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Bonduelle Bienvenue - The All-Vegetable Showcase Store: A new outlet for the vegetable consumer *

M1844(GB)
Résumé
* AFM Award 2014. Best Marketing Case in the AFM-CCMP Competition
Bonduelle, a French company specialised in the industrial processing of vegetables and the world leader in the ready-to-eat vegetable market, is currently testing a new concept - Bonduelle Bienvenue - The all-vegetable showcase store, a store 100% dedicated to processed vegetables - near its headquarters in Villeneuve d'Ascq in the North of France. Bonduelle's aim is to design a complete brand experience and enable direct contact with the consumer by developing 3 different universes: a bargain zone (clearance products and discounted items); a product zone, dedicated to all the products (French or foreign products) sold by the group; an Information Zone, which has a pedagogical aim.
In 2013, after two years of existence and initial promising results, Pierre Masse (Project Director at Bonduelle) and Sandrine Debreyne (Bonduelle Bienvenue Store Manager) intend to give a new momentum to this hybrid concept and involve their new marketing intern in the strategy they need to employ to ensure that their objective has the maximum meaning and content possible. Their goal is to focus on the production of experiences in order to strengthen the relationship with the brand.
This case study is based on an authentic and real situation. It was written in close collaboration with Pierre Masse (Project Director) and Sandrine Debreyne (Bonduelle Bienvenue Store Manager), who provided extensive information on the Bonduelle Group and on the Bonduelle Bienvenue Company. The information in this case study is original and has not been modified in any way.
Objectifs pédagogiques
This case study places the learner in a quasi-professional situation. By being confronted with the complexity of branded retail and experiential marketing issues, the learner is invited to reflect on strategic and operational corporate issues in a rigorous manner.
In other terms, this case study enables the learner:
- To project themselves into a real and current corporate situation;
- To conduct an in-depth reflection that allows them to develop realistic propositions, make recommendations all the while considering the organisational and financial constraints of a company in its infancy.
Mots-clés
Briefing case - Target - Brand strategy - experiential marketing - Bilingual case study
Public
This case study can be used by students in second or third year at business schools or universities, who are studying for a Bachelors or Masters degree as well as by company managers in further education programs.
Secteur d'activité
Vegetables processing, Mass market food products
Caractéristiques particulières
A video presenting the visit of the company comes with this file (1 mn 45). This case-study also covers a 21 slides debriefing with the solution.
2013
Livraison par lien de téléchargement
18 avec 21 page(s) annexe(s)
plus de 3 heures (4h00)
15 - Industries alimentaires
Oui (37 pages) - incluse

Adhérents : 470,00 € HT / Non adhérent : 940,00 € HT
Campus*
* Usage illimité pour un campus sans limite de nombre d'étudiants.

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