Masterclass Markets 7-9 November 2018

Industrial Marketing & Sales 2.0

IFFI Academy: limited edition

The upcoming Masterclass Markets, scheduled for 7 & 8 & 9 November 2018, is dedicated to Industrial Marketing and Sales 2.0. We look forward to welcome all members and invitees who are interested in marketing and sales excellence in the business-to-business environment of the international food industry. Don’t miss the opportunity to share and develop strategic and tactical insights with colleagues from the food ingredients industry, facilitated by leading professors and industrial experts.

Register now to ensure your participation and accommodation
Registration members / Registration non-members

Target Group

Marketing directors, sales directors and sales managers, (key)account managers, market intelligence and consumer insight managers, marketing and communications professionals, market and business development managers and colleagues from the food (ingredients) industry who want to strive for commercial excellence in their current and future positions.


Wednesday 7 November 2018

Location Hotel Mooirivier, Oude Oever 10, Dalfsen, tel. 0529 478777
18.30 hrs Registration with drinks and appetizers
19.00 hrs Dinner
20.00 hrs Creative acquaintance & personal targets
22.00 hrs Closing of official programme | informal networking

Thursday, 8 November 2018

Location Hotel Mooirivier, Oude Oever 10, Dalfsen, tel. 0529 478777
Module 1 Industrial Marketing
09.00 hrs Prof. Rudy Moenaert, TiasNimbas, on ‘Sustainable business through competitive advantage’
Topics: Differentiation, Business Roadmapping, Marketing Planning
11.00 hrs Linda Kester, Sincer on ‘Strategic Portfolio Management’
Topics: Innovation Management, Decision Making Processes
12.30 hrs Lunch
Module 2 Value Based Pricing
13.30 hrs Tijs Rotmans, The Pricing Company, on ‘Value based Pricing’
Topics: Pricing & Profitability, Differentiation, Value Pricing
17.00 hrs Wrap up | drinks & fingerfood
19.00 hrs Team activity: dinner and pubquiz
22.00 hrs Closing of official programme | informal networking

Friday, 9 November 2018

Location Hotel Mooirivier, Oude Oever 10, Dalfsen, tel. 0529 478777
Module 3 Strategic Purchasing
09.00 hrs Prof. Arjan van Weele, Universiteit Eindhoven, on ‘Industrial Buying’
Topics: Sourcing Value, Driving Performance, Preparing Partnership
11.00 hrs Tjarda de Heer, FrieslandCampina on ‘Strategic Partnerships’
Topics: Total Cost of Ownership, Creating and Sharing Value
12.30 hrs Lunch
Module 4 Industrial Selling
13.30 hrs Heino Hovingh, Hovingh and Partners, on ‘Strategizing Large Deals’
Topics: Principles & Roles, Balance of Power, Closing Deals
17.00 hrs Conclusions and wrap up
17.15 hrs Closing of official programme | drinks & snacks

The IFFI Academy

The IFFI Masterclass Markets is a pioneer programme of the IFFI Academy to be established in 2019, with special focus on the post graduate education of professionals and managers in the food ingredients industry. The IFFI Academy facilitates the need for commercial, technological and operational excellence, required by the producers of food ingredients to build a sustainable market position in the international food industry. Offering multiday executive programmes within the fields of Marketing & Sales, Innovation & Technology and Manufacturing & Supply Chain. With the upcoming IFFI Masterclass Markets you will get a taste of the IFFI Academy.

Topics & Guest speakers

Module 1 Industrial Marketing

Rudy Moenaert, Professor of Strategic Marketing, TiasNimbas Business School

Professor Rudy Moenaert, leading professor in the field of industrial marketing will provide us with the latest insides from the academic world and best cases from the industry. How to differentiate your market matching the key strengths of your company? And how can we leverage those strenghts to get a sustainable competitive advantage?

Linda Kester, Strategic Portfolio Management Expert, Sincer

Innovation portfolio decisions are known to be one of the most difficult strategic decisions to make by companies. Which new product development projects to fund, which ongoing projects to terminate, and which existing products to take out from the market or replace? Linda Kester is known for her extensive research on strategic portfolio management in the academic and business world.

Module 2 Value Based Pricing

Tijs Rotmans, Pricing Consultant, The pricing Company

This highly interactive training session on value based pricing is facilitated by Tijs Rotmans. We will segment customers on the ‘Willingness to Pay’ and apply Fencing and Price Waterfall techniques as the core of your pricing strategy. An assignment on determining and quantifying value drivers provides you with an understanding on economical value!

Module 3 Strategic Purchasing

Arjan van Weele, Professor Purchasing & Supply Chain Management, Eindhoven University

In order to strive for sales excellence a clear understanding of strategic purchasing is essential. Professor Arjan van Weele, a leading professor in the field of industrial buying, will provide us with the latest insides from the academic and business world. What kind of procurement development modules do our customers use and what should be our propositions, partnerships and competitive biddings look like?

Tjarda de Heer, Director Global Category Indirect Materials & Services, FrieslandCampina

For the procurement discipline changing from costs to value is a major shift in focus and requires a complete different set of criteria of selecting suppliers, forming strategic alliances and prioritizing what brings value when and how. Moreover, it requires a different mindset of the procurement discipline, previously focusing on costs and now focusing on value. How do suppliers anticipate to this major change?

Module 4 Industrial Selling

Heino Hovingh, Sales & Negotation Consultant, Hovingh & Partners

We will dive into strategizing large deals, leveraging your influencing and negotiation position in the value chain. In a highly interactive session facilitated by Heino Hovingh you will get an understanding on setting up a tangible strategy and closing large deals. A valuable training session for key-account managers and directors.

Location & accommodation

Hotel Mooirivier
Mooirivier is a unique meeting location for congresses and multi-day events at one of the most attractive locations in the Netherlands, directly along the river Vecht in the province of Overijssel. This is where you will be challenged to think and act creatively. A meeting location that’s just that little bit different. Another atmosphere, but above all, another energy! Because whether you’re outside or inside, you will continuously feel inspired by the nature surrounding you.IFFI can arrange a luxury hotel room for you including breakfast for the special price per night of € 142,00.Address: Hotel Mooirivier, Oude Oever 10, Dalfsen, tel. 0529 478777

Registration and accommodation

The IFFI Masterclass programme includes dinner and drinks and excludes eventual accommodation costs. Participation costs for non-members are € 950,– including 5 modules, team activity, dinner and lunches, excluding VAT. Participation costs for IFFI colleagues are covered by the membership fee. However, for cancellation of participation after 22nd of October we will charge you € 300,–. IFFI can arrange a hotel room for you in Hotel Mooirivier, rooms including breakfast cost € 142,– per night.
Please use the online registration forms below to register for one, two or three days and to request a hotel room. Please note that in case of hotel cancellations later than 7 days in advance of your stay, we are forced to charge you 100%.

Please register before the 26th of October 2018 to ensure your participation and eventual accommodation!

Registration members / Registration non-members

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