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METRO INTERNATIONAL SUMMERIZE

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Stéphanie DEGROOTE

on 15 September 2017

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Transcript of METRO INTERNATIONAL SUMMERIZE

OUR AMBITION
OUR NEW SEGMENTATION
OUR OFFER
IN THE KITCHEN
DIGITAL
DISTRIBUTION
MARKET
OUR FACTORIES
OUR FIELDS
BONDUELLE FOOD SERVICE ECOSYSTEM
USER CENTRIC
APPROACH
OBSERVATION
in the Kitchen

INTERVIEWS
Of chefs
UNDERSTANDING
the realities
ETHNOGRAPHIC STUDY
* Study conducted in 2015, 32 restaurants representative of independent commercial catering - Paris, Nice and Strasbourg. Insight Europe Institute.
In 2015/2016
6 countries explored
120 restaurants
6 hours/restaurant*
WHAT WE LEARN FROM
CHEFS
Major
ISSUES
MYTHE
of fresh vegetables
A
BUILDING
need
Generation of specific insights
Remove constraints depending on the levels
A new user-centered segmentation
Common mission: to accompany chefs
COOKING VISION :
2 DIFFERENT SCHOOLS
CHEFS'
Cooking
FAMILY
Cooking
autodidact

conviviality
homemade
style
improvisation
institutional format
technical expertise

organization

the head
PERPETUATE
their activity

offering the
BEST
to their guests

while remaining
MOTIVATED
OUR COMMON MISSION
=
support the chefs of the 3 major issues through our offers and services.
THE
ASSORTMENT
THE
TOOLS
Categorical accompaniment
For users and distribution
Challenge
: towards a tool for users who
REMAIN
in the kitchen!

Objectives
: to give life to the new segmentation through the vegetables' roles and to incarnate our new tone.
USER SUPPORT
DISTRIBUTOR SUPPORT
Challenge
: to a customized tool and use!

Objective: to integrate into existing tools vendors and be customizable in a few clicks by distributors and region.
Challenge
: reach users through the sellers of distribution!

Goal
: feed the restaurant owners with new recipe ideas, by recurrently creating an collection effect, with a flexible tool.
RECIPE SUPPORT
BELL&Go
 is a BU transformation project,
focusing on consumers and clients,
that aims to accelerate Branded Business profitable growth,
targeting excellence in execution.
WE HAVE AMBITIOUS VISION
To make Vegetable a core component of Food & get Bonduelle brand to the top of daily chef’s mind


"Let’s increase veggies share of stomach and let’s change our category perception by customers"
OUR MISSION
Give a new role to vegetal food by revealing the full
potential
of the ready to use vegetables to all food service players

The « 
chef centric 
» knowledge as a
Competitive advantage

Observe and Listen to chefs
Develop a new impacting communication to be connected to the Chefs and inspire
Relaunch our product portfolio via new segmentation and innovation
Common strategic challenges
among different distributors
TO GROW IN COMMERCIAL CATERING
TO SEGMENT AND TO TARGET MORE AND MORE CUSTOMERS
DIVERSIFY THEIR OFFERS
TO POSITION ON FRESH VEGETABLES, GROWTH VECTOR
TO PUT THE CUSTOMER AT THE CORE OF STRATEGY BY CATEGORY
HOW DISTRIBUTORS CHOOSE AND
PRIORITIZE THE CATEGORIES
Many argue to first proceed by customer before proceed by category
The categories that acttract customers or build customer loyalty are prioritized
The €/Kilo and the margin of mass are the 2 most followed indicators by the networks management.
The sales force is mechanically induced to sell high €/KG : it is usually objectified on the turnover and the generated margin.
Reach the needs of my clients on their card and dish of the day, depending on their uses
Take product lines to its competitors on the products on which we can be positioned
Offer current promotions
For some sellers, speak and sell products they love is important
TO REPLY TO CUSTOMERS NEEDS
SEGMENT AND TARGET MORE AND MORE CUSTOMERS
PUTTING THE CUSTOMER AT THE CORE OF STRATEGY BY CATEGORY
GAP BETWEEN THE VISION OF FRESH VEGETABLES AND THE VISION OF FROZEN VEGETABLES
INSPIRING
ESSENTIAL
EVERYWHERE
LIVING
COLOR
MORE AND MORE LOCAL
VOLUME
TACTICAL PRODUCT
EASY SOLUTION
UTILITY
NOT INNOVATIVE
HUGE
NOT INTERESTING
DEAD PRODUCT
PRATICAL
AMAZING TECHNOLOGY
HOW BONDUELLE IS PERCEIVED BY DISTRIBUTORS?
Recognized business
Incontestable know-how
Relevant innovations, including collective catering
Essential brand strength
Essential Procurement
Global coverage
Professionalism and team commitment



Lack of entrepreneurial spirit
Lack of listening and/or collaboration
Lack of proactivity
No storytelling about current concerns: traceability, local, origin.




CONNECT OUR BRAND TO CLIENTS THANKS TO A NEW BREAK-THROUGH TONE
OUR BRAND TO COMMUNICATE OUR VISION AND …
TO BE CONNECTED TO THE CHEFS
USEFUL
INSPIRING
Inpire chef
how
to manage
time, money and creativity
A new communication
tone
A NEW IMAGE OF VEGETABLES IN THE KITCHEN
Today the representation
of vegetables is very « poor »
Tasty, trendy and creative vegetables in the kitchen

A NEW TONE FOR
A NEW COMMUNICATION
VIBRANT VEGETABLES
HUMAN PRESENCE
DIRECT TONE!
OUR WEBSITE :
FIRST VECTOR OF THE NEW STRATEGY
PERSONALIZATION: A DEDICATED CONTENT FOR EACH TARGET
Provide targeted and specific information for each catering segment.
Quick access to information that interests the user.
Added value
CONTENT : A VEGETABLE FOR...
TECHNICAL SHEET
VIDEO OF RECIPES
EFFICIENCY
"DES LÉGUMES QUI ENVOIENT"
OUR VEGETABLES ARE...
VIBRANT

YUMMY

INSPIRING

RENEWED

CREATIVE
http://www.bonduelle.com/fr/developpement-durable
http://www.bonduelle.com/fileadmin/user_upload/ESPACE_EXPERT/14-15/Charte_agronomique_Bonduelle_version_5.1.pdf
"The client strategy is the entry key!"
"The speech is focused on the practical side and less on cooking, too connoted to collective catering."
"Frozen could win glory thanks to vegetables!"
"The vegetables sale expands delivery frequencies and creates the opportunity to sell other products."
"Suppliers have to tell us the trends!"
"Now customers do more and more appetizer plates, I could sell vegetables!"
"Customers develop a vegetarian offer but I have no turnkey solution."
"Innovations are sad..."
Existing accompaniment
Deficit in offers
Full transcript