{"id":26458,"date":"2024-04-11T21:39:32","date_gmt":"2024-04-11T19:39:32","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=213413"},"modified":"2024-11-11T07:54:17","modified_gmt":"2024-11-11T06:54:17","slug":"coca-cola-media-talk-einblicke-in-geschaeftsmodell-nachhaltigkeit-und-marketing","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2024-04-11\/coca-cola-media-talk-einblicke-in-geschaeftsmodell-nachhaltigkeit-und-marketing\/","title":{"rendered":"Coca-Cola Media Talk : aper\u00e7u du mod\u00e8le d'entreprise, de la durabilit\u00e9 et du marketing"},"content":{"rendered":"<p><\/p>\r\n<p>Vincent Rameau, Country Manager Coca-Cola Suisse, a expliqu\u00e9 le mod\u00e8le commercial \u00e0 trois niveaux de Coca-Cola, bas\u00e9 sur une strat\u00e9gie globale et une cr\u00e9ation de valeur locale. La Coca-Cola Company \u00e0 Atlanta, en tant que d\u00e9tentrice des droits de la marque, produit le concentr\u00e9 de boisson et d\u00e9veloppe le marketing consommateur. Des licences sont accord\u00e9es dans le monde entier \u00e0 des soci\u00e9t\u00e9s d'embouteillage comme la Coca-Cola Hellenic Bottling Company, qui, en tant que preneur de licence, exploite \u00e9galement ses propres installations d'embouteillage en Suisse - en plus de 28 autres pays.<\/p>\r\n<figure id=\"attachment_213415\" class=\"wp-caption alignnone\" style=\"width: 2606px\" aria-describedby=\"caption-attachment-213415\"><img class=\"alignnone wp-image-213415 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/04\/Bildschirmfoto-2024-04-10-um-21.19.32.png\" alt=\"Coca-Cola Suisse\" width=\"2606\" height=\"1522\" \/>\r\n<figcaption id=\"caption-attachment-213415\" class=\"wp-caption-text\">Vincent Rameau, Country Manager Coca-Cola Suisse, explique le mod\u00e8le d'affaires global de Coca-Cola. (Images : Beat H\u00fcrlimann)<\/figcaption>\r\n<\/figure>\r\n<h3>Ancrage local de Coca-Cola<\/h3>\r\n<p>Un aspect important du Media Talk \u00e9tait l'accent mis sur la valeur ajout\u00e9e suisse des produits Coca-Cola. Pr\u00e9sent en Suisse depuis 1936 d\u00e9j\u00e0, 80 pour cent des produits y sont fabriqu\u00e9s, et 95 pour cent des ingr\u00e9dients proviennent de fournisseurs suisses. Cet ancrage local ne cr\u00e9e pas seulement des emplois, mais renforce \u00e9galement la relation de l'entreprise avec l'\u00e9conomie et la soci\u00e9t\u00e9 suisses, est-il pr\u00e9cis\u00e9.<\/p>\r\n<figure id=\"attachment_213417\" class=\"wp-caption alignnone\" style=\"width: 2012px\" aria-describedby=\"caption-attachment-213417\"><img class=\"size-full wp-image-213417\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/04\/Bildschirmfoto-2024-04-10-um-21.24.44.png\" alt=\"\" width=\"2012\" height=\"1518\" \/>\r\n<figcaption id=\"caption-attachment-213417\" class=\"wp-caption-text\">Rameau sur le standing de Coca-Cola en Suisse.<\/figcaption>\r\n<\/figure>\r\n<h3>L'engagement de Coca-Cola en mati\u00e8re de d\u00e9veloppement durable<\/h3>\r\n<p>L'engagement de Coca-Cola dans le domaine de la durabilit\u00e9 \u00e9tait un autre th\u00e8me central. Vincent Rameau et Patrick Wittweiler ont pr\u00e9sent\u00e9 les efforts de l'entreprise pour int\u00e9grer des pratiques plus durables dans diff\u00e9rents domaines. Il s'agit notamment de l'utilisation de 100 pour cent de rPET dans le portefeuille de boissons gazeuses, du lancement de Pfizer Labelfree, la premi\u00e8re eau min\u00e9rale sans \u00e9tiquette en Suisse, et du d\u00e9veloppement de nouveaux produits \u00e0 faible teneur en sucre.<\/p>\r\n<p><img class=\"size-full wp-image-213418\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/04\/Bildschirmfoto-2024-04-10-um-21.27.44.png\" alt=\"\" width=\"2128\" height=\"1558\" \/><\/p>\r\n<figure id=\"attachment_213419\" class=\"wp-caption alignnone\" style=\"width: 1916px\" aria-describedby=\"caption-attachment-213419\"><img class=\"size-full wp-image-213419\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/04\/Bildschirmfoto-2024-04-10-um-21.31.06.png\" alt=\"\" width=\"1916\" height=\"1510\" \/>\r\n<figcaption id=\"caption-attachment-213419\" class=\"wp-caption-text\">Patrick Wittweiler, Country Sustainability Manager chez Coca-Cola Suisse.<\/figcaption>\r\n<\/figure>\r\n<p>Joachim Stuessi, Director Scientific &amp; Regulatory Affairs, a mis en lumi\u00e8re des aspects fascinants autour du th\u00e8me de l'eau, de l'histoire de l'eau min\u00e9rale en Suisse aux tendances actuelles. La consommation d'eau min\u00e9rale par habitant est pass\u00e9e de 65 litres en 1989 \u00e0 103 litres en 2021.