Nelson Farfan Espada Profile

Managing Director- Founder of Nelson Academy of Marketing

2010 - Now Ztarkbond GmbH (International Marketing Agency - Germany)

Successfully founded an international strategic marketing agency to create and build brands for clients ranging from start-ups to global leading corporations

Global Brand Director - Aesthetics Division

2008-10 Merz Pharmaceuticals GmbH (Global Headquarter - Germany)

Created a new medical aesthetics brand with above industry standards in communication strategy, today a top global player; managed M&A projects

Head of International Product Marketing

2006-08Brita GmbH (Global Headquarter - Germany)

Successfully re-launched Brita’s worldwide brand communication; responsible for core consumer product lines of worldwide leading domestic water filters

Associate Business Director - Braun Hair Care

2005-06 Procter & Gamble (Global Business Management - Germany)

Led the entire global “Braun Hair Care” marketing unit, including new product development; managed existing worldwide business bringing it back to leadership

Global Business Manager

2000-05 Gillette (Global Business Management - Germany/USA)

Full responsibility for establishing and managing Oral-B’s global battery toothbrush category from zero to #1-world-leadership in every market

Business Development Manager - Marketing/Sales

1998-2000 Gillette de Puerto Rico (USA)

Built and managed a new Braun business unit from sales to PFO

Financial Analyst/Project Manager/International Trade Analyst

1989-96Gillette/Abbott Diagnostics/ Caleb Brett

Corporate Finance, International Trade and Project Management

Product Manager

1996-98 Braun / Gillette (Eastern Europe Headquarter - Germany)

Successfully launched various categories for Braun in Poland, Hungary, Slovenia, Czech and Slovak Republic

Career History

NELSON FARFAN ESPADA

and others…

Executive entrepreneur with 20+ years experience in managing, creating and building world leading brands in key strategic positions. Senior management coach, guest speaker and trainer.

Created sustainable shareholder value growth for start-ups as well as global market champions in highly competitive categories.

Proven track record in achieving profitable growth and market leadership.

Decades of experience leading teams across the world in global, regional and local marketing/business units in Fortune 100 companies: Procter & Gamble, The Gillette Company, Oral-B and others.

Founded Nelson Academy of Marketing to provide cutting-edge marketing training for entrepreneurs, executives and marketing/sales teams.

Achievements

12 Leading brands managed

10 Years experience in Asia+

20 Years of global strategic brand marketing

150 Leading strategic workshops

33 Countries launched+

+

50 Brands helped+

Some Factsmarket share from 0 to No.1 in the world,

300 Mio USD in 3 years

directed new communication strategy for a

leading E-MBA program

Triple Sales and profits, winner of a prestigious adverting award

created from zero to world leading brand in aesthetics

developed new communication strategy

leading to triple sales in China

developed master POS communication for a

Chinese 30. Billion $ brand

+

!4

Gary Cohen Former CEO The Gillette Company

Nelson has a "can-do" attitude and was a true brand champion for the battery toothbrush business at Oral-B. He was a true business owner and a key driver behind the success and speed to market for Oral-B's entry into this product segment. His energy and commitment were contagious and it was truly rewarding to have him on my team.

“ “

Maggie De Gasperi Former Gillette Oral Care Global Director (Procter & Gamble)

Maggie managed Nelson directly

Nelson was a true innovator and success driver during our time together on the Gillette Oral Care global marketing team. Nelson not only successfully managed the huge worldwide launch of an innovative battery toothbrush, he was also constantly brainstorming ideas for product flankers and promotions, to keep the business growing despite market volatility and strong competition. His ability to think "out of the box" makes him a valued partner for marketing but also for general management.

“

“ Albert Lee CEO Brise Care - GlobalTaiwan Start-up

Albert is business partner of Nelson

We are a very successful start-up in Taiwan and are growing a tremendous rate but never realized the amazing potential that Nelson untapped, only within the first few days we are able to see a very strategic structure and establish a solid future. Working with Nelson there is no barrier of culture or language… it’s all his experience and strategic tools that he brings in…

“ “

Maurizio Moretto CEOLAICA SPAItaly

Maurizio works with Nelson since 2010

“ “ At LAICA we have always strived to become part of the first tier brands… with Nelson’s we were not only able to beat the world’s biggest brand competitor ever, triple sales and profits, but also we have now created a leading premium brand…

Some testimonials

N

5

Nelson Far fan Espada Managing D i rector & Founder

NELSON ACADEMYO F M A R K E T I N G

Strategic MarketingTop line introduction

7

Who we are…

Ztarkbond GmbH is a global strategic marketing company. We create and build brands for start-ups, SMEs and leading Fortune 100 corporations. Our proven track record demonstrates Ztarkbond’s skill in developing winning and applicable brand strategies. We believe in the vital importance to link strategy to execution. Therefore we support our clients on every step of this journey.

