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

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 Bienvenu ...

Author(s):

Sabine Flambard-Ruaud

EDHEC Business School

Véronique Boulocher

EDHEC Business School

Peter Daly

EDHEC Business School

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.

Type: Case Study
Date: le 01/02/2014

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