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Apple selon millward brown

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Millward Brown analyse la Marque à la pomme à travers sa base de données BrandZ.

Veröffentlicht in: Technologie, Business
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Apple selon millward brown

  1. 1. Apple : <br />mesure de sa puissance consommateur sur le marché des téléphones mobiles<br />Benoit Tranzer, Directeur Général Millward Brown France <br />benoit.tranzer@millwardbrown.com<br />Septembre 2011 <br />
  2. 2. Méthodologie de BrandZ<br />" Ces études quantitatives renouvelées tous les ans sur les principaux marchés sur une trentaine de catégories de produits et de services permet d'observer précisément l'évolution des Marques dans leur environnement concurrentiel"<br />BrandZTM de quoi s’agit il ?<br />Introduction<br />Diagnosis<br />Depuis 1998 (34 catégories étudiées en France en 2010)<br />Projet de 7m$ par an financé par WPP<br />Direction<br />24 pays couverts, 545 marchés<br />1M de consommateurs interrogés sur le capital des marques<br />Explanation<br />Data<br /><ul><li> Développéepar Millward Brown pour WPP, l’étude BRANDZévalue le capital des marques via des enquêtes quantitatives menées chaque année sur des dizaines de catégories de produit/service depuis 1998.
  3. 3. Pour chaque secteur, 400 consommateurs de la catégorie, âgés de 18 à 65 ans dans chaque pays. Recueil des informations effectué Online en France depuis 2005 (CAWI). </li></ul>Examples<br />
  4. 4. La pyramide de santé de Marque<br />" la pyramide est une approche conceptuelle qui rend très facile la comparaison des Marques entre elle et la mesure de l'évolution dans le temps de la relation entre les consommateurs et les Marques"<br />Introduction<br />Diagnosis<br />Direction<br />Explanation<br />Data<br />Examples<br />
  5. 5. Attachement à la Marque Apple par pays<br />" Quelque en soit le marché, le niveau d'attachement des consommateurs à Apple est très élevé. Tous secteurs confondus, le niveau moyen de bonding est de 3% ,là où Apple tourne entre 10% et 15%. En France, il se situe dans les niveaux les plus élevés à 16%."<br />Introduction<br />Diagnosis<br />Direction<br />France<br />2010<br />USA<br />2010<br />Explanation<br />Data<br />UK<br />2010<br />GER<br />2010<br />Examples<br />
  6. 6. Attachement à la Marque Apple par pays<br />" Les niveaux d'attachement sont très élevés sur les marchés traditionnellement matures. En revanche sur les marchés émergents cette force est encore à construire. En Chine il ne se situe qu'à hauteur de 3%."<br />Introduction<br />Diagnosis<br />Direction<br />Japon<br />2010<br />Canada<br />2010<br />Explanation<br />Australia<br />2010<br />Data<br />Chine<br />2010<br />Examples<br />
  7. 7. Attachement à la Marque Apple par pays<br />" Dans les pays latins même si ce niveau d'attachement est très important il est en deçà de ce qui peut être observé dans les zones anglo-saxonnes" <br />Introduction<br />Diagnosis<br />Espagne<br />2010<br />Direction<br />Explanation<br />Data<br />Italie<br />2010<br />Examples<br />
  8. 8. Attachement à la Marque Apple par pays<br />« Dans la grande majorité des pays Apple montre un dynamisme fort comme en témoignent les forts scores de Voltage. Toutefois la marque est encore en construction en Inde, en Chine et au Mexique. L’importance de ces marchés montre les réserves de croissance d’Apple " <br />BRANDZ™Map <br />Introduction<br />Diagnosis<br />Direction<br />Blank slide<br />(Delete if you wish)<br />Explanation<br />Data<br />Examples<br />
  9. 9. Diagnostic de l'attachement d'Apple en France<br />" En France, le fort attachement d'Apple s'explique par son attractivité, la très bonne opinion que les consommateurs en ont mais aussi parce qu'elle répond parfaitement à leurs besoins. La dimension de praticité et d'accessibilité technique est également mise en avant. " <br />Introduction<br />Diagnosis<br />Direction<br />Explanation<br />Data<br />Examples<br />Based on consumers reaching Advantage: n=<br />Mobile Phone Handsets<br />122<br />France<br />2010<br />
  10. 10. Image de la Marque Apple en France<br />" La proportion très élevée d'items positifs par rapport aux items négatifs témoigne de la très bonne image d'Apple sur le territoire national"<br />Introduction<br />Diagnosis<br />Direction<br />% of consumers<br />endorsing positive<br />attributes<br />Explanation<br />Data<br />% of consumers<br />endorsing negative<br />attributes<br />Examples<br />Based on all aware of promise, n=<br />Mobile Phone Handsets<br />228<br />France<br />2010<br />
  11. 11. Diagnostic de l'avantage perçu d'Apple en France<br />" Les Français reconnaissent à Apple un certain nombre d'avantages significatifs par rapport à ses concurrents. Les notions de leadership, de faiseur de tendances, de popularité, d'attractivité ou d'unicité permettent de tirer la désirabilité d'Apple vers le haut" <br />Introduction<br />Diagnosis<br />Direction<br />Explanation<br />Data<br />Examples<br />Based on all consumers reaching Performance n=<br />Attributes ranked in order of importance <br />Mobile Phone Handsets<br />127<br />France<br />2010<br />
  12. 12. Voltage<br />Dynamique de succès d'Apple<br />" Apple fait clairement partie des Marques gagnantes en France. Cet indicateur de Voltage indique la capacité de la Marque à convertir rapidement des prospects en clients" <br />Introduction<br />Risk of decline<br />Primed for growth<br />Diagnosis<br />Direction<br />Explanation<br />Data<br />Examples<br />Mobile Phone Handsets<br />401<br />Based on total sample: n=<br />Voltage score = net probability of growth/decline over next 12 months<br />France<br />2010<br />
  13. 13. Carte de dynamique de marché<br />" Apple, grâce à sa force et sa capacité à conserver une dynamique positive liée à ses innovation et son marketing, se retrouve très largement devant tous les acteurs du mobile en France" <br />Introduction<br />Diagnosis<br />Direction<br />Explanation<br />Data<br />Examples<br />401<br />Mobile Phone Handsets<br />Based on total sample: n=<br />France<br />2010<br />

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