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Chapitre D'ouvrage Année : 2021

The Bonduelle Group’s Distribution Strategy: Adding a Branded Retail Store?

Véronique Boulocher-Passet
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Sabine Ruaud

Résumé

This case study chapter discusses the distribution strategy of the Bonduelle Group and the ability to and value of also becoming a retail brand for the world's leading producer and supplier of ready-to-eat processed vegetables. In 2010, the family business opened its first flagship store named ‘Bonduelle Bienvenue’. It was entirely dedicated to processed vegetables and offering a big range in the same selling space. The objective of this prototype was not to substitute the company’s existing distribution network, or even to hinder it, but to complement it by providing brand visibility and enabling an increase in Bonduelle Group’s market share within households. Introducing the reader to the company, the first steps of the concept store back in 2012, and the following other D2C initiatives of the comapny, this case aims to address the advantages and drawbacks for a food processing brand to engage in selling directly to end consumers.
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Dates et versions

hal-03466179 , version 1 (04-12-2021)

Identifiants

  • HAL Id : hal-03466179 , version 1

Citer

Véronique Boulocher-Passet, Sabine Ruaud. The Bonduelle Group’s Distribution Strategy: Adding a Branded Retail Store?. Cases on Digital Strategies and Management Issues in Modern Organizations, IGI Global, pp.150-176, 2021. ⟨hal-03466179⟩
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