Lefigaro nous annonce la disparition programmée de l'enseigne Champion, au profit de la marque Carrefour Market.«40 % des clients de Champion sont aussi des clients de Carrefour, a-t-il expliqué. Ils aiment la marque Champion. Mais ils aiment la marque Carrefour encore plus. » Cela est encore à prouver. Le fait est que l'idée de créer une marque unique et ombrelle peut être bonne, lorsqu'on a une image claire et forte. Cependant, Carrefour est encore à ses balbutiements concernant sa stratégie de marque. Depuis l'arrivée de la publicité télévisée dans le monde de la distribution, on n'a pas encore vu un acteur se servir de ce média pour affirmer un réel positionnement et une image forte de marque.
Il y a quelques jours, au Brésil, Thierry Garnier, directeur général international (hors Europe), avait été très clair sur le sujet. «Nous croyons à une marque mondiale, une marque unique qui est la marque Carrefour, avait-il dit. La convergence d'enseigne est en route dans beaucoup de pays. ». Peut être pour l'instant, la marque Carrefour est loin de posséder une identité différenciantm et forte.
"Interrogé hier par Le Figaro, Loïc Pelletier, président du directoire de Coop Atlantique, qui possède 40 magasins Champion et est par ailleurs en procès avec Carrefour à qui il réclame plus de 100 millions d'euros, ne l'était visiblement pas«On nous a présenté les grandes lignes, dit-il. À ce jour, nous ne pouvons pas accepter ce changement d'enseigne, car nous ne sommes pas convaincus de son intérêt économique et commercial. On nous dit que la hausse des coûts sera compensée par une probable augmentation du chiffre d'affaires. Nous manquons de visibilité et d'information. »". Je suis d'accord, je pense que le changement de marque ne se justifie pas à ce moment précis.
A mon avis, Carrefour devrait se concentrer principalement sur la définition de la marque Carrefour, son histoire (le "mythe"), son discours, ses valeurs, afin de pouvoir procéder à ce changement, alors que la marque Champion est bien implanté localement.
Et vous, que pensez vous de cette nouvelle? Pensez-vous que ce regroupement de marque peut avoir un effet positif pour Carrefour? Pour Champion? Si oui dans quelle mesure?
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Interessant. Au Brésil... il ne semble pas que la convergence des marques soit autant d'actualité... Itacadau reste un modèle plus performant que n'importe quel autre modèle de supermarché connu. Toutefois, l'unicité de la MDD est une bonne démarche tant d'un point de vue logistique que de celui des achats et de l'innovation. Qui plus est... le client n'appartenant à aucune enseigne en particulier.. .il est interessant de l'embrasser globalement... avec un programme et une marque unique non ?
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