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Présentation Street Marketing

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Opération de Street Marketing réalisée par une équipe d'étudiants de l'ESGCI pour l'INPES (campagne "manger - bouger").

Il s'agit d'un projet de 5eme année d'école de commerce dans le cadre d'un cours sur les "nouveaux concepts marketing" dispensé par le Dr Marcel Saucet.

Published in: Entertainment & Humor
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  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New 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 THE 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 THE 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 eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, 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, EBOOK, 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 THE 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 THE 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 THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Présentation Street Marketing

  1. 1. Opération de street marketing<br />Mercredi 24 mars 2010<br />12h30<br />Métro: Place Charles Michels, Paris 15<br />
  2. 2. L’INPES et le Ministère de la Santé sont à l’origine des PNNS (Programme National Nutrition Santé)<br />Objectif des PNNS : <br />informer et conseiller la population sur les principes et enjeux d’une alimentation équilibrée<br />sensibiliser la population aux risques liés aux maladies cardiovasculaires, obésité et diabète<br />Cibles : <br />Les adolescents<br />Les femmes enceintes<br />Les adultes<br />Les parents<br />Les seniors<br />Le client : l’INPES<br />
  3. 3. L’opération<br />Cibles : <br />Les adolescents<br />Les familles avec enfants<br />Les consommateurs réguliers de Fast Food<br />Problématique : <br />l’alimentation Fast Food est à la fois celle que les enfants et les adolescents préfèrent mais aussi la plus dangereuse pour leur santé.<br />Comment les sensibiliser à la « malbouffe » et les inciter à la consommer de manière occasionnelle ?<br /><ul><li>Objectif de l’opération : représenter le Fast Food comme un meurtrier.
  4. 4. Message : la personne qui se nourrit de Fast Food risque de devenir obèse puis de décéder d’une maladie liée à l’obésité et donc à la malbouffe. </li></li></ul><li>L’opération<br />Principes de l’opération : <br />une scène de crime est représentée devant l’entrée d’un restaurant Mac Donald’s, chantre de la Junk Food<br />le cadavre représenté est obèse<br />les restes de son « dernier repas » - pris au Fast Food – jonchent le sol<br />Distribution aux passants : à côté de la scène de crime, l’équipe habillée de t-shirts verts, distribue <br />de la documentation officielle fournie par l’INPES<br />des pommes, métaphores d’une alimentation saine et naturelle<br />Jour de l’opération : un mercredi midi, entre 11h et 14h<br />les mamans emmènent classiquement leurs enfants manger au Fast Food le mercredi <br />les adolescents fréquentent davantage le Fast Food ce jour là<br />
  5. 5. L’opération<br />Lieu de l’opération : Mac Donald’s place Charles Michel, Paris 15e<br />la chaîne Mac Donald’s représente particulièrement la « malbouffe »<br />celui-ci est entièrement vitré : les clients peuvent voir la scène de l’intérieur<br />situé sur une place passante à proximité du métro et du bus, le passage de badauds est assuré<br />de nombreux autres restaurants et boulangeries sont présents à vue<br />le quartier est « calme » : le risque d’incidents liés à une opération de street marketing est limité<br />Le quartier est néanmoins fréquenté et passant : résidentiel, doté de nombreuses écoles et équipements sportifs où se trouvent les familles et les adolescents<br />Les intervenants extérieurs : 3 (vrais) policiers permettent de crédibiliser la scène de crime<br />
  6. 6. Schéma de l’opération<br />
  7. 7. Problèmes rencontrés<br />Mise en place:<br />Nos talents de dessinateurs se révélèrent moins développés que prévu. <br /> Disons que le tracé d’une silhouette obèse tenait plus de Picasso que de Botero.<br />
  8. 8. Problèmes rencontrés<br />Début de l’opération:<br /> Les passants n’avaient pas les réactions escomptées: regards, interrogation rapide mais pas grand intérêt, ils passaient vite, sans s’arrêter. <br /> Les raisons: <br /><ul><li>L’équipe était devant ou trop proche de la « scène de crime », la laissant en second plan au regard de passants
  9. 9. Les passants étaient plus intéressés par les pommes et prospectus que nous avions mis en avant par erreur
  10. 10. La caméra était trop visible pour les passants ce qui les faisait fuir, ou les attirait pour de mauvaises raisons </li></li></ul><li>Les solutions<br />Remise en question après observation des résultats:<br /><ul><li>Nous sommes trop visibles pour les passants
  11. 11. La scène de crime n’apparaît qu’en second plan
  12. 12. L’opération tourne à la distribution de flyers et de pommes ce qui n’est pas l’objectif </li></ul>Solution:<br /><ul><li>Nous nous éloignons largement de la scène de crime mais à une distance suffisante pour observer, filmer et prendre des photos
  13. 13. Nous nous mêlons à la foule de façon plus discrète pour mieux appréhender les réactions
  14. 14. La distribution de flyers et de pommes devient un complément de l’opération. Les gens observent la scène, s’arrêtent et s’interroge, ce n’est qu’après un moment que nous leur présentons l’opération avec les prospectus et les pommes
  15. 15. Nous profitons de l’arrivée de la police, qui rend d’autant plus crédible notre scène de crime et interpelle les gens. </li></li></ul><li>Résultat<br />La scène de crime est d’avantage dégagée et mise en valeur <br />Les passants sont plus curieux car nous ne sommes plus là pour cautionner la scène de crime <br />Les passants s’arrêtent et restent un moment devant la scène <br />Par mimétisme, un attroupement se forme autour de la scène de crime ce qui l’a rend encore plus attractive…<br />
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  19. 19. Mettre la photo de groupe à la fin avec les Noms et Prénoms de l’équipe<br />Audrey Berckmans– Camille Bernard – Stéphanie Dreyfuss – Michaël Vasseur<br />NédaBenmoussa<br />

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