Décision et stratégies marketing Cours - Le mot chien peut


Thierry Tryant-Démaretz
Décision et stratégies marketing
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Cours
2012
PLAN
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1. Marketing stratégique et marketing opérationnel -> définitions, différences,
complémentarités.
2. La démarche de marketing stratégique:
2.1 Le choix d’un marché, quelques outils d’aide à la décision:
. La notion de cycle de vie.
. La notion de mission, de métier.
. Les matrices BCG, Arthur Little, Porter.
. L’outil SWOT et les grilles d’évaluation.
2.2 Se situer dans le marché choisi: la segmentation, le positionnement.
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Décision et stratégies marketing – Thierry Tryant-Démaretz
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1.Marketing stratégique
et
marketing opérationnel
-> définitions, différences, complémentarités.
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Marketing stratégique
Marketing opérationnel
!
. Sur la durée, structurel.
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. Les décisions de marché.
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. La segmentation et le
positionnement.
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. Sur le court terme,
tactique.
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. L’élaboration du marketing
mix.
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. La mise en œuvre du
marketing mix (budgets,
plannings…).
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2. La démarche de marketing stratégique.
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2.1 Le choix d’un marché, quelques outils d’aide à la décision.
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La notion de cycle de vie du produit/service.
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La notion de mission, de métier. !
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. Une définition écrite de la mission de l'entreprise est nécessaire pour que les
managers aient à tous niveaux une vision claire de la pensée et des objectifs de
la direction et de l'état major.
3. Connaissance du consommateur et
!
positionnement
marketing:
. La mission définit la philosophie de l'entreprise en termes de :
–
–
–
–
–
–
–
–
Ressources humaines
Part de marché
Innovation et investissement
Relations humaines
Centres de profit
Planification
Responsabilité financière
Qualité du management
Le « positioning system » - Les 4 W
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Exemple d'une charte corporate : !
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«The Loctite Way »
A statement of Loctite Corporations Business Philosophy
3.
! Connaissance du consommateur et
Mission
positionnement marketing:
We will be the 1 market-share seller of high value, branded, chemical assemble, seal, repair
and maintain things.
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Le « positioning system » - Les 4 W
Growth and Profit
We expect to be a growth company and use our above-average growth rate to protect our
assets against inflation and provide job security and advancement opportunities for our
people. We expect to earn above-average profits and return on equity providing
acceptable return to our shareholders and cash for investments in our future.
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We refuse to enter the people first or profits first debate. People make our profits, and profits
! worthy goal for it is profit that fuels rewards to
provide for our people. Profit is a good and
employees and shareholders. Profit is the responsability of each employee, and it is our
day-to-day performance, including an appreciation of expense control and the need to
!
spend the company’s money wisely that determines our profitability.
!
3. Connaissance du consommateur et
We are dedicatedpositionnement
to the belief that our people are our
most important resource. We believe
marketing:
that people respond positively to recognition involvement, courtesy and appreciation of
People
their efforts. We believe all Loctite employees should have the freedom to do their jobs.
Decisions are best made by the competent person closest to the situation and to all the
facts. Managers are expected to communicate goals clearly to encourage people to make
their «job rightful» decisions, and to support their people.
Le « positioning system » - Les 4 W
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We believe people respond positively when they feel involved, are free to participate, have
their opinions considered, and see clearly the opportunity to develop. People must feel
free to expose problems constructively, and to contribute to solutions.
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Management is responsible for providing a sense of direction. Managers are responsible for
individuals development. Managers are! expected to be self-critical to provide an
atmosphere encouraging open, constructive communication, to face up to problems and
to make it safe for anyone to seek help in solving them Managers will be judged on these
!
abilities.
We believe that everyone benefits when the most capable person gets the job. We reward
tenure and loyalty, and believe in job security based on performance. Office politics is a
destructive activity and cannot be condoned. We want people who do their jobs well, and
who expect their co-workers to do likewise. All employees should be compensated fairly,
and in proportion to their contributions to the company’s success.
