Bonduelle Bienvenue: Should Branded Retail Be Added as a New Distribution Channel in France?

Sabine Ruaud (1)

1 EDHEC - EDHEC Business School

This case illustrates how brand manufacturers have recently engaged in a branded retail strategy to build a consistent relationship with their customers, textile and luxury industries being good examples of successful “downstream” integration of their distribution by brands. It aims at discussing the advantages and risks of choosing such a strategy in the food industry by detailing creation by Bonduelle vegetable business of a new concept store in France, Bonduelle Bienvenue – the all-vegetable showcase store. After studying and discussing this case, students should be able to: •Understand why globalization and increasing competition in many industries have highlighted the importance of exploring opportunities “downstream” •Discuss the role of branded retail for manufacturers and explain the acknowledged benefits of this type of branded experience •Evaluate the challenges in developing an experience store concept within the food industry This case is suitable for graduate and executive education level courses in Strategic Marketing, Marketing Management and more specifically Distribution Strategy.

Mots clés: Brand strategies; Distribution channels; Point of Sale; Experiential Marketing

Domaines: Gestion et management

Sabine Ruaud. Bonduelle Bienvenue: Should Branded Retail Be Added as a New Distribution Channel in France?. 57th Annual Meeting of NACRA (North American Case Research Association), NACRA (North American Case Research Association), Oct 2015, Orlando, United States. ⟨hal-03161250⟩