{"id":3093,"date":"2013-05-14T13:42:56","date_gmt":"2013-05-14T13:42:56","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/coca-cola-abandonne-la-vente-de-vitaminwater-en-belgique\/"},"modified":"2013-05-14T13:42:56","modified_gmt":"2013-05-14T13:42:56","slug":"coca-cola-abandonne-la-vente-de-vitaminwater-en-belgique","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/coca-cola-abandonne-la-vente-de-vitaminwater-en-belgique\/","title":{"rendered":"Coca-Cola abandonne la vente de VitaminWater en Belgique"},"content":{"rendered":"<h2>\u00ab Objectifs non atteints \u00bb<\/h2>\n<p>Depuis trois ans\u00a0 cette eau vitamin\u00e9e \u2018branch\u00e9e\u2019, s\u2019adressant principalement au consommateur sportif et soucieux de sa sant\u00e9, \u00e9tait en vente en Belgique dans quelque 3.000 points de vente. A pr\u00e9sent elle dispara\u00eetra d\u00e9finitivement des rayons.<\/p>\n<p>\u00ab Comme nous n\u2019avons pas atteint nos objectifs, nous avons d\u00e9cid\u00e9 d\u2019arr\u00eater la vente de\u00a0 ce produit \u00bb, confirme Jeroen Langerock, porte-parole de Coca-Cola Belgique, dans le journal De Tijd. Le porte-parole ne s\u2019explique pas l\u2019\u00e9chec de VitaminWater en Belgique, alors que cette boisson conna\u00eet un \u00e9norme succ\u00e8s aux Etats-Unis. Il pr\u00e9cise \u00e9galement qu\u2019aux Pays-Bas et en France le produit restera sur le march\u00e9.<\/p>\n<h2>\n<br \/>\u00ab Des Belges atypiques ! \u00bb \u2026 ou des Belges lucides ?<\/h2>\n<p>Les experts voient trois raisons possibles \u00e0 cet \u00e9chec : l\u2019atypisme des Belges \u2013 ou s\u2019agit-il plut\u00f4t de leur lucidit\u00e9 ? \u2013 , un probl\u00e8me de cr\u00e9dibilit\u00e9 et l\u2019approche marketing tr\u00e8s particuli\u00e8re de Coca-Cola.<\/p>\n<p>\u00a0<\/p>\n<ul>\n<li>\u00ab Le consommateur belge appr\u00e9cie les boissons dites \u2018lifestyle\u2019 uniquement si celles-ci ont une valeur qualitative. Ces boissons branch\u00e9es \u00e9tant g\u00e9n\u00e9ralement plus ch\u00e8res, le Belge estime que le produit doit offrir une plus-value \u00bb,\u00a0 explique un expert qui garde l\u2019anonymat. Payer plus cher pour quelques vitamines dans une boisson qui du reste est \u2018classique\u2019, contenant du sucre et des colorants ; l\u00e0 le Belge n\u2019a pas adh\u00e9rer au concept.<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<ul>\n<li>Ce qui am\u00e8ne l\u2019expert \u00e0 une deuxi\u00e8me explication : \u00ab VitaminWater n\u2019\u00e9tait pas suffisamment cr\u00e9dible. Une boisson cens\u00e9e \u00eatre saine avec des couleurs flashy et chimique, \u00e7a ne colle pas. VitaminWater veut donner l\u2019illusion d\u2019\u00eatre saine, mais ne l\u2019est pas en r\u00e9alit\u00e9 \u00bb. Au mois d\u2019ao\u00fbt 2010 Coca-Cola avait d\u00e9j\u00e0 \u00e9t\u00e9 confront\u00e9 au manque de cr\u00e9dibilit\u00e9 de son produit, suite \u00e0 une plainte pour \u00ab publicit\u00e9 trompeuse. \u00bb<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<ul>\n<li>Et enfin comme dernier argument, la d\u00e9marche marketing propre \u00e0 Coca-Cola lors de l\u2019introduction d\u2019un nouveau produit sur le march\u00e9 : \u00ab Le lancement d\u2019une nouvelle marque se fait \u00e0 grand bruit, les magasins \u2013 allant des fritures jusqu\u2019aux supermarch\u00e9s \u2013 sont bombard\u00e9s et ensuite il y a l\u2019\u00e9valuation. Si \u00e7a ne fonctionne pas, Coca-Cola encaisse les pertes et abandonne la vente du produit. \u00bb\u00a0\u00a0 \u00a0<\/li>\n<\/ul>\n<p>Selon le journal De Tijd, VitaminWater en Belgique aurait fait perdre des \u00ab millions d\u2019euros \u00bb \u00e0 Coca-Cola.