{"id":15315,"date":"2016-10-27T08:43:17","date_gmt":"2016-10-27T08:43:17","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/alpro-et-vanden-borre-couronnes-marketeer-de-lannee-2\/"},"modified":"2016-10-27T08:43:17","modified_gmt":"2016-10-27T08:43:17","slug":"alpro-et-vanden-borre-couronnes-marketeer-de-lannee-2","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/alpro-et-vanden-borre-couronnes-marketeer-de-lannee-2\/","title":{"rendered":"Alpro et Vanden Borre couronn\u00e9s \u2018marketeer de l\u2019ann\u00e9e\u2019"},"content":{"rendered":"<p>Severine Distave du fabricant alimentaire <strong>Alpro<\/strong> et Yannick Bouillon de l&rsquo;enseigne d&rsquo;\u00e9lectronique <strong>Vanden Borre<\/strong> ont \u00e9t\u00e9 \u00e9lu marketeer de l\u2019ann\u00e9e, respectivement n\u00e9erlandophone et francophone, par le\u00a0magazine Trends et l\u2019organisation marketing STIMA.<\/p>\n<p><!--break--><\/p>\n<h2>\u00a0\u00ab Le consommateur au c\u0153ur de l\u2019entreprise \u00bb<\/h2>\n<p>\u00ab\u00a0En 2010, Distave a rejoint le fabricant de produits alimentaire, notamment \u00e0 base de soja, et aujourd\u2019hui, elle est vice-pr\u00e9sidente marketing et innovation chez Alpro Europe.\u00a0 \u00ab Le chiffre d\u2019affaires a doubl\u00e9 en cinq ans.\u00a0 De plus, Alpro a consciemment d\u00e9cid\u00e9 de miser davantage sur les m\u00e9dias sociaux et sur une approche professionnelle de ces m\u00e9dias sociaux \u00bb, pr\u00e9cise le pr\u00e9sident du jury Jean Cornet, consultant chez Deloitte, avec beaucoup d\u2019\u00e9loge \u00e0 propos de la laur\u00e9ate. \u00ab Une nouvelle \u00e9quipe a \u00e9t\u00e9 install\u00e9e au si\u00e8ge social situ\u00e9 \u00e0 Gand et dans les diff\u00e9rents pays.\u00a0 Alpro a \u00e9galement investi dans la marque.\u00a0 <a href=\"http:\/\/trends.knack.be\/economie\/mensen\/severine-distave-alpro-europe-is-marketeer-van-het-jaar\/article-normal-769517.html\" target=\"_blank\" rel=\"noopener\">L\u2019innovation s\u2019est faite au niveau de la marque et du produit<\/a>. \u00bb<\/p>\n<p>\nDistave explique ce succ\u00e8s comme suit : \u00ab Vous sentez que le consommateur se situe au c\u0153ur de l\u2019entreprise et mon r\u00f4le est d\u2019y veiller. \u00bb\u00a0 Suite au rachat de WhiteWaveFoods par Danone cet \u00e9t\u00e9, l\u2019entreprise Alpro, d\u2019origine belge, se retrouve aujourd\u2019hui aux mains de la multinationale fran\u00e7aise.\u00a0 Distave succ\u00e8de \u00e0 Annick Lagae, la directrice marketing de la brasserie<strong> Duvel-Moortgat<\/strong>.\u00a0 Un d\u00e9tail amusant : les deux femmes ont \u00e9t\u00e9 coll\u00e8gues chez <strong>Unilever<\/strong>.<\/p>\n<h2>\n\u00ab Le marketing : le lien entre le client et le sp\u00e9cialiste \u00bb<\/h2>\n<p>Du c\u00f4t\u00e9 francophone, Yannick Bouillon de chez Vanden Borre a \u00e9t\u00e9 \u00e9lue marketeer de l\u2019ann\u00e9e.\u00a0 Apr\u00e8s quelques ann\u00e9es \u00e0 avoir travaill\u00e9 pour l\u2019entreprise American Express, Bouillon a rejoint l\u2019entreprise d\u2019\u00e9lectronique Vanden Borre en 1993 : d\u2019abord comme chef du service client\u00e8le, ensuite comme directrice marketing en 1996.\u00a0 En 2000, on lui a rajout\u00e9 la fonction de \u2018directrice e-commerce\u2019.\u00a0<\/p>\n<p>\n\u00a0\u00ab Toute la politique commerciale de Vanden Borre est bas\u00e9e sur l\u2019aspect humain et sur le service, le fameux \u2018<a href=\"http:\/\/trends.knack.be\/economie\/mensen\/yannick-bouillon-vanden-borre-is-de-franstalige-marketeer-van-het-jaar\/article-normal-769727.html\" target=\"_blank\" rel=\"noopener\">Contrat de Confiance\u2019 entre nous et le client <\/a>\u00bb, pr\u00e9cise Bouillon.\u00a0 \u00ab Le r\u00f4le du marketing consiste pr\u00e9cis\u00e9ment \u00e0 faire \u00e9voluer cet acte, afin qu\u2019il puisse continuer \u00e0 r\u00e9pondre aux attentes du consommateur.\u00a0 Le marketing doit agir comme lien entre le client et le sp\u00e9cialiste, et faire en sorte qu\u2019ils se rencontrent au bon moment et au bon endroit. \u00bb<\/p>\n<p>\nAvec un r\u00e9seau de 62 magasins et un chiffre d\u2019affaires de 390 millions d\u2019euros, Vanden Borre poss\u00e8de pr\u00e8s de 10% du march\u00e9 belge de l\u2019\u00e9lectronique.\u00a0 La cha\u00eene est \u00e9galement \u2018pr\u00e9sente\u2019 en ligne, avec une offre online compos\u00e9e de plus de 12.000 produits et un site internet qui attire deux millions de visiteurs chaque mois.\u00a0 Depuis <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/electronique\/le-rachat-de-darty-par-la-fnac-autoris%C3%A9-par-lautorit%C3%A9-de-la-concurrence\" target=\"_blank\" rel=\"noopener\">la reprise par la soci\u00e9t\u00e9 m\u00e8re Darty <\/a>cet \u00e9t\u00e9, Vanden Borre est la propri\u00e9t\u00e9 de <strong>Fnac<\/strong>.<br \/>\n\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Severine Distave du fabricant alimentaire Alpro et Yannick Bouillon de l&rsquo;enseigne d&rsquo;\u00e9lectronique Vanden Borre ont \u00e9t\u00e9 \u00e9lu marketeer de l\u2019ann\u00e9e, respectivement n\u00e9erlandophone et francophone, par le\u00a0magazine Trends et l\u2019organisation marketing STIMA. \u00a0\u00ab Le consommateur au c\u0153ur de l\u2019entreprise \u00bb \u00ab\u00a0En 2010, Distave a rejoint le fabricant de produits alimentaire, notamment \u00e0 base de soja, et [&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":[25],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-15315","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"<!-- This site is optimized with the 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