Marketing Plan of Sodebo
Background of the company3
National and international marketing strategy (experience)4
Strategic Marketing Plan6
External and Consumer’s Environment7
Who is doing what?7
Head of Marketing Strategy7
Who’s putting it in practice?7
Customers and Target Marketing10
Distribution and Supply Chain Management13
Evaluation and Control14
Proposals for operational plan14
Background of the company
Sodebo is a French food company founded in 1973 by Joseph and Simone Bougro. Based in Saint-Georges-de-Montaigu in the department of Vendée, the company employs 2,000 people. Sodebo is an actor on the fresh caterer market and it is present on the shelves of supermarkets and hypermarkets. Historic of the company:
• In 1961 Joseph and Simone Bougro create delicatessen retail in Saint-Georges-de-Montaigu. • In 1973, they founded the Society of Bougro Institutions, so Sodebo was born. • In 1978, the "tomato pie" becomes fresh pizza. As sometimes in the agro-food production errors lead to commercial success. • Thus, in 1997, Pizzériade is the first single oval pizza. • The same year, Sodebo starts in sailing sponsorship.
• In 2005, the company launched a range of products specific to the Belgian market. • In 2007, the company is launched in the Italian market a range of specific product: PastaBox. • The PastaBox appears on the French market in 2009.
Fresh delicatessen products free service:
National and international marketing strategy (experience)
The survey institute Kantar Worldpanel confirms the growth of snaking in France: + 4.8% in the first quarter of 2011. Become an essential mode of consumption, this concept is intended for young workers under 50 years: urban, middle class or wealthy, single or children in primary school. In 2010, the market of « food box » has contributed to 60% of the growth of fresh convenience food (37M €, 10% of the segment’s turnover).
Number of Boxes launched in the French market
* 70 varieties of lunch boxes have been introduced in the market during the 6 first months of the year (2011). Sodebo is the undisputed leader in this sector. The company has sold more than 10 million Boxes in 2010 (against 4,000,000 in 2009) and, according to management department, has exceeded one million per month in Box 2011. We can take an simple example with “Fusili Pasta with Italian Cheeses” and “Chinese Noodles Pasta”.
Sodebo launches limited editions
The range includes 18 recipes (+7 under its brand WOK).
Sodebo’s strategy is to keep the pasta as the basis for all its Box, unlike Fleury Michon. The company must vary its variety of pasta: Fusilli, Fagottini, Penne and Tortellini and its packaging (MAXIBOX 400g). The last launch - Fusilli Tuna, tomato sauce, olive - is a limited edition. It probably foreshadows the future strategy of the brand.
In March 2011, the company had launched its PastaBox on the British and Italian market. Approach logical, because the British are particularly followers to snacking. At the moment the range is available in 4 variants: Penne Bolognese Penne Carbonara, Fusilli with Italian cheese and spinach and Ricotta Tortellini. Strategic Marketing Plan
In recent years, the consumption of convenience food, sandwiches, and other fast food’s products are booming. We can explain this phenomenon by the lack of time during lunch breaks, or the facility to buy these products and theirs low prices. Less restrictive than the traditional system catering, this new wave of culinary consumption is attracting more and more people. The company Sodebo decided to launch a new...