Voice of Customer Case Study: Redefining the value proposition and positioning of a leading brand of a historic leader in the short-distance channel

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Home / Business Cases

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.”

Complete Version

Discover the methodology, tools and results supporting this business case

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Redefining the value proposition and positioning of a leading brand of a historic leader in the short-distance channel

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