3. Connaissance du consommateur et
positionnement marketing:
Le « positioning system » - Les 4 W
We believe that a learn, hardworking organization helps maintain stable employment and
provides greater opportunity for job enrichment and added responsability. We believe in
enthusiasm at all levels, and managers should be selected for this value.
We believe that all Loctite people are entitled to participate in setting thier own goals, and
judging their own performances. All employees are entitled to have their job performances
reviewed at least once a year by their supervisors. Employees interested in other job
opportunities at Loctite are encouraged to discuss them, with their supervisors.
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Customers
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We are a market-oriented company and recognize that our customers are «all important».
We will provide high customer value in product quality and service, and expect a fair price
! and accept the responsability to be leaders in
in retum. We maintain focus on our mission
our markets. New products are a top priority. While we are sensitive to competition, we get
our inspiration from our customers and from our evolving vision of the market. We will
constantly listen to the market place, responding quickly to our customers current needs,
and anticipating their future needs. We believe such a customer focus is necessary and
people will be judged on their abilities to provide and maintain this focus.
3. Connaissance du consommateur et
positionnement marketing:
Organization
Le « positioning system » - Les 4 W
We encourage voluntary cooperation rather than centralized control. We prefer less
structured environments to very controlled layered organizations. We encourage
decentralized decision-making, but with great attendant accountability and responsability
to the remainder of the company. Decentralized groups are expected to put the overall
good of the company above their separate interests. We believe in cross-group
collaboration and shared goals. We prefer task teams to permanent structure. We
encourage «project champions».
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We seek to limit management levels, and push responsability down into the organization. We
prefer to rely on employees honesty and !good judgment, and discourage company-wide
or group policies unless critical to running the business. If policies are needed, it is the
responsability of the involved manager to create them, and for all amployees to respect
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them. We expect conformance to corporate accounting and reporting systems, but we
discourage the implementation of «over controls».
3. Connaissance du consommateur et
positionnement marketing:
We seek a company that is flexible, innovative, responsive, and entrepreneunal in style. We
favor simplicity. We want action. We are results oriented, favor substance over form and
quality over quantity. We believe in the free flow of information up down, and across
organizational lines. We insist on «homework» and planning.
Le « positioning system » - Les 4 W
We seek an organization that understands the constant need to adapt to changing
environments, and at the same time protects the stability of the organization.
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Company
We will remain an independant company. We encourage every employee to become a
shareholder, to own a part of the company. We seek to be known as a high-technology
company, and as innovative and quality-oriented in all areas.
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The company will act responsibly in each local community. We expect all employees to
understand our code of behaviour. We! encourage all employees to participate in
community affairs. We believe firmly in the principles of the free enterprise system.
!
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The Loctite Way expresses our shared values. It is the duty of every employee to keep and
vigilantly defend these values. We want Loctite Corporation to be a good place to work,
but we do recognize that our company may not be best for everyone. We encourage
individualism, but expect team players who subscribe to our values.
3. Connaissance du consommateur et
positionnement
marketing:
This is The Loctite Way.»
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Le
«
positioning
system
»
Les
4
W
Corporate Philosophy
We have always had a business philosophy informally transmitted through the organization.
As the corporation grows larger, more complex and more diversified, personal contacts
between corporate management and managers throughout our several companies
become less frequent.
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This underscores the need for a written statement of philosophy so that managers at all
!
levels of the companies, as well as the corporation,
may have a clear understanding of the
thinking and objectives of the owners and our corporate management.
!
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A written document will be helpful in expressing our philosophy. But of far greater importance
in expressing what we believe about the conduct of business will be the everyday actions
of our senior and middle management. What they do, not what we say with words, will
reflect the philosophy of our organization and how it is unique in this industry we serve.
!
3. Connaissance du consommateur et
positionnement marketing:
Le « positioning system » - Les 4 W
Corporate mission :
!
