Pro à Pro Distribution

Résumé du document

In January 1996, the Belgian group Colruyt bought the French retailer Ribotot (renamed Codi-France). Then, other steps were made on the French market, especially in the delivery for collectivities. All the French activities of the Group Colruyt (Shops or Foodservices) have been assembled in 2001 under the holding Pro à Pro Distribution.

The strategy of this company is based on the purchasing of companies specialized in retail of food and non-food products for the collectivities or simple consumers. Moreover its turnover constantly increases from 322 million Euros in 2007 to 450 million Euros in 2009. The company also possesses its own brands as “Les Jardins d'Adrien” (vegetables), “Les Vergers d'Adrien” (fruits).

Extraits

[...] Product: Pro à Pro distribution proposes products and services. Their products are very customer orientated. Place: When orders are booked from customers, software consults stocks to know if products are available (there is no JIT). It will also permit to organize transport. They have their own warehouses and their own trucks. Local warehouses everywhere in France for shorter delivery time. Promotion: They use several communication tools that we will see further in the “Marketing/communication tools” part, such as the catalogues, the DVDs, the POS advertising, the goodies and finally the trade shows. [...]

[...] Pro à Pro's key success factors are the quality, the delivery time and the price. Thanks to these factors the company will be able to build trust relationships. Pro à Pro Distribution uses its positive image on trade shows with a conviviality atmosphere. The big issue on the food market is to innovate with communication techniques and increase loyalty relationship. That is why adding value to products and especially services which are a big role in win-win relationship and satisfaction. References www.proapro.fr Interview with Mr. [...]

[...] So, it is necessary to have a competitive advantage on this market. Pro à Pro Distribution add value to their products with different marketing strategic tools. The main advantage is Canal Pro à Pro because it is a useful for the sales force. In fact, it presents the product in different recipes and suggests more of sales opportunities. Currently, the group is seeking communicaion opportunities to convey its new image. Trade shows are an important issue to attract customers and to build a long term relationship. [...]

[...] Pro à Pro Distribution was present for the first time in January. There are other regional trade shows such as the SMARTH in Toulouse, the EGAST in Strasbourg or the SERBOTEL in Nantes. In addition, the group participates to specific trade shows like salon des plages” in La Grande Motte or salon à la Teste” in Albertville Investment in the Canal PRO à PRO The second change is about Canal PRO à PRO. Currently, the concept of Canal Pro à Pro is efficient but the materials become old and it is expensive to renew. [...]

[...] They also use sales brochures to present the group in order to prospect new clients and key accounts. The person presenting the Group is therefore more credible and demonstrates the professional image of the company. And finally the POS advertising, is used during the trade shows but also in stores in the form of totem, kakemono, or posters Pro à Pro Distribution. As an example of POS advertising could be the stand Pro à Pro Distribution representing as a neighborhood grocery store. [...]