Redefining the value proposition and positioning of a leading brand of a historic leader in the short-distance channel
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Overview
Our customer, a French leader in the shortdistance food distribution, is looking to rethink its value proposition for its B2C and B2B markets.
KEPLER supported its client in setting up a Voice of Customer program and building and deploying a Business Plan to develop the brand’s positioning.
Context
- A historic B2C brand (food and hospitality products), marketed by farmer members
- Growing competition in the short-distance segment from local terroir brands and “pure players” in the hospitality industry developing a “rural” offering
- A brand that needs to regain visibility and brand awareness in B2C and appeal in B2B
- Declining membership: questioning the added value of services, unfavorable demographic trends, difficulty recruiting new members
Objectives
- Define an engaging brand proposition to attract new consumers (B2C) and recruit and retain farmers (B2B)
- Modernize the brand while capitalizing on its values and specific DNA
- Designing new value-added services for customers and members
"At a time when transparency, traceability, and authenticity are increasingly important, developing short supply chains and strengthening the relationship between local producers and consumers offers a compelling and engaging response.”Cécile Nadal, Director
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