<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p><em>Traduction : Marie-No\u00eblle Masure<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00ab Objectifs non atteints \u00bb Depuis trois ans\u00a0 cette eau vitamin\u00e9e \u2018branch\u00e9e\u2019, s\u2019adressant principalement au consommateur sportif et soucieux de sa sant\u00e9, \u00e9tait en vente en Belgique dans quelque 3.000 points de vente. A pr\u00e9sent elle dispara\u00eetra d\u00e9finitivement des rayons. \u00ab Comme nous n\u2019avons pas atteint nos objectifs, nous avons d\u00e9cid\u00e9 d\u2019arr\u00eater la vente de\u00a0 [&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-3093","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>Coca-Cola abandonne la vente de VitaminWater en Belgique - RetailDetail BE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/coca-cola-abandonne-la-vente-de-vitaminwater-en-belgique\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Coca-Cola abandonne la vente de VitaminWater en Belgique - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"\u00ab Objectifs non atteints \u00bb Depuis trois ans\u00a0 cette eau vitamin\u00e9e \u2018branch\u00e9e\u2019, s\u2019adressant principalement au consommateur sportif et soucieux de sa sant\u00e9, \u00e9tait en vente en Belgique dans quelque 3.000 points de vente. A pr\u00e9sent elle dispara\u00eetra d\u00e9finitivement des rayons. \u00ab Comme nous n\u2019avons pas atteint nos objectifs, nous avons d\u00e9cid\u00e9 d\u2019arr\u00eater la vente de\u00a0 [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/coca-cola-abandonne-la-vente-de-vitaminwater-en-belgique\/\" \/>\n<meta property=\"og:site_name\" content=\"RetailDetail BE\" \/>\n<meta property=\"article:published_time\" content=\"2013-05-14T13:42:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/www.retaildetail.be\/wp-content\/uploads\/2022\/04\/logo.png?fit=281%2C147&quality=100&strip=all&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"281\" \/>\n\t<meta property=\"og:image:height\" content=\"147\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"dev@grandiz.com\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"dev@grandiz.com\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/food\\\/coca-cola-abandonne-la-vente-de-vitaminwater-en-belgique\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/food\\\/coca-cola-abandonne-la-vente-de-vitaminwater-en-belgique\\\/\"},\"author\":{\"name\":\"dev@grandiz.com\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#\\\/schema\\\/person\\\/ba2d383452a753a3a1ce8cdb349b5fc9\"},\"headline\":\"Coca-Cola abandonne la vente de VitaminWater en Belgique\",\"datePublished\":\"2013-05-14T13:42:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/food\\\/coca-cola-abandonne-la-vente-de-vitaminwater-en-belgique\\\/\"},\"wordCount\":400,\"publisher\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/nl\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/food\\\/coca-cola-abandonne-la-vente-de-vitaminwater-en-belgique\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.retaildetail.be\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/logo.png\",\"articleSection\":[\"Food\"],\"inLanguage\":\"fr-FR\",\"copyrightYear\":\"2013\",\"copyrightHolder\":{\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/food\\\/coca-cola-abandonne-la-vente-de-vitaminwater-en-belgique\\\/\",\"url\":\"https:\\\/\\\/www.retaildetail.be\\\/fr\\\/news\\\/food\\\/coca-cola-abandonne-la-vente-de-vitaminwater-en-belgique\\\/\",\"name\":\"Coca-Cola abandonne la vente de VitaminWater en Belgique - 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