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Working paper

How to Implement Category Management in Russian FMCG Retail Chains? The Case of Bonduelle Company

Reference no. 517-0194-1 "Management". CASE. The Case Center, 2017. No. 517-0194-1.
Rebiazina V. A., Sapir A.
The case examines the producer–retailer relationships of the Bonduelle company in the Russian fast-moving consumer goods (FMCG) market. The Bonduelle Group is the world's leading company in vegetable processing. This case focuses on the analysis of the Bonduelle experience in category management development in the Russian market. Category management is a process of managing a category as a separate business unit to jointly create and maximize consumer value conducted by both a retail operator and a supplier. A retailer, especially a very large one, does not always have enough resources for a detailed analysis of each category. Manufacturers, in turn, have expertise in key categories for their business and always study their customers and buyers within each trade format. Sharing knowledge between a manufacturer and a retailer in category management projects makes it possible to jointly manage business processes and obtain knowledge about the customers. The development of category management practices in the foreign markets has made crucial the development of category management tools, as well as their use within the complex structure of the Russian consumer goods market. The objective of the case is to develop an approach to the Bonduelle company to implement category management in Russian FMCG retail chains on the basis of long-term relationships. The case describes the main Russian retail chains and the specifics of their interactions with producing companies in the example of Bonduelle.