We create precise touch-points that engage your company in a meaningful way. Together, we define, unify and amplify your brand’s message so that it rises to the top level of consumer awareness, conversion and brand loyalty. With the Academy of Marketing we share our knowledge to help you create world-class champion brands.

What we do…

Strategic Marketing

Brand Development

Brand Promotion

- Brand auditing - Strategy development - Pricing strategy - Vision/mission - Communication strategy - Consumer targeting - Business modeling - Product development - More…

- Brand positioning - Advertising creative - Brand assets creation - Design language - Global packaging - 360° POS creation - Brand guidelines - Globalization - Launch packages - Brand books - Films - More…

- Advertising production - 360° campaign - Digital Marketing  - KOL management - Symposiums - Point of sales - Merchandizing - More…

From increasing brand awareness to expanding market share: ZB will help you create an overall game plan to reach your long-term goals.

We have chosen some of the best talents, designers, artists, producers and creative minds that have worked on prestigious brands in Europe, America and Asia.

From a mega-brand global rollout to the promotion around the corner: The brand experience must be flawless, unique and in-sync with brand DNA. We give a vertical brand building platform to ensure our strategies are actually executable day to day.

The Academy of Marketing has been developed to share our knowledge publicly and pass our strategic experience to everyone who wants to learn how to build leading brands.

Academy of Marketing

- Essential training - Executive training - In-house workshops - VIP coaching - Brand strategy - Strategic analysis - Target definition - Brand positioning - Briefing - Globalization - More…

Our brands, our customers…

N

11

NELSON ACADEMYO F M A R K E T I N G

Our mission is to share our knowledge to help you create world-class champion brands…

NELSON ACADEMYO F M A R K E T I N G

We provide cutting edge marketing training and strategical thinking to create brand value and generate sustainable sales. You will learn…

• how to create and build world leading brands• how to double sales and beat competition• how win the price war • how to conquer the hearts of consumers with smart and practicable tools that you can use daily

Over the last decades we have been developing winning strategies, creating and building world leading brands in fortune 100 companies, leading Asian corporations, SEMs and start-ups. Now we are sharing our experience in many countries across the world.

TARGET AUDIENCE

- Entrepreneurs/CEOs looking for a winning marketing strategy to expand worldwide with own brand

- Marketing executives who want to build world class brands

- Private equity, venture capital or investment executive investors in search of identifying the brand value, power and potential of brands

- Highly motivated young marketers

OUR OFFERING

- CEO/executive coaching & consulting- In-house strategic marketing workshops- In-house tailor made programs- Essential tools for entrepreneurs to make an

impact in the market - Group discussions- Yearly strategic marketing conference to

exchange ideas with executives from top brands

- Arrange leading company/business school visits (China ->Europe and Europe -> China)

STRUGGLERS

WINNERS

ESTABLISHEDSTART-UPS

€

Academy ObjectivesLack of a winning marketing strategy is often cause for inefficiency or failure on the way of a business to success. At the Academy of Marketing our objectives are to give you the tools to win in the market place. We will show you how to build brands strategically to generate higher sales and profits while building sustainable brand value.

14

Programs

Strategic workshops are tailor made programs that vary depending on the specific needs of your company, its size and the challenges at hand. They require deep analysis and involvement and have a great impact not only on the success of your brand but also on accelerating your know how and team spirit to a new level.

Duration varies and depends on requirements.

S t ra teg ic Workshops

Our educational program is designed to train you in a wholistic strategic method that is used to build some of the best global leading and emerging brands. The concept is highly efficient, works across categories and can be applied in all markets and cultures. It covers all key aspects from strategic analysis, targeting, creation to promotion in a synchronized framework with real life cases and active workshops. The method has been successfully applied over the years in building some of the best brands in the world.

1-Month-Program: - 3 full days of training - 2 follow-up webminars - 1 performance review

Master C lass

Specific training themes with best-practice in all core areas of marketing strategy, creation, management and promotion. Courses are segmented for small/mid/large corporations.

1-Day Courses

- Unique powerful positioning for Star-ups - Portfolio strategy and management - Communication strategy development - Brand DNA creation and repositioning strategy - Brand extension strategy - Brand loyalty - Product/service creation - etc.

