Pourquoi est-il difficile de “sortir” des codes graphiques du vin français ? (notice n° 743877)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 02589cam a2200277 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250123092051.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Celhay, Franck |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Pourquoi est-il difficile de “sortir” des codes graphiques du vin français ? |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2008.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 11 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | RésuméFace au succès des marques de vins des Nouveaux Pays Producteurs (NPP), de nombreux opérateurs français ont lancé ces dernières années des marques arborant des étiquettes aux codes graphiques plus modernes. Malheureusement, ces lancements se sont souvent soldés par des échecs commerciaux. Afin de comprendre pourquoi il semble si difficile pour un opérateur français de sortir du modèle traditionnel de l’étiquette de vin, vingt professionnels ont été interrogés lors d’entretiens semi-directifs. Ce document propose une synthèse de leurs opinions. A travers plusieurs exemples concrets il rappelle différentes erreurs de marketing à ne pas commettre et remet en question quelques idées reçues en matière de marketing du vin. Enfin, il rappelle pour quelles raisons sortir des codes traditionnels du vin en matière d’étiquette peut s’avérer une stratégie intéressante pour un opérateur français. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | The purpose of this paper is to provide threads to think about inertia of the offer for French wines as far as the design of the labels are concerned. The in-depth interview technique was used with twenty professionals in the wine industry in early 2007. They were questioned on that specific issue. This paper gives several explanations for the heterogeneous results as regards the French brands which have adopted modern designs for their labels. Through several occurrences, it highlights the expected mistakes in commercial strategies which must be avoided, and brings into question some clichés in wine marketing (like: “Modern labels have to be exploited to target the young consumers”). Moreover, it shows why, conforming to basic conditions, getting off the traditional label codes can become an interesting strategy for a French wine operator. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | packaging |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | étiquettes |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | marketing du vin |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | vin |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | wine marketing |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | wine |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | packaging |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | labels |
| 700 10 - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Trinquecoste, Jean-François |
| Relator term | author |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Market Management | 8 | 1 | 2008-03-01 | p. 6-30 | 1779-3572 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-market-management-2008-1-page-6?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-market-management-2008-1-page-6?lang=fr&redirect-ssocas=7080</a> |
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