To be a leading innovator in the development, production and/or marketing of hardwares,
housewares and D-I-Y products and services, worldwide, at an adequate return of
investment.
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Management Mission :
!
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The effective, efficient and imaginative management of human, capital and technical
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resources to promote the Corporate Mission.
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3. Connaissance du consommateur et
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positionnement marketing:
Corporate Philosophies :
1. To regard our human resources as the essential contributors to the success of our
organization and provide a climate and leadership in which the managers and employees
can make the strongest contribution to the company and to their own careers as well.
Le « positioning system » - Les 4 W
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2. To have significant marketshare and leadership position with industries we serve,
ennancing profitability and survival.
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3. To operate our business with complete integrity in our relationship with employees,
! large.
customers, suppliers, and the community at
!
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4. To make a lasting contribution to the markets we serve with innovative products and
services. The development of such products and services may require a signigicant longrange investment which we consider it our obligation to make.
3.
Connaissance du consommateur et
!
positionnement
marketing:
5. Each of our major
product centers, markets, product
lines, should maintain independent
profitability ennanced by the relationship between the companies in the market place
!
Le « positioning system » - Les 4 W
6. To operate under *strategic plans for the corporation overall and each division. Such plans
to have an impact on the direction and pace of the development of our organizations. The
plan must encourage effective entrepreneurship which is characteristic of our industry.
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!
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7. Financial. Our family shareholders are committed to growth of the organization. This is
expressed in retention of earnings in working capital and assets accounts and a very
!
conservative dividend policy.
!
3. Connaissance du consommateur et
positionnement marketing:
8. We are committed to excellence in management practices. Excellence for its own sake-as
an end. We avoid compromise and all slipshod management practices, wherever they
occur. Our people should be an act like the best managers in the industry they serve.
!
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Le « positioning system » - Les 4 W
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Organization
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Typical of industry it services, we are a group of semi-autonomous companies, each serving
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a particular market with its group of products and each having its own executive officers
and management staff. The relationship between the corporation and individual
companies is patterned by, and analogous to the Federal system-all power to states
except those specifically delegated to the Federal government. All functions and
operations are conducted by each of the several companies, independently, with the
exception of financial control and review, and specific limitations in major marketing and
personnel areas, which are overseen by our corporate office. We deliberately encourage
keeping decision-making at the lowest level, consistent with the long-term welfare of the
organization. It is our plan to look for continuing diversification within the marketing areas
defined in our Corporate Mission.
3. Connaissance du consommateur et
positionnement marketing:
Le « positioning system » - Les 4 W
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Managing the Business
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We believe in the practice of professional management. This means producting planned
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results by means of specific objectives, goals, priorities and strategies for both the nearterm and the long-term. Company results contribute to corporate objectives. Department
results contribute to company objectives. Strategic and long-range planning provides us
with a blueprint for achieving our objectives. In addition, the process of planning itself
enables our managers to participate in goal-setting. This is important in motivating the
individual manager, and it allows him to relate his function to the rest of the corporation. It
also forces upon him a valuable discipline of thinking through what his organization is
really all about. The Planning Process, however, is meant to be a tool for the effective
entrepreurial manager. A tool which must never be turned against the manager in such a
way as to inhibit the necessary flexibility and entrepreneurially innovative management
which is necessary for our companies to achieve their goals in our industry.
3. Connaissance du consommateur et
positionnement marketing:
Le « positioning system » - Les 4 W
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Management by objectives requires extensive and frequent measurement and evaluation of
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results. We expect managers to take appropriate
action to stay on plan or get back on
plan when performances are short of goals. We require performance, not explanations for
the lack of performance. Similarly, we expect managers will be constantly alert to the
!
necessity to modify objectives which prove to be inappropriate or unrealistic because of
changing circumstances. Reasonable flexibility must be maintained.
! Connaissance du consommateur et
3.
