This document provides information about the Operational Excellence 2011 conference taking place from October 11-13 in Barcelona, Spain. It will bring together the Marketing, IT, and Supply Chain conferences under one roof for the first time. The conference will include shared plenary sessions and breakout sessions specific to each topic. There will also be optional store tours on October 11th to view Spanish retail operations. The document provides the conference agenda and programming details. It encourages attendees to register online and lists contact information for additional questions.

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. MARKETING FORUM 2011
Turning Consumer and Shopper
Insights into Growth
11th - 13th October, Barcelona, Spain
This conference programme has been developed by the members of
The Marketing Committee – Activating Shopper & Consumer Insights,
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.tcgfmarketingforum.com.
Tuesday, 11th October
Store Tour and Distribution Center Tour with a Marketing Focus
This Tour Programme is unique in that participants walk the shop floor with the marketing
managers of the host company. Participants will have first-hand discovery of how leading
retailers are managing in-store promotions. 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 Discovering the Spanish Retail Scene - Store Tour Programme with a Marketing Focus
This tour includes visits to the following retailers:
Dia Market – This tour includes a visit to the new urban discount store concept called Dia Market. What is
special about this new convenience format is that it offers a large choice of fresh products in addition to the
typical grocery products and ready meals.
Carrefour Planet – This visit offers the opportunity to discover Carrefour’s newest hypermarket format called
“Carrefour Planet”. This format aims at generating higher sales and offers an entertaining and convenient
shopping trip to consumers.
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
Marketing Forum 2011
Turning Consumer and Shopper Insights into Growth
Marketing Forum Afternoon Session
Welcome by Co-Chairs of the Marketing Committee:
Arnaud de Belloy, Vice President Global Customer & Sales, Nestlé Group, Switzerland &
Stephen Smith, Chief Marketing Officer for all formats & Senior Vice President of Sam’s Club, New Formats,
Walmart China
Setting the Scene by Moderator Frances Edmonds, Author and Presenter, United Kingdom
The Social Shopper
Consumers expect more. Consumers want more. What does this mean for business growth? Consumer
behavior is changing. Shopping today is social. How do you as a marketer need to adapt? Get a glimpse into
the new relationship between products and people. Find out what consumer insights can teach us about the
new social shopper.
Matt Gierhart, Global Head of Social, OgilvyAction, USA
Turning Shopper and Consumer Insights into a New Store Format – Walmart Express
Walmart recently opened a new store format, Walmart Express. How did Walmart turn insights into action? What
were the market trends and dynamic shifts in the market that led Walmart to develop this new store format?
Learn what were the implications of the consumer trends when designing this new store.
Anthony Hucker, Vice President, Strategy and Business Development, Walmart Stores, USA
MARKETING FORUM 2011

9. Building a Brand through Collaboration with Consumers
Hear the story about two childhood friends who built a brand that has such a strong following today that
it’s promoted by the consumers themselves who have become “fans”. Discover the unique ways that this
company collaborates with its French consumers to build the brand, develop the packaging and choose
the recipes that go to market. What innovative marketing techniques are used? How does Michel & Augustin
differentiate itself from other brands? How has Michel & Augustin collaborated with retailers to leverage
consumer insights and respond to customer needs?
Michel de Rovira, Co-founder and CEO, Michel & Augustin, France
Cherry on the Cake - Super secret special guest speaker to be announced on site
19.00 Marketing Networking Dinner at Can Travi Nou, a historic 17th century Catalan masia manor house
Thursday, 13th October
8.30 – 15.45
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
MARKETING FORUM 2011

10. Marketing Forum 2011
Turning Consumer & Shopper Insights into Growth
Marketing Forum Morning Sessions
The Customer Centric Retailer - Turning Shopper and Consumer Insights into Growth
Being Customer Centric is at the heart of retail success and growth - understanding the customer, listening to
the customer, their needs and wants and meeting those needs and wants better than anybody else. It is all
about providing relevance. A customer who believes that a store understands them, their families, their needs
and concerns, will be back again and again. Reward good customers through loyalty programs. Emotional
connections beyond reason are forged and long term growth is ensured. Building multi channel offerings
and relationships based on a deep understanding of the customer provides relevance and builds trust. Learn
about JCPenney’s multi channel strategy and use of digital marketing to build loyalty and trust. Discover how
JCPenney uses customer insights to build one brand experience.
Ruby Anik, Senior Vice President of Brand Marketing, J.C. Penney Company, Inc, USA
A Revolution in Service - How Yamato became Number 1 in Japan by Building a Brand that Symbolizes
Trust & Excellence in Customer Service
Yamato built its business as a courier company that provides fast and reliable “Ta-Q-Bin” (door-to-door parcel
delivery service) with a personal touch. Its business model is based on the conviction that high quality service
as a starting point will drive volume; volume will drive density of operation, leading to profitability, which can be
reinvested in service quality. It strives for ultimate customer satisfaction by focusing on the “last one centimetre”
of a parcel’s journey from sender to recipient.“We are not merely delivering a parcel to an address. We are
bringing a touch to a person.” With this philosophy, Yamato has grown to be one of the most recognized and
highest trusted brands in Japan. What can we learn from Yamato’s story on how to build a brand based on
consumer insights and excellence in customer service?
Katsuhiko Umetsu, Senior Manager / Global Business Department, Yamato Transport Co. Ltd., Japan
The Consumer & Shopper Journey - Customer Centric Value Creation between Retailers and
Manufacturers
Retailers and manufacturers have found a roadmap to build joint customer centric value in the future. With
the launch of the consumer and shopper journey framework, the stage is set to bring together consumer and
shopper insights to better meet their needs and value expectations. This framework merges the traditional
insights of manufacturers and retailers with a 360° shopper and consumer view, allowing them to build stronger
value propositions and more effective shopper marketing plans. A practical case study will demonstrate the
power of this new approach to the shopper and consumer.
Speakers to be announced
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