{"id":2990,"date":"2026-02-04T13:47:15","date_gmt":"2026-02-04T13:47:15","guid":{"rendered":"https:\/\/allanderou.fr\/?post_type=portfolio&#038;p=2990"},"modified":"2026-02-05T15:14:36","modified_gmt":"2026-02-05T15:14:36","slug":"aeptom","status":"publish","type":"portfolio","link":"https:\/\/allanderou.fr\/?portfolio=aeptom","title":{"rendered":"\u00c9tude de march\u00e9 internationale &amp; strat\u00e9gie d\u2019entr\u00e9e sur le march\u00e9 europ\u00e9en &#8211; Aeptom"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"2990\" class=\"elementor elementor-2990\" data-elementor-post-type=\"portfolio\">\n\t\t\t\t<div class=\"elementor-element elementor-element-778b43e e-flex e-con-boxed e-con e-parent\" data-id=\"778b43e\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-bb8ff54 elementor-widget elementor-widget-text-editor\" data-id=\"bb8ff54\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h3 data-start=\"267\" data-end=\"283\"><span style=\"color: #78cc6d;\">Entreprise<\/span><\/h3><p data-start=\"285\" data-end=\"510\"><strong>Aeptom<\/strong> est une marque internationale de <strong data-start=\"329\" data-end=\"354\">literie haut de gamme<\/strong>, positionn\u00e9e sur le <strong data-start=\"375\" data-end=\"386\">premium<\/strong>, l\u2019<strong data-start=\"390\" data-end=\"404\">innovation<\/strong>, le <strong data-start=\"409\" data-end=\"420\">confort <\/strong>et la <strong data-start=\"427\" data-end=\"441\">durabilit\u00e9<\/strong>.<\/p><h3 data-start=\"517\" data-end=\"540\"><span style=\"color: #78cc6d;\">Contexte &amp; enjeux<\/span><\/h3><p data-start=\"594\" data-end=\"975\">Ce projet a \u00e9t\u00e9 r\u00e9alis\u00e9 en groupe, dans le cadre du cours <strong data-start=\"656\" data-end=\"692\">International Marketing Research<\/strong>, dispens\u00e9 enti\u00e8rement en <strong data-start=\"718\" data-end=\"729\">anglais<\/strong> en <strong data-start=\"733\" data-end=\"766\">Master Marketing Digital (M1)<\/strong>. L\u2019objectif \u00e9tait de mener une <strong data-start=\"798\" data-end=\"841\">\u00e9tude de march\u00e9 internationale compl\u00e8te <\/strong>afin d\u2019\u00e9valuer la faisabilit\u00e9 et la pertinence d\u2019une entr\u00e9e sur le <strong data-start=\"909\" data-end=\"940\">march\u00e9 fran\u00e7ais et europ\u00e9en<\/strong> pour une marque \u00e9trang\u00e8re premium.<\/p><p data-start=\"1297\" data-end=\"1782\">L\u2019enjeu principal du projet consistait \u00e0 <strong data-start=\"1338\" data-end=\"1425\">analyser l\u2019ad\u00e9quation entre l\u2019offre d\u2019Aeptom et les sp\u00e9cificit\u00e9s du march\u00e9 europ\u00e9en<\/strong>, en identifiant les opportunit\u00e9s r\u00e9elles, les freins \u00e0 l\u2019achat (prix, habitudes de consommation, besoin d\u2019essai produit) ainsi que les contraintes r\u00e9glementaires locales. Il s\u2019agissait d\u2019\u00e9viter un mauvais positionnement et de proposer une <strong data-start=\"1677\" data-end=\"1781\">strat\u00e9gie d\u2019entr\u00e9e de march\u00e9 r\u00e9aliste, coh\u00e9rente et adapt\u00e9e aux attentes des consommateurs europ\u00e9ens<\/strong>.<\/p><h3 data-start=\"1640\" data-end=\"1665\"><span style=\"color: #78cc6d;\">Objectifs du projet<\/span><\/h3><p data-start=\"1815\" data-end=\"1923\">L\u2019objectif du projet \u00e9tait de r\u00e9aliser une <strong data-start=\"1858\" data-end=\"1904\">\u00e9tude de march\u00e9 internationale approfondie<\/strong>, permettant de :<\/p><ul data-start=\"1924\" data-end=\"2582\"><li data-start=\"1924\" data-end=\"2039\"><p data-start=\"1926\" data-end=\"2039\">analyser la <strong data-start=\"1938\" data-end=\"1948\">taille<\/strong>, la <strong data-start=\"1953\" data-end=\"1966\">structure<\/strong> et les <strong data-start=\"1974\" data-end=\"1988\">dynamiques<\/strong> du march\u00e9 de la literie en France et en Europe ;<\/p><\/li><li data-start=\"2040\" data-end=\"2108\"><p data-start=\"2042\" data-end=\"2108\">identifier les <strong data-start=\"2057\" data-end=\"2104\">segments de consommateurs les plus porteurs<\/strong> ;<\/p><\/li><li data-start=\"2109\" data-end=\"2212\"><p data-start=\"2111\" data-end=\"2212\">\u00e9tudier la <strong data-start=\"2122\" data-end=\"2137\">concurrence<\/strong>, les <strong data-start=\"2143\" data-end=\"2170\">mod\u00e8les de distribution<\/strong> et les pratiques marketing existantes ;<\/p><\/li><li data-start=\"2213\" data-end=\"2280\"><p data-start=\"2215\" data-end=\"2280\">\u00e9valuer la <strong data-start=\"2226\" data-end=\"2276\">viabilit\u00e9 d\u2019un positionnement premium \u00e9tranger<\/strong> ;<\/p><\/li><li data-start=\"2281\" data-end=\"2357\"><p data-start=\"2283\" data-end=\"2357\">d\u00e9finir une <strong data-start=\"2295\" data-end=\"2329\">strat\u00e9gie de lancement produit<\/strong> adapt\u00e9e au march\u00e9 cible ;<\/p><\/li><li data-start=\"2358\" data-end=\"2461\"><p data-start=\"2360\" data-end=\"2461\">construire un <strong data-start=\"2374\" data-end=\"2400\">plan marketing digital<\/strong> coh\u00e9rent et orient\u00e9 acquisition, notori\u00e9t\u00e9 et conversion ;<\/p><\/li><li data-start=\"2462\" data-end=\"2582\"><p data-start=\"2464\" data-end=\"2582\">formuler des <strong data-start=\"2477\" data-end=\"2535\">recommandations marketing concr\u00e8tes et op\u00e9rationnelles<\/strong>, adapt\u00e9es aux sp\u00e9cificit\u00e9s du march\u00e9 europ\u00e9en.