{"id":83840,"date":"2023-09-12T17:36:56","date_gmt":"2023-09-12T15:36:56","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=83840"},"modified":"2023-09-12T17:39:02","modified_gmt":"2023-09-12T15:39:02","slug":"comment-bob-kunze-concewicz-a-rendu-sa-grandeur-a-campari","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/comment-bob-kunze-concewicz-a-rendu-sa-grandeur-a-campari\/","title":{"rendered":"Comment Bob Kunze-Concewicz a rendu sa grandeur \u00e0 Campari"},"content":{"rendered":"\n<p>Bob Kunze-Concewicz quitte ses fonctions apr\u00e8s 16 ans \u00e0 la t\u00eate du groupe <strong>Campari<\/strong>. Durant cette p\u00e9riode, le PDG a r\u00e9alis\u00e9 pas moins de 27 acquisitions, dont celle, extr\u00eamement r\u00e9ussie, d&rsquo;Aperol. Aujourd&rsquo;hui, <strong>Aperol <\/strong>repr\u00e9sente deux fois la taille du fleuron Campari.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Un choix d\u00e9fensif qui s&rsquo;av\u00e8re payant<\/h2>\n\n\n\n<p>Campari est bien plus que la boisson rouge am\u00e8re. Le groupe italien de spiritueux poss\u00e8de plus de 50 marques dans son portefeuille, du whisky Wild Turkey au Grand Marnier. C&rsquo;est le PDG sortant, Bob Kunze-Concewicz, qui est \u00e0 l&rsquo;origine de plus de la moiti\u00e9 de ces acquisitions.<\/p>\n\n\n\n<p>Mais le groupe Campari, en particulier, repr\u00e9sente surtout sa boisson concurrente : Aperol. La petite marque r\u00e9gionale italienne avait plus de 100 ans, mais Kunze l&rsquo;a achet\u00e9e principalement dans un but d\u00e9fensif, pour \u00e9liminer un rival potentiel. Aujourd&rsquo;hui, Aperol repr\u00e9sente plus du double de Campari (environ 21 % des ventes contre 10 %) et constitue un ph\u00e9nom\u00e8ne mondial.<\/p>\n\n\n\n<p>Sous la direction de Kunze-Concewitz, les ventes et les b\u00e9n\u00e9fices du groupe ont tripl\u00e9, malgr\u00e9 des investissements de quelque 3 milliards d&rsquo;euros. Les ventes d&rsquo;Aperol ont m\u00eame \u00e9t\u00e9 multipli\u00e9es par 12, tandis que la holding italienne de boissons est pass\u00e9e de neuf \u00e0 23 sites de production dans le monde au cours des 16 derni\u00e8res ann\u00e9es.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Leur donner du go\u00fbt<\/h2>\n\n\n\n<p>Le secret de la croissance ? Une expansion agressive et le m\u00eame marketing. Bob Kunze a travaill\u00e9 16 ans chez Procter &amp; Gamble avant d&rsquo;\u00eatre recrut\u00e9 par Campari en tant que directeur du marketing. Apr\u00e8s \u00e0 peine un an et demi, il devient PDG. Sa strat\u00e9gie ? \u00ab\u00a0<a href=\"https:\/\/cheddar.com\/media\/how-aperol-spritz-became-the-drink-of-summer\" target=\"_blank\" rel=\"noreferrer noopener\">Transmettre le liquide aux l\u00e8vres<\/a>\u00ab\u00a0, a-t-il d\u00e9clar\u00e9 un jour \u00e0 Cheddar News. Bref, faire en sorte que les gens le go\u00fbtent. Le message est donc d&rsquo;\u00eatre strat\u00e9giquement pr\u00e9sent.<\/p>\n\n\n\n<p>Pour Aperol, cela s&rsquo;est fait gr\u00e2ce \u00e0 un plan pluriannuel sophistiqu\u00e9 pour chaque pays : d&rsquo;abord, la marque s&rsquo;est positionn\u00e9e comme une boisson d&rsquo;\u00e9t\u00e9 pendant environ cinq ans, puis elle s&rsquo;est d\u00e9plac\u00e9e vers les lieux d&rsquo;hiver (pensez aux march\u00e9s de No\u00ebl et aux stations de ski) et enfin vers les lieux de consommation &#8211; de pr\u00e9f\u00e9rence en combinaison avec les plats \u00e0 partager tr\u00e8s \u00e0 la mode.<\/p>\n\n\n\n<p>Aujourd&rsquo;hui, cependant, il est temps pour le PDG de 56 ans de se reposer sur ses lauriers. Il prendra sa retraite en avril 2024 pour se consacrer \u00e0 ses \u00ab\u00a0passions personnelles\u00a0\u00bb. Il deviendra toutefois membre non ex\u00e9cutif du conseil d&rsquo;administration. Son successeur sera Matteo Fantacchiotti, actuellement directeur g\u00e9n\u00e9ral pour la r\u00e9gion Asie-Pacifique. Afin d&rsquo;assurer une transition en douceur, M. Fantacchiotti a d\u00e9j\u00e0 \u00e9t\u00e9 nomm\u00e9 directeur g\u00e9n\u00e9ral adjoint, poste qu&rsquo;il occupe avec effet imm\u00e9diat.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bob Kunze-Concewicz quitte ses fonctions apr\u00e8s 16 ans \u00e0 la t\u00eate du groupe Campari. Durant cette p\u00e9riode, le PDG a r\u00e9alis\u00e9 pas moins de 27 acquisitions, dont celle, extr\u00eamement r\u00e9ussie, d&rsquo;Aperol.<\/p>\n","protected":false},"author":5,"featured_media":83836,"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":[43],"company":[395],"topic":[609,488],"region":[525],"class_list":["post-83840","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-campari","topic-changement-de-direction","topic-marketing","region-italie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment Bob Kunze-Concewicz a rendu sa grandeur \u00e0 Campari - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Bob Kunze-Concewicz quitte ses fonctions apr\u00e8s 16 ans \u00e0 la t\u00eate du groupe Campari. Durant cette p\u00e9riode, le PDG a r\u00e9alis\u00e9 pas moins de 27 acquisitions, dont celle, extr\u00eamement r\u00e9ussie, d&#039;Aperol.\" \/>\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\/comment-bob-kunze-concewicz-a-rendu-sa-grandeur-a-campari\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment Bob Kunze-Concewicz a rendu sa grandeur \u00e0 Campari - RetailDetail BE\" \/>\n<meta property=\"og:description\" content=\"Bob Kunze-Concewicz quitte ses fonctions apr\u00e8s 16 ans \u00e0 la t\u00eate du groupe Campari. 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