{"id":33847,"date":"2019-06-13T08:14:45","date_gmt":"2019-06-13T08:14:45","guid":{"rendered":"https:\/\/www.retaildetail.be\/general\/unilever-veut-elargir-son-portefeuille-de-marques\/"},"modified":"2019-06-13T08:14:45","modified_gmt":"2019-06-13T08:14:45","slug":"unilever-veut-elargir-son-portefeuille-de-marques","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/general\/unilever-veut-elargir-son-portefeuille-de-marques\/","title":{"rendered":"Unilever veut \u00e9largir son portefeuille de marques"},"content":{"rendered":"<p>Alan Jope, CEO d\u2019<strong>Unilever<\/strong> depuis janvier, estime que le groupe a besoin d\u2019augmenter le nombre de marques de son portefeuille pour assurer sa croissance. Toutefois ces marques devront servir une cause soci\u00e9tale ou environnementale.<\/p>\n<p><!--break--><\/p>\n<h2>\nPar le biais de reprises<\/h2>\n<p>Autrefois le portefeuille d\u2019Unilever comprenait 1600 marques, aujourd\u2019hui il n\u2019en compte plus que 400 : par mesure d\u2019\u00e9conomie le nombre de marques avait \u00e9t\u00e9 fortement r\u00e9duit vers les ann\u00e9es 2000. Toutefois selon le CEO Alan Jope, Unilever doit r\u00e9augmenter le nombre de marques, par le biais de reprises et en d\u00e9veloppant ses propres marques. \u00ab Le monde se fragmente. C\u2019est valable pour les groupes de consommateurs, mais \u00e9galement pour les canaux de vente. \u00bb<\/p>\n<p>\nDepuis 2015 Unilever a conclu 32 reprises pour un montant total de 11 milliards d\u2019euros. Preuve que\u00a0 le pr\u00e9c\u00e9dent CEO, Paul Polman, investissait d\u00e9j\u00e0 dans l\u2019\u00e9largissement du portefeuille de marques.\u00a0 Ces derni\u00e8res ann\u00e9es Unilever est confront\u00e9 \u00e0 une croissance stagnante. Et m\u00eame s\u2019il s\u2019agissait de reprises relativement modestes, celles-ci ont contribu\u00e9 \u00e0 une hausse de 70 points de base. \u00ab La croissance du chiffre d\u2019affaires s\u2019est \u00e9tablie \u00e0 3,1%, alors que sans les acquisitions elle se serait limit\u00e9e \u00e0 2,4%. \u00bb<\/p>\n<p>\nMais pas question de reprises \u00e0 l\u2019aveuglette : les marques doivent \u00eatre choisies avec soin\u00a0 et servir une cause, en contribuant \u00e0 une soci\u00e9t\u00e9 meilleure ou \u00e0 un environnement plus propre. Tatcha, la derni\u00e8re reprise en date d\u2019Unilever, s\u2019inscrit parfaitement dans cette approche : il s\u2019agit d\u2019une marque de produits de soins, fortement ax\u00e9e sur l\u2019\u00e9cologie (les cr\u00e8mes contiennent notamment du th\u00e9 vert et des algues), qui de plus est tr\u00e8s branch\u00e9e.<br \/>\n\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Alan Jope, CEO d\u2019Unilever depuis janvier, estime que le groupe a besoin d\u2019augmenter le nombre de marques de son portefeuille pour assurer sa croissance. Toutefois ces marques devront servir une cause soci\u00e9tale ou environnementale. Par le biais de reprises Autrefois le portefeuille d\u2019Unilever comprenait 1600 marques, aujourd\u2019hui il n\u2019en compte plus que 400 : par [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":33844,"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-33847","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Unilever veut \u00e9largir son portefeuille de marques - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Alan Jope, CEO d\u2019Unilever depuis janvier, estime que le groupe a besoin d\u2019augmenter le nombre de marques de son portefeuille pour assurer sa croissance. 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