<\/p><\/li><\/ul><h3 data-start=\"2141\" data-end=\"2162\"><span style=\"color: #78cc6d;\">R\u00f4le &amp; missions<\/span><\/h3><h4 data-start=\"2164\" data-end=\"2616\"><strong data-start=\"2164\" data-end=\"2215\">1 \u2013 Analyse du march\u00e9 et du macro-environnement<\/strong><\/h4><p data-start=\"2164\" data-end=\"2616\">Nous avons r\u00e9alis\u00e9 une analyse chiffr\u00e9e du march\u00e9 de la literie en France et en Europe, en \u00e9tudiant la taille du march\u00e9, les taux de croissance et les \u00e9volutions post-Covid. Cette analyse a int\u00e9gr\u00e9 des facteurs macro-\u00e9conomiques cl\u00e9s tels que l\u2019inflation, le pouvoir d\u2019achat, l\u2019immobilier et les \u00e9volutions d\u00e9mographiques, \u00e0 partir de sources professionnelles fiables (Statista, Xerfi, IFOP, IPEA).<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0c29dbc elementor-widget elementor-widget-image\" data-id=\"0c29dbc\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"900\" height=\"501\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-08.56.24-scaled-e1770213531907-1024x570.png\" class=\"attachment-large size-large wp-image-2998\" alt=\"\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-08.56.24-scaled-e1770213531907-1024x570.png 1024w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-08.56.24-scaled-e1770213531907-300x167.png 300w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-08.56.24-scaled-e1770213531907-768x428.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-08.56.24-scaled-e1770213531907-1536x855.png 1536w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-08.56.24-scaled-e1770213531907-2048x1140.png 2048w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-08.56.24-scaled-e1770213531907-184x102.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-08.56.24-scaled-e1770213531907-1200x668.png 1200w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a2cea2f elementor-widget elementor-widget-spacer\" data-id=\"a2cea2f\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5403c9d elementor-widget elementor-widget-text-editor\" data-id=\"5403c9d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h4 data-start=\"2618\" data-end=\"2947\"><strong data-start=\"2618\" data-end=\"2682\">2 \u2013 Analyse des canaux de distribution et du parcours client<\/strong><\/h4><p data-start=\"2618\" data-end=\"2947\">Nous avons cartographi\u00e9 l\u2019ensemble des canaux de distribution online et offline, en analysant le poids du e-commerce, l\u2019essor du mod\u00e8le <em data-start=\"2821\" data-end=\"2835\">bed-in-a-box<\/em> et les attentes des consommateurs en mati\u00e8re d\u2019exp\u00e9rience d\u2019achat, de livraison, de retours et d\u2019essai produit.<\/p><h4 data-start=\"2949\" data-end=\"3336\"><strong data-start=\"2949\" data-end=\"2998\">3 \u2013 Analyse concurrentielle et positionnement<\/strong><\/h4><p data-start=\"2949\" data-end=\"3336\">Nous avons identifi\u00e9 les principaux acteurs du march\u00e9 (groupes leaders, marques premium, marques distributeurs) et analys\u00e9 leurs strat\u00e9gies de positionnement, d\u2019innovation, de communication et de distribution. Ce benchmark concurrentiel nous a permis de d\u00e9gager des axes de diff\u00e9renciation pertinents pour une marque premium \u00e9trang\u00e8re.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b7de889 elementor-widget elementor-widget-image\" data-id=\"b7de889\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"900\" height=\"649\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-03-a-19.46.25-1024x738.png\" class=\"attachment-large size-large wp-image-2999\" alt=\"\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-03-a-19.46.25-1024x738.png 1024w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-03-a-19.46.25-300x216.png 300w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-03-a-19.46.25-768x554.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-03-a-19.46.25-1536x1107.png 1536w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-03-a-19.46.25-184x133.