This two-day conference will address the key challenges facing the Fast Moving Consumer Goods and New Product Development industry in Australia. It will feature over 20 speakers from leading FMCG companies and retailers. Day one will focus on the challenges ahead for the industry, including changing trading environments, private label growth, and collaboration between suppliers and retailers. Day two will focus on innovation, with panels on driving innovation and attracting top talent. The conference aims to provide insights on issues like trade spend, in-store consumer decision-making, and developing new product ideas that deliver real growth.

1. BRAND
MARKETING
& NPD
CONFERENCE
For the first
time in Australia
DON’T MISS...
The Challenges Ahead
Prof. Jan Benedict
Steenkamp,
Co-Author of
“Private Label Strategy: Adding Value - Building Brands
How to Meet the Store
Brand Challenge”;
Professor of Marketing at
University of
15Th 16Th NOV | LuNA PARK, SyDNEy
North Carolina
Join the debate on the big issues facing the Fast Moving
20+ speakers including: Consumer Goods and New Product Development industry
Hear what the CEO’s, CMO and Innovation and RD leaders of
the FMCG industry really think
Understand the latest global developments in Private Label
from a world renowned authority
Get the scoop on the hottest new product trends from around
the world
Kate Carnell Chris Percy
CEO MD – Pacific, Fill your mind with the latest retail trend data
Australian Food and Consumer Group
Grocery Council AC Nielsen Get new perspectives from our retail trading partners
Challenge your thinking at every level - innovation, trade spend
and private label
Make new connections with fellow marketers, researchers,
innovators and recruiters.
Enjoy the chance to come together as an industry, and think
together as an industry
Tim Hart Phillip Lynch Take advantage of this unique event to build your FMCG career;
CEO MD
don’t be left wondering what happened
Sugar Australia Johnson Johnson
David Boyle Graham Dugdale
REGISTER NOW:
Innovation Director
McCain
Executive GM -
Retail Division Tel: (02) 8908 8555
Foods Australia Simplot
Online: www.acevents.com.au/fmcg2010

2. DAY ONE: Monday, 15 November 2010
8:00 Registration and networking PRIVATE LABEL 1 st time
in
Australi
9:00 Opening address by the Chairman: 1:30 INTERNATIONAL KEYNOTE: Latest global a
Listening for solutions and trends in private label/retailer brands
understanding the challenges ahead • How are the lines blurring between brands and private label/
John Gerrie, Managing Partner, KN3W IDEAS; retailer brands?
and Founder, FMCG Association Australasia • What is the difference between traditional private label and
retailer brands?
THE CHALLENGES AHEAD • Where to next for private label and retailer brands?
9:20 Keynote address from the Australian Food and • Private label/retailer brands performance through the GFC
Grocery Council • What can Australia expect as Aldi continues to grow?
• Size and importance of the FMCG industry • Successful private label/retail brands strategies
• Role of the AFGC Prof. Jan Benedict Steenkamp, Co-Author of
• Key issues facing the industry “Private Label Strategy:
• Changing trading environment How to Meet the Store Brand Challenge”;
• Pressure on margins and Professor of Marketing at
• Changing balance between local and imported University of North Carolina
product
Kate Carnell, CEO, TRADE SPEND
Australian Food and Grocery Industry 2:30 How much of your trade spend really does
10:00 The state of the FMCG industry – The Nielsen anything for your brand?
Grocery Report Each year FMCG companies can spend up to 30% of their sales
• Latest trends in the Australian Grocery Industry revenue discounting and promoting their products in store,
making this the single largest expense in the consumer goods
• How has the industry performed through the GFC?
manufacturers’ PL. But what do they really get for their dollars?
• Growth in private label - particularly the influence of Aldi and
• The real purpose of trade spend
understanding Costco
• The trade spend dilemma – spend or lose
• The growth in imported product – focussing on private label
distribution?
• Key challenges facing the FMCG industry
• Strategies to help optimise trade spend
Chris Percy,
Don Nicol, CEO, Promax
Managing Director – Pacific, Consumer Group,
AC Nielsen 3:10 Afternoon break and networking
10:40 Morning break networking 3:30 The moment of truth - what really drives
consumer decision-making at the point of sale?
