Revitalizing the B2B network of a longstanding leader in short distribution channels in the food industry: value proposition, new services, pricing model
Home / Business Cases
Overview
Our customer, who helps farmers diversify their activities and develop their business, is looking to revitalize its B2B network and rethink its membership and associated pricing model.
KEPLER helped its customer to set up a Voice of Customer program and to build and deploy various sales organization scenarios.
Context
- Need to regain B2B attractiveness, given a declining membership base (unfavorable demographic trends, increased competition with the arrival of new players) without losing historical members
- Development of new “exclusive member” services with high added value for B2B target groups
- Need to improve model profitability to ensure brand sustainability
Objectives
- Review the overall value proposition and identify services to be withdrawn or improve
- Offer new exclusive services and how to finance them / ROI
- Overhaul the way B2B network members’ annual fees are calculated
Against a backdrop of fierce competition and rapidly changing expectations, rethinking our positioning and diversifying our service offering are strategic levers for positioning the network as a long-term leader and restoring its appeal.Cécile Nadal, Director
Our approach at KEPLER, which ranges from strategic thinking to operational support, ensures effective implementation to consolidate the network’s competitiveness.
Complete Version