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-03-a-19.46.25-1200x865.png 1200w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-03-a-19.46.25.png 1892w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5e1b2a9 elementor-widget elementor-widget-spacer\" data-id=\"5e1b2a9\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fe6afca elementor-widget elementor-widget-text-editor\" data-id=\"fe6afca\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h4 data-start=\"3338\" data-end=\"3736\"><strong data-start=\"3338\" data-end=\"3387\">4 \u2013 Analyse produit, innovation et durabilit\u00e9<\/strong><\/h4><p data-start=\"3338\" data-end=\"3736\">Nous avons \u00e9tudi\u00e9 l\u2019utilisation de mat\u00e9riaux innovants et durables, tels que le bambou ou la soie, en \u00e9valuant leurs b\u00e9n\u00e9fices consommateurs (confort, thermor\u00e9gulation, hypoallerg\u00e9nicit\u00e9, durabilit\u00e9). Cette analyse a mis en \u00e9vidence l\u2019importance de la p\u00e9dagogie, des labels et des certifications dans la perception de valeur des produits premium.<\/p><h4 data-start=\"3738\" data-end=\"4051\"><strong data-start=\"3738\" data-end=\"3798\">5 \u2013 Analyse des consommateurs et d\u00e9finition des personas<\/strong><\/h4><p data-start=\"3738\" data-end=\"4051\">Nous avons d\u00e9fini un persona cible principal et analys\u00e9 les comportements d\u2019achat, les crit\u00e8res de d\u00e9cision, les freins psychologiques et les canaux privil\u00e9gi\u00e9s par les consommateurs europ\u00e9ens, afin d\u2019adapter l\u2019offre et la communication de la marque.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3d2562d elementor-widget elementor-widget-image\" data-id=\"3d2562d\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"900\" height=\"505\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.03.20-1024x575.png\" class=\"attachment-large size-large wp-image-3002\" alt=\"\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.03.20-1024x575.png 1024w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.03.20-300x168.png 300w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.03.20-768x431.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.03.20-1536x862.png 1536w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.03.20-2048x1150.png 2048w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.03.20-184x103.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.03.20-1200x674.png 1200w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7e347d4 elementor-widget elementor-widget-spacer\" data-id=\"7e347d4\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e6f8a79 elementor-widget elementor-widget-text-editor\" data-id=\"e6f8a79\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h4 data-start=\"4524\" data-end=\"4578\">6 \u2013 Analyse produit, durabilit\u00e9 &amp; r\u00e9glementation<\/h4><p data-start=\"4580\" data-end=\"5013\">Nous avons \u00e9tudi\u00e9 les <strong data-start=\"4602\" data-end=\"4637\">mat\u00e9riaux innovants et durables<\/strong> (bambou, soie), leurs b\u00e9n\u00e9fices consommateurs (confort, thermor\u00e9gulation, hypoallerg\u00e9nicit\u00e9) et leur impact sur la <strong data-start=\"4753\" data-end=\"4770\">valeur per\u00e7ue<\/strong> du produit.<br data-start=\"4782\" data-end=\"4785\" \/>Une <strong data-start=\"4789\" data-end=\"4814\">analyse r\u00e9glementaire<\/strong> des normes fran\u00e7aises et europ\u00e9ennes (\u00e9tiquetage, s\u00e9curit\u00e9, normes sanitaires) a \u00e9t\u00e9 men\u00e9e, int\u00e9grant la r\u00e9glementation comme levier de <strong data-start=\"4951\" data-end=\"4966\">r\u00e9assurance<\/strong>, de <strong data-start=\"4971\" data-end=\"4986\">cr\u00e9dibilit\u00e9<\/strong> et de <strong data-start=\"4993\" data-end=\"5012\">diff\u00e9renciation<\/strong>.<\/p><h4 data-start=\"5020\" data-end=\"5085\">7 \u2013 Strat\u00e9gie de lancement produit &amp; plan marketing digital<\/h4><p data-start=\"5087\" data-end=\"5378\">Nous avons con\u00e7u une <strong data-start=\"5108\" data-end=\"5142\">strat\u00e9gie de lancement produit<\/strong> adapt\u00e9e au march\u00e9 fran\u00e7ais, int\u00e9grant les enjeux de notori\u00e9t\u00e9, de cr\u00e9dibilit\u00e9 et de r\u00e9assurance propres au secteur de la literie premium.<br data-start=\"5280\" data-end=\"5283\" \/>Cette r\u00e9flexion a \u00e9t\u00e9 compl\u00e9t\u00e9e par l\u2019\u00e9laboration d\u2019un <strong data-start=\"5338\" data-end=\"5364\">plan marketing digital<\/strong>, incluant :<\/p><ul data-start=\"5379\" data-end=\"5667\"><li data-start=\"5379\" data-end=\"5436\"><p data-start=\"5381\" data-end=\"5436\">une strat\u00e9gie de contenus \u00e9ducatifs et p\u00e9dagogiques ;<\/p><\/li><li data-start=\"5437\" data-end=\"5475\"><p data-start=\"5439\" data-end=\"5475\">l\u2019activation des r\u00e9seaux sociaux ;<\/p><\/li><li data-start=\"5476\" data-end=\"5557\"><p data-start=\"5478\" data-end=\"5557\">des leviers d\u2019acquisition digitale (SEO, influence, campagnes sponsoris\u00e9es) ;<\/p><\/li><li data-start=\"5558\" data-end=\"5667\"><p data-start=\"5560\" data-end=\"5667\">la d\u00e9finition d\u2019<strong data-start=\"5576\" data-end=\"5613\">indicateurs de performance (KPIs)<\/strong> pour mesurer l\u2019efficacit\u00e9 des actions mises en place.