE 2011
ConferenCe At A glAnCe
Welcome to the Store tour programme and introduction
12.00
to the Spanish retail Scene
Tuesday MARKETING FOCUSED IT FOCUSED STORE SUPPLY CHAIN FOCUSED
Afternoon
11th October STORE TOUR TOUR STORE TOUR
evening welcome Cocktail for all Conference delegates
CONFERENCE SHARED SESSIONS
Morning opening plenary Session for all conference delegates
the new empowered Consumer and implications for the retail
and Consumer goods industry
lunch networking lunch for all conference delegates
Wednesday SUPPLY CHAIN
MARKETING FORUM
12th October IT CONFERENCE
tUrning ConsUMer
the ConsUMerisM
CONFERENCE
And shoPPer delighting the ConsUMer
of it
insights into growth ACting As one
Afternoon
Marketing forum it Conference supply Chain Conference
sessions sessions sessions
Marketing networking it networking supply Chain networking
evening
dinner dinner dinner
Breakfast Breakfast Sessions
Marketing forum supply Chain Conference
Morning it Breakout sessions
sessions continued sessions continued
lunch networking lunch for all conference delegates
Thursday
13th October
CONFERENCE SHARED SESSIONS
Afternoon Closing plenary Session for all conference delegates
how operational excellence in it, supply Chain and Marketing
is a key to the growth of your business
16.00 Closing of Conference
have a look at the conference website to see the full programme, speaker
biographies and much more:
www.tcgfoperationalexcellence.com

5. Bringing
together
the Best
of Both
worlds
why “3 in 1” is a winning formula
this year’s unique format offers the best of both worlds. we’ll
bring together three groups - Marketing, it and supply Chain - for
shared sessions on topics of concern to all, and then break out
into three separate conferences so that each group can focus
on specific topics of relevance and concern uniquely to them.
have a look at the conference programme to find out what’s on.
Marketing ForuM 2011
turning Consumer & Shopper insights
into growth
www.tcgfmarketingforum.com
it ConFerenCe 2011
the Consumerism of it
www.tcgfit.com
Supply Chain ConFerenCe 2011
Delighting the Consumer - acting as one
www.tcgfsupplychain.com
Check out our conference websites to find out what’s new, who’ll
be there, and how the operational excellence Pillar can provide
value to you and your company.

6. What’s the Consumer goods Forum?
the Consumer goods forum is a global, parity-based industry network, driven by its members. it brings
together the Ceos and senior management of over 650 retailers, manufacturers, service providers and other
stakeholders across 70 countries and reflects the diversity of the industry in geography, size, product
category and format. forum member companies have combined sales of eUr 2.1 trillion.
for more information about your association please visit www.theconsumergoodsforum.com
Who are our partners?
the Consumer goods forum would like to thank the following companies for their generous contribution to
operational excellence 2011:
Questions?
How can you register?
for on-line registration, hotel accommodation, programme updates and practical information visit our
conference website: www.tcgfoperationalexcellence.com
Where is the conference taking place?
Catalunya Congress Centre
Avenida diagonal 661-671
08028 Barcelona, spain
Where can you find additional help?
the forum team is here to help you.
if you have questions concerning registration and accommodation please contact:
ormès/operational excellence secretariat, 12, rue de florence, 75008 Paris, france
tel +33 1 43 18 61 81/82 – fax +33 1 43 18 60 58,
email: tcgfit@theconsumergoodsforum.com, tcgfsupplychain@theconsumergoodsforum.com,
tcgfmarketingforum@theconsumergoodsforum.com
if you have any other questions about the conference programme please contact, sophie Appell at:
the Consumer goods forum, 22/24 rue du gouverneur général eboué, 92130 issy-les-Moulineaux, france,
tel: +33 1 82 00 95 56, fax: +33 1 82 00 95 96, email: s.appell@theconsumergoodsforum.com
the forum team looks forward to welcoming you in Barcelona.
www.tcgfoperationalexcellence.com

7. SUPPLY CHAIN CoNfereNCe 2011
Delighting the Consumer
Acting as one
11th - 13th October, Barcelona, Spain
This conference programme has been developed by the members
of The Supply Chain Committee – Delighting the Consumer - Acting
as one, for the members of The Consumer Goods forum. To see who
is working behind the scenes throughout the year to develop this
programme for you, visit www.tcgfsupplychain.com.
Tuesday, 11th October
Store Tour and Distribution Center Tour with a Supply Chain Focus
This Tour Programme is unique in that participants walk the shop floor with the supply chain
managers of the host company. Participants will have first-hand discovery of how leading
retailers are tackling their supply chain challenges. The tour is optional, offered at an
additional fee, available on a first-come, first-served basis and delegates are requested to
register for the tour.
12.00 The Spanish Retail Scene – An Overview
Antonio De Santos, Retail Services Manager, The Nielsen Company, Spain
Buffet lunch will be served during the presentation
13.00 Store and Distribution Center Visit
Get a glimpse behind the scenes of Eroski’s supply chain, from DC to the store shelf. Tour will be hosted by
conference speaker Alberto Madariaga, Director of Supply Chain, and his colleague Imanol Alberdi, Director of
Distribution at Eroski.
19.00 Welcome cocktail for all conference participants

