{"id":292980,"date":"2013-02-21T01:00:00","date_gmt":"2013-02-21T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/la-methode-de-co-marque-ou-comment-rentabiliser-son-point-de-vente"},"modified":"2013-02-21T01:00:00","modified_gmt":"2013-02-21T00:00:00","slug":"la-methode-de-co-marque-ou-comment-rentabiliser-son-point-de-vente","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/la-methode-de-co-marque-ou-comment-rentabiliser-son-point-de-vente","title":{"rendered":"La m\u00e9thode de co-marque ou comment rentabiliser son point de vente"},"content":{"rendered":"
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Le co-marque ou co-branding est une technique marketing qui permet \u00e0 plusieurs r\u00e9seaux de mutualiser leurs ressources pour cr\u00e9er des synergies, innover, communiquer et donc de vendre plus. La tendance co-marque ou co-branding est apparue aux Etats Unis avec comme objectif de ne plus avoir d’heures creuses dans la journ\u00e9e sur un point de vente. On la trouve en particulier dans les r\u00e9seaux de franchise de restauration rapide et les franchises alimentaire. Un courant de fond qui n’a pas encore investi la France mais qui pourrait donner des id\u00e9es aux r\u00e9seaux qui ont besoin de rentabiliser les points de vente et de faire \u00e9voluer le chiffre d’affaires.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Un exemple de 3 franchises de restauration aux Etats Unis<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La franchise de beignets Dunkin’ Donuts sert les clients beaucoup au petit-d\u00e9jeuner, un peu dans la journ\u00e9e et le soir tard. La franchise de glaces et milk shakes Baskin-Robbins est plut\u00f4t op\u00e9rationnelle de midi \u00e0 l’heure de la fermeture. La franchise de sandwiche Togo’s Eatery, a son heure de pointe plut\u00f4t au repas de midi et du soir. On constate donc que chacun a un cr\u00e9neau horaire diff\u00e9rent et une offre parall\u00e8le et que le point de vente ne d\u00e9semplit pas du matin au soir. La cohabitation de ces 3 franchises permet une offre large et vari\u00e9e et diminue les charges pour chacun des r\u00e9seaux.
<\/span>L’objectif est double : d’une part, \u00e9largir la cible en unissant les concepts, et d’autre part, mutualiser les co\u00fbts de fonctionnement.<\/p>\n

Pour plus d’informations, d\u00e9couvrez les r\u00e9seaux de<\/i> franchise de restauration rapide<\/i><\/a><\/span> et <\/i>franchise de restauration \u00e0 th\u00e8me<\/i><\/a>.<\/i><\/p>\n

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Bien choisir ses partenaires pour garder sa notori\u00e9t\u00e9<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Apr\u00e8s avoir identifi\u00e9 les objectifs commerciaux de la strat\u00e9gie de \u0093co-branding\u0094, l’enseigne doit faire preuve de beaucoup de discernement pour s\u00e9lectionner son partenaire. Images identitaires, savoir-faire, offre compl\u00e9mentaire et pertinente, qui apporte une v\u00e9ritable valeur ajout\u00e9e aux clients. Le danger dans ce style de business est qu’une marque devienne pr\u00e9pond\u00e9rante en termes de notori\u00e9t\u00e9 et cannibalise l’autre. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Quels sont les leviers \u00e0 utiliser pour r\u00e9ussir un co-branding ?<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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La compl\u00e9mentarit\u00e9 entre les marques, le niveau de qualit\u00e9 et de notori\u00e9t\u00e9 et la recherche d’un b\u00e9n\u00e9fice client. Si ces 3 items ne sont pas r\u00e9unis, la strat\u00e9gie co marque sera un \u00e9chec. Pour \u00eatre accept\u00e9 par le consommateur, la collaboration entre les deux marques doit \u00eatre per\u00e7ue comme compl\u00e9mentaire, La mise en commun des valeurs et des comp\u00e9tences des enseignes devra prouver la sup\u00e9riorit\u00e9 du produit issu de la collaboration. C’est seulement si l’\u00e9quilibre est exploit\u00e9 de fa\u00e7on \u00e9quitable que chaque marque pourra acc\u00e9der au \u00ab plus \u00bb attendu sans perdre son nom.
Il est important de s’assurer du niveau de qualit\u00e9 de chacun des marques pour \u00e9viter toute contamination vers une image de moindre qualit\u00e9. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Une option en temps de crise<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Cette strat\u00e9gie peut permettre de remplir 3 objectifs en m\u00eame temps : p\u00e9renniser les marques en enrichissant leurs contenus et leurs images, prospecter de nouveaux clients et r\u00e9duire les investissements en recherche et d\u00e9veloppement ainsi que le budget de communication. Encore faut-il trouver le ou les partenaire (s) pour une op\u00e9ration qui doit avant tout \u00eatre gagnant\/gagnant pour tout le monde. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Le co-marque ou co-branding est une technique marketing qui permet \u00e0 plusieurs r\u00e9seaux de mutualiser leurs ressources pour cr\u00e9er des synergies, innover, communiquer et donc de vendre plus. La tendance co-marque ou co-branding est apparue aux Etats Unis avec comme objectif de ne plus avoir d’heures creuses dans la journ\u00e9e sur un point de vente. On 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