We also believe in management by exception. This permits delegation of decision-making
positionnement
marketing:
farther down the
line. A manager’s style may be individual
so long as it generally conforms
to the accepted basic management principles and achieves planned or better results. The
autonomies of the divisions will be quite complete as long as mutually agreed-upon
objectives are being met, both with respect to financial objectives and operating objectives
which relate to the financial objectives and the strategic future of the organization. Senior
management will focus attention on the variances -the areas that are not performing as
planned and expected.
Le « positioning system » - Les 4 W
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!
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We expect managers at all levels to have a high sensitivity to expense control and cost
reduction to help us achieve our profit goals. We recognize the increasing importance of
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new and advanced technologies in our research
administration and marketing operations.
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3.
Connaissance du consommateur et
Strategic Focus
positionnement marketing:
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Le « positioning system » - Les 4 W
We have already mentioned long-range planning but we must stress this even more
emphatically. It is our intent to shape its own destiny rather than have it shaped by the
vagaries of the marketplace. In other words, we want to obsolete our own products and
replace them with even better products before a competitor forces us to do so. We must
be alert to where each of our products stands in its life cycle, and keep an ear to the
ground to detect trends that may affect the future of each of our products.
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Experience has taught us that four basic rules can be applied to all operations. Managers will
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find them useful in establishing plans and priority:
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. in the near-term, avoid crisis
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. in the intermediate-term, maintain the operation
3.
Connaissance
du
et
. for the
long-term, improve the operation
and consommateur
the profit
. for all periods,
seek the innovative answer which
will provide the quantum jump on the
positionnement
marketing:
competition.
Le « positioning system » - Les 4 W
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Marketing Philosophy
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We are customer-oriented and market-oriented. We begin with an assessment of customer
!
needs, as both we and the customers perceive them, and work back from there in
developing and delivering products to fill those needs at a profit that meets our standards.
3. Connaissance du consommateur et
positionnement marketing:
Much of our success and growth in the past has been a result of entrepreneurial imagination
and willingness to make long-term competitive investments with a calculated risk. We do
not want to fall into the trade that has ensnared many U.S. companies today of overemphasizing cost and short-term profit at the expense of future growth resulting from
strategic focus.
Le « positioning system » - Les 4 W
Prompt service and response to customers have always been a basic tenet of our operation.
Our President’s promise of 24-hours shipment of orders may not be quite attainable today
with the complexities of business and constantly strive for. Prompt, courteous, effective
response to phone calls and letters from customers is also essential. Similar treatment of
suppliers will also enhance our reputation in the trade.
!
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We believe in market research, not only to provide actionable data in terms of customer
! information relative to our competition. We
needs and long-term trends, but to develop
don’t necessarily want to follow our competitors’leads, but we certainly don’t want to act
out of ignorance of what they are doing.
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3. Connaissance du consommateur et
positionnement marketing:
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Our Major Relationships
1. Customers : We are a customer-oriented corporation. We have always been close to our
customers and must continue to be so. Only in this way can we determine our
customers’needs, hopes, plans, and thoughts for the future. It is essential for all managers
to have frequent contact with our customers through calls upon them at their place of
business. Also, to encourage them to visit us at our own installations. When they visit us,
we should treat them like royalty, as well they are, because without them, we would have
no business.
Le « positioning system » - Les 4 W
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!
!
We expect all managers and all other employees, at all levels, to follow a philosophy of
«playing it straight» with our customers, in terms of promises, prices, quality, delivery and
!
service.
!
3. Connaissance du consommateur et
positionnement marketing:
2. Employees : Our most valuable resource is our people. Only with intelligent, skilled and
dedicated employees, will the corporation be able to achieve its goals of excellence and
superior performance. The attraction, selection, development, and retention of competent
personnel who will be able to become managers of the future, is a goal upon which our
company places priority. We believe in a concept of team management versus the
ascendancy of the individual in the management process.