11:00 The FMCG challenge ahead - A retail The point of purchase is the critical moment of truth for FMCG
perspective brands, when a consumer facing a shelf of competing brands
A look at the FMCG industry through the eyes of a leading and private labels makes a decision to part with hard-earned
retailer. Are we striving for the same objectives or could our money. But the best efforts of brand marketers to influence that
industry work together better? decision are often diluted by the in-store environment, pricing,
• What do we really need from our suppliers? promotions, display.
• What are the key challenges for the industry going forward? • What are the real influences of in-store purchase behaviour?
• How will Costco and continued investment in stores by Aldi • Price
affect the industry? • Display
• How the role of the brand is changing • Promotions
• Lesson learnt – How to grow a category and how not to • What makes the consumer choose a brand vs. a
Speaker TBA private label?
11:40 CEO panel discussion: The key challenges • How is the Aldi consumer proposition different?
facing our industry • Strategies to influence decision-making in-store
• What are the big issues facing our industry? John Berenyi, CEO, Bergent Research
• Too much focus on trade price and promotion vs. driving 4:10 Panel discussion: The moment of truth –
consumer demand we spend so much persuading consumers to
• Lack of collaboration between suppliers and retailers choose our brands but we have little real
• Risk of Commoditisation and role of house brands influence at the point of sale, or do we?
• Role of innovation • How critical is that “Moment of Truth”?
• Risk of sourcing from outside of Australia, particularly house • How do we balance brand building vs. trade spend?
brands • Are we getting value for our trade spend investment?
• ROI of innovation • Are our branded offerings becoming less relevant?
• Does the industry offer an attractive career? • What does the future look like - brand vs. private label vs.
Phillip Lynch, Managing Director, Johnson Johnson retailer brands?
Tim Hart, CEO, Sugar Australia John Broome, Head of Marketing Confectionary Snacks,
Graham Dugdale, Nestlé Australia
Executive General Manager - Retail Division, Simplot Mike Harley, Group Executive Marketing International,
Facilitated by: Patrick Medley, National Foods
Global FMCG Head of Consulting, Rob Lowe, Head of Marketing, Kimberly-Clark Australia
IBM Global Business Services
5:00 Summary by Chairman
12:30 Lunch break networking
5:30 Cocktails and networking
Book early and save $$$ | Register 3 and send a 4th FREE! | Tel: +61 2

3. DAY TWO: Tuesday, 16 November 2010
8:30 Registration and networking 1:10 Panel discussion: The Innovation Dilemma – can
we afford to innovate, can we afford not to
9:00 Opening by the Chair innovate?
John Gerrie, Managing Partner, KN3W IDEAS; Does innovation really drive long-term category growth and
and Founder, FMCG Association Australasia consumer loyalty or is it a quick fix for short-term sales?
• How important is innovation to any FMCG organisation –
INNOVATION 20-30% of future sales, but at what cost?
• Is innovation working to hold branded share vs. private label?
9:10 Australian Innovation Scorecard • Does innovation pay back, particularly if you count the cost of
Mintel’s Global New Products Database monitors product listings and ongoing trade expenditure?
innovation and retail success in consumer packaged goods
David Boyle, Marketing and Innovation Director,
markets worldwide. This presentation looks at the global new
product trends – successes and failures, some local Australian McCain Foods
insights and the important lessons for your NPD strategies. Jonathan Middis, General Manager Research Development,
• Hits and misses from around the world HJ Heinz
• Australian specific examples May Lee, Research and Development Director, Kraft Foods
• The winning formula to a successful new product
• Lessons you cannot ignore! 2:00 The P for People in the marketing mix
“Organization doesn’t really accomplish anything. Plans don’t
Jo Pye, Insights Director, Mintel GNPD (AsiaPac)
accomplish anything, either. Theories of management don’t
much matter. Endeavours succeed or fail because of the people
9:50 Constant innovation – delivering results for involved. Only by attracting the best people will you accomplish
Kimberly Clark great deeds.” Colin Powell - Chairman of the US Joint Chiefs of
In the $500m disposable nappies category Kimberly Clark have Staff (1989-93).
demonstrated how innovation can not only grow a category, but Nowhere is this more true than in FMCG brand management
deliver strong brand loyalty. Huggies constant innovation program and new product development. Brands are built; new
is the secret to their strong market position. products are created only through the endeavours
• How innovation can grow category value of individuals. But is the FMCG industry (in Australia)
• Examples of innovation success attracting the people who will create the brands and
• Sources of innovation – partnerships with universities products of tomorrow?
