March 23, 2016

Don't miss our conference: Marketing Myths!?

Mythos Marketing seminar (photo: dfv Conference Group)
Mythos Marketing seminar (photo: dfv Conference Group)
Roll up, roll up! Don't miss the chance to register and reserve your place at our exciting new conference Marketing Myths!? (Mythos Marketing) on the 2nd of June 2016 in Frankfurt, Germany. Why not take advantage of the early-bird price by registering no later than April 15 and save €100?

This English-language event will bring together top German retail & fmcg managers as well as senior members of the international fashion, advertising and food service industries at this first-class networking event.

Our keynote speaker will be marketing guru Marcel Corstjens, emeritus Unilever Chaired Professor at INSEAD business school. Corstjens will also present his new book 'Penetration.' and personally sign copies for all delegates.

Other top speakers include Jürgen Schröcker, management coach and former Chief Marketing Officer at German DIY giant Hornbach; Jürgen Kohnen, CM & Innovation Director at Procter & Gamble Germany; and mymuesli co-founder Max Wittrock.

Want to know more?

Professor Marcel Corstjens, INSEAD (photo: Mark Mackenzie)
Professor Marcel Corstjens (photo: Mark Mackenzie)
The exceptional quality of trade bestseller 'Penetration.' has motivated our newspaper to initiate a conference to present, discuss and challenge Professor Corstjens' controversial and thought-provoking ideas.

The venue will be held on the afternoon of June 2 on the 12th floor of our publishing company dfv Media Group in Frankfurt am Main. It has been organised by our sister company dfv Conference Group and is supported by a number of our newspaper's fellow trade publications, including Horizont, TextilWirtschaft, Der Handel and food-service.

In addition to Professor Corstjens, we have also invited high-profile speakers from German retailing & brand manufacturing. All three have achieved sustained success through breaking with standard marketing practices and rival even Corstjens as entertaining speakers.

Retailers will be ably represented by ex-Hornbach CMO Jürgen Schröcker and mymuesli co-founder Max Wittrock. On the supplier side we are delighted to confirm as speaker Jürgen Kohnen, Director Retail Innovation at Procter & Gamble Germany.

Jürgen Schröcker, management coach

Jürgen Schröcker (photo: private)
Marketing coach Jürgen Schröcker (photo: private)
During a long career as CMO & Chief Personnel Officer, Schröcker forged a new and edgy corporate image at German DIY giant and former Kingfisher-partner Hornbach.

His striking ad campaigns dynamised sales for more than ten years at the Neustadt-based family company who posted net revenues of €3.8bn in 2015/16. His creative ideas also earned him numerous international awards, including a golden Effie no less than three times.

Prior to Hornbach, Schröcker was also Head of Marketing at furniture group Möbel Walter and a member of the advisory council at furniture discount chain Poco-Einrichtungsmärkte. This in-depth experience of the trade has made him one of Germany's leading experts in marketing and retailing.

In his current role as management coach Schröcker helps companies of all sizes who wish to boost their sales in a sustained way. He has recently published the thinking behind his work in his latest book Fit & Sexy – Die Formel für mehr Erfolg im Einzelhandel (Fit+Sexy – The Formular for More Success in Retailing).

Max Wittrock, co-founder mymuesli

mymuesli co-founder Max Wittrock (photo: Viktor Strasse)
mymuesli co-founder Max Wittrock (photo: Viktor Strasse)
Our second retail guest speaker is Max Wittrock, co-founder and managing partner of mymuesli, an imaginative start-up company based in Passau/Bavaria.

Wittrock started mymuesli together with two friends, Hubertus Bessau and Philipp Kraiss, in 2007. They began as innovative makers of organic muesli (granola) in Passau, but quickly also developed into retailers.

Customers can mix their favourite mueslis online from 80 ingredients. This theoretically allows 566 quadrillion different combinations.

Orders can be delivered home or picked up in a total of 39 stores in Germany, Austria, Switzerland, the Netherlands and Sweden.

One of these bright and colourful outlets (30m²) can be viewed at the Skyline Plaza shopping centre, a stone's throw from the conference venue in Frankfurt.

Mymuesli has also embarked upon the conquest of supermarket shelves where its colourfully packaged cardboard tubes have become a distinctive feature at such progressive companies as dm, Germany's leading drugstore.

Mymuesli has won numerous awards, including the German Gründerpreis for entrepreneurial achievement in 2013, and currently employs close to 700 people.

