BJORG: How to Improve the Implementation of Plant-Based Drinks in Stores?

AFM Award Best Marketing Case 2024
The Bjorg brand is a pioneer in organic farming, created in France in 1988 with the aim of making organic food accessible to as many people as possible. It was the 1st organic brand to appear in supermarkets. In 1992, the brand launched the first soya drinks on supermarket shelves, establishing itself as the benchmark for plant-based alternatives to milk. The brand and the category have gone from strength to strength ever since. By 2021, the plant-based drinks category will account for almost ¤150 million in supermarket sales. However, after many years of strong growth, the company is facing an erosion in the growth of the plant-based drinks market, which after recording double-digit growth levels for more than 10 years, is experiencing a slowdown to 1% at the start of 2020.

- to raise learners' awareness of the issues surrounding brands in the Fast Moving Consumption Goods (FMCG) sector, particularly plant-based and organic drinks
- to make learners aware of the challenges of category management, in particular the importance of permanent merchandising (excluding promotions).
- understand how to better assess the success factors in a category
- implement a strategic vision, proposing a pedagogical link between analysis and action plan:
- master the key indicators for analysing retailer and consumer panels
- use a rigorous panel analysis approach to understand the market
- incorporate the findings of a qualitative and quantitative analysis of merchandising factors
- organise recommendations for action in a way that is justified and consistent with the context
- demonstrate creativity by proposing original ideas and actions

marketing, category management, panels, merchandising

Business schools, universities, executive education

Wholesale (intercompany trade) of sundry food, specialized

- Debriefing PPT
- Excel table data from distributor and consumer panels

Année de la problématique : 2020

Livraison : Livraison par lien de téléchargement

Nombre de pages : 19 avec 7 page(s) annexe(s)

Temps d'utilisation : 3h00

Code du secteur d'activité : 15 - Industries alimentaires