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M&CSAATCHI.GAD.snack_planning_19

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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M&CSAATCHI.GAD.snack_planning_19

  1. 1. vol. 19 SNACK PLANNING vendredi 18 avril 14
  2. 2. Entrée Plat Desserts vendredi 18 avril 14
  3. 3. ENTRÉE vendredi 18 avril 14
  4. 4. ENTRÉE Absolute Value What really influence customers in the age of (nearly) perfect information vendredi 18 avril 14
  5. 5. ABSOLUT VALUE La qualité expérimentée vendredi 18 avril 14
  6. 6. ENTRÉE LES AUTEURS ‣ Itamar Simonson ‣ Emanuel Rosen vendredi 18 avril 14
  7. 7. ENTRÉE Comment la Valeur Absolue bouleverse le processus de consommation ? LA THESE vendredi 18 avril 14
  8. 8. ENTRÉE ‣ Importance des quality proxies ‣ L’ère du Guess ‣ Un consommateur irrationnel ? AVANT vendredi 18 avril 14
  9. 9. ENTRÉE INTERNET ‣ Bouleversement fondamental ‣ Le consommateur a accès à de plus en plus d’informations ‣ Apparition de nouveaux outils vendredi 18 avril 14
  10. 10. ENTRÉE ‣ Empowerment du consommateur ‣ L’ère du Know ‣ Un consommateur hyper-informé et hyper-rationnel ‣ L’investigation ‣ Recherche active, décision rapide ‣ Moins avec le coeur, plus avec la tête APRES vendredi 18 avril 14
  11. 11. ENTRÉE EVOLUTION VALEUR RELATIVE VALEUR ABSOLUE INTERNET Informations subjectives Irrationalité Qualité expérimentée Rationalité MARQUE QUALITE vendredi 18 avril 14
  12. 12. ABSOLUTE VALUE Quelles conséquences pour les marques ? vendredi 18 avril 14
  13. 13. ENTRÉE PERTE D’INFLUENCE PROXIES LOYAUTE CONCEPT DE MARQUE vendredi 18 avril 14
  14. 14. ENTRÉE L’ERE QUALITE ‣ Confiance envers les autres consommateurs et les experts ‣ Informations vérifiables ‣ La marque seule n’est plus un marqueur de qualité vendredi 18 avril 14
  15. 15. ENTRÉE CONSEQUENCES OPPORTUNITES MENACES ‣ Transparence obligatoire ‣ Entrée sur le marché de nouveaux acteurs ‣ Le fossé entre attentes et expérience se rétrécit ‣ Le passé n’a plus la même importance POURLAMARQUE vendredi 18 avril 14
  16. 16. ENTRÉE CONSEQUENCES DES STRATEGIES OBSOLETES ? ‣ Les cycles d’adoption ‣ La stratégie “Bowling Alley” ‣ Le cercle des “strong ties” ‣ Le positionnement et le labeling/versioning vendredi 18 avril 14
  17. 17. ABSOLUTE VALUE Nouveaux outils vendredi 18 avril 14
  18. 18. ENTRÉE L’INFLUENCE MIX P aka PRIOR ‣ Eléments antérieurs ‣ Croyances, expériences, préférences, etc. ‣ Influence du contexte d’achat ‣ Vague et instable M aka MARKETERS ‣ Informations fournies par la marque ‣ Positionnement, publicité, description, etc. ‣ Intérêt clair à dire du bien du produit ‣ Défiance O aka OTHERS ‣ Les autres consommateurs et autres sources d’informations ‣ Commentaires, opinions d’experts, outils de comparaison, etc. ‣ Plus objective et diversifiée LES TROIS TYPES D’INFLUENCE vendredi 18 avril 14
  19. 19. ENTRÉE LE O CONTINUUM O- dépendant O- indépendant ANALYSER LE POIDS DE O ‣ Tendance générale : 0 augmente, M et P diminue ‣ Mais l’influence mix dépend du marché ‣ Secteur alimentaire : domination de P ‣ Lifestyle : domination de M ‣ Nouvelles technologies, voitures : domination de O vendredi 18 avril 14
