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Psychologie du consommateur : Etude de cas - PICARD

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En psychologie du consommateur, présentation d'une étude de cas basé sur les magasins Picard à Paris dans le cadre du master 2 communication.

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Psychologie du consommateur : Etude de cas - PICARD

  1. 1. PICARD Psychologie du consommateur Marina F – Diana J – Emilie M – Caroline de R – Mathilde V Master 2 Communication Globale et Corporate – 2014
  2. 2. Sommaire  La marque  Les magasins et le marketing des points de vente  Les communications commerciales  Les clients  Recommandations 2
  3. 3. La marque  Création en 1906 sous le nom de « les Glacières de Fontainebleau » avant de le modifier en 1962 pour les établissements Picard  Les aliments sont maintenus au frais dans des glacières avant l’invention et la démocratisation du réfrigérateur  Slogan : « Chaque jour a un goût nouveau »  Chiffre d’affaires 2010 : 1,15 milliards d’euros 3
  4. 4. Les magasins et le marketing des points de vente Les points étudiés :  Personnel  Produits  Livraison  Itinéraire  Musique  Visuel L’intérieur des magasins est blanc et frais afin de rappeler l’intérieur d’un frigo 4
  5. 5. 5
  6. 6. Les magasins et le marketing des points de vente  Personnel :  Nombre : de 3 à 7 selon les magasins  Postes : Responsable, Assistant Responsable, Assistant 2, Temps partiel ou alternance  Tenue : tablier uniforme dans tous les magasins  Produits:  La marque Picard essentiellement  Seule la catégorie des desserts « glaces et sorberts » contient des marques différentes de Picard, telles que Ben & Jerry’s, Bonne Maman, Carte d’Or, etc… La livraison à domicile est un service à part des magasins 6
  7. 7. Les magasins et le marketing des points de vente  Itinéraire:  Selon les catégories de produits mais un parcours marchand – disposé comme un menu – est en cours d’implémentation dans certains magasins  Toutes les catégories de produits sont représentées avec un fond bleu, mis à part pour la catégorie de produits bio, représentée par un fond vert  Musique:  Epar une société partenaire de Picard dans tous les magasins « à condition que cela fonctionne »  Un dispositif automatique qui fonctionne de l’ouverture à la fermeture  Visuels:  Changent tous les mois  Selon les évènements (saison, fêtes, vacances…) 7
  8. 8. 8
  9. 9. Les communications commerciales  Formules  Les formules midi dans certains magasins Picard  Présence de distributeurs de boissons dans les magasins proposant des formules midi  Affiches de publicité  Visibles selon les catégories de produits, les nouveautés ou la sélection du mois  Durée : une fois par mois ou pour des opérations commerciales spécifiques  Communication de proximité  Distribution de prospectus dans les boîtes aux lettres  Distribution de catalogues mensuels et de recettes en magasin ou via le site de la marque 9
  10. 10. Les clients  Matin  Mamans, babysitters, personnes âgées  Midi  Salariés, étudiants  De 16h30 à la fermeture  Mamans et actifs à la sorties du bureau  Heures de pointes  Vendredi après-midi et la journée de samedi 10
  11. 11. 1- La consommatrice régulière  Consommateur de 50 ans, essentiellement féminin  Schéma d’achat routinier, s’attarde seulement sur les nouveautés  Passe peu de temps dans le magasin  Plats du quotidien, surtout viandes, poissons, légumes  Auto-expression 11 Les types de clients
  12. 12. 2- La consommatrice occasionnelle  Une femme, d’environ 60 ans, retraitée  En semaine, dans l’après-midi  Suit le parcours, regarde toutes les étiquettes, touche les produits et revient sur ses pas.  Pas de choix prédéfinis.  Produits achetés : basiques (viandes, poissons, légumes) 12
  13. 13. 3 - Le consommateur « indécis »  Samedi soir – entre 18h et 19h  25-30 ans, souvent seul ou à deux, plus de femmes que d’hommes  Schéma d’achat impulsif  Motivation hédoniste, oblative  Catégories de produits populaires : les apéritifs et les desserts 13
  14. 14. Les recommandations  Implémenter le parcours marchand dans la majorité des magasins pour l’impression d’évoluer à travers un menu et faciliter encore plus l’acte d’achat  Implémenter les formules midi dans les magasins en centre-ville pour augmenter la fréquentation  S’assurer du bon fonctionnement de la musique dans les magasins, renforcer l’expérience sensorielle 14
  15. 15. Merci de votre attention 15

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