{"id":293256,"date":"2012-11-01T01:00:00","date_gmt":"2012-11-01T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/la-franchise-de-cuisine-comme-modele-de-reussite-partie-ii-la-naissance-3069"},"modified":"2012-11-01T01:00:00","modified_gmt":"2012-11-01T00:00:00","slug":"la-franchise-de-cuisine-comme-modele-de-reussite-partie-ii-la-naissance-3069","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/la-franchise-de-cuisine-comme-modele-de-reussite-partie-ii-la-naissance-3069","title":{"rendered":"La franchise de cuisine comme mod\u00e8le de r\u00e9ussite – PARTIE II – la naissance"},"content":{"rendered":"
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La franchise Ixina, enseigne sp\u00e9cialis\u00e9e dans la cuisine \u00e9quip\u00e9e<\/b>, a \u00e9t\u00e9 prise comme mod\u00e8le de r\u00e9ussite dans le tome III de La Franchise expliqu\u00e9e par les Experts de la FFF<\/a>. Ce troisi\u00e8me tome, sorti le 18 mars dernier, et intitul\u00e9 \u00ab\u00a0Le d\u00e9fi de la R\u00e9ussite partag\u00e9e\u00a0\u00bb, a \u00e9t\u00e9 \u00e9crit par les Membres du Coll\u00e8ge des Experts de la F\u00e9d\u00e9ration Fran\u00e7aise de la Franchise.<\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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LA NAISSANCE DE LA FRANCHISE DE CUISINES EQUIPEES<\/h3>\n
Extrait du Chapitre 4<\/u> : Ixina, la naissance<\/p>\n

<\/em>\u00ab\u00a0Cette \u00e9tude d\u00e9montra qu’il existait une opportunit\u00e9 sur le march\u00e9 de la cuisine \u00e9quip\u00e9e<\/strong>, domin\u00e9 en France par des r\u00e9seaux de concessionnaires cr\u00e9\u00e9s par les producteurs fran\u00e7ais. Electro Cash pouvait se diff\u00e9rencier par le style et vendre de la qualit\u00e9 \u00e0 des prix tr\u00e8s comp\u00e9titifs. Il apparu aussi que les techniques publicitaires de la soci\u00e9t\u00e9 belge et surtout sa ma\u00eetrise du d\u00e9pliant toutes boites \u00e0 l’\u00e9poque, \u00e9taient transposables en France et y seraient efficaces. Enfin les besoins du march\u00e9 et la taille des magasins concurrents de cuisine \u00e9quip\u00e9e en France ne posaient pas de probl\u00e8mes majeurs \u00e0 la soci\u00e9t\u00e9 belge quant aux moyens et savoir faire n\u00e9cessaires \u00e0 la recherche des locaux, \u00e0 leur am\u00e9nagement et \u00e0 leur rentabilisation.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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L’id\u00e9e vint de cr\u00e9er un concept sp\u00e9cifique \u00e0 la France<\/strong>, reprenant les points forts du concept belge <\/strong>mais y ajoutant le n\u00e9cessaire pour devenir le leader dans les villes implant\u00e9es. Deux axes principaux furent creus\u00e9s par une \u00e9quipe compos\u00e9e du comit\u00e9 de direction et d’experts belges et fran\u00e7ais.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Tout d’abord, la marque Electro Cash rappelait trop l’\u00e9lectro m\u00e9nager et ne semblait pas significative de l’univers de la cuisine \u00e9quip\u00e9e. De plus, le mot cash \u00e9tait reli\u00e9 aux tous premiers magasins, des entrep\u00f4ts cash & carry discount et sommaires.
La coop\u00e9ration avec un cabinet sp\u00e9cialis\u00e9 en cr\u00e9ation de marque <\/strong>(ne pas confondre avec un cabinet de d\u00e9p\u00f4t de marque) amena le choix de la marque Ixina, originale, f\u00e9minine, forte et rassurante. S’en suivit la cr\u00e9ation de la charte graphique, de l’architecture magasin, etc.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Enfin, le march\u00e9 fran\u00e7ais de la cuisine \u00e9tait marqu\u00e9 par les \u00e9missions TV, TF1 et M6 surtout, d\u00e9non\u00e7ant les pratiques douteuses d’une trop grande partie de la profession dans les ann\u00e9es 90, notamment les fausses remises. Il fut donc d\u00e9cid\u00e9 de nous appuyer sur l’exp\u00e9rience belge de politique de vente et la capacit\u00e9 \u00e0 vendre \u00e0 des prix extr\u00eamement comp\u00e9titifs <\/strong>pour introduire sur le march\u00e9 fran\u00e7ais la seule marque de l’\u00e9poque \u00e0 prix \u00ab nets, nets \u00bb<\/strong>, non n\u00e9gociables et non \u00ab remisables \u00bb avec la garantie qu’aucun client ne paierait moins cher la m\u00eame cuisine chez Ixina.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Outre l’obligation de comp\u00e9titivit\u00e9 qu’Ixina s’imposait, il fallut aussi prendre en compte que beaucoup de professionnels de la cuisine \u00e9quip\u00e9e, concessionnaires ou salari\u00e9s, \u00e9taient form\u00e9s \u00e0 une toute autre \u00e9cole et seraient difficilement int\u00e9grables, tant que cette politique n’aurait pas fait les preuves de sa rentabilit\u00e9.
Il fallut cr\u00e9er une v\u00e9ritable \u00e9cole de formation <\/strong>et l\u00e0 o\u00f9 la concurrence formait souvent en deux semaines, Ixina consacrait deux mois pour que les vendeurs, une fois actifs en magasin, puissent faire porter leurs efforts sur la cr\u00e9ation de cuisines correspondant aux attentes du client plut\u00f4t qu’au passage de mains et aux fausses r\u00e9ductions de prix. Cette volont\u00e9 de respecter le client et de le satisfaire<\/strong> et sans aucun doute un point cl\u00e9 de la politique d’Ixina et le plus difficile \u00e0 faire appliquer dans un r\u00e9seau vu la complexit\u00e9 du produit vendu.\u00a0\u00bb<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n

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Lire la 1\u00e8re partie<\/a> et\u00a0 la 3\u00e8me partie<\/a> de l’article;
<\/span><\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

La franchise Ixina, enseigne sp\u00e9cialis\u00e9e dans la cuisine \u00e9quip\u00e9e, a \u00e9t\u00e9 prise comme mod\u00e8le de r\u00e9ussite dans le tome III de La Franchise expliqu\u00e9e par les Experts de la FFF. Ce troisi\u00e8me tome, sorti le 18 mars dernier, et intitul\u00e9 \u00ab\u00a0Le d\u00e9fi de la R\u00e9ussite partag\u00e9e\u00a0\u00bb, a \u00e9t\u00e9 \u00e9crit par les Membres du Coll\u00e8ge des […]<\/p>\n","protected":false},"author":1,"featured_media":292994,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[2],"tags":[142],"class_list":["post-293256","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-des-reseaux","tag-vie-du-reseau-de-la-franchise","entry","has-media"],"acf":[],"yoast_head":"\nLa franchise de cuisine comme mod\u00e8le de r\u00e9ussite - 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