<\/p><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e761bb7 elementor-invisible elementor-widget elementor-widget-image-gallery\" data-id=\"e761bb7\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"image-gallery.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-image-gallery\">\n\t\t\t<div id='gallery-1' class='gallery galleryid-2990 gallery-columns-1 gallery-size-large'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"e761bb7\" data-elementor-lightbox-title=\"Capture d\u2019e\u0301cran 2026-02-04 a\u0300 09.12.03\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAwOSwidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC9DYXB0dXJlLWRlY3Jhbi0yMDI2LTAyLTA0LWEtMDkuMTIuMDMtc2NhbGVkLnBuZyIsInNsaWRlc2hvdyI6ImU3NjFiYjcifQ%3D%3D\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.12.03-scaled.png'><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"505\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.12.03-1024x575.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.12.03-1024x575.png 1024w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.12.03-300x169.png 300w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.12.03-768x431.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.12.03-1536x863.png 1536w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.12.03-2048x1150.png 2048w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.12.03-184x103.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.12.03-1200x674.png 1200w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"e761bb7\" data-elementor-lightbox-title=\"Capture d\u2019e\u0301cran 2026-02-04 a\u0300 09.12.11\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAwNCwidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC9DYXB0dXJlLWRlY3Jhbi0yMDI2LTAyLTA0LWEtMDkuMTIuMTEtc2NhbGVkLnBuZyIsInNsaWRlc2hvdyI6ImU3NjFiYjcifQ%3D%3D\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.12.11-scaled.png'><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"506\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.12.11-1024x576.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.12.11-1024x576.png 1024w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.12.11-300x169.png 300w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.12.11-768x432.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.12.11-1536x865.png 1536w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.12.11-2048x1153.png 2048w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.12.11-184x104.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.12.11-1200x676.png 1200w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"e761bb7\" data-elementor-lightbox-title=\"Capture d\u2019e\u0301cran 2026-02-04 a\u0300 09.13.03\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAwOCwidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC9DYXB0dXJlLWRlY3Jhbi0yMDI2LTAyLTA0LWEtMDkuMTMuMDMtc2NhbGVkLnBuZyIsInNsaWRlc2hvdyI6ImU3NjFiYjcifQ%3D%3D\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.13.03-scaled.png'><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"507\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.13.03-1024x577.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.13.03-1024x577.png 1024w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.13.03-300x169.png 300w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.13.03-768x433.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.13.03-1536x865.png 1536w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.13.03-2048x1154.png 2048w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.13.03-184x104.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.13.03-1200x676.png 1200w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"e761bb7\" data-elementor-lightbox-title=\"Capture d\u2019e\u0301cran 2026-02-04 a\u0300 09.13.28\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAwNiwidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC9DYXB0dXJlLWRlY3Jhbi0yMDI2LTAyLTA0LWEtMDkuMTMuMjgtMS1zY2FsZWQucG5nIiwic2xpZGVzaG93IjoiZTc2MWJiNyJ9\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.13.28-1-scaled.png'><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"507\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.13.28-1-1024x577.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.13.28-1-1024x577.png 1024w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.13.28-1-300x169.png 300w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.13.28-1-768x433.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.13.28-1-1536x866.png 1536w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.13.28-1-2048x1155.png 2048w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.13.28-1-184x104.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.13.28-1-1200x677.png 1200w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"e761bb7\" data-elementor-lightbox-title=\"Capture d\u2019e\u0301cran 2026-02-04 a\u0300 09.14.00\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAwNywidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC9DYXB0dXJlLWRlY3Jhbi0yMDI2LTAyLTA0LWEtMDkuMTQuMDAtc2NhbGVkLnBuZyIsInNsaWRlc2hvdyI6ImU3NjFiYjcifQ%3D%3D\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.14.00-scaled.png'><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"505\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.14.00-1024x575.