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PREZI Source en Anglais
Transcript of PREZI Source en Anglais
OUR NEW SEGMENTATION
IN THE KITCHEN
BONDUELLE FOOD SERVICE ECOSYSTEM
in the Kitchen
* Study conducted in 2015, 32 restaurants representative of independent commercial catering - Paris, Nice and Strasbourg. Insight Europe Institute.
6 countries explored
WHAT WE LEARN FROM
of fresh vegetables
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
to their guests
OUR COMMON MISSION
support the chefs of the 3 major issues through our offers and services.
Our short and long term projects
For users and distribution
DEMI ÉPIS DE MAÏS SUPERSWEET GRILLÉS
TEMPURA DE LÉGUMES
"FRITTO MISTO" DE 4 LEGUMES
MONODOSE RATATOUILLE CUISINÉE
MONODOSE TRIO VERT
MONODOSE HARICOTS VERTS SAUCE BEURRE PERSILLÉ
: towards a tool for users who
in the kitchen!
: to give life to the new segmentation through the vegetables' roles and to incarnate our new tone.
: to a customized tool and use!
Objective: to integrate into existing tools vendors and be customizable in a few clicks by distributors and region.
Computer interface under development with ISD
automatic formatting template being finalized with our agency
Delivery planned for late October - TBC
: reach users through the sellers of distribution!
: feed the restaurant owners with new recipe ideas, by recurrently creating an collection effect, with a flexible tool.
Delivery planned for late October - TBC.
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"
Give a new role to vegetal food by revealing the full
of the ready to use vegetables to all food service players
» knowledge as a
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
MORE AND MORE LOCAL
HOW BONDUELLE IS PERCEIVED BY DISTRIBUTORS?
Relevant innovations, including collective catering
Essential brand strength
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
time, money and creativity
A new communication
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
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.
CONTENT : A VEGETABLE FOR...
VIDEO OF RECIPES
"DES LÉGUMES QUI ENVOIENT"
Bonduelle Food Service
OUR VEGETABLES ARE...
"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..."
Deficit in offers
Deficit in offers
MEET US WITH OUR NEW VEGETABLES