{"id":114874,"date":"2025-03-10T12:53:11","date_gmt":"2025-03-10T11:53:11","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=114874"},"modified":"2025-03-10T12:53:12","modified_gmt":"2025-03-10T11:53:12","slug":"pourquoi-unilever-va-miser-encore-plus-sur-les-influenceurs","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/pourquoi-unilever-va-miser-encore-plus-sur-les-influenceurs\/","title":{"rendered":"Pourquoi Unilever va miser (encore) plus sur les influenceurs"},"content":{"rendered":"\n

Unilever <\/strong>va investir davantage dans les m\u00e9dias sociaux et les influenceurs, a d\u00e9clar\u00e9 son nouveau CEO, Fernando Fernandez. Sous sa direction, la multinationale se concentrera davantage sur la premiumisation et acc\u00e9l\u00e9rera le d\u00e9sinvestissement des activit\u00e9s alimentaires non essentielles.<\/p>\n\n\n\n

\u00ab Vingt fois plus d’influenceurs \u00bb<\/h2>\n\n\n\n

\u00ab Nos d\u00e9penses en marketing sont pass\u00e9es de 13 % en 2022 \u00e0 pr\u00e8s de 16 %, ce que nous consid\u00e9rons comme un niveau comp\u00e9titif. Nos d\u00e9penses en m\u00e9dias sociaux passeront de 30 % \u00e0 50 % de nos d\u00e9penses totales. Nous allons travailler avec 20 fois plus d’influenceurs<\/a> \u00bb, a d\u00e9clar\u00e9 Fernandez lors d’une conversation avec Warren Ackerman, analyste chez Barclays, la semaine derni\u00e8re.<\/p>\n\n\n\n

Le CEO, qui vient de succ\u00e9der \u00e0 Hein Schumacher<\/a> \u00e0 la t\u00eate de la multinationale, constate que les grandes marques des grandes entreprises sont devenues suspectes. Il souhaite donc cr\u00e9er des syst\u00e8mes o\u00f9 d’autres personnes parlent au nom des marques d’Unilever : influenceurs, TikTokers, c\u00e9l\u00e9brit\u00e9s, gardiens et professionnels de la sant\u00e9, par exemple. \u00ab Il y a 19 000 codes postaux en Inde, 5764 municipalit\u00e9s au Br\u00e9sil. Je veux un influenceur dans chacune d’entre elles. Dans certaines, j’en veux 100. \u00bb<\/p>\n\n\n\n

\u00ab Soins personnels comestibles \u00bb<\/h2>\n\n\n\n

Selon le dirigeant, les segments haut de gamme devraient passer de 20 % \u00e0 50 % des ventes de l’entreprise. La strat\u00e9gie de portefeuille de la multinationale ne changera pas et la cotation s\u00e9par\u00e9e de sa division des cr\u00e8mes glac\u00e9es<\/a> sera maintenue.<\/p>\n\n\n\n

L’alimentation continuera \u00e0 avoir sa place dans l’offre d’Unilever, a soulign\u00e9 le haut dirigeant. \u00ab Knorr est notre deuxi\u00e8me plus grande marque, Hellmann’s est notre cinqui\u00e8me plus grande marque \u00bb, a-t-il d\u00e9clar\u00e9. Toutes deux contribuent aux marges et ont d’excellents rendements sur le capital investi. \u00ab Notre activit\u00e9 alimentaire n’est pas une activit\u00e9 alimentaire classique. Je l’appelle en interne \u00ab soins personnels comestibles \u00bb parce que la structure des marges est tr\u00e8s similaire \u00e0 celle des soins personnels. \u00bb<\/p>\n\n\n\n

Il confirme toutefois qu’Unilever c\u00e9dera pour un milliard d’euros de petites marques alimentaires europ\u00e9ennes : \u00ab Ce ne sont pas des priorit\u00e9s strat\u00e9giques. \u00bb  Entre autres, Le Boucher V\u00e9g\u00e9tarien, Conimex, Unox et Zwan ont d\u00e9j\u00e0 \u00e9t\u00e9 vendues<\/a>. Il est possible qu’un demi-milliard de marques suppl\u00e9mentaires suivent, car l’entreprise ne voit pas l’opportunit\u00e9 de les d\u00e9velopper. \u00ab Mon intention est d’agir dans tous ces domaines, probablement \u00e0 un rythme plus rapide. \u00bb<\/p>\n","protected":false},"excerpt":{"rendered":"

Unilever va investir davantage dans les m\u00e9dias sociaux et les influenceurs, a d\u00e9clar\u00e9 son nouveau CEO, Fernando Fernandez. Sous sa direction, la multinationale se concentrera davantage sur la premiumisation et acc\u00e9l\u00e9rera le d\u00e9sinvestissement des activit\u00e9s alimentaires non essentielles.<\/p>\n","protected":false},"author":3,"featured_media":114868,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[24],"tags":[],"people":[1652],"extra":[43],"company":[260],"topic":[488],"region":[],"class_list":["post-114874","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","people-fernando-fernandez","extra-plus","company-unilever","topic-marketing"],"acf":[],"yoast_head":"\nPourquoi Unilever va miser (encore) plus sur les influenceurs - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Unilever va investir davantage dans les m\u00e9dias sociaux et les 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