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.14.00-1024x575.png 1024w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.14.00-300x169.png 300w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.14.00-768x432.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.14.00-1536x863.png 1536w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.14.00-2048x1151.png 2048w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.14.00-184x103.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.14.00-1200x674.png 1200w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/a>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5d8767c elementor-widget elementor-widget-spacer\" data-id=\"5d8767c\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f6cb323 elementor-widget elementor-widget-text-editor\" data-id=\"f6cb323\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h4 data-start=\"5674\" data-end=\"5728\">8 \u2013 Recommandations strat\u00e9giques marketing mix et marketing digital<\/h4><p data-start=\"135\" data-end=\"492\">Nous avons formul\u00e9 des <strong data-start=\"158\" data-end=\"200\">recommandations strat\u00e9giques concr\u00e8tes<\/strong>, incluant l\u2019adaptation compl\u00e8te du <strong data-start=\"236\" data-end=\"258\">Marketing Mix (7P)<\/strong>, la <strong data-start=\"263\" data-end=\"279\">segmentation<\/strong>, le <strong data-start=\"284\" data-end=\"295\">ciblage<\/strong> et le <strong data-start=\"302\" data-end=\"320\">positionnement<\/strong>.<br data-start=\"321\" data-end=\"324\" \/>Un <strong data-start=\"329\" data-end=\"360\">positioning statement clair<\/strong> a \u00e9t\u00e9 \u00e9labor\u00e9, accompagn\u00e9 de recommandations marketing r\u00e9alistes et coh\u00e9rentes avec les ressources et les ambitions de la marque.<\/p><p data-start=\"499\" data-end=\"787\">Ces recommandations ont \u00e9t\u00e9 compl\u00e9t\u00e9es par la <strong data-start=\"545\" data-end=\"595\">conception d\u2019un plan marketing digital complet<\/strong>, int\u00e9grant les leviers d\u2019acquisition, de notori\u00e9t\u00e9 et de conversion, ainsi que la d\u00e9finition des <strong data-start=\"693\" data-end=\"730\">indicateurs de performance (KPIs)<\/strong> n\u00e9cessaires au pilotage et \u00e0 l\u2019optimisation des actions.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d089c38 elementor-invisible elementor-widget elementor-widget-image-gallery\" data-id=\"d089c38\" data-element_type=\"widget\" data-settings=\"{&quot;_animation&quot;:&quot;fadeIn&quot;}\" data-widget_type=\"image-gallery.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-image-gallery\">\n\t\t\t<div id='gallery-2' class='gallery galleryid-2990 gallery-columns-1 gallery-size-large'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"d089c38\" data-elementor-lightbox-title=\"Capture d\u2019e\u0301cran 2026-02-04 a\u0300 09.22.55\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAxMCwidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC9DYXB0dXJlLWRlY3Jhbi0yMDI2LTAyLTA0LWEtMDkuMjIuNTUtc2NhbGVkLnBuZyIsInNsaWRlc2hvdyI6ImQwODljMzgifQ%3D%3D\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.22.55-scaled.png'><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"509\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.22.55-1024x579.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.22.55-1024x579.png 1024w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.22.55-300x169.png 300w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.22.55-768x434.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.22.55-1536x868.png 1536w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.22.55-2048x1157.png 2048w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.22.55-184x104.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.22.55-1200x678.png 1200w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"d089c38\" data-elementor-lightbox-title=\"Capture d\u2019e\u0301cran 2026-02-04 a\u0300 09.23.08\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAxMSwidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC9DYXB0dXJlLWRlY3Jhbi0yMDI2LTAyLTA0LWEtMDkuMjMuMDgtc2NhbGVkLnBuZyIsInNsaWRlc2hvdyI6ImQwODljMzgifQ%3D%3D\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.08-scaled.png'><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"506\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.08-1024x576.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.08-1024x576.png 1024w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.08-300x169.png 300w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.08-768x432.