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Campbell France SAS

Campbell France SAS. Best in France Case Study. Martin DESTAGNOL Jean-François GAUCHE Ambroise STAGNARA Guillaume THIEBAULT Sébastien VILLAUME. Campbell France Overview The French Business Implantation in France Interactions with Campbell Soup Conclusion. 1.

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Campbell France SAS

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  1. Campbell France SAS Best in France Case Study Martin DESTAGNOL Jean-François GAUCHE Ambroise STAGNARA Guillaume THIEBAULT Sébastien VILLAUME

  2. Best in France Case Study : Campbell France SAS Campbell France Overview The French Business Implantation in France Interactions with Campbell Soup Conclusion 1

  3. 1-1 Campbell France Overview : Facts & Figures • Campbell Soup • World Leader on the soup market • Sold in 120 countries • 24’000 employees worldwide • $6,7Bn US turnover in 2003 • Campbell France • French Subsidiary • 530 employees • Liebig, Royco & Lesieur (dressing)

  4. 1-2 Campbell France Overview : History • 1997 • Birth of Campbell France • Liebig / Delacre takeover to Danone • 1998 • Delacre transfer to United Biscuits • 2001 • Royco and Lesieur takeover

  5. 1-3 Campbell France Overview : Implantation Boulogne Billancourt - Board - Finance - Marketing - Commercial - Information Systems - Customer Service - Procurement - Sales Forecast Grande Synthe - Factory Executives - Production - Maintenance - Cost control - R&D • Le Pontet • - Factory Executives • - Production • - Maintenance • - Cost control • R&D • Quality • - HR Monteux - Despatch - Warehouse

  6. Best in France Case Study : Campbell France SAS Campbell France Overview The French Business Implantation in France Interactions with Campbell Soup Conclusion 2

  7. 2-1 The French Business : Market • Retailers Hegemony • Discounters development is delayed • Retailer’s and first-price brands are underdeveloped • Consumer specificities • French people prefer liquid soup • No market for canned and frozen soup • Immature market : high potential growth

  8. 2-2 The French Business : Products • Localized brands • Products distributed only in France • Marginal foreign industrial market sales for no-name products • Innovation as a key factor • 12% of French turnover with yearly products • New recipes developed by “Grand Chef”

  9. Best in France Case Study : Campbell France SAS Campbell France Overview The French Business Implantation in France Interactions with Campbell Soup Conclusion 3

  10. 3-1 Implantation in France : Group Strategy • Corporate decision to settle in Europe • Reduce business risks linked to highly concentrated activity in the US • Important potential of growth in Europe • France seen as part of the European market, not as a strategic area • Implantation through takeovers • Products ill-adapted to the French market • Liquid soup technology not mastered

  11. 3-2 Implantation in France : Values • No incompatibility between French & Group values • Slight differences in standards… • France • Entrepreneurship • Creativity • Enthusiasm • Open-minded • Group • Analytical • Profit-minded • Discipline • … but same values : “Passion for food”, “Winning team”, “Passion for growth”

  12. 3-3 Implantation in France : Management • Massive recruitment after takeovers • Eased change management for Group values integration • Adaptation to French values with local recruitment (vs. US recruitment) • Team building through 2 major challenges • The millennium bug • New bottled soup project : a 10-month breakthrough

  13. Best in France Case Study : Campbell France SAS Campbell France Overview The French Business Implantation in France Interactions with the Group Conclusion 4

  14. 4-1 Interactions with Campbell Soup : France - US Headquarter International Europe … • France integrated in a European board located in Paris • Large autonomy of country subsidiaries as long as objectives are achieved France UK …

  15. 4-1 Interactions with Campbell Soup : France - EU • No competition between European subsidiaries • France as a pioneer in the European development • Europeanization offers great opportunities • Converging standards • European-wide supply • …

  16. Best in France Case Study : Campbell France SAS Campbell France Overview The French Business Implantation in France Interactions with the Group Conclusion 5

  17. 5 - Conclusion • Global portfolio strategy • No cultural cost/opportunity analysis for France, the market size is a justification per se • Implantation through takeovers • Successful integration • No contradiction between French and Group values • Large autonomy of the French subsidiary, thanks to good performances • Europe as a new deal? • Any European market convergence will be driven by consumers, not companies

  18. We thank… We thank : • Jean-Luc PARDESSUS • PDG of Campbell France • Tel : 01 55 19 48 00 • Mail : jean-luc_pardessus@campbellsoup.com • Vincent Brena • Industrial market and retailer brand Director (Directeur des marchés industriels et Marques de Distributeurs) • Tel : 01 55 19 48 00 • Mail : vincent_brena@campbellsoup.com

  19. Thank you for your attention

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