Le « positioning system » - Les 4 W
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In the past, the failure or success of a manager was attributed to the existence of certain
innate qualities. Today, with the increase! in technology and the complexity of modern
organization, the competence of executives can no longer be left to chance. For that
reason, we are firmly committed to management development at all levels. We
!
accomplish this through direct on-the-job training courses, by attendance at outside
meetings and training sessions. In this way, we can provide employees with opportunity
and incentive for maximum self-expression and growth, together with adequate
compensation and security. It is always our intent to promote from within the company
whenever possible.
3. Connaissance du consommateur et
positionnement
marketing:
!
Le « positioning system » - Les 4 W
It is our policy to provide working conditions that are safe, pleasant and efficient. We provide
generous fringe benefits in the areas of insurance, profit sharing, vacation and holidays.
!
We have always believed and insisted upon equal employment opportunity for all, regardless
of race, religion, color, creed, sex or national origin. Not only in order to comply with the
law, but because we believe it is the right thing to do.
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!
!
3. Suppliers : We value our suppliers and we try to develop deeper relationships so that we
may further our mutual growth by being as important as possible to each other. We strive
!
to treat them with fairness, honesty, consideration,
and courtesy. We believe that a
relationship without mutual benefit for both parties cannot long endure. Irregularities or
unethical supplier relationships are not permitted.
3. Connaissance du consommateur et
4. Shareholders positionnement
: We expect to manage the affairsmarketing:
of the company in such a way that it
encourages shareholder confidence and satisfaction. Our shareholders have traditionally
!
been clearly linked to management and committed to the growth of the organization.
!
Le « positioning system » - Les 4 W
5. Family Shareholder Managers : The unity of family shareholding with management has
been a characteristic of our Company for many years. It has been a source of strength to
the corporation. Professional managers are encouraged to recognize this and
aggressively support our strategy to maintain and develop these relationships.
!
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Fairness and Integrity
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! Fairness and Integrity
!
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We have long enjoyed a reputation for progress, fair dealing, quality products and service,
!
stable trade relations, and generally respected management-policies which must be
maintained above all else- even at the sacrifice of occasional short-range gains. A
corporate image like this takes years to create, but may be destroyed in a moment by the
poor judgment or thoughtless action of a single employee. Each of us must be sure that
we never let this happen.
!
3. Connaissance du consommateur et
positionnement marketing:
Le
«
positioning
system
»
Les
4
W
are a professionally managed, customer-oriented company with specific growth
Conclusion
We
objectives and a firm commitment to integrity. We know where we are going, and we are
counting on highly motivated people who take initiative, are committed to long-range
planning, and a lean flexible organization and thorough knowledge of our operating
environment to take us there.
We are determined to have all of this, but we will never «arrive» because success is a
journey, not a destination.
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Autre exemple d’application de la « mission » stratégique:
!
!
L’inviolabilité des contenants liquides OU
! l’utilisation du fil de fer en applications
complexes?
3. Connaissance du consommateur et
positionnement marketing:
OU?» - Les 4 W
Le « positioning system
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Les matrices d’analyse stratégique:
!
La matrice BCG (Boston Consulting Group):
!
3. Connaissance du consommateur et
positionnement marketing:
Le « positioning system » - Les 4 W
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Les matrices d’analyse stratégique:
!
La matrice Arthur Little:
!
3. Connaissance du consommateur et
positionnement marketing:
Le « positioning system » - Les 4 W
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Les matrices d’analyse stratégique:
La matrice de Porter:
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La matrice de Porter: exemple Kodak et le numérique
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Les matrices d’analyse stratégique:
Les limites de ces matrices - Le cas Canard WC
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L’outil SWOT:
!
!
3. Connaissance du consommateur et
positionnement marketing:
Le « positioning system » - Les 4 W
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Un exemple de SWOT: NESPRESSO PROFESSIONAL
!
!
Opportunities…
!
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3. Connaissance du consommateur et
positionnement marketing:
1. A fast moving market…machines & capsules.
2. Room to build up a standard capsulized Branded concept & the attached marketing mix in the Office
segment
3. Lavazza
model
fragile leadership due to « multipurpose » organization & too high capillarity of its distribution
Le « positioning system » - Les 4 W
4. Limited sizes of other national competitors & their attached means to grow the market
5. Regional players straight reshuffling (local Coffee Roasters) & take overs which lead to a higher
concentration
6. Stronger influence of alternative universes looking for alliances or partnerships (Beverages, Office
Suppliers…)
!