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.08-1536x864.png 1536w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.08-2048x1152.png 2048w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.08-184x104.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.08-1200x675.png 1200w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"d089c38\" data-elementor-lightbox-title=\"Capture d\u2019e\u0301cran 2026-02-04 a\u0300 09.23.20\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAxMiwidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC9DYXB0dXJlLWRlY3Jhbi0yMDI2LTAyLTA0LWEtMDkuMjMuMjAtc2NhbGVkLnBuZyIsInNsaWRlc2hvdyI6ImQwODljMzgifQ%3D%3D\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.20-scaled.png'><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"505\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.20-1024x575.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.20-1024x575.png 1024w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.20-300x169.png 300w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.20-768x432.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.20-1536x863.png 1536w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.20-2048x1151.png 2048w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.20-184x103.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.20-1200x674.png 1200w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"d089c38\" data-elementor-lightbox-title=\"Capture d\u2019e\u0301cran 2026-02-04 a\u0300 09.23.36\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAxMywidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC9DYXB0dXJlLWRlY3Jhbi0yMDI2LTAyLTA0LWEtMDkuMjMuMzYtc2NhbGVkLnBuZyIsInNsaWRlc2hvdyI6ImQwODljMzgifQ%3D%3D\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.36-scaled.png'><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"505\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.36-1024x575.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.36-1024x575.png 1024w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.36-300x169.png 300w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.36-768x432.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.36-1536x863.png 1536w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.36-2048x1151.png 2048w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.36-184x103.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.36-1200x674.png 1200w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/a>\n\t\t\t<\/div><\/figure><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon landscape'>\n\t\t\t\t<a data-elementor-open-lightbox=\"yes\" data-elementor-lightbox-slideshow=\"d089c38\" data-elementor-lightbox-title=\"Capture d\u2019e\u0301cran 2026-02-04 a\u0300 09.23.52\" data-e-action-hash=\"#elementor-action%3Aaction%3Dlightbox%26settings%3DeyJpZCI6MzAxNCwidXJsIjoiaHR0cHM6XC9cL2FsbGFuZGVyb3UuZnJcL3dwLWNvbnRlbnRcL3VwbG9hZHNcLzIwMjZcLzAyXC9DYXB0dXJlLWRlY3Jhbi0yMDI2LTAyLTA0LWEtMDkuMjMuNTItc2NhbGVkLnBuZyIsInNsaWRlc2hvdyI6ImQwODljMzgifQ%3D%3D\" href='https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.52-scaled.png'><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"504\" src=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.52-1024x574.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.52-1024x574.png 1024w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.52-300x168.png 300w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.52-768x431.png 768w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.52-1536x861.png 1536w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.52-2048x1149.png 2048w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.52-184x103.png 184w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.52-1200x673.png 1200w, https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Capture-decran-2026-02-04-a-09.23.52-1180x660.png 1180w\" sizes=\"(max-width: 900px) 100vw, 900px\" \/><\/a>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9970942 elementor-widget elementor-widget-spacer\" data-id=\"9970942\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f2ea76e elementor-widget elementor-widget-text-editor\" data-id=\"f2ea76e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t\t\t\t\t\t<h3 data-start=\"6076\" data-end=\"6112\"><span style=\"color: #78cc6d;\">Outils &amp; comp\u00e9tences mobilis\u00e9es<\/span><\/h3><ul data-start=\"6114\" data-end=\"6557\"><li data-start=\"6114\" data-end=\"6148\"><p data-start=\"6116\" data-end=\"6148\">\u00c9tude de march\u00e9 internationale<\/p><\/li><li data-start=\"6149\" data-end=\"6196\"><p data-start=\"6151\" data-end=\"6196\">Analyse macro-\u00e9conomique et concurrentielle<\/p><\/li><li data-start=\"6197\" data-end=\"6229\"><p data-start=\"6199\" data-end=\"6229\">Consumer insights &amp; personas<\/p><\/li><li data-start=\"6230\" data-end=\"6271\"><p data-start=\"6232\" data-end=\"6271\">Marketing strat\u00e9gique &amp; international<\/p><\/li><li