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Qualitative Research in Asia

London Business School Marketing Conference

 

Positioning for Power: Global Marketing Strategies

12 May 2006

 

View Panel Information as on the LBS site

Objective

London Business School’s 2nd Annual Marketing Conference will bring together over 100 Industry leaders and senior managers for a one day event featuring keynote speakers, panel discussions, master classes with world-renowned faculty, and an opportunity to network during the lunch and cocktail receptions. Delegates will have the occasion to listen, learn and exchange ideas within this dynamic environment.
Keynote Speakers

~ Richard Hytner, Chairman and CEO, Saatchi & Saatchi EMEA

~ Frank Mastiaux, Global Business Unit Leader – LPG, BP

~ Mark Palmer, Marketing Director – Green & Black’s

Panel Topics

~ Emerging markets: Tailoring your offer for the world's fastest growing economies

Most products and services have reached maturity in the so-called "First World". Growing opportunities come from countries that have not only showed signs of economic potential, but have merged into global consumption patterns. This panel explores how different companies have successfully leveraged their local expertise to address consumers in these rising markets. Confirmed panellists:

* Garvin Brown, Brand Director Jack Daniels, Brown Forman Spirits EMEA

* Haluk Kalin, Global Brand Director Sunsilk, Unilever

* Piyul Mukherjee, Marketing Consultant Proact Research & Consultancy

* Patrik Oqvist, EMEA Marketing Director Hotels.com, Expedia

* Mary Kalahher, Head of Emerging Markets, EMEA Discovery Networks

~ Managing a global brand: A corporate perspective

Brands are the pivotal point of contact with customers. Through the brand experience, corporations communicate their values, create business relationships, and constantly exchange information with different stakeholders. This panel explores the implications of global brand management from a corporate perspective, its effects on overall strategy, and the challenges of meeting shareholders expectations.

~ Marketing trends: Reaching the global consumer through new media and marketing tools

It is said that the only constant is change. This proves most true for the volatile global customer. Markets are changing faster and drastically more than ever before due to today’s extensive media proliferation and information exchange. This panel explores how marketing tools and techniques have been adapted in order to maintain their relevance under new conditions and highlights emerging methodologies for the future. Confirmed panellists:

Master Class Topics

~ No one ever got rich by making money
Tim Ambler
Senior Marketing Fellow
London Business School

Marketers are being called to account with financial metrics, such as ROI, increasingly seen as totemic ways to express what marketing does. Rich companies started poor so it wasn't money that made them rich. Global companies are preoccupied by money and metrics but what separates the successful from the fading are their "Dynamic Marketing Capabilities" (DMC), namely the processes that transform money and other resources into cash flow and improved resources for the future. Money is the consequence of success not the cause or even the product. This session addresses the practical issues of turning DMC theory into real profits.

~ Targeting a global segment with global business capabilities
Nirmalya Kumar
Professor of Marketing and Centre for Marketing Director
London Business School

The session will use the Zara case video to highlight the essence of successful global marketing strategies. Zara reaches a global segment across 48 countries and has built global business capabilities to serve them profitably. They create customer value by integrating global strategy, innovative marketing, and a global supply chain. And, this has helped make its owner the 18th richest person in the world, worth $12.5 billion.
Participants

Our main objective is to reach out to industry professionals to form the core group of participants. Last year, 120 people attended the conference including executives from Consumer Products, Technology, Pharma, Retail, and Financial Services sectors, as well as leaders from advertising and media agencies, consultancies and professional bodies:

  • Nestle

  • Brand finance

  • Johnson & Johnson

  • Eurostar
  • The Wrigley Company
  • iGATE Global Solutions
  • Channel (Ogilvy)
  • OMD
  • Hewlett Packard
  • Infineum
  • DHL
  • Deloitte & Touche
  • Peppers & Rogers group
  • Interbrand


 

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