{"id":2479,"date":"2010-03-13T15:38:13","date_gmt":"2010-03-13T14:38:13","guid":{"rendered":"http:\/\/visionary.wordpress.com\/?p=2479"},"modified":"2024-05-02T07:21:53","modified_gmt":"2024-05-02T05:21:53","slug":"wonka-retour-aux-fondamentaux-dune-marque","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2010\/03\/13\/wonka-retour-aux-fondamentaux-dune-marque\/","title":{"rendered":"Wonka marque qui retourne aux fondamentaux"},"content":{"rendered":"

Wonka, une marque qui retourne aux fondamentaux : surfons sur la vague de Time Burton qui a r\u00e9cemment fait la une de Los Angeles Times (cf article paru dans Influencia<\/a> \u00e0 ce propos<\/span>).\u00a0Lancer une gamme de chocolat premium, cela peut sembler risqu\u00e9 dans un contexte de crise \u00e9conomique o\u00f9 le pouvoir d\u2019achat est au c\u0153ur des pr\u00e9occupations.<\/em><\/p>\n

Wonka : retour aux fondamentaux d’une marque<\/h2>\n
\"Wonka
Wonka : retour aux fondamentaux d’une marque<\/figcaption><\/figure>\n

N\u00e9anmoins, aux Etats-Unis, Nestl\u00e9 a d\u00e9cid\u00e9 de relever le d\u00e9fi avec pour principal atout la marque Wonka. L\u2019article paru sur Brand Channel<\/a> nous informe que la gamme de chocolats pr\u00e9mium s\u2019appelle Wonka Exceptionals et qu\u2019elle se d\u00e9cline en six saveurs acidul\u00e9es.<\/p>\n

Par ailleurs, \u00e0 l\u2019heure des r\u00e9seaux sociaux et autres applications iPhone, le plan de lancement peut para\u00eetre pour le moins surprenant : en effet, il s\u2019inspire \u2013 tout comme dans l\u2019opus Charlie rendu mythique en 2005 par le remake de Time Burton avec Johnny Depp \u00e0 l\u2019affiche \u2013 d\u2019un simple jeu promotionnel. 10 Tickets en Or sont en effet cach\u00e9s \u00e0 l\u2019int\u00e9rieur des barres chocolat\u00e9es et offriront aux familles qui auront la chance de les d\u00e9couvrir un tour du monde.<\/p>\n

Le d\u00e9cryptage que nous pouvons faire de cette actualit\u00e9 est qu\u2019il faut revenir aux fondamentaux : la vocation des marques est de faire r\u00eaver le consommateur, c\u2019est inscrit dans leur ADN mais la concurrence des MDD a tendance \u00e0 modifier ce patrimoine g\u00e9n\u00e9tique vers la baisse des prix \u2026<\/p>\n

La Promotion au sens noble du terme permet d\u2019animer la marque et de d\u00e9clencher des actes d\u2019achats, tout l\u2019enjeu \u00e9tant d\u2019opter pour une strat\u00e9gie marketing op\u00e9rationnelle \u00e9quilibr\u00e9e entre recrutement \u2013 volumes de ventes \u2013 fid\u00e9lisation.<\/p>\n

Quid donc des r\u00e9seaux sociaux ? Nul doute que les Hashtag estampill\u00e9s \u00e0 la marque Wonka fleuriront sur twitter mais l\u2019envie des consommateurs m\u00eame les plus technophiles de se rendre dans les lin\u00e9aires pour tenter leur chance sera certainement la plus forte \u2013 autrement dit : orienter les r\u00e9seaux sociaux vers le transactionnel est sans conteste le levier de survie des marques.<\/p>\n","protected":false},"excerpt":{"rendered":"

Wonka, une marque qui retourne aux fondamentaux : surfons sur la vague de Time Burton qui a r\u00e9cemment fait la une de Los Angeles Times (cf article paru dans Influencia \u00e0 ce propos).\u00a0Lancer une gamme de chocolat premium, cela peut sembler risqu\u00e9 dans un contexte de crise \u00e9conomique o\u00f9 le pouvoir d\u2019achat est au c\u0153ur …<\/p>\n","protected":false},"author":6,"featured_media":2480,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-2479","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-innovation-fr"],"yoast_head":"\nWonka marque qui retourne aux fondamentaux<\/title>\n<meta name=\"description\" content=\"Wonka, une marque qui retourne aux fondamentaux : surfons sur la vague de Time Burton qui a r\u00e9cemment fait la une de Los Angeles Times\" \/>\n<meta name=\"robots\" content=\"index, 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