data-start=\"6272\" data-end=\"6294\"><p data-start=\"6274\" data-end=\"6294\">Marketing mix (7P)<\/p><\/li><li data-start=\"6295\" data-end=\"6329\"><p data-start=\"6297\" data-end=\"6329\">Strat\u00e9gie de lancement produit<\/p><\/li><li data-start=\"6330\" data-end=\"6356\"><p data-start=\"6332\" data-end=\"6356\">Plan marketing digital<\/p><\/li><li data-start=\"6357\" data-end=\"6400\"><p data-start=\"6359\" data-end=\"6400\">Segmentation, ciblage et positionnement<\/p><\/li><li data-start=\"6401\" data-end=\"6426\"><p data-start=\"6403\" data-end=\"6426\">Analyse r\u00e9glementaire<\/p><\/li><li data-start=\"6427\" data-end=\"6460\"><p data-start=\"6429\" data-end=\"6460\">Synth\u00e8se de donn\u00e9es chiffr\u00e9es<\/p><\/li><li data-start=\"6461\" data-end=\"6503\"><p data-start=\"6463\" data-end=\"6503\">Restitution strat\u00e9gique en anglais<\/p><\/li><li data-start=\"6504\" data-end=\"6557\"><p data-start=\"6506\" data-end=\"6557\">Travail en \u00e9quipe et gestion de projet acad\u00e9mique<\/p><\/li><\/ul><h3 data-start=\"6564\" data-end=\"6577\"><span style=\"color: #78cc6d;\">R\u00e9sultat<\/span><\/h3><p data-start=\"6579\" data-end=\"6838\">Ce projet a permis de produire une <strong data-start=\"6614\" data-end=\"6690\">\u00e9tude de march\u00e9 internationale compl\u00e8te, structur\u00e9e et orient\u00e9e d\u00e9cision<\/strong>, aboutissant \u00e0 des <strong data-start=\"6710\" data-end=\"6779\">recommandations marketing claires, argument\u00e9es et op\u00e9rationnelles<\/strong> pour l\u2019entr\u00e9e d\u2019Aeptom sur le march\u00e9 fran\u00e7ais et europ\u00e9en.<\/p><p data-start=\"6840\" data-end=\"7167\">Au-del\u00e0 de l\u2019analyse, ce travail a renforc\u00e9 ma capacit\u00e9 \u00e0 <strong data-start=\"6898\" data-end=\"6931\">traiter des march\u00e9s complexes<\/strong>, \u00e0 exploiter des <strong data-start=\"6949\" data-end=\"6970\">donn\u00e9es chiffr\u00e9es<\/strong>, \u00e0 concevoir une <strong data-start=\"6988\" data-end=\"7043\">strat\u00e9gie de lancement et un plan marketing digital<\/strong>, et \u00e0 restituer une r\u00e9flexion strat\u00e9gique structur\u00e9e <strong data-start=\"7097\" data-end=\"7111\">en anglais<\/strong>, dans un contexte acad\u00e9mique exigeant et concurrentiel.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"featured_media":3023,"menu_order":0,"template":"","portfolio_categories":[21,14],"portfolio_tags":[13,20],"class_list":["post-2990","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio_categories-campagnesmarketing","portfolio_categories-stratmarket","portfolio_tags-campagnes-marketing","portfolio_tags-strategie-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00c9tude de march\u00e9 internationale &amp; strat\u00e9gie d\u2019entr\u00e9e sur le march\u00e9 europ\u00e9en - Aeptom - Portfolio Allan D\u00c9ROU<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/allanderou.fr\/?portfolio=aeptom\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00c9tude de march\u00e9 internationale &amp; strat\u00e9gie d\u2019entr\u00e9e sur le march\u00e9 europ\u00e9en - Aeptom - Portfolio Allan D\u00c9ROU\" \/>\n<meta property=\"og:description\" content=\"Entreprise Aeptom est une marque internationale de literie haut de gamme, positionn\u00e9e sur le premium, l\u2019innovation, le confort et la...\" \/>\n<meta property=\"og:url\" content=\"http:\/\/allanderou.fr\/?portfolio=aeptom\" \/>\n<meta property=\"og:site_name\" content=\"Portfolio Allan D\u00c9ROU\" \/>\n<meta property=\"article:modified_time\" content=\"2026-02-05T15:14:36+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Voirin-Services-12.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"1060\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data1\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http:\/\/allanderou.fr\/?portfolio=aeptom\",\"url\":\"http:\/\/allanderou.fr\/?portfolio=aeptom\",\"name\":\"\u00c9tude de march\u00e9 internationale &amp; strat\u00e9gie d\u2019entr\u00e9e sur le march\u00e9 europ\u00e9en - Aeptom - Portfolio Allan D\u00c9ROU\",\"isPartOf\":{\"@id\":\"https:\/\/allanderou.fr\/#website\"},\"primaryImageOfPage\":{\"@id\":\"http:\/\/allanderou.fr\/?portfolio=aeptom#primaryimage\"},\"image\":{\"@id\":\"http:\/\/allanderou.fr\/?portfolio=aeptom#primaryimage\"},\"thumbnailUrl\":\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Voirin-Services-12.png\",\"datePublished\":\"2026-02-04T13:47:15+00:00\",\"dateModified\":\"2026-02-05T15:14:36+00:00\",\"breadcrumb\":{\"@id\":\"http:\/\/allanderou.fr\/?portfolio=aeptom#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http:\/\/allanderou.fr\/?portfolio=aeptom\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"http:\/\/allanderou.fr\/?portfolio=aeptom#primaryimage\",\"url\":\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Voirin-Services-12.png\",\"contentUrl\":\"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Voirin-Services-12.png\",\"width\":1600,\"height\":1060,\"caption\":\"Aeptom\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"http:\/\/allanderou.fr\/?portfolio=aeptom#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\/\/allanderou.fr\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Portfolio\",\"item\":\"https:\/\/allanderou.fr\/?post_type=portfolio\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"\u00c9tude