Vous êtes sur la page 1sur 27

Bonduelle & The Importance

of Category Management
Onderwerpen
1. Who is he ?

2. Bonduelle

3. The Importance of Category


Management

4. Case Carrefour
I. Bonduelle
Missie Bonduelle
World Leader in Vegetables
Category Strategy
Bonduelle
Autres

PICARD

SODEBO
Pizzas MC CAIN

IGLO

Poissons HEINZ
BIRDS EYE

HAK FINDUS

Plats cuisinés D’AUCY FROSTA MARTINET

DEL MONTE FRUDESA FLORETTE

Légumes

Conserve Surgelé Frais


•RELATIONS EXTERIEURES &
DEVELOPPEMENT DURABLE

7 Client- and Profit-Orientated Subsidiaries •FINANCE -G SANSON


•DRH
•MKT et COM.
•R et D
Services
ServicesCentraux
Centraux •SYSTEME
D’INFORMATION
•ACHATS

100 % 100 % 100 % 100 % 37 % 100 % 100 %

Conserve Amérique du
Nord
CONSERVEN CONSERVEN CONSERVEN
TRAITEUR RETAIL DIEPVRIES
4ème GAMME DIEPVRIES CONSERVEN DIEPVRIES
RETAIL VERS
RETAIL MDD DIEPVRIES RETAIL &
DIEPVRIES TRAITEUR (= private FOODSERVICE
RETAIL
label)
MERK
2 Fabrieken 7 Fabrieken 13 Fabrieken 3 Fabrieken 4 Fabrieken 1 Fabriek 7 Fabrieken
Renescure - Estrées
Vaulx -Russy Loudéac
Bordères -Labenne Estrées St Caradec
St Sever - Santarem Santaella
Nagykörös Gniewkowo Milagro
Bekeschaba
Benimodo
+ 3 « Corbeille »

E.U. Buiten E.U.


Geographic Strategy
Bonduelle

Traiteur Frais Surgelé Conserve


II. The Importance of
Category
Management
The Importance of Category
Management

a. Concentration of Buying Power


95%
80%

% volume Bonduelle
België Nederland
The Importance of Category
Management

b. Improving Skills & Competencies


retailers
The Importance of Category
Management

c. Increasing Importance PL : Shake out


Brands
50%

30%

1990 2008
% Marketshare Abrands Conserves
III. Bonduelle Ambition

Being Category
Leader Conserves
Culture : Continuous
Improvement
Category Leader Conserves

Great talent, 1998

Great talent, 2006 Great talent, 2008

The moment you think you are there, you are history….
Culture : Continuous
Improvement
Category Leader Conserves

Markets change.....
Culture : Continuous
Improvement
Category Leader Conserves

The recipe for success changes with it.....


Organisation : Before
Category Leader Conserves

Marketing Sales

Value Creation Value Delivery


- Innovation - Make the Deal
- Concept Development - Customer Relationship
- Media - Volume
- 4 P’s - Turnover
Organisation : Current
Category Leader Conserves

Marketing Cat Man Sales

Value Creation Category Management Value Delivery


- Innovation - Pricing Policy - Make the Deal
- Concept - Shelf Vision - Customer Relationship
- Media - Promotional Stragegy - Volume
- Product - Turnover
Deliverables
Category Leader Conserves

Margin
Generator Shelf Retailer
Specialist
Preference

Promotion
Specialist
IV. Carrefour – PPC project
Relevance PPC Carrefour
Category Buyers

86,7 %
Total market spend on
category can

Spendings anywhere by the


Carrefour shoppers on
category can

48,7 %
Spendings on can at Carrefour
by the Carrefour buyers

Closure
rate
35,3%

17,2 % loss

Value
6,1 36,2 63,2 (million)

Source: GFK

Potential for Carrefour € 30,1 !


Relevance PPC Shopper

No need to comment…
Relevance PPC
Bonduelle
17% 21%

25% Growth
83% 79%
Potential

Bonduelle bij Carrefour Bonduelle in België


PPC : Proces

How to Involve How to Involve the Focus Bonduelle


Carrefour ? Shopper
• Build Revelance • In Store Research • Clarity of Purpose

• Senior Commitment • GFK analyse • Clear Priority

• Clarity of Purpose • Investments…. • Cat Man in the Lead

• Stakeholders ?

• External Expertise

Shared Vision on the Category


Shared Shelf Vision
Variation Classic Préparé Champ /tom

Macédoine / Melanges
Brand

Autres chauds
Haricots Verts
Autres froid

Choux rouges

Champignons
Legumes sec
Pois carottes
Asperges

Tomates
Carottes
Petits pois
Maïs

PL

C-Brand

5 14 13 6 14 15 4 19 22 5 17
Impementatie 8 ?

• New CDT : Family – Brand - Format


• Clarity in Presentation
Key Learnings
Start with the End Senior Management
In Mind Commitment

Burning Platform or
Compelling
Perspective Execution Specialist