{"id":31622,"date":"2019-02-28T14:34:25","date_gmt":"2019-02-28T14:34:25","guid":{"rendered":"https:\/\/www.retaildetail.be\/beaute-soins\/le-patron-de-nivea-met-en-garde-contre-la-menace-des-marques-de-niche\/"},"modified":"2019-02-28T14:34:25","modified_gmt":"2019-02-28T14:34:25","slug":"le-patron-de-nivea-met-en-garde-contre-la-menace-des-marques-de-niche","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/beaute-soins\/le-patron-de-nivea-met-en-garde-contre-la-menace-des-marques-de-niche\/","title":{"rendered":"Le patron de Nivea met en garde contre la menace des marques de niche \u00e9mergentes"},"content":{"rendered":"<p>Le CEO belge de<strong> Beiersdorf<\/strong>, Stefan De Loecker, annonce un vaste programme d\u2019investissement pour les marques phares du groupe, et ce dans le but de contrer l\u2019\u00e9mergence des marques de niche.<\/p>\n<p><!--break--><\/p>\n<h2>\nMarques de masse versus marques de niche<\/h2>\n<p>La nouvelle strat\u00e9gie, baptis\u00e9e C.A.R.E.+, est l\u2019abr\u00e9viation de \u2018courage, aspiration, responsibility and empathy\u2019. Afin de renforcer les produits de soins de la peau de son portefeuille, le groupe pr\u00e9voit pour les ann\u00e9es \u00e0 venir un budget annuel de 70 \u00e0 80 millions d\u2019euros. Un investissement n\u00e9cessaire, selon De Loecker, pour s\u2019armer contre l\u2019\u00e9mergence des marques de niche : \u00ab De nouvelles petites marques, ciblant des groupes sp\u00e9cifiques, s\u2019accaparent d\u00e9j\u00e0 40% du march\u00e9 europ\u00e9en des soins de la peau \u00bb, explique-t-il dans le journal De Tijd.<\/p>\n<p>\nCes marques de niche constituent une menace pour les marques de masse de Beiersdorf (comme <strong>Nivea<\/strong> et <strong>Hansaplast<\/strong>), qui repr\u00e9sentent trois quarts du chiffre d\u2019affaires total du groupe. M\u00eame si globalement les r\u00e9sultats sont bons \u2013 en 2018 le chiffre d\u2019affaires a atteint 7,2 milliards d\u2019euros, tandis que le b\u00e9n\u00e9fice net a grimp\u00e9 de pr\u00e8s de 10% \u2013, De Loecker estime qu\u2019il est urgent d\u2019intervenir, car le client s\u2019attend \u00e0 une approche plus personnalis\u00e9e.<\/p>\n<h2>\nInnovation<\/h2>\n<p>Pour contrer ces nouvelles marques de niche, De Loecker mise sur l\u2019innovation : \u00ab Les gens sont pr\u00eats \u00e0 payer pour de vraies innovations \u00bb, affirme-t-il. En outre il entend renforcer le \u2018lien digital\u2019 avec le client. L\u2019entreprise est consciente\u00a0 du fait que les grandes campagnes publicitaires \u00e0 la t\u00e9l\u00e9vision ne sont plus efficaces et que de nouvelles formes de publicit\u00e9, ayant recours par exemple aux influenceurs, s\u2019imposent pour toucher le groupe-cible voulu.<\/p>\n<p>\nBarbara Geusens, qui avec sa marque de niche Nomige commercialise des cr\u00e8mes pour le peau personnalis\u00e9es, rejoint le point de vue de De Loecker : \u00ab Autrefois toutes les marques se trouvaient dans le m\u00eame rayon et c\u2019est le marketing qui faisait la diff\u00e9rence. Aujourd\u2019hui les gens d\u00e9couvrent par eux-m\u00eames les marques par voie digitale, via les r\u00e9seaux sociaux et les plateforme d\u2019e-commerce. \u00bb<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le CEO belge de Beiersdorf, Stefan De Loecker, annonce un vaste programme d\u2019investissement pour les marques phares du groupe, et ce dans le but de contrer l\u2019\u00e9mergence des marques de niche. Marques de masse versus marques de niche La nouvelle strat\u00e9gie, baptis\u00e9e C.A.R.E.+, est l\u2019abr\u00e9viation de \u2018courage, aspiration, responsibility and empathy\u2019. Afin de renforcer les [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":31619,"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":[27],"tags":[],"people":[],"extra":[],"company":[],"topic":[],"region":[],"class_list":["post-31622","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beaute-soins"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le patron de Nivea met en garde contre la menace des marques de niche \u00e9mergentes - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Le CEO belge de Beiersdorf, Stefan De Loecker, annonce un vaste programme d\u2019investissement pour les marques phares du groupe, et ce dans le but de contrer 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