Following is a extract of courses:

• What is Strategic marketing? • What are the fundamentals to create a sustainable business strategy and brand to generate growth and beat competition?• Why is strategic marketing essential for failure or success?• Complete, integrated and wholistic marketing methodology with proven success

STRATEGIC ANALYSIS WHO - DEFINING OUR TARGET

WHAT - DEFINING OFFERING

HOW - CREATION

1. All P’s Product portfolio strategyPricing strategyPlacement definitionPromotion

2. COMMUNICATION STRATEGY What do we say about our offering and brand Wholistic brand communication and segmentationPositioning matrix (own and vs Competition)Briefing

3. MARKETING MIX Define consumer touch points and exposure

4. OGSM Clear definition objectives, goals, strategies and measures for success

AMPLIFICATION - GO TO MARKET1. SHOPPER EXPERIENCE Packaging, POS, promotions. Displays, PR eventsTrade presentations, exhibitions, etc.

2. ON LINE Website, Digital marketing, social media, video, apps, world of mount, campaigns, digital PR, viral

3. OFF LINE TV, print, billboard, sponsoring, sampling etc.

4. OTHER To be defined depending on strategy

1. PSYCHOGRAPHICS Primary/secondary customersBehavior/ lifestyle Usage/ purchase behavior Trigger/ barrier

2. DEMOGRAPHICS Age groupsIncomeRegion EducationEtc

3. PERSONIFICATION Conclusion of the person/s Imagine and define a real target consumer

1 month program Wholistic, deep dive and workshops

KEY CONTENTS

OUTLINES

BENEFITS

BUSINESS NEEDS

• Understand a wholistic marketing strategy methodology that is used to build some of the best leading brands of the world and emerging brands that works across categories

• Create and build world-class brands• Win within fierce competition• Double sales and profits

Master Class

1. 6 Cs Consumer / CustomerCategory / CompetitionCompany / Colleagues

2. 6 Ps Product, Price, Placement, Promotion

3. POP/POI/POD/POS Points of Parity, Inferiority, Difference, Superiority

4. SCAs Source of Competitive AdvantageSustainable Competitive Advantage

5. SWOT Strengths, Weaknesses, Opportunities and Threats

1. BRAND POSITIONING STATEMENT Why we do what we doFunctional benefits Emotional benefits Reasons to believe

2. 5 SENCES DEFINITION Visual, video, graphics, colorsTouch feel and functionSmell enjoymentSound experienceTaste definition

3. BRAND VISUALIZATION Creation or improvement of the brand experienceLogos, packaging, WEB, product design, advertising, videos, etc.

world.

ESSENTIAL A D VA N C E D

OUTLINES

BUSINESS NEEDS

How to build a unique positioning to ensure successful start up

How to drive brand awareness efficiently within my small budget

How to build my product portfolio to successfully get to sales

How to expand my brand/ product portfolio to drive sustainable growth

How strengthen brand loyalty and turn to sell

How to re-position my brand/ product to adjust to market competition

BENEFITS

COURSE BUILDING UNIQUE AND POWERFUL POSITIONING FOR START-UPS

COMMUNICATION STRATEGY TO MAXIMIZE BRAND AWARENESS FOR START-UPS

PORTFOLIO STRATEGY TO WIN NEW CUSTOMER AND REPEAT PURCHASE FOR START-UPS

BRAND EXTENSION STRATEGY TO ACCELERATE GROWTH

RE-POSITIONING STRATEGY TO WIN OVER COMPETITION

MARKETING STRATEGY TO TURN BRAND LOYALTY INTO SALES

• Understand your consumers• Understand competition• Understand your POP/POD• Define your vision & mission • Write your brand key• Quantify your position into

sales potential

Set a clear and strong direction for your business for first 3 years

• Understand consumer journey in digital age

• Define key touch points • Define key message in each

touch points • Key rules for brand identity

Set a smart communication to make your brand more well-known

• Consumer segmentation • Portfolio strategy • Communication strategy to

close sales• Understanding purchase

behaviors • Marketing strategy to drive

repeat purchase• Measurements for KPI

• Understand market segments

• Understand competition • Understand business

situation• Brand extension strategy • Portfolio management

strategy• Quantify sale out potential.

• Understand your customers

• Understand competition• Understand your POP/

POD• Brand positioning

statement• Communication strategy

for repositioning: touchpoints/ message, tactics etc

• Definition of brand loyalty

• Understand business insight

• Understand consumer insight

• Marketing strategy • Quantity sales out

potential

Effectively manage your portfolio to drive sales & repeat purchase

Set a clear orientation for brand extension to ensure consistency & growth

Get to know the rules for repositioning

Communication strategy to drive brand love and repeat purchase

1-day training Specific topics on brand building1-Day Courses

I. II. III. IV. V. VI.

NELSON ACADEMYO F M A R K E T I N G

Berliner Strasse 7965824 Schwalbach Germany

Wechat: nelson_farfanWEB: www.ztarkbond.comMail: nelson@ztarkbond.comTel: +49-176-63767922

Nelson Far fan Espada Ztarkbond GmbH