  20. 20. ENTRÉE S’ADAPTER ‣ Identifier sa position sur le continuum ‣ Générer de l’intérêt autour du produit ‣ Communiquer avec O : utiliser les utilisateurs et les experts ‣ Apporter du contenu authentique vendredi 18 avril 14
  21. 21. ABSOLUTE VALUE Exemples vendredi 18 avril 14
  22. 22. ENTRÉE LES MARQUES O+ vendredi 18 avril 14
  23. 23. PLAT vendredi 18 avril 14
  24. 24. PLAT UNDER ARMOUR Illustration d’une stratégie intégrée de l’Absolute Value vendredi 18 avril 14
  25. 25. INTRODUCTION Contexte d’émergence de la marque et de sa stratégie vendredi 18 avril 14
  26. 26. PLAT 1996 «Starting small» ‣ Un self-made man : Kevin Plank, entrepreneur charismatique ‣ Un grenier : celui de sa grand-mère ‣ Un produit innovant : un t-shirt technique Naissance vendredi 18 avril 14
  27. 27. PLAT 1996 Moment d’une révolution technologique: ‣ Début du web 2.0 (1995) ‣ Développement rapide des outils de la consommation rationnelle Année 2.0 vendredi 18 avril 14
  28. 28. PLAT Un marché très concurrentiel et peuplé de géants David contre les Goliaths MARCHÉ DU SPORT vendredi 18 avril 14
  29. 29. PLAT MARCHÉ DU SPORT ‣ A partir des années 90’, les principaux équipementiers sportifs proposent des produits lifestyle ‣ Le marché des produits techniques reste restreint vendredi 18 avril 14
  30. 30. PLAT OPPORTUNITÉS Absolute Value Marché lifestyle Produits techniques vendredi 18 avril 14
  31. 31. PLAT INFLUENCE-MIX Position sur le O continuum O- dépendant O- indépendant vendredi 18 avril 14
  32. 32. PLAT PILIERS Qualité Innovation et technicité en focus produit O Les sportifs au coeur du processus vendredi 18 avril 14
  33. 33. MISER SUR LA QUALITÉ PRODUIT Innovation et technicité vendredi 18 avril 14
  34. 34. PLAT POSITIONNEMENT Le meilleur pour les sportifs grâce à l’innovation vendredi 18 avril 14
  35. 35. PLAT PRODUITS Différentes gammes de produits techniques... ... pour tous les sportifs. vendredi 18 avril 14
  36. 36. PLAT PRODUIT PHARE vendredi 18 avril 14
  37. 37. PLAT INNOVATIONS Armour Bite + Recharge suit Cotton charged vendredi 18 avril 14
  38. 38. PLAT CONSÉQUENCE ‣ Les produits Under Armour sont en moyenne 20% plus chers que ses concurrents ‣ Cible : sportif premium alors que ses concurrents ciblent plus mainstream Marque premium vendredi 18 avril 14
  39. 39. PENSER À TRAVERS O Pour et par les sportifs, le consommateurs au coeur du processus vendredi 18 avril 14
  40. 40. PLAT KEVIN PLANK Connaissance du milieu Connaissance du milieu ‣ Ancien capitaine de l’équipe de football universitaire du Maryland ‣ Esprit du sport dans le management vendredi 18 avril 14
  41. 41. PLAT ‣ Insight originel: Lourdeur et humidité des t-shirts de sports en fin d’entraînement ‣ Importance de la qualité pour les sportifs ‣ Puissance du bouche-à-oreille ‣ Experts-prescripteurs Insights sportifs POINT DE DÉPART vendredi 18 avril 14
  42. 42. PLAT RÉSEAU ‣ Essayage gratuit des maillots à compression (réseau personnel de Plank puis de manière plus large) ‣ Objectif : convertir les sportifs de haut- niveau et créer des ambassadeurs par conviction Ambush marketing vendredi 18 avril 14
  43. 43. PLAT «Ambush marketing» vendredi 18 avril 14
