Professional Documents
Culture Documents
of Category Management
Onderwerpen
1. Who is he ?
2. Bonduelle
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
Légumes
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 »
% volume Bonduelle
België Nederland
The Importance of Category
Management
30%
1990 2008
% Marketshare Abrands Conserves
III. Bonduelle Ambition
Being Category
Leader Conserves
Culture : Continuous
Improvement
Category Leader Conserves
The moment you think you are there, you are history….
Culture : Continuous
Improvement
Category Leader Conserves
Markets change.....
Culture : Continuous
Improvement
Category Leader Conserves
Marketing Sales
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
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
No need to comment…
Relevance PPC
Bonduelle
17% 21%
25% Growth
83% 79%
Potential
• Stakeholders ?
• External Expertise
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 ?
Burning Platform or
Compelling
Perspective Execution Specialist