Bonduelle & The Importanceof Category Management
Onderwerpen
1. Who is he ?
2. Bonduelle
3. The Importance of CategoryManagement
4. Case Carrefour
I. Bonduelle
Missie Bonduelle
World Leader in Vegetables
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
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
ConserveFraisTraiteur Surgelé
Geographic StrategyBonduelle
II. The Importance of Category
Management
The Importance of CategoryManagement
a. Concentration of Buying Power
België
80%
Nederland
95%
% volume Bonduelle
b. Improving Skills & Competenciesretailers
The Importance of CategoryManagement
c. Increasing Importance PL : Shake out Brands
2008
30%
1990
50%
% Marketshare Abrands Conserves
The Importance of CategoryManagement
III. Bonduelle Ambition
Being CategoryLeader Conserves
Great talent, 1998
Great talent, 2006 Great talent, 2008
The moment you think you are there, you are history….
Culture : ContinuousImprovement
Category Leader Conserves
Markets change.....
Culture : ContinuousImprovement
Category Leader Conserves
The recipe for success changes with it.....
Culture : ContinuousImprovement
Category Leader Conserves
Organisation : BeforeCategory Leader Conserves
Marketing
Value Creation- Innovation- Concept Development- Media- 4 P’s
Sales
Value Delivery- Make the Deal- Customer Relationship- Volume- Turnover
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
DeliverablesCategory Leader Conserves
Margin Generator
Promotion Specialist
ShelfSpecialist
RetailerPreference
IV. Carrefour – PPC project
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
Relevance PPC Shopper
No need to comment…
Relevance PPC Bonduelle
17%
83%
Bonduelle bij Carrefour
79%
21%
Bonduelle in België
25% GrowthPotential
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….
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
Key Learnings
Start with the EndIn Mind
Burning Platform orCompellingPerspective
Senior Management Commitment
Execution Specialist