{"id":18127,"date":"2017-04-04T10:01:59","date_gmt":"2017-04-04T10:01:59","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/monster-energy-le-torero-contre-red-bull\/"},"modified":"2017-04-04T10:01:59","modified_gmt":"2017-04-04T10:01:59","slug":"monster-energy-le-torero-contre-red-bull","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/monster-energy-le-torero-contre-red-bull\/","title":{"rendered":"Monster Energy : le torero contre Red Bull"},"content":{"rendered":"

Le lancement de Monster Energy <\/strong>date de 2002, soit 15 ans apr\u00e8s Red Bull<\/strong>. Tr\u00e8s vite le groupe am\u00e9ricain Monster Beverage Corporation <\/strong>a conquis les Etats-Unis, o\u00f9 il est actuellement leader du march\u00e9. Prochaine \u00e9tape : le monde.<\/p>\n

<\/p>\n

Formule 1<\/h2>\n

Ce n\u2019est sans doute pas un hasard si Monster a annonc\u00e9 r\u00e9cemment un partenariat avec Lewis Hamilton, pilote de Formule 1 de l\u2019\u00e9quipe Mercedes<\/strong>, le concurrent des bolides Red Bull de Max Verstappen et Daniel Ricciardo. L\u2019entreprise collaborait d\u00e9j\u00e0 avec l\u2019\u00e9curie de Formule 1 depuis 2010, mais franchit d\u00e9sormais une nouvelle \u00e9tape avec le lancement d\u2019une boisson sign\u00e9e Lewis Hamilton dans une cannette sp\u00e9cialement con\u00e7ue pour l\u2019occasion.<\/p>\n

\n\u00ab Je suis super enthousiaste d\u2019annoncer ma collaboration avec Monster Energy et de pouvoir lancer mon propre ar\u00f4me ; chose que j\u2019avais tr\u00e8s envie de faire depuis que nous avons d\u00e9marr\u00e9 notre collaboration il y a des ann\u00e9es \u00bb, commente Lewis Hamilton, dont la joie est certainement en partie\u00a0 li\u00e9e \u00e0 la commission qu\u2019il touchera.<\/p>\n

\nLifestyle in a can<\/h2>\n

L\u2019id\u00e9e de MBC\u00a0 de s\u2019associer \u00e0 la Formule 1 et \u00e0 d\u2019autres sports extr\u00eames s\u2019inspire de l\u2019approche qui a fait la r\u00e9putation de Red Bull : des \u00e9v\u00e9nements sportifs spectaculaires avec des cascades audacieuses, de jolies filles en tenues l\u00e9g\u00e8res et les incontournables boissons \u00e9nergisantes. Le concept s\u2019adresse non seulement au groupe cible des \u2018heavy users\u2019, soit le groupe des 15 \u00e0 25 ans, mais \u00e9galement \u00e0 un public plus \u00e2g\u00e9. Les adeptes\u00a0n\u2019h\u00e9sitent d\u2019ailleurs pas \u00e0 se faire tatouer la triple griffure verte, logo de la marque.<\/p>\n

\nToutefois MBC a opt\u00e9 pour un positionnement plus agressif et rebelle : le petit fr\u00e8re brutal de Red Bull en quelque sorte. Pour ce faire l\u2019entreprise a eu tr\u00e8s peu recours \u00e0 la publicit\u00e9 via les m\u00e9dias. L\u2019id\u00e9e est d\u2019attirer les bons influenceurs, notamment des sportifs ou des musiciens, qui transmettront le message (via les r\u00e9seaux sociaux, entre autres) aux consommateurs. Le slogan de la marque est le suivant : \u00ab Monster is a lifestyle in a can. \u00bb<\/p>\n

\u00a0<\/h2>\n

Une cadence effr\u00e9n\u00e9e<\/h2>\n

La fid\u00e9lit\u00e9 \u00e0 la marque que vise MBC a permis \u00e0 Monster Energy d\u2019attirer un grand nombre d\u2019adeptes peu sensibles aux tentations d\u2019autres boissons \u00e9nergisantes qui jouent sur les prix. D\u2019autre par l\u2019entreprise est parvenue \u00e0 compenser ses d\u00e9penses marketing par un chiffre d\u2019affaires en hausse, ce qui en 2016 a r\u00e9sult\u00e9 en un b\u00e9n\u00e9fice par employ\u00e9 plus \u00e9lev\u00e9 que chez Apple.<\/p>\n

\nDe plus, \u00e9tant donn\u00e9 que MBC externalise sa production, les co\u00fbts op\u00e9rationnels restent ma\u00eetrisables. Ceci permet \u00e0 l\u2019entreprise de se concentrer enti\u00e8rement sur le d\u00e9veloppement de produits, le marketing et la vente. MBC lance de nouvelles variantes de go\u00fbts et d\u2019emballages (plus de 50 SKU) \u00e0 une cadence effr\u00e9n\u00e9e. Un exercice qui sans nul doute engendre une grande complexit\u00e9 au niveau de l\u2019organisation, mais qui en m\u00eame temps redynamise la marque : chez MBC le changement est une constante.<\/p>\n

