{"id":33047,"date":"2019-05-03T14:27:46","date_gmt":"2019-05-03T14:27:46","guid":{"rendered":"https:\/\/www.retaildetail.be\/food\/carlsberg-souhaite-reconquerir-le-marche-britannique-avec-un-slogan-surprenant\/"},"modified":"2019-05-03T14:27:46","modified_gmt":"2019-05-03T14:27:46","slug":"carlsberg-souhaite-reconquerir-le-marche-britannique-avec-un-slogan-surprenant","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/carlsberg-souhaite-reconquerir-le-marche-britannique-avec-un-slogan-surprenant\/","title":{"rendered":"Carlsberg souhaite reconqu\u00e9rir le march\u00e9 britannique avec un slogan surprenant"},"content":{"rendered":"<p>Le groupe <strong>Carlsberg <\/strong>se porte bien, \u00e0 l\u2019exception du Royaume-Uni. Le brasseur danois tente une nouvelle fois de s\u00e9duire le consommateur britannique en lan\u00e7ant une campagne publicitaire audacieuse.<\/p>\n<p><!--break--><\/p>\n<h2>\u00a0<br \/>\n\u00ab Not the best beer \u00bb<\/h2>\n<p>La campagne et son slogan <a href=\"https:\/\/www.telegraaf.nl\/financieel\/3530234\/carlsberg-vecht-zich-terug?utm_source=www.retaildetail.be&amp;utm_medium=referral&amp;utm_content=\/nl\/news\/food\/carlsberg-wil-britse-markt-heroveren-met-opmerkelijke-slogan\" target=\"_blank\" rel=\"noopener\">\u2018We\u2019re probably not the best beer in the world. So we\u2019ve changed it\u2019<\/a> viennent d\u2019\u00eatre lanc\u00e9s. \u00ab Il s\u2019agit d\u2019une campagne audacieuse que nous voulons honn\u00eate et transparente sur ce qui s&rsquo;est pass\u00e9. Nous \u00e9tions bons, mais nous ne sommes plus autant appr\u00e9ci\u00e9s \u00bb, d\u00e9clare le dirigeant Cees &lsquo;t Hart. Il y a quelques ann\u00e9es, Carlsberg a abaiss\u00e9 le taux d\u2019alcool de sa bi\u00e8re pour des raisons de contournement d\u2019accises. Cela n\u2019a pas \u00e9t\u00e9 appr\u00e9ci\u00e9 par les consommateurs britanniques et la part de march\u00e9 a chut\u00e9. Les Britanniques repr\u00e9sentent n\u00e9anmoins pr\u00e8s d\u2019un cinqui\u00e8me du volume total de la marque Carlsberg.<\/p>\n<p>\u00a0<\/p>\n<p>Malgr\u00e9 le recul britannique, <a href=\"https:\/\/www.retaildetail.be\/fr\/news\/food\/carlsberg-doit-sa-croissance-%C3%A0-la-bi%C3%A8re-sp%C3%A9ciale-et-sans-alcool\" target=\"_blank\" rel=\"noopener\">2018 a \u00e9t\u00e9 une excellente ann\u00e9e pour les Danois<\/a> : le chiffre d&rsquo;affaires a augment\u00e9 de 6,5% et le b\u00e9n\u00e9fice net de 9%. La ligne nette que &lsquo;t Hart a trac\u00e9e pour le groupe brassicole explique en partie ces bons r\u00e9sultats : investir dans les marques fortes tout en contr\u00f4lant les co\u00fbts. Entre-temps, Carlsberg a m\u00eame commenc\u00e9 \u00e0 racheter ses propres actions, bien que le dirigeant le d\u00e9plore quelque peu : \u00ab Nous aurions pr\u00e9f\u00e9r\u00e9 acheter autre chose mais il n&rsquo;existe pas de r\u00e9elle proie pour le moment. C&rsquo;est la raison pour laquelle nous rachetons nos propres actions jusqu&rsquo;\u00e0 ce que nous ayons trouv\u00e9 un candidat \u00e0 la reprise. \u00bb<\/p>\n<p>\u00a0<\/p>\n<p>En ce qui concerne ces acquisitions, le brasseur mise sur des marques locales fortes. Il y a quelques ann\u00e9es, Carlsberg a acquis une participation de 17% dans la brasserie vietnamienne Habeco. Cette question est tr\u00e8s sensible dans de nombreux pays car la bi\u00e8re appartient \u00e0 la population, explique &lsquo;t Hart. \u00ab Nous avons une longueur d&rsquo;avance au cas o\u00f9 le gouvernement souhaite privatiser davantage. \u00bb<\/p>\n<p>\u00a0<\/p>\n<h2>Une forte croissance du chiffre d\u2019affaires<\/h2>\n<p>La tendance qui s&rsquo;est dessin\u00e9e l&rsquo;an dernier, s&rsquo;est poursuivie au premier trimestre 2019. Le brasseur a de nouveau enregistr\u00e9 une forte croissance de son chiffre d&rsquo;affaires (+6,4% sur base organique) \u00e0 13,9 milliards de couronnes danoises (1,9 milliard d&rsquo;euros). Cette progression est le r\u00e9sultat d&rsquo;une hausse des volumes et des prix. Les ventes de bi\u00e8res sp\u00e9ciales plus ch\u00e8res et de bi\u00e8res sans alcool ont augment\u00e9.<\/p>\n<p>\u00a0<\/p>\n<p>L&rsquo;Asie enregistre la plus forte croissance (+15,3% organique). Au Royaume-Uni, les ventes ont de nouveau \u00e9t\u00e9 d\u00e9cevantes. Reste \u00e0 savoir si la campagne marketing, qui bat son plein actuellement, sera en mesure d&rsquo;inverser la tendance.<br \/>\n\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le groupe Carlsberg se porte bien, \u00e0 l\u2019exception du Royaume-Uni. Le brasseur danois tente une nouvelle fois de s\u00e9duire le consommateur britannique en lan\u00e7ant une campagne publicitaire audacieuse. \u00a0 \u00ab Not the best beer \u00bb La campagne et son slogan \u2018We\u2019re probably not the best beer in the world. So we\u2019ve changed it\u2019 viennent d\u2019\u00eatre [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":33044,"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-33047","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>Carlsberg souhaite reconqu\u00e9rir le march\u00e9 britannique avec un slogan surprenant - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Le Groupe Carlsberg se porte bien, sauf au Royaume-Uni. 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