Product/Species Management Track
Keynote Session
Breakout Seminar I
Breakout Seminar II
Breakout Seminar III
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Thursday,
April 12, 11:00 am-Noon
Keynote Session
Innovative Branding
Strategies – Mixing Corporate & Product Brands After a Merger
Renée
M. Love, Omega
Group Inc.
In the dynamic landscape of
acquisitions and mergers, with brands morphing by the minute,
what are the keys to effective product and brand management? Get an
up-close and personal look at the problems, opportunities, and tools
available to transform decision-making when your brand is impacted
by a merger.
• What is strategic thinking, REALLY?
• What is the difference between strategic positioning and branding?
• What does a powerful customer promise look like?
This session explores these questions
– and more – and shows you how to be nimble and efficient
in the face of unexpected change.
Renée
M. Love is founder and chief executive officer
of Omega
Group Inc., the strategy consulting company she founded
in 1980. Omega Group provides its prestigious list of clients with
critical insights about the marketplace and works closely with them
on organizational and brand design. Love’s company has consulted
on various branding and merger strategic positioning issues for Pharmacia/Upjohn
& Monsanto, Novartis & Zeneca (Syngenta), and New Holland
& Case IH (CNH, Inc.).
Love holds an MS in Organizational Dynamics
from the University of Pennsylvania and has studied corporate vision-setting
and strategic thinking in Japan and France. She has particular expertise
on global branding, brand marketing and technology marketing.
Thursday, April 12, 2:30-3:30
pm
Breakout Seminar I
 Test Drive Your New Product – Simulated Test Marketing
Dr. Marianne McGarry Wolf,
California Poly Technic State University
It’s no surprise that 80-90 percent of all new
products fail in the marketplace within the first year of life. Simulated test marketing
is used to forecast the success potential of new products during that critical first year.
Simulated test marketing technology has evolved since the early 1960s into a useful tool
to forecast sales of a new or repositioned product. This session will describe how
simulated test marketing is done, and how it can be used to increase the success of the
product launch.
Dr. Marianne
McGarry Wolf is a professor of agribusiness at California Poly Technic
State University San Luis Obispo where she teaches Agricultural Economics, Marketing
Research for Agribusiness and Marketing Communications for Agribusiness. Dr. Wolf is a
consultant for Yankelovich Partners and has co-authored a book on simulated test
marketing.
Thursday, April 12, 4:00-5:00
pm
Breakout Seminar II
Challenges &
Opportunities for Brand Building
Buddy Ketchner, Sterling-Rice Group
John Lundeen, Sterling-Rice Group
The challenges facing today’s agri-marketers
are greater than ever. A powerful way to build competitive advantage is to create brands,
even for traditionally non-branded commodities. Brands provide real differentiation in
consumers’ minds, which can lead to sustainable competitive advantage and more
consistent prices and product movement. This presentation will cover:
· Why brands matter.
· What is brand equity and how to build it.
· Branding challenges and opportunities for commodities.
Buddy
Ketchner is the managing director of the Sterling-Rice Group. In this
capacity he has led a wide variety of projects and clients across a range of industries
including food, high-tech, telecommunications, travel & tourism, agribusiness and
nutritional supplements. Ketchner’s clients include Celestial Seasonings, Globus
& Cosmos, US West, the American Lamb Council and the Almond Board of California.
 John Lundeen is a senior consultant with the
Sterling-Rice Group. In addition to client business, Lundeen coordinates new business
development for the Consulting group and is a part of the management team. His clients
include the National Cattlemen’s Beef Association, Nestle, Coors, Ralston Purina and
Hewlett-Packard.
Friday, April 13, 10:30-11:30
am
Breakout Seminar III
 Strategies for Managing Product Families vs. Single Products
John Landon, Colle & McVoy
One of the challenges of developing a strong brand
is to balance the individual brand equity with that of a product family. Should the
marketing strategy favor the individual brand over the family, or family over the
individual? What strategies and media tools best promote the individual brand, and which
are best for the brand family? This session will use animal health industry examples to
illustrate useful product management strategies.
John Landon
joined Colle & McVoy in 2000 after working for 13 years in the animal health and
livestock industry. He held several marketing management positions with Pfizer, Smith
Kline Beecham Animal Health and Norden Animal Health. Prior to that he was the director of
CF Resources and research analyst for Cattle-Fax.
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