8. Wednesday, 12th October
9.00 – 17.30
Operational Excellence 2011
Shared Plenary Morning Session
Opening Keynote - Think Big, Dream Big - the Risks and Rewards of Working Together
To create value through collaboration you have to take risks, be innovative and think of new ways of working
together. Unlearn the rules, break the boundaries and open your mind to think big and to unlock opportunities
erik Wahl, International Keynote Speaker & Artist, USA
The New Empowered Consumer - The World is Changing. Are You Ready?
Today’s consumer is more empowered than ever before. The world as we once knew it no longer exists.
Consumer behaviour is evolving. People are more connected than ever before. What impact will intelligent
networks have on business, the economy and on society as a whole? How is this trend shaping the way
consumers behave?
Sebastien Marotte, Vice President, Google Enterprise, EMEA
Future Value Chain 2020
Is your consumer value chain ready to be competitive in 2020?
Discover what you need to do to be ready to collaborate and be effective in the rapidly changing consumer
value chain of the future. This session will feature thought provoking findings of the Consumer Goods Forum
Future Value Chain 2020 Initiative. Learn about the global mega trends that are likely to have significant
impacts across the future consumer goods value chain.
John S. Phillips, Senior Vice President, Customer Supply Chain and Logistics, PepsiCo, USA
Supply Chain Conference 2011
Delighting the Consumer - Acting as One
Supply Chain Afternoon Session
Welcome by Co-Chairs of the Supply Chain Committee – Delighting the Consumer. Acting as One.
John S. Phillips, Senior Vice President, Customer Supply Chain & Logistics, PepsiCo, USA
Tony Vendrig, Executive Vice President Business Development, Ahold Europe, The Netherlands
The Journey to a Lean Supply Chain - Improving Performance through Change Management
Lean thinking is all about creating value, streamlining processes, removing waste and focusing on efficiency -
while setting into motion a new management system that develops problem solving capabilities of every
employee. How lean is your supply chain? Learn how change management can transform your supply chain
and transform your business.
Dan Jones, Founding Chairman of Lean Enterprise Academy, United Kingdom
Session Moderator David Jones, Supply Chain Director, Waitrose, United Kingdom & member of the
Supply Chain Committee
How Change Management Turned ICA’s Warehouse Operation & Automation from Disruption to
Best in Class
Two years ago ICA and its partners began implementing a rather complex automation operation at its
Helsingborg warehouse. From the onset, serious challenges arose due to complex system set ups and work
processes. A ‘blame culture’ began to emerge, draining energy that should have been spent on solving the
serious problems at hand. A dramatic change was needed to turn the operation around. Through continuous
improvement and change management, ICA was able to overcome the hurdles obstructing its progress. This
paradigm shift resulted in a Best in Class operation. Discover the lessons learned and the project’s final results
from the ICA team who found the solution.
Johannes Åverling, Head of Operational Excellence, ICA, Sweden
Michael Johansson, Head of Logistics Operations, Warehouse and Transport Management, ICA, Sweden
SUPPLY CHAIN CoNfereNCe 2011

9. Collaboration, Innovation and Sustainability Means More Profitability
Last year Eroski opened the first automatic order-picking installation for fresh products in Spain. 80% of the
fresh fruit and vegetables, meat, fish and bakery products sold by Eroski goes through this 28,000 m2 facility.
Learn how this initiative resulted in 15% savings in labour costs, 30% less kilometers on the road, fewer mistakes,
improved product quality and a more efficient supply chain.
Alberto Madariaga, Supply Chain Director, Grupo Eroski, Spain
Food that’s Good for You, is Good for the Planet! – How Consumers’ Diet Choices Drive Planet
Sustainability and Product Supply Chain “from Field to Table”
Barilla’s long term strategy is to pursue product recipes that meet consumers’ desire for products which are
responsibly sourced and produced. Learn about a new collaborative approach on how manufacturers and
retailers can work together to meet shoppers’ choice to eat healthier, better and a more sustainable “field to
table” supply of goods.
Stefano Pietroni, Network Design, Planning & Sourcing Director & Luca ruini, HSE&E Director, Barilla Group, Italy
19.00 Supply Chain Networking Dinner at the Xalet on Montjuïc hill with a spectacular view overlooking rooftops
of Barcelona
Thursday, 13th October
8.00 – 15.30
Operational Excellence Breakfast Sessions
All conference participants are invited to attend these Breakfast Sessions. The three sessions
will take place in parallel. A buffet breakfast will be served.
Breakfast Session: Packaging Innovation Beyond Customer Expectations
French retailer Monoprix will share how it increased the reputation and customer loyalty of its private label
brands through innovative and audacious pop art‐inspired new packaging. Speakers will share with attendees
how innovative product packaging can bring value to brands and create a more satisfying product
experience. The Monoprix team will also share how new design can reinforce private label brands based on
their own experience. You’ll discover the operational challenges that Monoprix faced and why operational
excellence was key to success.
Stéphane Maquaire, CEO, Monoprix, France
Hubert Hemard, Deputy Chief Executive, Monoprix, France
Jérôme Malavoy, CEO, Trace one, France
Breakfast Session: Mobile Consumer 2020+ - Communicating, Connecting, Socializing, and Shopping
A confluence of trends is transforming the shopper landscape at head-spinning pace: advanced mobile
devices and technologies; social, demographic and political changes; and an increasingly mobile
consumer. With new technologies connecting and empowering consumers around the world as never before,
what can retailers and manufacturers do – separately and together – to build long-lasting relationships with the
consumer? This session will build on insights from Deloitte’s report “Consumer 2020 – reading the signs,” which
takes a broad spectrum look at these trends and their impact on consumers.
Lawrence Hutter, Global Leader – Consumer Business, Deloitte, United Kingdom
Mar Areosa, Director – Corporate Strategy, Deloitte Spain
Breakfast Session: Global Chief Marketing Officer Study: 1700+ Face-to-Face Interviews
Given this rapidly changing digital landscape and business environment – it’s time to bring science to the
art of marketing. Science – is about observation, fact based systematic approaches, analytical, outcomes
based, leveraging advanced tools and methodologies, testing. Marketing – is about storytelling, wish fulfillment
capturing the imagination and loyalty of the customer through reaching them in a relevant, compelling and
personal way – differentiating your brand. In today’s market environment, you need both to analyze, predict,
and develop systematic approaches to capture and capitalize on opportunity. The 2011 IBM Global Chief
Marketing Officer Study explores emerging trends impacting CMOs and reveals how they are responding to the
evolving scope and needs of marketing.
Patrick Medley, Consumer Products Industry Leader, IBM, Australia
SUPPLY CHAIN CoNfereNCe 2011

