{"id":296438,"date":"2009-02-23T01:00:00","date_gmt":"2009-02-23T00:00:00","guid":{"rendered":"https:\/\/ac-franchise.be\/unilever-et-delhaize-les-franchises-reagissent"},"modified":"2009-02-23T01:00:00","modified_gmt":"2009-02-23T00:00:00","slug":"unilever-et-delhaize-les-franchises-reagissent","status":"publish","type":"post","link":"https:\/\/ac-franchise.be\/article\/unilever-et-delhaize-les-franchises-reagissent","title":{"rendered":"Unilever et Delhaize, les franchis\u00e9s r\u00e9agissent"},"content":{"rendered":"
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La dispute opposant depuis maintenant une quinzaine de jours le g\u00e9ant Unilever aux supermarch\u00e9s Delhaize a vu apparaitre un acteur inattendu, les franchis\u00e9s ind\u00e9pendants Delhaize. <\/p>\n

Pour rappel, le 10 f\u00e9vrier dernier, Delhaize annon\u00e7ait ne pas parvenir \u00e0 un accord avec Unilever concernant les prix de plusieurs dizaines de produits. En effet, chaque ann\u00e9e les fabricants de produits n\u00e9gocient avec les distributeurs des accords qui encadrent notamment les prix.<\/p>\n

Cette ann\u00e9e, Delhaize a estim\u00e9 que les augmentations propos\u00e9es par le groupe Unilever \u0096 d\u00e9tenteur de grandes marques telles que Lipton, Knorr, Dove ou encore Axe \u0096 \u00e9taient totalement hors de propos. En cons\u00e9quence la chaine de distribution Delhaize a pris la d\u00e9cision de stopper les\u00a0 commandes de pr\u00e8s de 300 produits provenant du g\u00e9ant anglo-n\u00e9erlandais. Or pour Unilever, Delhaize repr\u00e9sente pr\u00e8s de 20% du march\u00e9 belge, soit plusieurs dizaine de millions d’euros. La perte de ce client repr\u00e9senterait certainement un coup dur pour Unilever.\u00a0<\/p>\n

Si la r\u00e9action de Unilever n’a pas tard\u00e9, elle n’a pas manqu\u00e9 de piquant. En effet, d\u00e8s le lendemain, le 11 f\u00e9vrier, le groupe publiait une pleine page dans une grande partie de la presse belge annon\u00e7ant que 24 de ses produits phares ne seraient plus disponibles chez Delhaize mais qu’ils \u00e9taient toujours \u00ab disponibles dans les autres supermarch\u00e9s \u00bb.<\/p>\n

C’est cette publicit\u00e9 qui a fait r\u00e9agir les ind\u00e9pendants Delhaize. En effet le r\u00e9seau de supermarch\u00e9s s’est d\u00e9velopp\u00e9 notamment via la franchise. Les franchis\u00e9s estiment que cette publicit\u00e9 est mensong\u00e8re car ils n’ont pas retir\u00e9 les produits concern\u00e9s de leurs rayons. Ils envisagent d’ailleurs de porter leur action en justice pour obtenir des r\u00e9parations.<\/p>\n

En effet, cette bisbille entre Delhaize et Unilever ne profite finalement \u00e0 aucun des deux groupes. Si Delhaize a tent\u00e9 d’exploiter la dispute pour promouvoir ses propres produits ou, \u00e0 d\u00e9faut, ceux du grand concurrent de Unilever, \u00e0 savoir Procter & Gamble, c’est finalement Colryut, autre chaine de supermarch\u00e9s, et les commerces de proximit\u00e9 qui en profitent le plus.<\/p>\n

Ni Unilever, ni Delhaize n’ont du reste souhait\u00e9s r\u00e9agir \u00e0 un sondage publi\u00e9 par l’agence Brandhome (aupr\u00e8s de 3000 belges n\u00e9erlandophones) selon lequel 31% des clients Delhaize se rendraient dans d’autres enseignes \u00e0 cause de \u00ab\u00a0l’affaire\u00a0\u00bb Unilever. Ce silence traduit certainement la g\u00eane des deux groupes qui ont probablement compris que ce conflit leur causait du tort \u00e0 tous les deux, privant l’un de produits de renom et l’autre de 20% de ses revenus en Belgique.<\/p>\n

Les n\u00e9gociations ne sont pour autant pas rompues entre les deux groupes. Leur mutisme actuel exprime probablement une volont\u00e9 d’apaisement commune. Une d\u00e9sescalade qui sera profitable \u00e0 tout le monde et notamment aux franchis\u00e9s Delhaize qui pourront ainsi retrouver une plus grande s\u00e9r\u00e9nit\u00e9.<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

La dispute opposant depuis maintenant une quinzaine de jours le g\u00e9ant Unilever aux supermarch\u00e9s Delhaize a vu apparaitre un acteur inattendu, les franchis\u00e9s ind\u00e9pendants Delhaize. Pour rappel, le 10 f\u00e9vrier dernier, Delhaize annon\u00e7ait ne pas parvenir \u00e0 un accord avec Unilever concernant les prix de plusieurs dizaines de produits. En effet, chaque ann\u00e9e les fabricants 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