1. Marketing communication
Et pas Théorie de la pub.

2. La strat de l’entreprise
• La strat de com est unoutilquisert à
aiderl’entreprise à poursuivre sa stratégie.

3. 1.Stratégie d’entreprise
(sources: Karel Cool, Ali Syedain, Jean Perarnad, David Aaker)
1.1. Les objectifs marketing de l’entreprise
Increase
cash flow
Penetrate Develop
The the
market market
Increases Attractusersf Enter
Attract
ales per romcompetit intonews
non-users
customer ion egments
Retentionequity
Valueequity
Brand equity

4. 1. Stratégied’entreprise
1.2. Développement du marché: PIMS- Boston Consulting Group
La matricecroissance et Parts de marché
High
STARS DILEMMAS
Croissance
du marché
CASH COWS DOGS
Low
High Low
Parts de marché

5. 1. Stratégied’entreprise
1.3. Développement en fonction de la profitabilité du secteur
Fixer la marge
Les coûts de la chaîne Les prix
d’approvisionnement
substituts
substituts substituts substituts
Fournisseurs Fournisseurs Fournisseurs Capacité du Demande
de X de Y de Z marché sur
lemarché
Nouveaux Nouveaux Nouveaux
entrants entrants entrants Nouveaux
entrants
Qui va en profiter à LT ? Quelle
rentabilité
à long terme ?

6. 1. Stratégied’entreprise
1.4. Exercicepratique
• Pressequotidienne
• Test-Achats
• La Poste
• Les sériestélés…

7. 2. La stratégie du consommateur
2.1.Exemples de stratégies
-mettreunecravatepour aller à la banque
-suivre avis experts
-comparer
-négocier
-et toujoursGoogeliser
Quelsautres ?

8. 2. La stratégie du consommateur
2.2. Les troispôlesd’influence
Experience
Notoriété Valeur
Brand equity, Experience(Retention) equity, Valueequity

9. 2. La stratégie du consommateur
2.3. Lepaysage de la demande
-influence des motivations (Maslow)
-typologie consommateur et courbed’adoption:
innovators, aspirers, mainstreamers, succeeders, laggards
-lepaysage de la demande ( ErichJoachimsthaller, Hidden in plainsight)

10. 2. La stratégie du consommateur
Structure of the demandscape (inspired by Joachimsthaller, 2007)
2.3. Lepaysage de la demande
social
Contact Cultural
B
Goals.................That for which I strive
E
H
A
Activities............That I must do to achieve
V my goals
I
O
R Priorities............That I must invest in
Physical Temporal
Person Product
Needs and WantsFrustrations and passions

11. 2. La stratégie du consommateur
Structure of the demandscape(inspired by Joachimsthaller, 2007)
2.3. Lepaysage de la demande

14. 2. La stratégie du consommateur
Structure of the demandscape (inspired by Joachimsthaller, 2007)
2.3. Lepaysage de la demande: lemainstreamer

15. 2. La stratégie du consommateur
Structure of the demandscape (inspired by Joachimsthaller, 2007)
2.3. Lepaysage de la demande: Aspirer

16. 2. La stratégie du consommateur
Structure of the demandscape (inspired by Joachimsthaller, 2007)
2.3. Lepaysage de la demande: lesucceeder
Stability and duration are achievedbylinking to stable and
enduringthings. The Succeedercharacterisationwillbe at home in
the Establishment, in the hierarchical/competitive business
world, in enduringinstitutions. To achievepersonalstabilityhe/she
is motivated to meet challengewithachievement,
with high levels of personalconfidence, strong goal
orientation, firmjudgement, workethic and organisation.
SucceederCommunication
Over and above all, the aim of the Succeeder’sControlmotive is a
separationfrom the mass. Notonly the obvious
prestige, butalsosubtletiessuch as nevershowing a protagonist as
part of a crowd.
The Succeedercharacter’sself-image is of
someoneorganisingcomplexity, solvingproblems, controllingambig
uities. Visual styleshouldreflectthis – the content maybe
complex, but the presentation is tidy and ordered.
Naturaldelegators, they are lookingforuseful and practical items
and reallyenjoy

17. 2. La stratégie du consommateur
Structure of the demandscape (inspired by Joachimsthaller, 2007)
2.3. Lepaysage de la demande: l’explorer
DISCOVERY meanstakingrisks,experimentingwithlife - leaving the
the familiar to find out whoyou are, home/school/workroles and
free obligations, responsibilities and Thisquestforidentity is what
the characterisationembodies - young, butnotnecessarily.
Extreme adrenaline
experience, adventure, sensation, hedonism, speed and danger.
Couldbe sport, travel, drugs, intellect, music, and cinema…
Breakingestablishedrules and codes, respondinginstead to
yourownimpulse. Establishing a personaldifference, sometimes
shock tactics. Company of friends. Confident, optimistic, open to
change and newexperience - activelyseeking the
new,unusual, unconventional. Acquisitions are
ultimatelydisposable.
Explorer Communication
Have a point of view ifyou want Explorer respect. The Explorer
characterridicules the normalconventional and stereotypedways
of communication. The rules must

