{"id":109148,"date":"2024-12-03T12:28:45","date_gmt":"2024-12-03T11:28:45","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=109148"},"modified":"2024-12-03T16:54:36","modified_gmt":"2024-12-03T15:54:36","slug":"pourquoi-colruyt-vend-il-sa-pate-de-speculoos-en-inde","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/pourquoi-colruyt-vend-il-sa-pate-de-speculoos-en-inde\/","title":{"rendered":"Pourquoi Colruyt vend-il sa p\u00e2te de sp\u00e9culoos en Inde ?"},"content":{"rendered":"\n<p>Que fait la p\u00e2te \u00e0 tartiner Boni en Inde ? Le groupe <strong>Colruyt <\/strong>a franchi une \u00e9tape remarquable dans son expansion internationale en lan\u00e7ant la marque priv\u00e9e Boni Selection sur les plateformes d&rsquo;e-commerce indiennes telles qu&rsquo;<strong>Amazon<\/strong> et <strong>Flipkart<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Strat\u00e9gie d&rsquo;exportation internationale<\/h2>\n\n\n\n<p>Le groupe belge de supermarch\u00e9s lance Boni Selection en Inde. La gamme, qui comprend pour l&rsquo;instant trois p\u00e2tes \u00e0 tartiner &#8211; dont le sp\u00e9culoos et la p\u00e2te \u00e0 tartiner aux noisettes &#8211; sera positionn\u00e9e comme un produit europ\u00e9en de qualit\u00e9 destin\u00e9 \u00e0 un march\u00e9 de niche. Dans une quinzaine de jours, apr\u00e8s Amazon et Flipkart, le magasin en ligne indien <strong>Big Basket<\/strong> proposera \u00e9galement ces produits.<\/p>\n\n\n\n<p>Hari Subramanian, directeur g\u00e9n\u00e9ral de Colruyt Group India, a soulign\u00e9 \u00e0 De Tijd qu&rsquo;il s&rsquo;agissait d&rsquo;une p\u00e9riode d&rsquo;essai. \u00ab Nous voulons tester la r\u00e9action des consommateurs indiens. En cas de succ\u00e8s, nous envisagerons d&rsquo;\u00e9largir la gamme \u00bb. Pour un pot de p\u00e2te \u00e0 sp\u00e9culoos, les consommateurs indiens paient 5,60 euros convertis, soit nettement plus que le prix de d\u00e9tail belge, qui est d&rsquo;environ 1,5 euro. Cette diff\u00e9rence de prix se justifie par le positionnement haut de gamme et l&rsquo;attrait des produits europ\u00e9ens.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">L&rsquo;Afrique reste une priorit\u00e9<\/h2>\n\n\n\n<p>Bien que l&rsquo;Afrique soit au c\u0153ur de la strat\u00e9gie d&rsquo;exportation de Colruyt depuis des d\u00e9cennies, avec le Congo comme principal march\u00e9, l&rsquo;Inde constitue une exception int\u00e9ressante. Colruyt a ouvert un bureau informatique \u00e0 Hyderabad en 2007 et a investi dans des fermes indiennes en 2022. N\u00e9anmoins, le groupe de Halle continue de se concentrer principalement sur l&rsquo;Afrique, o\u00f9 les d\u00e9taillants locaux exigent souvent des gammes compl\u00e8tes. L&rsquo;Asie, en revanche, est plus encline \u00e0 rechercher des produits sp\u00e9cifiques tels que le chocolat.<\/p>\n\n\n\n<p>En Afrique, Colruyt remporte des succ\u00e8s gr\u00e2ce \u00e0 un marketing cibl\u00e9 et \u00e0 la coop\u00e9ration avec des partenaires locaux. Par exemple, les ventes au Congo ont augment\u00e9 de 50 % en 2022. Bien que les chiffres de vente de la branche exportatrice ne soient pas rendus publics, les chiffres ant\u00e9rieurs indiquaient une croissance stable. En 2015, le groupe a g\u00e9n\u00e9r\u00e9 40 millions d&rsquo;euros de recettes d&rsquo;exportation. Le projet en Inde pourrait ouvrir la voie \u00e0 d&rsquo;autres innovations dans la strat\u00e9gie d&rsquo;exportation de Colruyt.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Que fait la p\u00e2te \u00e0 tartiner Boni en Inde ? Le groupe Colruyt a franchi une \u00e9tape remarquable dans son expansion internationale en lan\u00e7ant la marque priv\u00e9e Boni Selection sur les plateformes d&rsquo;e-commerce indiennes telles qu&rsquo;Amazon et Flipkart.<\/p>\n","protected":false},"author":5,"featured_media":92932,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[],"extra":[],"company":[141],"topic":[276,1303],"region":[388],"class_list":["post-109148","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-colruyt-group","topic-expansion","topic-marques-de-distributeur","region-asie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pourquoi Colruyt 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