10. Supply Chain Conference 2011
Delighting the Consumer. Acting as One.
Supply Chain Morning Session
Session Moderator Kerry McNair, Director, Global Supply Chain, Walmart Group, The Coca-Cola Company,
USA, member of the Supply Chain Committee
Multi-Modal Transport Sharing Initiative for Consumer Goods and Retail Companies
This initiative from The Consumer Goods Forum focuses on Multi-modal transport sharing. Retailers,
manufacturers and logistic service providers are bundling their flow of goods from Eastern to Western Europe,
thus creating a corridor. Using trains for long distance should reduce CO2 emissions as well as costs while
keeping up the required service levels. The presentation will cover the trial’s approach, learnings and benefits.
Andrea Szucsany, Manager Load Control Centre, Kraft Foods European Business Services Centre, Ltd.,
Kraft Foods Europe, Slovakia
Dennis Wereldsma, Global Sector Leader Distribution & Transportation, Capgemini, The Netherlands
Delivering the “Perfect Serve” – The Coca-Cola Company ‘s Supply Chain Learnings from FIFA World Cup
and London Olympics
Hear from an official sponsor about the myriad of supply chain implications for major events like the FIFA World
Cup and Olympic Games. Coca-Cola will share how to plan staff , product and equipment availability in an
environment with high volatility (weather, match results, consumer behavior) and a high level of complexity
(security, temporary infrastructure, rights-holder rules) with the objective to deliver a “perfect serve” to every fan,
player, official or volunteer that enjoys a beverage from the portfolio of The Coca-Cola Company.
frank van der Heijden, Coca-Cola 2006 FIFA World Cup Project Leader, Director, Venue & City Operations &
Co-Speaker Coca-Cola London 2012 Olympics Project Team, Peter Latham, Vice President Logistics for Supply
Chain, Coca-Cola Enterprises, United Kingdom
How Aeon Rebuilt its Supply Chain
Hear the dramatic firsthand account from Japan’s leading retailer in how it managed the aftermath of the
earthquake and tsunami. Some 13,000 Aeon associates were on duty when the earthquake struck on March
11. At the end of the first day over 10,000 AEON staff members were unaccounted for and almost two thirds
of the 443 stores were unable to operate. Within a few weeks, some 98% of stores were open and supplying
needed goods to the devastated region. According to Aeon, its single biggest lesson is that there is no training
manual for such a disaster. How did Aeon’s network recover so rapidly and what role did supply chain play?
Midori Yamaguchi, General Manager, Supply Chain Re-engineering Department, Supply Chain Division,
AEON Global SCM Co., Ltd., Japan
Operational Excellence 2011
Shared Plenary Afternoon Session
Keynote Address – A Catalyst for Change
Operational excellence is key to growth. It’s all about breaking down the silos between Supply Chain, IT and
Marketing and working together to better serve the consumer. And it’s about retailers and manufacturers
combining their minds to find ways to better meet the needs and expectations of the consumers of our
products and shoppers in our stores.
David Cheesewright, President & CEO, Walmart Canada
Cherry on the Cake – The Art of Being You - Releasing Human Potential to its Fullest
Caroline’s inspirational message on leadership and finding your voice brings a whole new meaning to ROI... a
Return on Individuality. IDOLOGY is the art of being yourself — at work — and in that you have no competition.
Caroline McHugh, Chief Idologist, id-ology, United Kingdom
16:00 Departure for El Prat Airport