18. 2. La stratégie du consommateur
(inspired by Joachimsthaller, 2007)
2.3. Lepaysage de la demande: lereformer
Theyneedfreedom to followtheircourseThisgenerallyrequires a standard of education
and income. First rule of freedom is to disagree… Freedomfrompersonalrestriction –
especiallyimposedroles and rules. Freedom to express yourself, freedom of
movement, tolerance of chaos, eclectic decor, looseclothing, large rooms and
windows.
Personalgrowth – creativity, aesthetics, awareness.
Socialconscience – activeonbehalf of other’sfreedoms. The freedom to askquestions…
to disobeylaws and rulesthat are wrong. Notimpressedby
status, notconcernedwithrespectability - though taste maybe a basis of judgingothers.
No certainties – notone right answer. Independent decision-makingon the basis of
intrinsicvalues. For instance, preference
for easy to readanaloguevsflashy digital. Resistance to hybridconceptssuch as the
washer/dryer.
ReformerCommunication
The firstimpulse is to disagreewithpropositionsthat are put forward.
Alsocuriousandenquiring. The Reformerloveswords, enjoysdebate, and willgivethought
to conceptsandideas. Theywillmake up theirownmindsaboutyourproposition.
.

19. 2. La stratégie du consommateur
Structure of the demandscape (inspired by Joachimsthaller, 2007)
2.3. Lepaysage de la demande: leresignedpoor
Past orientation, resistance to change and innovation.
Responsive to authority – those in charge know best. Pro law&
order. Duty, self-sacrifice - strongopinions as to
whatpeopleshould/must do. Roles and rules – woman’s place in
the home, young men in the army.
National chauvinism. Enjoyment of the quietlife -
dailyshopping, personalresourcefulness, friends and family.
ResignedCommunication
The right thing to use. For instance, expert opinion.
Look to the past - forinstance, classhierarchy was more
persuasive. Simple and straightforward, nothing complex, no
fancy ideas. Avoidovertlysexualcolours, sensualmessages …
forgethormones in general.

20. 2. La stratégie du consommateur
Structure of the demandscape (inspired by Joachimsthaller, 2007)
2.3. Lepaysage de la demande: lestruggler
The need to escape ariseswhen the reality of yourlife is
depressing and you are unable to changeit. The problem is
personal.
Characteristics: – pooreducation, poor up-
bringing, animpoverishedexperience. The only hope is that help
willcomefromoutside, maybe a lottery win, orthrough a
physicalskillsuch as mending cars, wrestlingorboxing. Otherwise
escape canbefoundthrough alcohol, drugs, TV.
Low self-esteem - frustratedmaterialdesire. Need flash trainers to
makean impact. Alienation - living in a successfulconsumer
society and all toooften the onlooker.
Lackdirection, discipline, order and organisation, difficult to set
and achieve goals.
Gang culture - toughon the outside, soft on the inside. Rites of
belongingsuch as tattoos and scars. Wide boy, street-wise, Jack-
the-lad. Basicsneglected – junk fooddiet.Livingon the edge - break
the rulessimply to survive. Excitement, sensation.
StrugglingCommunicationHard to express feelings.

21. 2. La stratégie du consommateur
Structure of the demandscape (inspired by Joachimsthaller, 2007)
2.3. Lepaysage de la demande?

22. 2. La stratégie du consommateur
Structure of the demandscape (inspired by Joachimsthaller, 2007)
2.3. Lepaysage de la demande?

23. 2. La stratégie du consommateur
Structure of the demandscape (inspired by Joachimsthaller, 2007)
2.3. Lepaysage de la demande?

24. 2. La stratégie du consommateur
(inspired by Joachimsthaller, 2007)
2.3. Lepaysage de la demande?

25. 2. La stratégie du consommateur
2.4. Les “touch points” :Consumerdecisionjourney,
Source: McKinsey&Cy
Largementinspiré du modèle AIDA qui date de 1948 ?

26. 2. La stratégie du consommateur
2.4. Les “touch points” :Consumerdecisionjourney,
Source: McKinsey&Cy

27. 2. La stratégie du consommateur
2.4. Les “touch points” :Consumerdecisionjourney,
Source: McKinsey&Cy

28. 2. La stratégie du consommateur
2.4. Les “touch points” :Consumerdecisionjourney,
Source: McKinsey&Cy

29. Part 3 la com
• Quelstratégie de communication ?
-le push et le pull
-ATL BTL
-le message clé
-lesautcréatif
• Commentcréerl’adhésion: pourquoi Apple est
plus fort que Samsung

30. • Quesavoir de la pub ?
• Les agences
• Confusionouconviction ?
• Quelleagencechoisir ? Commentchoisir ?
• Commenttravailleravecuneagence comme
client, comme employé, comme fournisseur?
• Queréservedemain

31. • Quesavoir du numérique ?
• Son impact sur la
-société
-consommation
-communication
-éducation
-gestion…

32. • Votrerôle ?
• Un stage pourquoi ? Où ?
• Comment se faire une place ?
• La passion et la raison ?
• Les synergies
• La collaboration: agenceparticipative, pub
participative