{"id":94,"date":"2006-08-15T18:02:20","date_gmt":"2006-08-15T16:02:20","guid":{"rendered":"https:\/\/visionary.wordpress.com\/2006\/08\/15\/quand-linnovation-vient-de-la-creativite-du-consommateur\/"},"modified":"2021-03-05T07:47:40","modified_gmt":"2021-03-05T06:47:40","slug":"quand-linnovation-vient-de-la-creativite-du-consommateur","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2006\/08\/15\/quand-linnovation-vient-de-la-creativite-du-consommateur\/","title":{"rendered":"Quand l&rsquo;innovation vient de la cr\u00e9ativit\u00e9 du consommateur"},"content":{"rendered":"<p>L&rsquo;innovation peut-elle venir de la cr\u00e9ativit\u00e9 de vos consommateurs ? A l\u2019heure o\u00f9 la campagne <b>\u2018<\/b><b>Les marques et vous<\/b><b>\u2019 <\/b>unissant les efforts de 22 marques contre la menace des MDD vient d\u2019\u00eatre mise en difficult\u00e9 par la riposte de <a title=\"Le blog de M.E.L\" href=\"http:\/\/www.michel-edouard-leclerc.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Michel Edouard LECLERC<\/a> qui au slogan bien pr\u00e9somptueux \u2018Qui mieux que\u2019 oppose la maxime bien pragmatique mais efficace <b>\u2018<\/b><b><a title=\"Riposte E LECLERC contre Les marques et vous\" href=\"http:\/\/www.alain-guinberteau.a3w.fr\/DetailElement.aspx?numStructure=38233&amp;numElement=13964&amp;numRubrique=12561\" target=\"_blank\" rel=\"noopener noreferrer\">Pourquoi d\u00e9penser plus<\/a><\/b><b>\u2019<\/b>, il est grand temps de faire preuve de cr\u00e9ativit\u00e9 !!!Je vous propose donc de zoomer sur le cas de Liebig \u2026 Liebig f\u00eate ses 140 ans en 2006 et, \u00e0 cette occasion, s\u2019appr\u00eate \u00e0 lancer une nouvelle soupe. Rien de novateur me direz-vous \u2026N\u00e9anmoins, cette soupe a comme qui dirait un go\u00fbt particulier : celui d\u2019une strat\u00e9gie orient\u00e9e cr\u00e9ativit\u00e9 consommateur.<\/p>\n<h2>Quand l&rsquo;innovation vient de la cr\u00e9ativit\u00e9 du consommateur<\/h2>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-34620 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2006\/08\/strats-article-49240-web-0-e1614926846820.jpeg\" alt=\"innovation cr\u00e9ativit\u00e9\" width=\"500\" height=\"333\" \/><\/p>\n<p>En Septembre 2005, Liebig a lanc\u00e9 un concours permettant aux cordons bleus en herbe de proposer leurs id\u00e9es recettes. Au d\u00e9but de cette ann\u00e9e, Janvier 2006, un jury de grands chefs s\u2019est r\u00e9uni pour tester les meilleures recettes : la recette de Tatiana a remport\u00e9 tous les suffrages ; il s\u2019agit d\u2019un moulin\u00e9 de Courgettes, Potiron et Tartare. La fid\u00e8le consommatrice de Liebig se verra r\u00e9compens\u00e9e par la commercialisation de la recette sous son nom d\u00e8s la rentr\u00e9e, en Septembre 2006.<\/p>\n<p><!--more-->Loin d\u2019\u00eatre une marque vieillissante, par cette strat\u00e9gie, Liebig a su \u00e9tablir un lien de proximit\u00e9 et de complicit\u00e9 avec le consommateur qui s\u2019approprie le produit et la marque jusqu\u2019\u00e0 devenir l\u2019initiateur des nouveaux lancements de recettes. Egalement, la signature qui sera prochainement adopt\u00e9e par la marque \u2018Liebig met du c\u0153ur dans ses l\u00e9gumes\u2019 signifie que ses soupes sont loin d\u2019\u00eatre industrielles mais ont un go\u00fbt fait maison !!<\/p>\n<p>Nous nous trouvons \u00e0 la fin de cet article et vous vous demandez avec impatience o\u00f9 se trouve donc l\u2019innovation?<\/p>\n<p>On pourrait la r\u00e9sumer ainsi :<\/p>\n<blockquote class=\"quote-light\"><p>Chercher \u00e0 s\u2019investir \u00e9motionnellement avant d\u2019obtenir un retour sur investissement, et ne pas placer le combat marque\/mdd sur le terrain du prix mais sur celui de la cr\u00e9ativit\u00e9 \u2026 Entrevoir l&rsquo;innovation du c\u00f4t\u00e9 de la cr\u00e9ativit\u00e9 du consommateur peut s&rsquo;av\u00e9rer \u00eatre une strat\u00e9gie CRM pertinente.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>L&rsquo;innovation peut-elle venir de la cr\u00e9ativit\u00e9 de vos consommateurs ? A l\u2019heure o\u00f9 la campagne \u2018Les marques et vous\u2019 unissant les efforts de 22 marques contre la menace des MDD vient d\u2019\u00eatre mise en difficult\u00e9 par la riposte de Michel Edouard LECLERC qui au slogan bien pr\u00e9somptueux \u2018Qui mieux que\u2019 oppose la maxime bien pragmatique &hellip;<\/p>\n","protected":false},"author":6,"featured_media":34620,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-94","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Quand l&#039;innovation vient de la cr\u00e9ativit\u00e9 du consommateur<\/title>\n<meta name=\"description\" content=\"L&#039;innovation peut-elle venir de la cr\u00e9ativit\u00e9 de vos consommateurs ? 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