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Bonduelle & The Importanceof Category Management
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Onderwerpen
1. Who is he ?
2. Bonduelle
3. The Importance of CategoryManagement
4. Case Carrefour
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I. Bonduelle
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Missie Bonduelle
World Leader in Vegetables
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Autres
Pizzas
Poissons
D’AUCY
PICARD
MC CAIN
IGLO
BIRDS EYE
FINDUS
FRUDESA
MARTINET
FLORETTE
Plats cuisinés
Légumes
Conserve Surgelé Frais
FROSTA
HAK
HEINZ
DEL MONTE
SODEBO
Category StrategyBonduelle
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Services CentrauxServices Services CentrauxCentraux
•RELATIONS EXTERIEURES & DEVELOPPEMENT DURABLE
•FINANCE -G SANSON
•DRH
•MKT et COM.
•R et D
•SYSTEMED’INFORMATION
•ACHATS
E.U.
2 Fabrieken 7 Fabrieken
CONSERVENRETAIL
13 Fabrieken
CONSERVENDIEPVRIES
VERSTRAITEUR
TRAITEURRETAIL
4ème GAMME
RETAIL
Conserve
Buiten E.U.
DIEPVRIESRETAILMERK
CONSERVENDIEPVRIES
1 Fabriek
Amérique du Nord
CONSERVENDIEPVRIESRETAIL &
FOODSERVICE
7 Fabrieken3 Fabrieken
EstréesSantaremGniewkowo
Renescure - EstréesVaulx -RussyBordères -LabenneSt Sever -NagykörösBekeschabaBenimodo+ 3 « Corbeille »
DIEPVRIESMDD
(= privatelabel)
37 %100 % 100 %100 % 100 % 100 % 100 %
4 Fabrieken
LoudéacSt CaradecSantaellaMilagro
7 Client- and Profit-Orientated Subsidiaries
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ConserveFraisTraiteur Surgelé
Geographic StrategyBonduelle
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II. The Importance of Category
Management
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The Importance of CategoryManagement
a. Concentration of Buying Power
België
80%
Nederland
95%
% volume Bonduelle
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b. Improving Skills & Competenciesretailers
The Importance of CategoryManagement
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c. Increasing Importance PL : Shake out Brands
2008
30%
1990
50%
% Marketshare Abrands Conserves
The Importance of CategoryManagement
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III. Bonduelle Ambition
Being CategoryLeader Conserves
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Great talent, 1998
Great talent, 2006 Great talent, 2008
The moment you think you are there, you are history….
Culture : ContinuousImprovement
Category Leader Conserves
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Markets change.....
Culture : ContinuousImprovement
Category Leader Conserves
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The recipe for success changes with it.....
Culture : ContinuousImprovement
Category Leader Conserves
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Organisation : BeforeCategory Leader Conserves
Marketing
Value Creation- Innovation- Concept Development- Media- 4 P’s
Sales
Value Delivery- Make the Deal- Customer Relationship- Volume- Turnover
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Organisation : CurrentCategory Leader Conserves
Marketing
Value Creation- Innovation- Concept - Media- Product
Sales
Value Delivery- Make the Deal- Customer Relationship- Volume- Turnover
Cat Man
Category Management- Pricing Policy- Shelf Vision- Promotional Stragegy
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DeliverablesCategory Leader Conserves
Margin Generator
Promotion Specialist
ShelfSpecialist
RetailerPreference
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IV. Carrefour – PPC project
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Relevance PPC Carrefour
Potential for Carrefour € 30,1 !
63,236,26,1
86,7 %
48,7 %
17,2 %
Closure rate 35,3%
Category Buyers
loss
Spendings on can at Carrefour by the Carrefour buyers
Spendings anywhere by the Carrefour shoppers on category can
Total market spend on category can
Value (million)
Source: GFK
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Relevance PPC Shopper
No need to comment…
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Relevance PPC Bonduelle
17%
83%
Bonduelle bij Carrefour
79%
21%
Bonduelle in België
25% GrowthPotential
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PPC : Proces
How to InvolveCarrefour ?
• Build Revelance
• Senior Commitment
• Clarity of Purpose
• Stakeholders ?
• External Expertise
Focus Bonduelle
• Clarity of Purpose
• Clear Priority
• Cat Man in the Lead
Shared Vision on the Category
How to Involve the Shopper
• In Store Research
• GFK analyse
• Investments….
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Shared Shelf Vision
Impementatie
Asp
erge
s
Autre
s froid
Pois carotte
s
Carotte
s
Haricots Ver
ts5 6 8 ?14 4 19
Classic
175
Mac
édoine
/ M
elan
ges
Maïs
Variation
Petits pois
Chou
x rou
ges
Autre
s ch
auds
Tom
ates
Cham
pign
ons
Préparé Champ /tom
22
Legu
mes
sec
14 13 15
Brand
PL
C-Brand
• New CDT : Family – Brand - Format
• Clarity in Presentation
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Key Learnings
Start with the EndIn Mind
Burning Platform orCompellingPerspective
Senior Management Commitment
Execution Specialist
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