{"id":14635,"date":"2020-09-28T13:00:27","date_gmt":"2020-09-28T13:00:27","guid":{"rendered":"https:\/\/leger360.com\/etude-momentum-des-marques\/"},"modified":"2024-02-09T09:05:32","modified_gmt":"2024-02-09T09:05:32","slug":"etude-momentum-des-marques","status":"publish","type":"post","link":"https:\/\/leger360.com\/fr\/etude-momentum-des-marques\/","title":{"rendered":"\u00c9tude Momentum\u200b des marques"},"content":{"rendered":"\n<h3 class=\"wp-block-heading\" id=\"block-be30d7c9-3e67-46cf-8ec1-3dc5af3cc2a7\">La premi\u00e8re \u00e9tude canadienne qui d\u00e9voile\u00a0comment conserver et cr\u00e9er le Momentum\u00a0pour votre marque.<\/h3>\n\n\n\n<p id=\"block-afdd48b9-d9fb-47dd-a839-aa8fcf409700\"><span class=\"has-inline-color has-black-color\">La pand\u00e9mie de la COVID-19 a fondamentalement chang\u00e9 la fa\u00e7on dont les consommateurs interagissent avec les marques, tant en magasin qu&rsquo;en ligne. C&rsquo;est dans cet esprit que L\u00e9ger lance son\u00a0\u00e9tude, la premi\u00e8re du genre au Canada, d\u00e9voilant comment conserver et cr\u00e9er le\u00a0Momentum des marques.<\/span><\/p>\n\n\n\n<p>L\u2019\u00e9tude Momentum des marques, imagin\u00e9e par L\u00e9ger, r\u00e9pond aux questions suivantes :\u00a0\u200b\u200b<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Est-ce que votre marque a actuellement\u00a0<strong>ce qu\u2019il faut\u00a0<\/strong><strong>pour demeurer et cro\u00eetre dans sa cat\u00e9gorie<\/strong>?\u200b<\/li><li>Quelles sont les diff\u00e9rences de perceptions et\u00a0d\u2019actions \u00e0 poser entre vos acheteurs (<strong>fid\u00e9lisation<\/strong>) et\u00a0vos non-acheteurs (<strong>acquisition<\/strong>)?\u200b<\/li><li>Quelles sont\u00a0<strong>les forces et les faiblesses<\/strong>\u00a0des autres\u00a0marques de votre cat\u00e9gorie?\u200b<\/li><li>Quelles sont les marques\u00a0<strong>\u00e9mergentes, en croissance,\u00a0<\/strong><strong>en maturit\u00e9\u00a0<\/strong>ou\u00a0<strong>\u00e0 risque\u00a0<\/strong>dans votre cat\u00e9gorie et ce,\u00a0dans les trois prochains mois?<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"block-1d4093c0-c368-4d7a-8118-734fe7ef6023\">LE MOD\u00c8LE MOMENTUM\u200b<\/h2>\n\n\n\n<p>Les mod\u00e8les existants mesurent pour la plupart les\u00a0perceptions actuelles ou pass\u00e9es. Ils mesurent surtout\u00a0des aspects intangibles de la marque (\u00e9motion,\u00a0engagement, etc.) ou encore des aspects financiers\u00a0(ventes).<\/p>\n\n\n\n<p>Cette \u00e9tude mesure la\u00a0<strong>perception d\u2019attributs\u00a0plus tactiques de votre marque\u00a0<\/strong>et identifie quels\u00a0attributs travailler pour augmenter les intentions d\u2019achat\u00a0\u00e0 court terme.\u00a0<\/p>\n\n\n\n<center><figure class=\"wp-block-image size-medium\"><img decoding=\"async\" src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Visuel-1_FR-1024x817.png\" alt=\"\" class=\"wp-image-27728\" width=\"512\"\/><\/figure><\/center>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">PRINCIPALES CONCLUSIONS DE L\u2019\u00c9TUDE<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">EN CONTEXTE DE PAND\u00c9MIE, LA PROPRET\u00c9 A LA COTE PLUS QUE JAMAIS.<\/h3>\n\n\n\n<p>Plusieurs marques de produits de lessive, d\u2019outils d\u2019entretien m\u00e9nager et de nettoyants sont en croissance. C\u2019est le cas de Tide, Lysol, M. Net et Swiffer au Canada. S\u2019ajoutent Hertel et Attitude au Qu\u00e9bec, et Vileda et Scoth-Brite en Ontario qui ont aussi du momentum. Cette cat\u00e9gorie de produits n\u2019a jamais \u00e9t\u00e9 aussi populaire : une belle opportunit\u00e9 pour les marques de s\u00e9duire le march\u00e9 canadien. Quelles marques resteront ancr\u00e9es dans notre quotidien post-pand\u00e9mie? \u00c0 suivre.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">MANGER SAINEMENT ET SANT\u00c9 EST UNE PR\u00c9OCCUPATION CL\u00c9.<\/h3>\n\n\n\n<p>Gardein et Sunrise, des marques de produits v\u00e9g\u00e9tariens et v\u00e9g\u00e9taliens, sont en croissance au Canada. De plus, plusieurs marques de cette cat\u00e9gorie avec une port\u00e9e plus limit\u00e9e telles Cedar Lake, Gusta et Bonduelle risquent de cro\u00eetre au cours des trois prochains mois. Les Canadiens souhaitent manger des aliments sains, mais aussi choisir des produits de qualit\u00e9, et ce, m\u00eame s\u2019ils optent pour des raccourcis! Ils ont l\u2019intention d\u2019acheter plus de produits et de repas pr\u00e9par\u00e9s \u00ab\u00a0gourmets\u00a0\u00bb comme ceux offerts par D\u00e9lices Complices, Cool &#038; Simple, Fontaine Sant\u00e9, Plaisirs Gastronomiques et St-Hubert. Apr\u00e8s tout, les sorties au restaurant se font plus rares. Pourquoi ne pas cr\u00e9er un effet \u00ab\u00a0restaurant\u00a0\u00bb chez soi?