Program of the Marca Poland fair

2^nd April 2025 Wednesday

🕙 10:30-11:10 – Analysis and presentation of private label data from the main european countries

➡️Taissia Galperina – Retail Key account Manager Circana Germany

Overview of private label trends in Europe, with a particular focus on the performance of the German market. Analysis of marketing mix elements in terms of value, volume, prices, distribution channels, and the role of discounters.

Detailed presentation agenda:
• EU6 Market Performance: Germany, France, Spain, Italy, UK, Netherlands
• Private label growth rates across EU6
• Growth rates per category
• German market performance
• Total German market
• Market development by channel and category (value, volume, price)
• Promotion development by channel and category
• Private Label
• Private label development in Germany (value, volume, price)
• Promotion vs. shelf development
• Private label price development
• Private Label in discounters

🕑 12.00 Official opening of the first edition of the Marca Poland fair

🕙 14:00-15:30 – IPLS presentation ceremony - Marca Poland

➡️ Organised by Marca by BolognaFiere and IPLC The Retailer Brand Specialists

IPLS zone is the space dedicated to the companies' novelties in the presence of the experts from Expertise on Field - IPLC, the international specialists of the Private Label. This year more than 180 exhibiting companies took part, with more than 400 candidate products.

IPLS has a common focus for manufacturers and retailers: innovation. The pandemic and inflation have caused a decrease in innovation by large scale consumer companies, with an inevitable impact on sales. It is PL, now a leader in a growing number of categories, that is being called upon to take on the role of ‘Innovation Brand’ for the benefit of companies in the various supply chains

THE CATEGORIES EXHIBITED

The event, organised by Marca by BolognaFiere and Expertise on Field - IPLC The Retailer Brand Specialists, aims to highlight the novelties proposed by the companies, aggregated in four macro-trends of consumption and product use, elaborated and updated at national and international level by IPLC.

IPLS is a journey to discover innovations that respond to the main trends in purchasing, consumption and use. Local products, for wellbeing and health, free from unwanted ingredients (Free From) or rich in specific principles and nutrients (Rich In); products of the flexitarian, vegetarian and vegan diet, ready-to-eat references, but also with innovative packaging with lower impact, made in Italy or sustainable. The exhibiting companies highlight which of these different trends their products, whether new or about to be launched, respond to.

COMPANIES PARTICIPATING AT THE CEREMONY:

• Nobacpro - Multitrade (award winner)
• Busti Formaggi
• Verzì Caffè
• Gruppo Gimoka

3^rd April 2025 Thursday

🕙 10:00-10:30 – Private label and retailer brands: extraordinary scenarios for a successful relationship between manufacturers and retailers.

➡️ Stefano Ghetti - IPLC The Retailer Brand Specialist

A global and European scenario of Private Label data, experiences, cases and a projection on trends and development opportunities with a focus on the key levers for manufacturers to succeed with retailers and for retailers to succeed with manufacturers and customers.

🕙 11:00-11:45 – Private labels - the key to successful cooperation with retail chains

➡️ Klaudia Gajewska

The lecture prepared especially for manufacturers or suppliers who are interested in cooperation with retail chains in creating and developing their own brands. The lecture aims to introduce suppliers to the world of retail chains' own brands and present the most important principles of such a form of cooperation from the perspective of a category manager, ex. brand manager of own brands.

Klaudia Gajewska - manager with experience in managing and developing both categories and brands of food products in the FMCG industry. Until recently, Manager for Development of Own Brands in one of the largest retail chains in Poland. Recently, Category Manager managing the assortment of food products in the dynamically developing e-commerce sector. In her work, she is focused primarily on facilitating the process of making purchasing decisions for consumers and building and maintaining effective relationships with suppliers.

🕙 12:00-12:45 – How to distinguish your own brand in the digital world? Effective Google Ads and Meta Ads strategies

➡️ Mateusz Ławiak – Agencja r360

• Using Google Ads and Meta Ads data to distinguish your brand – How do audience segmentation and behavior analysis help build a unique market position?
• Automation and AI in Performance Max & Meta Advantage+ campaigns – How can algorithms optimize campaigns for private labels, maximizing ROAS?
• Storytelling and emotional connection with the customer – How to create an advertising message that builds awareness and distinguishes the brand from the competition?
• Case study and practical tips – Analysis of successful campaigns, mistakes to avoid and quick techniques for optimizing the advertising budget.