Lidl & Metro Workshops - Kantar Retail iQ

Selling to Lidl
2 December 2009 | Düsseldorf, Germany
Geographical coverage – Europe
In recent years, Lidl has been the most dynamic retailer
in the European marketplace. Fortunately, this has led to
rapid growth and increasing opportunities for branded
manufacturers. At the same time Lidl management is
aware of the growing need to rebalance the weight of
national brands in the business and ensure that its
position as one of the cheapest grocers in the market
remains unquestioned.
This MVI workshop will focus on many of the key
opportunities and challenges manufacturers need to
manage when working to build and maintain a
successful Lidl business.
Agenda
08:30-09:00 Coffee and Registration
09:00-10:00 Discounter channel growth in the
current economic environment
• Discuss the performance of pure
discounters and proximity discounters
in Europe and review MVI’s forecast for
these channels through 2012
• Explore the impact of the economic crisis
on the channel and its leading retailers
• Review how retailers have successfully
challenged Lidl across Europe
(Mercadona, E. Leclerc, etc)
10:00-10:15 Break
10:15-11:15 Drivers of change in the Lidl business
• Discuss how Lidl is shifting strategies
to maintain growth
• Explore the impact of these shifts on
assortment, expansion, and concept
development
• Review Lidl’s response to the
competitive landscape
11:15-12:00 Reestablishing the fundamentals of
the Lidl brand
• Learn how Lidl is reinforcing its price
image in today’s environment
• Review evolving consumer perception
of the brand in key markets
• Examine how changing perception is
evolving shopper occasions
12:00-13:00 Lunch
13:00-14:00 The Lidl business model and KPIs
• Review the cash margin model and its
role in the Lidl business today
• Examine comparative financial
performance across Lidl markets
14:00-15:00 Managing permanent listings with
promotional offers
• Understand the role of brands today
versus in the past and how to manage
the branded product mix
• Examine Lidl’s metrics on basket and
price point management
• Explore listing prospects and requirements
• Review new promotional opportunities
15:00-15:15 Break
15:15-16:30 Managing the Lidl strategy for
continued growth
• Developing a contact strategy
− Defining roles
− Local versus central relationships
− Adding value to the relationship
• Key measurements and alignment for
long-term success
− Managing the range and range
innovation
• Implications and opportunities
16:30-15:15 Event End
For more information or to register contact us on: Tel. +44 (0)207.031.0256 or visit MVI-Insights.eu/ MVI-Worldwide.com
© 2009 MVI–Management Ventures, Inc. A Kantar Retail Company