\nCroissance mondiale<\/h2>\n

Sur son march\u00e9 domestique Monster a d\u00e9pass\u00e9 Red Bull en termes de volume. Selon le site web Beverage Marketing, MBC a vendu 2.400 millions de litres aux Etats-Unis. Toutefois, en termes de valeur, Red Bull reste loin devant. Logique sachant que dans le commerce Monster Energy est vendu au m\u00eame prix dans le commerce que Red Bull, mais contient deux fois plus de boisson.<\/p>\n

\nLe march\u00e9 am\u00e9ricain est un march\u00e9 important pour MBC, vu la densit\u00e9 de la population, mais le march\u00e9 mondial \u2013 notamment les \u00e9conomies \u00e9mergentes \u2013 est bien plus int\u00e9ressant pour des marques tels que MBC et Red Bull. En 2014 ce march\u00e9 a \u00e9t\u00e9 \u00e9valu\u00e9 \u00e0 pr\u00e8s de 50 milliards d\u2019euros par an (BeverageDaily.com). De plus il s\u2019agit d\u2019un march\u00e9 avec un potentiel de croissance, m\u00eame sur les march\u00e9s \u00e9tablis, ce qui n\u2019est pas le cas pour les sodas gazeux qui sur de nombreux march\u00e9s notamment aux Etats-Unis, sont en d\u00e9clin.<\/p>\n

\nDeal avec Coca-Cola Company<\/h2>\n

Gr\u00e2ce au deal conclu par MBC avec Coca-Cola Company <\/strong>en 2014, l\u2019entreprise a franchi une \u00e9tape importante dans le combat pour l\u2019h\u00e9g\u00e9monie sur le march\u00e9 mondial des boissons \u00e9nergisantes. L\u2019accord pr\u00e9voyait notamment\u00a0 que MBC \u00e9change son portefeuille de boissons (limonades, jus de fruits, etc.) contre les boissons \u00e9nergisantes de\u00a0 Coca-Cola (Burn, NOS et Full Throttle).<\/p>\n

\nOutre cet \u00e9change de marques, l\u2019accord avec Coca-Cola Company a \u00e9galement permis \u00e0 MBC de d\u00e9ployer ses boissons \u00e9nergisantes sur d\u2019int\u00e9ressants march\u00e9s \u00e9mergents comme l\u2019Asie, l\u2019Afrique et l\u2019Am\u00e9rique du sud en utilisant le r\u00e9seau de distribution mondial de la multinationale am\u00e9ricaine. Ainsi au Japon Monster d\u00e9tient d\u00e9j\u00e0 une part de march\u00e9 de plus de 30% dans le retail, ce qui en fait l\u2019un des\u00a0 principaux march\u00e9s de Monster hors USA.<\/p>\n

\nS\u00e9v\u00e9risation de la r\u00e9glementation<\/h2>\n

En termes de valeur, Red Bull reste le num\u00e9ro un mondial incontest\u00e9. En termes de volumes, Monster progresse rapidement. Vu la proposition de volumes attrayants, la marque est en mesure sur les march\u00e9s \u00e9mergents d\u2019attirer des consommateurs ayant un pouvoir d\u2019achat plus limit\u00e9.<\/p>\n

\nPour l\u2019instant le march\u00e9 global des boissons \u00e9nergisantes continue de cro\u00eetre en termes de volumes, ce qui profitera sans nul doute aux deux acteurs. Par contre la s\u00e9v\u00e9risation de la r\u00e9glementation par les autorit\u00e9s en vue de limiter la consommation de boissons \u00e9nergisantes pourrait jouer les trouble-f\u00eate. En Lituanie et en Lettonie, par exemple, la vente de boissons \u00e9nergisantes aux jeunes de moins de 18 ans est interdite, en raison des quantit\u00e9s importantes de caf\u00e9ine et de taurine que contiennent ces boissons. En cas de consommation et d\u2019efforts physiques excessifs ces substances peuvent entra\u00eener des troubles cardiaques. De quoi ternir l\u2019image de ces marques \u2026<\/p>\n

Le top 5 mondial<\/strong><\/p>\n

\u00a01. Red Bull (30,2%)
\n\u00a02. Monster (21,1%)
\n\u00a03. TC (11,8%)
\n\u00a04. Suntory (4%)
\n\u00a05. Rockstar (3,6%)<\/p>\n

Source: Euromonitor International<\/em><\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

Le lancement de Monster Energy date de 2002, soit 15 ans apr\u00e8s Red Bull. Tr\u00e8s vite le groupe am\u00e9ricain Monster Beverage Corporation a conquis les Etats-Unis, o\u00f9 il est actuellement leader du march\u00e9. Prochaine \u00e9tape : le monde. Formule 1 Ce n\u2019est sans doute pas un hasard si Monster a annonc\u00e9 r\u00e9cemment un partenariat avec […]<\/p>\n","protected":false},"author":1,"featured_media":18124,"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-18127","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food"],"acf":[],"yoast_head":"\nMonster Energy : le torero contre Red Bull - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Le lancement de Monster Energy date de 2002, soit 15 ans apr\u00e8s Red Bull. Tr\u00e8s vite le groupe am\u00e9ricain Monster Beverage Corporation a conquis les Etats-Unis, o\u00f9 il est actuellement leader du march\u00e9. 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