<\/p>\r\n<h3>D\u00e9fis dans le domaine du marketing<\/h3>\r\n<p>En ce qui concerne les strat\u00e9gies marketing, Natasja Sommer-Feldbrugge, Director Public Affairs Switzerland Coca-Cola Schweiz, a pr\u00e9sent\u00e9 les d\u00e9fis auxquels Coca-Cola est confront\u00e9, notamment en ce qui concerne la teneur en sucre de ses boissons. Le site <a href=\"https:\/\/www.werbewoche.ch\/de\/marketing\/marken\/2021-07-12\/coca-cola-zero-zucker-neue-rezeptur-und-neues-design\/\" rel=\"noopener\">Campagne \"Best Coke Ever ?<\/a> a \u00e9t\u00e9 lanc\u00e9 en r\u00e9ponse au d\u00e9fi de changer la perception selon laquelle les boissons sans sucre ne sont pas aussi savoureuses que les boissons originales avec sucre. L'innovation a \u00e9galement jou\u00e9 un r\u00f4le important, avec l'annonce de sept nouvelles variantes de produits \u00e0 teneur r\u00e9duite en sucre, en particulier dans le domaine Low Sugar et Zero Sugar.<\/p>\r\n<figure id=\"attachment_213421\" class=\"wp-caption alignnone\" style=\"width: 1300px\" aria-describedby=\"caption-attachment-213421\"><img class=\"size-full wp-image-213421\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/04\/Bildschirmfoto-2024-04-10-um-21.36.40.png\" alt=\"\" width=\"1300\" height=\"952\" \/>\r\n<figcaption id=\"caption-attachment-213421\" class=\"wp-caption-text\">Natasja Sommer-Feldbrugge, Directrice Public Affairs Switzerland Coca-Cola Suisse.<\/figcaption>\r\n<\/figure>\r\n<figure id=\"attachment_213426\" class=\"wp-caption alignnone\" style=\"width: 1347px\" aria-describedby=\"caption-attachment-213426\"><img class=\"size-full wp-image-213426\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/04\/Bildschirmfoto-2024-04-10-um-22.21.29.png\" alt=\"\" width=\"1347\" height=\"810\" \/>\r\n<figcaption id=\"caption-attachment-213426\" class=\"wp-caption-text\">Tendance claire : Coca-Cola Media Talk - D\u00e9veloppement des boissons light et normales en Suisse.<\/figcaption>\r\n<\/figure>\r\n<figure id=\"attachment_213420\" class=\"wp-caption alignnone\" style=\"width: 2464px\" aria-describedby=\"caption-attachment-213420\"><img class=\"size-full wp-image-213420\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2024\/04\/Bildschirmfoto-2024-04-10-um-21.33.04.png\" alt=\"\" width=\"2464\" height=\"1470\" \/>\r\n<figcaption id=\"caption-attachment-213420\" class=\"wp-caption-text\">D\u00e9veloppement du portefeuille Coca-Cola - low et zero sucre.<\/figcaption>\r\n<\/figure>\r\n<p>Les restrictions publicitaires pr\u00e9visibles, notamment la r\u00e9vision pr\u00e9vue de l'ordonnance sur les denr\u00e9es alimentaires (article 14), constituent un autre grand d\u00e9fi dans le domaine du marketing et de la publicit\u00e9. Selon cet article, le Conseil f\u00e9d\u00e9ral suisse peut limiter la publicit\u00e9 pour les aliments destin\u00e9s aux enfants de moins de 13 ans, \u00e0 condition que les aliments ne remplissent pas des crit\u00e8res sp\u00e9cifiques, notamment en ce qui concerne la teneur en graisse, en sel ou en sucre. Cet article de loi limiterait notamment la publicit\u00e9 pour les boissons contenant des \u00e9dulcorants, qu'il s'agisse de sucre traditionnel ou de succ\u00e9dan\u00e9 de sucre.<\/p>\r\n<p>En r\u00e9sum\u00e9, le Coca-Cola Media Talk a fourni un aper\u00e7u complet de l'entreprise et de ses activit\u00e9s, de son mod\u00e8le commercial global \u00e0 son impact local en Suisse. L'\u00e9v\u00e9nement a soulign\u00e9 l'importance de la durabilit\u00e9 et de l'innovation dans l'industrie des boissons, ainsi que les d\u00e9fis et les opportunit\u00e9s du marketing. L'interview vid\u00e9o exclusive de Marco Manzo, Senior Manager, Marketing Frontline Activation Austria &amp; Switzerland Coca-Cola Schweiz, approfondit les aspects marketing et publicitaires abord\u00e9s lors du talk <em>(voir ci-dessus)<\/em>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Lors du Media Talk, Coca-Cola a livr\u00e9 des aper\u00e7us vari\u00e9s : du mod\u00e8le commercial global \u00e0 la cr\u00e9ation de valeur suisse, des efforts de durabilit\u00e9 aux strat\u00e9gies marketing innovantes, un large spectre a \u00e9t\u00e9 couvert. Dans l'interview vid\u00e9o avec Werbewoche.ch, Marco Manzo, Senior Marketing Manager Coca-Cola Suisse, approfondit les aspects marketing et publicitaires.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Coca-Cola Schweiz","_yoast_wpseo_metadesc":"Coca-Cola Schweiz betont lokale Wertsch\u00f6pfung, Nachhaltigkeit und Marketing-Herausforderungen im Media Talk 2024.","articlekey":"","footnotes":""},"categories":[29],"tags":[2883,339,4185,1787],"class_list":["post-26458","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-coca-cola","tag-marketing","tag-marketingstrategie","tag-nachhaltigkeit"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Coca-Cola Media Talk: Einblicke in Gesch\u00e4ftsmodell, Nachhaltigkeit und Marketing - 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