de march\u00e9 internationale &amp; strat\u00e9gie d\u2019entr\u00e9e sur le march\u00e9 europ\u00e9en &#8211; Aeptom\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/allanderou.fr\/#website\",\"url\":\"https:\/\/allanderou.fr\/\",\"name\":\"Portfolio Allan D\u00c9ROU\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/allanderou.fr\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"fr-FR\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"\u00c9tude de march\u00e9 internationale &amp; strat\u00e9gie d\u2019entr\u00e9e sur le march\u00e9 europ\u00e9en - Aeptom - Portfolio Allan D\u00c9ROU","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"http:\/\/allanderou.fr\/?portfolio=aeptom","og_locale":"fr_FR","og_type":"article","og_title":"\u00c9tude de march\u00e9 internationale &amp; strat\u00e9gie d\u2019entr\u00e9e sur le march\u00e9 europ\u00e9en - Aeptom - Portfolio Allan D\u00c9ROU","og_description":"Entreprise Aeptom est une marque internationale de literie haut de gamme, positionn\u00e9e sur le premium, l\u2019innovation, le confort et la...","og_url":"http:\/\/allanderou.fr\/?portfolio=aeptom","og_site_name":"Portfolio Allan D\u00c9ROU","article_modified_time":"2026-02-05T15:14:36+00:00","og_image":[{"width":1600,"height":1060,"url":"http:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Voirin-Services-12.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_misc":{"Dur\u00e9e de lecture estim\u00e9e":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"http:\/\/allanderou.fr\/?portfolio=aeptom","url":"http:\/\/allanderou.fr\/?portfolio=aeptom","name":"\u00c9tude de march\u00e9 internationale &amp; strat\u00e9gie d\u2019entr\u00e9e sur le march\u00e9 europ\u00e9en - Aeptom - Portfolio Allan D\u00c9ROU","isPartOf":{"@id":"https:\/\/allanderou.fr\/#website"},"primaryImageOfPage":{"@id":"http:\/\/allanderou.fr\/?portfolio=aeptom#primaryimage"},"image":{"@id":"http:\/\/allanderou.fr\/?portfolio=aeptom#primaryimage"},"thumbnailUrl":"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Voirin-Services-12.png","datePublished":"2026-02-04T13:47:15+00:00","dateModified":"2026-02-05T15:14:36+00:00","breadcrumb":{"@id":"http:\/\/allanderou.fr\/?portfolio=aeptom#breadcrumb"},"inLanguage":"fr-FR","potentialAction":[{"@type":"ReadAction","target":["http:\/\/allanderou.fr\/?portfolio=aeptom"]}]},{"@type":"ImageObject","inLanguage":"fr-FR","@id":"http:\/\/allanderou.fr\/?portfolio=aeptom#primaryimage","url":"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Voirin-Services-12.png","contentUrl":"https:\/\/allanderou.fr\/wp-content\/uploads\/2026\/02\/Voirin-Services-12.png","width":1600,"height":1060,"caption":"Aeptom"},{"@type":"BreadcrumbList","@id":"http:\/\/allanderou.fr\/?portfolio=aeptom#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Accueil","item":"https:\/\/allanderou.fr\/"},{"@type":"ListItem","position":2,"name":"Portfolio","item":"https:\/\/allanderou.fr\/?post_type=portfolio"},{"@type":"ListItem","position":3,"name":"\u00c9tude de march\u00e9 internationale &amp; strat\u00e9gie d\u2019entr\u00e9e sur le march\u00e9 europ\u00e9en &#8211; Aeptom"}]},{"@type":"WebSite","@id":"https:\/\/allanderou.fr\/#website","url":"https:\/\/allanderou.fr\/","name":"Portfolio Allan D\u00c9ROU","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/allanderou.fr\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"fr-FR"}]}},"_links":{"self":[{"href":"https:\/\/allanderou.fr\/index.php?rest_route=\/wp\/v2\/portfolio\/2990","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/allanderou.fr\/index.php?rest_route=\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/allanderou.fr\/index.php?rest_route=\/wp\/v2\/types\/portfolio"}],"version-history":[{"count":11,"href":"https:\/\/allanderou.fr\/index.php?rest_route=\/wp\/v2\/portfolio\/2990\/revisions"}],"predecessor-version":[{"id":3024,"href":"https:\/\/allanderou.fr\/index.php?rest_route=\/wp\/v2\/portfolio\/2990\/revisions\/3024"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/allanderou.fr\/index.php?rest_route=\/wp\/v2\/media\/3023"}],"wp:attachment":[{"href":"https:\/\/allanderou.fr\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2990"}],"wp:term":[{"taxonomy":"portfolio_categories","embeddable":true,"href":"https:\/\/allanderou.fr\/index.php?rest_route=%2Fwp%2Fv2%2Fportfolio_categories&post=2990"},{"taxonomy":"portfolio_tags","embeddable":true,"href":"https:\/\/allanderou.fr\/index.php?rest_route=%2Fwp%2Fv2%2Fportfolio_tags&post=2990"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}