Linda Watts, GM Strategic Innovation, James Dalton, HR Director, Kellogg
Kimberly Clark
2:40 Panel discussion: Is the industry focusing enough
10:30 Morning break and networking attention on the People – P?
• What are the career prospects for a FMCG Marketer or RD /
10:50 “You say this is innovation, but what will it do for Product Development professional in Australia?
me?” • Is the industry doing enough to attract the right people?
All too frequently the only thing innovation achieves is to swap • Is an international posting an essential part of a long-term
share from one brand to another. As retailers we are looking for career?
innovation that drives category value. If your only goal for your James Dalton, HR Director, Kellogg Company
innovation is to steal share then why should we get excited?
Justin Miles, General Manager of Human Resources, Fonterra
• What retailers really want - growth - a retail perspective on
Australia and NZ
innovation
Sonya Hughes, HR Director – OE Talent Management,
• Examples of good innovation vs. wasted innovation
Campbell Arnotts
• How innovation can drive a category and how innovation can
Alicia Ryan, HR Director, Snack Brands Australia
harm a category
Speaker TBA
3:30 Closing remarks from the chair
11:30 Solving the right problems with the right ideas 3:45 End of Conference
You can’t wait for the magical aha! moment, Einstein himself
said innovation takes 1% inspiration and 99% perspiration. Real
innovation requires the collaboration of many minds and the real
magic moment happens when the people who really understand
the business really understand their consumer and customer’s
world. Gone are the days when we can chuck a couple of new
products into the market to see which one sticks.
• Why is there such a high failure rate in FMCG? - nearly half
of all NPD projects never make it to market or fail soon after
launch
• How can we develop better new product ideas?
John Gerrie, Managing Partner, KN3W IDEAS;
and Founder, FMCG Association Australasia
12:10 Lunch break and networking
2 8908 8556 | Fax: +61 2 8908 8556 | www.acevents.com.au/fmcg2010

4. 4 easy ways to register BRAND MARKETING
NPD CONFERENCE
Web: www.acevents.com.au/fmcg2010
Fax: (02) 8908 8556 Phone: (02) 8908 8555
Post: PO Box 1645, North Sydney, NSW 2059
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Registration fees:
Registration Item Dates 2 Day Pass
(15 16 November 2010)
2 Day Summit 15th - 16th November  $1,995 incl. GST
*Group discount: Register 3 delegates and a 4th delegate attends FREE
Method of payment:
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4 easy ways to register
Web: Register online at www.acevents.com.au/fmcg2010 Organised by:
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Tel: Call + 61 2 8908 8555
Mail: Complete form and mail to Association and Communications Events,
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Venue: The summit will be held at: Official accommodation and travel partner:
Crystal Palace, Luna Park, Sydney Sam Rowe, Corporate Traveller, Ph: (02) 8121 2020
1 Olympic Drive, Milsons Point, NSW 2061 sam.rowe@corporatetraveller.com.au
Cancellation policy: In the Cancellation policy: In the event that you are unable to attend this summit a replacement delegate may be sent in your place at no extra charge. Association and Communications
Events does not provide refunds for cancellations made more than 7 days after your registration is received, therefore the invoiced fee remains payable in full. Should you wish to cancel your registration within
the 7 day cooling off period, we will refund your registration fee less an administrations of $150 (GST inclusive) per delegate. Any cancelation must be made in writing and sent by email or fax. Association and
Communications Events will make available course documentation to any delegate who is unable to attend and who has paid in full. Unfortunately some speakers request their papers are not distributed.
Change of program content: Association and Communications Events will endeavor to ensure that this conference program is correct at the time of the summit. Unfortunately we may need to alter the program
prior to the event and reserve the right to do so without notice. We also reserve the right to cancel or postpone this conference when full refunds will be issued. Association and Communications Events is not
responsible for any loss or damage as a result of a substitution, alternation, postponement or cancellation of an event.
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