  44. 44. PLAT SPONSORING ‣ Equipementier clubs et équipes ‣ Sponsor d’athlètes : champions et «rising stars» ‣ Evénements sportifs 3 types vendredi 18 avril 14
  45. 45. PLAT Equipementier clubs/équipes vendredi 18 avril 14
  46. 46. PLAT Sponsoring d’athlètes vendredi 18 avril 14
  47. 47. PLAT Evénementiel vendredi 18 avril 14
  48. 48. PLAT ACTIVATION ‣ Les sportifs amateurs sont aussi des prescripteurs ‣ Pari d’inciter les consommateurs à s’exprimer à travers les nouveaux outils du bouche-à-oreille et de les amplifier à travers les réseaux sociaux et des campagnes participatives Bouche-à-oreille vendredi 18 avril 14
  49. 49. PLAT Des avis globalement positifs... vendredi 18 avril 14
  50. 50. PLAT ... Une grande présence sur les réseaux sociaux et des campagnes participatives vendredi 18 avril 14
  51. 51. CONCLUSION Résultats et capacité d’adaptation stratégique vendredi 18 avril 14
  52. 52. PLAT GLOBALEMENT 1996 2014 ? vendredi 18 avril 14
  53. 53. PLAT EN CHIFFRES $2 billion Chiffre d’affaire Mars 2014 N°2 Équipementier sportif aux EU 2008 2009 2010 2011 2012 +18% +20% +24% +38% +25% +27% 2013 vendredi 18 avril 14
  54. 54. PLAT DISTRIBUTION Cible la plus large possible et mise en valeur de produits qualité dans un environnement concurrentiel 22 000 points de vente 92% Grande distribution 5% Boutique Under Armour 3% En ligne vendredi 18 avril 14
  55. 55. PLAT STRATÉGIE DÉPASSERADAPTER ÉLARGIR+ = LEVIERS OBJECTIF vendredi 18 avril 14
  56. 56. PLAT ‣ Observation : image de marque masculine ‣ Prévision : le marché féminin du sport dépassera celui des hommes ‣ Objectif : féminisation par des produits et campagnes dédiées ADAPTER vendredi 18 avril 14
  57. 57. PLAT Des produits dédiés vendredi 18 avril 14
  58. 58. PLAT vendredi 18 avril 14
  59. 59. PLAT vendredi 18 avril 14
  60. 60. PLAT ‣ Observation : la marque est encore loin derrière Nike et même Adidas ‣ Opportunité : la qualité produit est importante pour les chaussures de sport ‣ Objectif : rattraper son retard ADAPTER ‣ Innover sur les produits ‣ Communiquer à 360° vendredi 18 avril 14
  61. 61. PLAT «That’s what fast feels like» vendredi 18 avril 14
  62. 62. PLAT ‣ Objectif : s’imposer comme un leader de l’équipement sportif en Europe ‣ Stratégie : la même qu’au Etat-Unis, mélange d’ambush marketing, de sponsoring et politique de grande distribution ÉLARGIR vendredi 18 avril 14
  63. 63. PLAT CONCLUSION Efficacité de l’Absolute Value pour Under Armour 1# Qualité produit et innovation 2# Pour et par des consommateurs 3# Capacité d’adaptation vendredi 18 avril 14
  64. 64. DESSERTS vendredi 18 avril 14
  65. 65. QUELQUES INITIATIVES Mars/Avril 2014 vendredi 18 avril 14
  66. 66. DIGITAS, San Francisco COALITIONAGAINSTBULLYING,JWTSingapour vendredi 18 avril 14
  67. 67. DIGITAS, San Francisco FONDATION POUR LA RECHERCHE MEDICALE, CLM BBDO vendredi 18 avril 14
  68. 68. DESSERTS DIGITAS, San Francisco vendredi 18 avril 14
  69. 69. vendredi 18 avril 14
  70. 70. SNICKERS Clemenger BBDO, Melbourne vendredi 18 avril 14
  71. 71. WORLD’S TOUGHEST JOB Mullen, Boston vendredi 18 avril 14
  72. 72. ZIJKANT Mortierbrigade, Bruxelles vendredi 18 avril 14
  73. 73. vol. 19 MERCIBONNE JOURNEE vendredi 18 avril 14

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