Second Annual Marketing Forum
Modern Marketing Technologies – Serving your Company’s Needs
April 25, 2008 | St. Petersburg | Ambassador Hotel

For the second successive year the Marketing Forum gathers leading specialists and professionals in the field of marketing. Participants of the Forum discuss important issues connected with marketing component of company operation, choice of market entry strategy, evaluation of investment attractiveness of various Russian branches and regions. The aim of the Forum is to encourage exchange of advanced experience and know-how, as well as improvement of company’s technologies.

This year we are planning to organize an even more substantial and impressive event and offer interesting discussion topics to the audience. One of the Forum novelties will be increased international section.

Discussion of innovational and actual marketing tools is the keynote of the Forum.

During the Forum marketing experts, representatives of the leading research, consulting and production companies will:

• share their unique practical experience in the sphere of marketing management;
• talk about up-to-date effective marketing technologies;
• present real case studies of marketing usage for achieving company’s objectives.

Official program of the forum:

09:00 – 09:30	Registration, morning coffee. Opening of the forum. Welcome word. Alexander Sergeevich Olkhovsky, Deputy of St. Petersburg Legislative Assembly, Chairman of the Industry, Economics and Ownership Committee Evgenia Gromova, President of the WorkLine Company Group Hannelore Schmidt, General Director, ITMO (cross-cultural and management trainings for work in Eastern Europe)
09:30 – 11:30	First session. Opening of the Forum. Category management. New approach to product range management. Category management (or product range management) appeared in the West as early as in the 1980s – early 1990s of the XX century. Today this technology is becoming more and more popular among Russian companies. Some experts claim that the conditions for the development of the up-to-date purchase and sale management technologies have still not shaped in Russia. Others speak with confidence about the forthcoming new era when merchandising will be replaced by category management. So, what is category management in Russia: an attempt to follow the fashion or the real business development? Can one learn something that perhaps does not exist in the Russian market? Brand as a Speculative Cogitative Construct in the Context of Advertisement Hermeneutics Samvel Avetisyan, General Director, consulting company “Arkhideya”, Moscow Title of the speech to be confirmed Margarita Vasilyeva, Director, consulting company “Paprika Branding”, St. Petersburg Positioning as a Basis for Product Range Policy Construction within a Product Category Evgenia Gromova, President of the WorkLine Company Group, Moscow Collaboration of Retailer and Producer: Main Opportunities Alexey Orlov, acting Head of Marketing Department, LENTA Company, St. Petersburg Panel discussion: speakers answer questions from the audience in real time mode
11:30 – 12:00	Coffee-break
12:00 – 14:00	Second session. Strategies of seizure of new territories. Territorial expansion is one of the topical strategies of business growth. At a certain moment fast-developing companies face the problem of exhausting the opportunity to maintain growth rates only at the expense of increasing efficiency of their activity within their original location. Thus, territorial expansion becomes inevitable. How can one arrange it in the most efficient way? Analysis of City Development as a Subject for Marketing Studies Elena Nikolaevna Churina, Expert Council of St. Petersburg Legislative Assembly, Industry, Economics and Ownership Committee Strategic Approach to Regional Markets Research Alexey Znamensky, Head of CRM and Analytical Department, Azbuka Vkusa, Moscow Natalia Chubarova, Research Manager, Azbuka Vkusa, Moscow GIS Technologies as a Tool for Analysis of Territory Prospects for Business Development Daria Ivanova, Head of B2B Marketing Department, WorkLine Company Group, Moscow Strategies of the German Company’s Entry into the Russian Market Ditmar Geiser, Leader of Projects with Russia, Freudenberg Vliesstoffe KG, Germany Andrey Andreev, General Director, Freudenberg Simrit Ltd, Moscow Panel discussion: speakers answer questions from the audience in real time mode
14:00 – 15:00	Lunch in the Vernisazh restaurant in the Ambassador Hotel
15:00 – 16:30	Third session. Semiotics, ethnography and cross-cultural analysis as tools of modern marketing. While marketing specialists are trying hard to work out new models allowing to peep in the “black box” of the consumer’s mind, the latter does not stand still and is evolving from “common consumer” to “professional consumer”. The one thing remains unchanged – any product and consumption act carry some meaning which is impossible to discover with the help of traditional qualitative and, especially, quantitative researches. Semiotics offering a number of practices focused on the construction of meaning – what is it? Philosophy or logic? The science in the periphery or the innovational tool of a modern marketing specialist? Design Management and Design Research – Ethnographic Research in Design Maria Stashenko, Managing Partner, РА Organica design, Moscow Creation of Cross-Cultural Training Programs on the Basis of Ethnographic Research Data Hannelore Schmidt, General Director, ITMO (cross-cultural and management trainings for work in Eastern Europe), Germany Low Middle Class in Russia. Approaches to Research and Main Conclusions Polina Vasilyeva, Strategic Planning Director, РА BBDO, Moscow Semiotics as a Tool for Ethnographic Research Anna Dobrosovestnova, Qualitative Research Specialist, WorkLine Company Group, Moscow Panel discussion: speakers answer questions from the audience in real time mode
16:30 – 18:00	Buffet and lobby communication

Among the speakers who applied for the Forum are representaives of the companies:

• Freudenberg, Germany
• ITMO (Interkulturelles Training und Managementberatung fur Osteuropa), Germany
• Azbuka Vkusa, Moscow
• Lenta, St. Petersburg
• BBDO, Moscow
• Organica design, Moscow
• Arkhideya, Moscow
• Paprika Branding, St. Petersburg
• WorkLine Group, Moscow

Among the speakers who applied for the Forum are also representaives of St. Petersburg Legislative Assembly.


Participation fee: 9000 rubles + VAT
The fee includes: lunch, 2 coffee breaks, evening buffet, handouts

WorkLine Group
Phone:
+7 (495) 221 04 01
+7 () 702 33 02

Fax:
+7 () 335 07 60

Contact persons:
Daria Mashkina, mashkina@workline.ru
Sergey Alekshin, alekshin@workline.ru