{"id":294006,"date":"2011-06-19T02:00:00","date_gmt":"2011-06-19T01:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/le-bio-au-coeur-des-strategies-marketing"},"modified":"2011-06-19T02:00:00","modified_gmt":"2011-06-19T01:00:00","slug":"le-bio-au-coeur-des-strategies-marketing","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/le-bio-au-coeur-des-strategies-marketing","title":{"rendered":"Le bio au coeur des strat\u00e9gies marketing"},"content":{"rendered":"
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Le bio<\/strong> est devenu incontournabl<\/strong>e <\/strong>pour les services marketing des grandes marques. Opportunisme pour les uns ou vrai engagement pour les autres, il appara\u00eet clairement comme un vecteur de croissance et un excellent contributeur \u00e0 l’image de naturalit\u00e9<\/strong> d’une marque.<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Le bio est pr\u00e9sent dans les enseignes en franchise<\/h3>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Du c\u00f4t\u00e9 des franchises de beaut\u00e9<\/a>, c’est l’Or\u00e9al qui s’est lanc\u00e9 le premier suivi d’Henkel. Au coeur de la strat\u00e9gie : des ingr\u00e9dients d’origine naturelle, l’interdiction de certains produits comme le silicone ou le parab\u00e8ne. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Les franchises d’alimentation<\/a> ne sont pas en reste pour leurs propres marques -, toutes les familles standards, ou presque, proposent une gamme bio. Le sc\u00e9nario le plus courant est de d\u00e9cliner quelques r\u00e9f\u00e9rences sur leur c\u0153ur de march\u00e9. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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D’autres se lancent aussi dans la cr\u00e9ation de marques sp\u00e9cifiques m\u00eame si la t\u00e2che n’est pas facile. Ce tournant oblige le service marketing des groupes \u00e0 d\u00e9velopper une strat\u00e9gie diff\u00e9renciante et adopter un ton et une image autre que ceux des marques traditionnelles. Au coeur de la strat\u00e9gie : la recherche de cr\u00e9dibilit\u00e9… une cr\u00e9dibilit\u00e9 qui passe surtout par la d\u00e9monstration d’un travail \u00e9thique en mati\u00e8re de fili\u00e8re de production. <\/div>\n<\/p><\/div>\n<\/p><\/div>\n
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Vu dans Points de Vente Hors-s\u00e9rie Bio mai 2011<\/p>\n

Consultez notre rubrique \u00ab\u00a0actualit\u00e9 marketing<\/a>\u00a0\u00bb pour d’autres articles<\/span> <\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Le bio est devenu incontournable pour les services marketing des grandes marques. Opportunisme pour les uns ou vrai engagement pour les autres, il appara\u00eet clairement comme un vecteur de croissance et un excellent contributeur \u00e0 l’image de naturalit\u00e9 d’une marque. Le bio est pr\u00e9sent dans les enseignes en franchise Du c\u00f4t\u00e9 des franchises de beaut\u00e9, […]<\/p>\n","protected":false},"author":1,"featured_media":294007,"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":[3],"tags":[137],"class_list":["post-294006","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-de-la-franchise","tag-marketing","entry","has-media"],"acf":[],"yoast_head":"\nLe bio au coeur des strat\u00e9gies marketing<\/title>\n<meta name=\"description\" content=\"Le bio est devenu incontournable pour les services marketing des grandes marques. 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