{"id":63760,"date":"2022-09-30T12:13:14","date_gmt":"2022-09-30T10:13:14","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=63760"},"modified":"2022-09-30T12:50:18","modified_gmt":"2022-09-30T10:50:18","slug":"comment-bousculer-un-secteur-mature-les-sauces-pauwels-passent-de-la-friterie-au-supermarche","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/comment-bousculer-un-secteur-mature-les-sauces-pauwels-passent-de-la-friterie-au-supermarche\/","title":{"rendered":"Comment bousculer une cat\u00e9gorie mature : les sauces Pauwels passent de la friterie au supermarch\u00e9"},"content":{"rendered":"\n

Les emballages accrocheurs des Sauces Pauwels<\/strong> fleurissent dans les rayons d\u2019un nombre croissant de supermarch\u00e9s. Leur fabricant dynamise la cat\u00e9gorie des sauces avec un assortiment distinctif, mais sur mesure, et une communication rebelle.<\/p>\n\n\n\n

Disruption<\/h2>\n\n\n\n

Comment un nouveau venu peut-il se faire une place dans une cat\u00e9gorie mature domin\u00e9e par de grands acteurs\u2009? Alors que la marque n\u2019est pass\u00e9e de la friterie au supermarch\u00e9 qu\u2019en 2021, les Sauces Pauwels ont d\u00e9j\u00e0 franchi le cap du millier de magasins o\u00f9 leurs produits sont disponibles. Manifestement, les supermarch\u00e9s ont rapidement compris \u00e0 la fois leur potentiel et leur caract\u00e8re distinctif.<\/p>\n\n\n\n

Car le fabricant ne se contente pas de lancer un assortiment standard : il veut bousculer la cat\u00e9gorie des sauces avec une gamme de saveurs surprenante dans des conditionnements color\u00e9s et innovants. Plus encore, Pauwels est en mesure de fournir un assortiment sur mesure aux retailers et de cr\u00e9er ainsi un sentiment d\u2019exclusivit\u00e9 toujours bienvenu. Des d\u00e9gustations dans les magasins ou \u00e0 partir du foodtruck Pauwels finissent de convaincre des clients qui connaissaient d\u00e9j\u00e0 la marque \u00e0 travers leur friterie pr\u00e9f\u00e9r\u00e9e, comme sponsor dans le cyclo-cross et gr\u00e2ce \u00e0 ses publicit\u00e9s atypiques sur les m\u00e9dias sociaux, \u00e0 la radio et \u00e0 la t\u00e9l\u00e9vision.<\/p>\n\n\n\n

Collaboration strat\u00e9gique<\/h2>\n\n\n\n

La formule du succ\u00e8s\u2009? Prouver que l\u2019on peut apporter une valeur ajout\u00e9e autant au supermarch\u00e9 qu\u2019aux consommateurs en qu\u00eate de vari\u00e9t\u00e9. \u00ab Les consommateurs qui nous connaissaient pour nos graisses et huiles de friture ne comprenaient pourquoi leurs sauces pr\u00e9f\u00e9r\u00e9es n\u2019\u00e9taient pas disponibles au supermarch\u00e9 \u00bb, expliquent le directeur commercial Mark Cardon et le marketing manager Koen Torfs. Au Trade & Shopper Marketing Congress de RetailDetail et LD&Co du 20 septembre \u00e0 Anvers, ils r\u00e9v\u00e9leront dans le d\u00e9tail comment ils ont r\u00e9ussi \u00e0 convaincre le food-retail belge.<\/p>\n\n\n\n

Des intervenants d\u2019Aldi, de Pietercil Delby\u2019s, de GfK et de StepUp Consulting seront \u00e9galement de la partie. Le congr\u00e8s sera \u00e9galement l\u2019occasion de d\u00e9voiler les r\u00e9sultats d\u2019une enqu\u00eate exclusive r\u00e9alis\u00e9e par l\u2019expert Luc Desmedt (LD&Co) en collaboration avec Shopperware aupr\u00e8s des food-retailers et des marques : comment \u00e9volue la coop\u00e9ration strat\u00e9gique entre retailers et producteurs en p\u00e9riode de crise et d\u2019inflation\u2009? Vous le d\u00e9couvrirez le 20 octobre. Cliquez sur le bouton ci-dessous pour obtenir de plus amples informations sur le congr\u00e8s et r\u00e9server vos billets.<\/p>\n\n\n\n

\n
Cliquez ici pour de plus amples informations sur le congr\u00e8s et r\u00e9server vos billets.<\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Les emballages accrocheurs des\u00a0Sauces Pauwels\u00a0fleurissent dans les rayons d\u2019un nombre croissant de supermarch\u00e9s. Leur fabricant dynamise la cat\u00e9gorie des sauces avec un assortiment distinctif, mais sur mesure, et une communication rebelle.<\/p>\n","protected":false},"author":3,"featured_media":63742,"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":[882],"topic":[872],"region":[],"class_list":["post-63760","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","company-pauwels-sauzen","topic-trade-shopper-marketing-congress"],"acf":[],"yoast_head":"\nComment bousculer une cat\u00e9gorie mature : les sauces Pauwels passent de la friterie au supermarch\u00e9 - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Les emballages accrocheurs des\u00a0Sauces Pauwels\u00a0fleurissent dans les rayons d\u2019un 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