CAPSA Successfully Launches Business Unit Dedicated to the Foodservice Market

Capgemini brought us their expertise in the foodservice market to design an ambitious yet realistic business plan, as well as their transformation capabilities, ensuring a successful implementation. Pedro Astals, Chief Executive Officer, CAPSA

The Situation

The Spanish dairy products industry faces considerable pressure due to the combined effects of volatile production prices and shrinking retail margins. With the continued growth of retail private labels, the branded manufacturers have to continually launch innovations in order to maintain their market position.

The Solution

Searching for new growth opportunities, CAPSA’s top management made the strategic decision to diversify the company’s sales channels, reinforcing its presence in the out-of-home consumption (foodservice) market. They tapped the expertise of Capgemini to design the related business plan, and to support the launching and development of a new business unit in charge of this market.

The Results

In only its second year of operation, CAPSA’s foodservice unit has met all of the objectives established in the original business plan: sales reached approximately 100 million euros in 2008, accounting for 14% of the company’s total. This represents a total volume of 96 million liters, meaning a share of 11% in the foodservice market.

The “Asturiana” brand has gone from having a weak presence to becoming a top player in this market, all thanks to projects implemented under the scope of the business plan which included:

• building of a specific distributors’ network with national coverage
• development of a targeted product portfolio, and of specific trade terms and a promotional policy for the channel
• creation of a dedicated and specialized sales force.