!
!
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Threats…
!
!
1. Illy distribution within Fountain organization & attached aggressive (unfair?) sales policy
!
2. Douwe – Egberts willingness to jump into the business
3. KJS come back after Carte Noire Solo flop.
3. Connaissance du consommateur et
positionnement marketing:
4. Nescafé competence in OOH & Dolce Gusto opportunity
5. Food Service network active policy to gain smaller but more profitable customers
6. Fragile SSP network short & mid term wise (ASD, Distrisud, EVS…)…also to be mentioned in Weaknesses
Le « positioning system » - Les 4 W
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Strengths…
!
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1. Product range freshly redesigned & Espresso quality
!
2. Brand : awareness, image & attached MKG power (Finances)...
3. Competences, background, motivation, flexibility & expectations of existing operational teams
3. Connaissance du consommateur et
positionnement marketing:
4. On going synergies with Classic…OOF, Nursing, Promo Calendar, Data Warehouse, Boutiques, Media &
PR…(since Jan 07)
5. Willingness of HQ to set up successful renovated Business Model (Teams RE & ML)
6. A now achieved take over of Fountain network, even if harsh & painful…an allmost secured customer basis.
Le « positioning system » - Les 4 W
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Décision et stratégies marketing – Thierry Tryant-Démaretz
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Strengths…
!
!
1. Product range freshly redesigned & Espresso quality
!
2. Brand : awareness, image & attached MKG power (Finances)...
3. Competences, background, motivation, flexibility & expectations of existing operational teams
3. Connaissance du consommateur et
positionnement marketing:
4. On going synergies with Classic…OOF, Nursing, Promo Calendar, Data Warehouse, Boutiques, Media &
PR…(since Jan 07)
5. Willingness of HQ to set up successful renovated Business Model (Teams RE & ML)
6. A now achieved take over of Fountain network, even if harsh & painful…an allmost secured customer basis.
Le « positioning system » - Les 4 W
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Les grilles analytiques d’évaluation:
!
Critères d’évaluation back office
Notation de -5 à +5
Pondération du critère
Notation pondérée
!x
!x
!x
!x
1
Capacité à s’exprimer fortement sur la thématique
!+ x
Épargne (BEP) - Recrutement et duration
2
Compatibilité avec le positionnement « proximité »
3
Taille de la cible vs objectifs de conquête
!+ x
!x
!x
4
Attractivité économique de la cible
!+ x
!x
!x
5
Faisabilité des marqueurs objectifs
!+ x
!x
!x
6
Pertinence économique des marqueurs objectifs
!+ x
!x
!x
7
Synergies avec Cofidis Participation/Crédit Mutuel
!+ x
!x
!x
8
Délais de mise en oeuvre opérationnelle
!+ x
!x
!x
9
Capacité de bonne appropriation interne équipes
!+ x
!x
!x
10
Délais de conquête vs objectifs
!+ x
!x
!x
11
Facilité d’adressage de la cible visée
!+ x
!x
!x
-
ÉVALUATION GLOBALE BACK OFFICE
!+ x
-
-
!+ x
!
Commentaires
3. Connaissance du consommateur et
positionnement marketing:
Le « positioning system » - Les 4 W
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Critères d’évaluation front office
Notation de -5 à +5
Pondération du critère
Notation pondérée
1
Capacité à se traduire par des marqueurs objectifs !+ x
forts et différenciants pour la cible
!x
!x
2
Acceptabilité de l’axe par les clients actuels
!+ x
!x
!x
3
…
!+ x
!x
!x
4
…
!+ x
!x
!x
5
…
!+ x
!x
!x
6
…
!+ x
!x
!x
7
…
!+ x
!x
!x
-
ÉVALUATION GLOBALE FRONT OFFICE
!+ x
-
+x
Synthèse de l’évaluation
Note
Pondération
Notation pondérée
-
Back office
!+ x
!x
!+ x
-
Front office
!+ x
!x
!+ x
-
Note « de cœur », intuitive
!+ x
!x
!+ x
-
NOTATION FINALE
!+ x
-
!+ x
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Commentaires
Commentaires
42
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!
