{"id":14770,"date":"2016-09-09T08:28:56","date_gmt":"2016-09-09T08:28:56","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/du-jamais-vu-aldi-nord-et-sud-menent-une-campagne-commune\/"},"modified":"2016-09-09T08:28:56","modified_gmt":"2016-09-09T08:28:56","slug":"du-jamais-vu-aldi-nord-et-sud-menent-une-campagne-commune","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/du-jamais-vu-aldi-nord-et-sud-menent-une-campagne-commune\/","title":{"rendered":"Du jamais vu : Aldi Nord et S\u00fcd m\u00e8nent une campagne commune"},"content":{"rendered":"<p>Sensation dans l\u2019univers du hard discount allemand : pour la premi\u00e8re fois <strong>Aldi Nord <\/strong>et <strong>Aldi S\u00fcd <\/strong>lancent une campagne publicitaire commune sur leur march\u00e9 domestique allemand. Une nouvelle \u00e9tape\u00a0dans la m\u00e9tamorphose du casseur de prix.<\/p>\n<p><!--break--><\/p>\n<h2>Changement de style radical<\/h2>\n<p>\u00ab Einfach ist mehr \u00bb (litt\u00e9ralement : \u2018Simple c\u2019est plus\u2019), voil\u00e0 le slogan de la nouvelle campagne publicitaire d\u2019Aldi Nord et d\u2019Aldi S\u00fcd qui d\u00e9marrera lundi 12 septembre. Une campagne\u00a0avec style, r\u00e9alis\u00e9e par la c\u00e9l\u00e8bre agence <strong>Ogilvy &amp; Mather<\/strong>. Apparemment l\u2019enseigne allemande n\u2019a\u00a0 pas l\u00e9sin\u00e9 sur les co\u00fbts, car le message passera \u00e0 la fois \u00e0 la t\u00e9l\u00e9vision, au cin\u00e9ma, \u00e0 la radio et sur de grandes affiches \u2026 Et tout cela en musique avec un num\u00e9ro sp\u00e9cial du rappeur berlinois Fargo.<\/p>\n<p>\nOn peut parler d\u2019un changement de style radical. Jusqu\u2019\u00e0 pr\u00e9sent la communication du discounter se limitait essentiellement \u00e0 des imprim\u00e9s, avec des offres sp\u00e9ciales et des r\u00e9ductions prix. Jamais Aldi n\u2019avait men\u00e9 de campagne t\u00e9l\u00e9vis\u00e9e en Allemagne (alors que dans d\u2019autres pays oui).<\/p>\n<p>\nMais il y a une logique derri\u00e8re cette nouvelle strat\u00e9gie. Ces derni\u00e8res ann\u00e9es les magasins Aldi ont subi une r\u00e9elle m\u00e9tamorphose. Le concept de magasin a \u00e9t\u00e9 enti\u00e8rement repens\u00e9, notamment avec l\u2019introduction de produits frais, de marques A et d\u2019une boulangerie instore. R\u00e9cemment Aldi a m\u00eame publi\u00e9 <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/aldi-publie-son-premier-rapport-de-durabilit%C3%A9\" target=\"_blank\" rel=\"noopener\">un rapport de durabilit\u00e9<\/a>. T\u00f4t ou tard l\u2019approche marketing devait donc refl\u00e9ter la nouvelle identit\u00e9 du retailer.<\/p>\n<h2>\nRapports concurrentiels<\/h2>\n<p>Le choix pour la t\u00e9l\u00e9vision et la radio r\u00e9pond aux changements dans la consommation m\u00e9dia des consommateurs : ils lisent moins les journaux, qui longtemps ont \u00e9t\u00e9 le canal de pr\u00e9dilection pour les annonces d\u2019Aldi. Par ailleurs son \u00e9ternel rival Lidl s\u2019est d\u00e9j\u00e0 lanc\u00e9 dans les spots t\u00e9l\u00e9vis\u00e9s un an plus t\u00f4t.<\/p>\n<p>\nCette nouvelle strat\u00e9gie s\u2019explique \u00e9galement par les changements au niveaux des rapports concurrentiels sur le march\u00e9 allemand. Longtemps les discounters y ont \u00e9t\u00e9 le mod\u00e8le dominant dans\u00a0 le retail, mais aujourd\u2019hui leur potentiel de croissance a plus ou moins atteint son plafond. Ils ne grignotent plus de parts de march\u00e9 aux supermarch\u00e9s traditionnels. Il faut donc changer son fusil d\u2019\u00e9paule.<\/p>\n<p>\u00a0<\/p>\n<p>Cette initiative commune est d\u2019autant plus \u00e9tonnante que r\u00e9cemment la presse faisait \u00e9tat d\u2019une ambiance particuli\u00e8rement tendue entre les deux soci\u00e9t\u00e9s s\u0153urs, notamment <a href=\"http:\/\/www.bloomberg.com\/news\/articles\/2016-08-15\/family-that-owns-aldi-nord-fights-over-control-of-the-company\" target=\"_blank\" rel=\"noopener\">suite \u00e0 des conflits familiaux<\/a>. En tout cas rien de ces tensions ne transpara\u00eet sur <a href=\"https:\/\/www.einfach-ist-mehr.de\/\" target=\"_blank\" rel=\"noopener\">leur site web commun <\/a>ouvert \u00e0 l\u2019occasion de cette campagne.<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sensation dans l\u2019univers du hard discount allemand : pour la premi\u00e8re fois Aldi Nord et Aldi S\u00fcd lancent une campagne publicitaire commune sur leur march\u00e9 domestique allemand. Une nouvelle \u00e9tape\u00a0dans la m\u00e9tamorphose du casseur de prix. Changement de style radical \u00ab Einfach ist mehr \u00bb (litt\u00e9ralement : \u2018Simple c\u2019est plus\u2019), voil\u00e0 le slogan de la [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":84,"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":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-14770","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Du jamais vu : Aldi Nord et S\u00fcd m\u00e8nent une campagne commune - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Pour la premi\u00e8re fois Aldi Nord et Aldi S\u00fcd lancent 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