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">LES MARQUES PRIV\u00c9ES INNOVANTES SONT DE PLUS EN PLUS AIM\u00c9ES DES CANADIENS.<\/h3>\n\n\n\n<p>Le Choix du Pr\u00e9sident et Kirkland ont du momentum \u00e0 l\u2019\u00e9chelle canadienne, car elles sont per\u00e7ues comme plus innovantes et diff\u00e9renci\u00e9es aux yeux des consommateurs. Menu Bleu est \u00e9galement en croissance en Ontario. Il faut dire que, depuis le d\u00e9but de la pand\u00e9mie, les Canadiens sont devenus plus \u00e9conomes et fid\u00e8les \u00e0 leur march\u00e9 d\u2019alimentation. Faire deux, trois, voir quatre magasins pour faire ses achats alimentaires, ce n\u2019est pas n\u00e9cessairement plaisant en contexte de pand\u00e9mie!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">LA TENDANCE SANT\u00c9 EST UN POINT TOURNANT DANS LA CAT\u00c9GORIE DES JUS ET BOISSONS.<\/h3>\n\n\n\n<p>Cinq des dix marques les plus \u00e0 risque au Canada sont des marques de cette cat\u00e9gorie : Kool-Aid, Fairlee, Sunlike, Fruit\u00e9 et Everfresh. Par contre, Oasis est la marque en croissance num\u00e9ro un au Qu\u00e9bec (comme quoi la tangente sant\u00e9 peut porter fruit!) Une chose est certaine, il y a de la place pour innover dans ce secteur.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/leger360.com\/wp-content\/uploads\/2024\/02\/Top-Canada-1024x1024.png\" alt=\"\" class=\"wp-image-28287\" width=\"600\"\/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"block-04478838-75fc-4ab5-98d7-a58fb5bd4f89\">LES LIVRABLES<\/h2>\n\n\n\n<ul class=\"wp-block-list\" id=\"block-8e503005-88df-4814-b6d1-2f9c7c60000f\"><li>Le classement des marques selon l&rsquo;Indice Momentum<\/li><li>Le positionnement des marques selon les attributs (au total et acheteurs vs non-acheteurs de la marque)<\/li><li>Importance des attributs dans l&rsquo;achat anticip\u00e9<\/li><li>Carte de l&rsquo;\u00e9tat de croissance des marques<\/li><li>Carte perceptuelle des marques<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"block-e4267c0c-f2f0-4eb0-b889-83d4060a315c\">M\u00c9THODOLOGIE\u200b<\/h2>\n\n\n\n<ul class=\"wp-block-list\" id=\"block-8da1ccf0-5623-4e41-9a25-5bbbe1309b26\"><li>Sondage aupr\u00e8s d\u2019environ <strong>12 000 Canadiens responsables des achats en\u00a0\u00e9picerie, \u00e2g\u00e9s de 18 ans et plus<\/strong><\/li><li><strong>200 marques<\/strong> sont \u00e9valu\u00e9es dans <strong>18 cat\u00e9gories<\/strong> (300 r\u00e9pondants par marque qui sont acheteurs de la cat\u00e9gorie et qui connaissent la marque): pain, barres tendres, caf\u00e9, biscuits, desserts glac\u00e9s, jus, lait, yogourt, lessive, \u00e9quipements m\u00e9nagers, produits de nettoyage, papier hygi\u00e9nique, marque priv\u00e9e en alimentation, repas cuisin\u00e9s, repas en conserve, produits surgel\u00e9s, v\u00e9g\u00e9tarien\/v\u00e9g\u00e9talien, viande<\/li><li>Collecte de donn\u00e9es en septembre et<strong> diffusion des r\u00e9sultats en octobre 2020<\/strong><\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"block-b5aef6f0-7654-49cc-a48a-81db83066010\">CETTE \u00c9TUDE VOUS INT\u00c9RESSE? COMPL\u00c9TEZ LE FORMULAIRE CI-DESSOUS POUR OBTENIR PLUS D\u2019INFORMATION.<\/h2>\n\n\n<p>[mc4wp_form id=\u00a0\u00bb27733&Prime;]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La premi\u00e8re \u00e9tude canadienne qui d\u00e9voile\u00a0comment conserver et cr\u00e9er le Momentum\u00a0pour votre marque. La pand\u00e9mie de la COVID-19 a fondamentalement chang\u00e9 la fa\u00e7on dont les consommateurs interagissent avec les marques, tant en magasin qu&rsquo;en ligne. C&rsquo;est dans cet esprit que L\u00e9ger lance son\u00a0\u00e9tude, la premi\u00e8re du genre au Canada, d\u00e9voilant comment conserver et cr\u00e9er le\u00a0Momentum [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":14646,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[34],"tags":[],"post_language_cat":[39],"class_list":["post-14635","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-intelligence","post_language_cat-fr-market-intelligence"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>\u00c9tude Momentum\u200b des marques - Leger<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leger360.com\/fr\/etude-momentum-des-marques\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00c9tude Momentum\u200b des marques\" \/>\n<meta property=\"og:description\" content=\"La premi\u00e8re \u00e9tude canadienne qui d\u00e9voile\u00a0comment conserver et cr\u00e9er le Momentum\u00a0pour votre marque. La pand\u00e9mie de la COVID-19 a fondamentalement chang\u00e9 la fa\u00e7on dont les consommateurs interagissent avec les marques, tant en magasin qu&rsquo;en ligne. 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