!!
!
!!
2.2 Se situer dans le marché choisi: la segmentation, le
positionnement.
3. Connaissance du consommateur et
positionnement marketing:
Le « positioning system » - Les 4 W
2012
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44
La segmentation:
!
!
3. Connaissance du consommateur et
positionnement marketing:
Le « positioning system » - Les 4 W
2012
Décision et stratégies marketing – Thierry Tryant-Démaretz
45
!
Le positionnement: Le « positioning system » - Les 4 W
!
Positionner un produit:
. c’est définir une cible (Who?, à qui vendre notre produit?),
. c’est définir ce qu’on veut leur vendre (What?, le concept produit),
. c’est définir les bénéfices (Why?, quels avantages ils vont trouver
à notre produit),
. et enfin définir l’univers de concurrence (Where?, dans quel
marché, segment, univers, notre produit doit-il faire la différence?).
!
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!
!
. Et enfin, c’est s’assurer que le « système » constitué de ces 4
éléments est cohérent, synergique.
Remarques:
. Le positioning system, les 4W, intervient en amont du marketing
mix (les 4 P), et sert de plate-forme pour la définition des 4 P.
. Tout comme dans « marketing mix », il y a la notion de « mix (=>
un nouveau tout qui ne se réduit pas à l’addition de ses
composantes, cf une soupe, une mayonnaise, un cocktail), les 4 W
forment un système.
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!
Le positioning system - 4 W
WHO?!
La cible
WHY?!
Les bénéfices
WHAT?!
POSITIONING
Le concept produit
Interactions between elements
WHERE?!
L’univers de concurrence
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LA CIBLE - WHO?
!
!
. La connaissance du consommateur est fondamentale pour définir
avec précision, complétude et efficacité, les caractéristiques de la
CIBLE:
. Caractéristiques socio-démographiques, d’équipement, de
comportement….
. Caractéristiques psychologiques, émotionnelles, attitudinales.,
d’opinions, de motivation, d’idéal du moi…
. Caractéristiques sociologiques (regard des autres, appartenance
à un groupe, rejet d’autres groupes, facteurs d’influences, de
leadership d’opinions….)
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Exemples de définition de cible:
!
!
. Pour les adolescentes fraîchement
pubères (11-14 ans) désireuses
de mettre en valeur et en action
leur nouveau pouvoir de séduction
(sauvons les hommes)
ou: désireuses d’arborer leur
désaccord face aux valeurs
des adultes (YSL).
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!
!
. Pour les mamans favorables à une éducation souple en fonction
de l’enfant, pour leurs enfants en cours d’autonomisation… (6/12
ans):
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En conclusion: c’est quoi une bonne cible?
!
. Une cible qui prend en compte tous les aspects du consommateur, de façon
holistique, qui permet de formuler les meilleurs insights, parce que, à nouveau,
l’implication consommateur se construit selon un complexe de:
!
. Implication fonctionnelle (efficacité, praticité, coût….)
. Implication psychologique, émotionnelle (se sentir en sécurité, aimé….)
. Implication sociologique (se sentir admiré, valorisé, admis…)
!
. Sa taille actuelle et future en fonction du business model.
!
. Sa synergie avec les autres éléments du positioning sytem, les 4W.
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Illustration des conséquences du choix de cible sur les autres
composantes du positioning system:
!
Pour ....(les jeunes adultes actifs soucieux de perfection d’hygiène dentaire
et de fraîcheur d’haleine)...
!
... x est le premier ...(dentifrice à mâcher)...
!
