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