Jürgen Kohnen, Director Retail Innovation, P&G

Jürgen Kohnen, CM & Retail Innovation Director, Procter & Gamble (photo: P&G)
Jürgen Kohnen: CM & Retail Innovation Director at Procter & Gamble (photo: P&G)
On the supplier side we are delighted to confirm as speaker Jürgen Kohnen, Director Retail Innovation at Procter & Gamble Germany. Kohnen, whose 30-year career at P&G has included a number of management positions in IT and sales, has run the Retail Innovation Division for the US fmcg leader since 2013.

His current responsibilities include category management, business intelligence, and trend research in the field of in-store and digital media in retailing. Jürgen Kohnen is therefore also an expert on retailer-supplier relationships, one of the main areas of research covered by Professor Corstjens.

Parent company Procter & Gamble in the US, whose marketing skills are legendary, hardly needs to be introduced to our readers. P&G serves consumers around the world with a formidably strong brand portfolio.

These include Always, Ambi Pur, Ariel, Bounty, Charmin, Crest, Dawn, Downy, Fairy, Febreze, Gain, Gillette, Head & Shoulders, Lenor, Olay, Oral-B, Pampers, Pantene, SK-II, Tide, Vicks, and Whisper.

The Cincinnati-based giant employs more than 110,000 people and has operations in approximately 70 countries. Germany, where staff number around 10,000, has been a major market for the Americans since 1960.

Local head office, just around the corner from Frankfurt in Schwalbach, also houses P&G's largest research centre outside the US. Over 900 scientists work there in the fields of baby care, feminine care, hair care, oral care and grooming. This is particularly relevant as Professor Corstjens also has strong views on the best use of R&D investment.

Get your signed copy

Professor Marcel Corstjens, INSEAD (photo: Mark Mackenzie)
Professor Marcel Corstjens, INSEAD (photo: Mark Mackenzie)
At the end of the event, Marcel Corstjens will sign copies of his new book for interested readers. A conference programme is provided in the information box below, but can be seen in more detail on the dfv Conference Group website.

Philosophically, the venue is divided into three sections where the speakers will try to identify the most dangerous myths currently prevalent in retailing, fmcg manufacturing, and retailer-supplier relations.

There will also be a general discussion part so that delegates can question the views held by the speakers. Regardless of whether they agree or disagree with Corstjens' ideas, it will be fascinating to hear the reaction of all who attend.

Readers wishing to register online, should refer to the dfv Conference Group website. Alternatively, please contact Frau Svenja Wieck at dfv Conference Group (email:; telephone: +49-(0)69-7595-3027). See you in Frankfurt!

Podcast microphone (photo: Gerhard Seybert-Fotolia)
(photo: Gerhard Seybert-Fotolia)

Podcast. Click arrow to listen to an audio version of the text:

Lebensmittel Zeitung with digital sister (photo: LZ)
Our German B2B newspaper, Lebensmittel Zeitung, in print & digital
Read in German: By international editor Mike Dawson on page 59 of
Lebensmittel Zeitung, no. 12, 24.03.2016



12:30-12:40: Introduction
Mike Dawson, International Desk, Lebensmittel Zeitung
12:40-13:10: Part I:
"Marketing Myths & the Retailer"
Professor Marcel Corstjens
13:10-13:35: "Fit & Sexy –
Inspiring Consumers in a 4.0 World"
Jürgen Schröcker, consultant & management coach
13:35-14:00: "Insights into the Vollkorn economy"
Max Wittrock, co-founder mymuesli
14:00-14:05: Q & A
14:05-14:30: Networking & Caffeine
14:30-15:00: Part II: "Marketing Myths & the Brand Manufacturer"
Marcel Corstjens
15:00-15:25: "Store Wa(r)s and is and is to come"
Jürgen Kohnen, Director CM & Retail Innovation, Procter & Gamble Germany
15:25-15:30: Q & A
15:30-15:50: Networking & Caffeine
15:50-16:20: Part III: "Marketing Myths & Retailer-Supplier Relationships"
16:20-16:30: General Discussion
16:30-16.35: Closing Remarks
Mike Dawson
16:35-17:00: Marcel Corstjens signs his new book
17:00: Conference ends

To register online:

For more information about the venue:
Frau Svenja Wieck
Tel: +49-(0)69-7595-3027

German Retail Blog

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