...qui apporte ...(la praticité d’un usage
à tous moments et en tout lieu, sans contrainte)...
!
...dans l’univers des ...(pâtes dentifrices).
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Mais on peut dire aussi:
!
Pour ....(les adultes de plus de 40 ans soucieux de préserver leur capital dents le
plus possible par une hygiène irréprochable)...
!
... x est la première ...(pâte dentifrice
à mâcher)...
!
...qui apporte ...(la possibilité d’un
entretien dentaire pratique plusieurs
fois par jour)...
!
...dans l’univers des ...(pâtes dentifrices).
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Ou encore:
!
Pour ....(les enfants qui trouvent le brossage
des dents fastidieux)...
!
... x est le premier ...(chewing gum
dento-actif)...
!
...qui apporte ...(la garantie sans contrainte
d’un entretien dentaire régulier en plus
du plaisir habituel de mâcher)...
!
...dans l’univers des ...(chewing gums).
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Le concept:
« Au commencement était le verbe… »
!
!
. Un paramètre qui oriente le regard sur l’idée.
!
. Sa fonction essentielle: définir le produit/l’offre et sa
promesse en induisant la différence que l’on cherche à
traduire (bénéfices) pour une cible donnée dans un cadre de
référence donné.
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Par exemple :
!
. « Pouss’mousse est un distributeur de nettoyant liquide pour les mains ».
OU
« Pouss’Mouss est un savon crème en flacon doseur ».
OU
« Pouss’Mouss est un savon coloré que l’on fait couler directement d’un réservoir équipé d’un petit robinet.
L’on pousse d’un seul doigt, et ça mousse».
!
=> Ces trois expressions de la même idée induisent une cible, des bénéfices, un univers de concurrence
radicalement différents.
=> Mais aussi, une définition même d’éléments de mix radicalement différente
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. Un autre exemple: découverte du meilleur insight consommateur grâce à l’apport
des études (qualitatives et quantitatives):
!
TAHITI DOUCHE
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Conditions de bonne définition d’un bénéfice:
!
!
. Mêmes remarques que pour la définition de la cible.
!
. Point spécifique: un « plus » n’est pas un bénéfice. Le cas moyen idéal est un bon
plus qui s’actualise en un vrai bénéfice pour le client.
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L’univers d’appartenance/cadre de référence:
!
. Un paramètre qui admet de multiples cas de figure:
!
. Un marché ou un segment d’appartenance produits.
!
. Un couple produits/cible.
!
. Un univers/cadre de référence large et délimité de façon plus ou
moins incertaine.
!
. Un univers défini par ses bénéfices (l’univers des aliments bénéfiques
pour la santé..).
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!
. La définition de l’univers d’appartenance/cadre de référence
sera d’autant plus large et englobante que l’offre reposera
sur une nouveauté perceptuelle radicale.
!
. Sa pertinence sera notamment évaluée à l’aune de sa
capacité à se mettre en synergie avec un bénéfice distinctif.
!
. Plus globalement, l’univers d’appartenance est l’élément
crucial qui va orienter l’univers des choix du consommateur.
C’est pourquoi on l’appelle aussi « cadre de référence ».
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!
. Un autre exemple: Nespresso:
!
. Si différent selon que l’on soit en BtoC ou BtoB…
!
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Au final, les qualités d’un bon positionnement:
!
. Synergie entre ses composantes.
!
. Distinctivité versus concurrence.
!
. Puissance de l’expression du concept et des bénéfices.
!
. Qualité de la formulation et taille de la cible.
!
. Pertinence du regard consommateur orienté par la définition
du cadre de référence.
!
. Justesse stratégique versus pré-requis stratégiques.
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. Un autre exemple:
!
TANGO,
LA CANNE QUI TIENT
DEBOUT
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Pour mémoire, rappel du schéma du marketing mix, selon le
même principe que les 4 W:
PRODUCT
PLACE
MARKETING MIX
PRICE
Interactions between elements
PROMOTION
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