MÉMOIRE PROFESSIONNEL Responsable De Projet Marketing Et Communication

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MÉMOIRE PROFESSIONNEL Responsable De Projet Marketing Et Communication MÉMOIRE PROFESSIONNEL Responsable de Projet Marketing et Communication ‘’ Quelles actions marketing mettre en place pour attirer plus de clients au sein du Nike Store Premium situé à Polygone Riviera ? ‘’ FAVRE ALEXIS 2016 - 2017 REMERCIEMENTS En premier lieu, j’adresse mes remerciements à toutes les personnes qui m’ont aidé dans la réalisation de ce mémoire. Je tiens à remercier ma tutrice Mme Gales Marion qui m’a accompagné en trouvant des solutions et en me guidant dans mon travail. Je remercie également toute l’équipe de professeurs de l’ESCCOM de m’avoir transmis leurs connaissances et leurs outils indispensables pour mon avenir professionnel, ainsi que l’équipe administrative pour leur soutien et leur disponibilité. Je souhaite remercier les managers du Nike Store Polygone Riviera, M. Ghiazza Jérémy et M. Roudani Amine pour leur exemplarité, pour les données fournies qui m’ont aidé à construire ce mémoire mais aussi pour les responsabilités délivrées à travers les missions effectuées cette année. Sans oublier toute l’équipe de vendeurs avec qui j’ai collaboré et évolué sur le plan professionnel. PRÉAMBULE Le Diplôme Universitaire Technologique techniques de commercialisation option marketing du tourisme obtenu à l’Institut Universitaire Technologique de Nice Côte d’Azur antenne de Cannes l’année dernière a été, selon moi, deux années très riches en connaissances et en données qui m’ont permis de m’engager dans le domaine du marketing et de la communication. Ce diplôme pluridisciplinaire et général m’a aussi permis de toucher du doigt le marketing du tourisme qui est une matière très intéressante, surtout dans notre région et dont les connaissances acquises pourront probablement me servir dans mon avenir professionnel, car ma philosophie est que « le savoir c’est le pouvoir » et que toute connaissance est un jour réutilisable. Cependant, les deux principaux domaines retenus tout au long de cette formation furent les matières marketing et les matières de communication. L’aspect analytique du marketing et l’aspect créatif de la communication ont été des découvertes inattendues pour moi ayant obtenu un Baccalauréat Economique et Social option Mathématiques. Suite à l’obtention du D.U.T, mes recherches m’ont mené sur le site de l’ESCCOM, une école dont j’avais déjà entendu parler. La formation Responsable de Projet Marketing Communication m’a réellement séduit car elle répondait en tout point à ce que j’attendais d’une troisième année post-bac. Sans compter que l’école proposait la possibilité d’évoluer en alternance, permettant d’acquérir un sérieux bagage sur le marché, indispensable aux vues des difficultés à entrer sur le marché du travail aujourd’hui. Ancien sportif de haut niveau dans le football évoluant à l’OGC Nice, j’ai recherché une entreprise dans le domaine du sport. Après quelques semaines, j’ai réussi à avoir un entretien fin août 2016 avec le responsable du magasin Nike Store situé au centre commercial Polygone Riviera à Cagnes-sur-Mer. Un rendez-vous très concluant puisque j’ai pu commencer mon activité le 5 septembre 2016. La rentrée à l’ESCCOM étant planifiée le 5 octobre de la même année, j’ai pu prendre de l’avance au niveau de l’intégration au sein de l’équipe ainsi que pour les formations intenses sur les produits et services proposés par l’entreprise, car selon le responsable Mr Da Costa, j’allais « manger Nike, dormir Nike, vivre Nike ». Telle est leur philosophie, et la mienne aujourd’hui également. SOMMAIRE REMERCIEMENTS ......................................................................................................................... PRÉAMBULE.................................................................................................................................. INTRODUCTION .......................................................................................................................... 1 PARTIE I - CRÉER UNE COMMUNAUTÉ PAR LA COMMUNICATION ET LA FIDÉLISATION ....... 3 1.1 BIEN COMMUNIQUER ET ETRE VISIBLE : L’ENJEU DE LA NOTORIÉTÉ ........................................ 3 1.1.1) Pourquoi communiquer et pour qui ? ............................................................................. 3 1.1.2) Notoriété et image de marque ........................................................................................ 6 1.1.3) Digital et E-réputation : une stratégie incontournable ................................................... 9 1.2 FÉDERER UNE COMMUNAUTÉ : L’ENJEU DE LA FIDÉLISATION ................................................ 15 1.2.1) Pourquoi et qui fidéliser ? ............................................................................................. 15 1.2.2) Enjeux et limites de la fidélisation ................................................................................. 17 1.2.3) Comment fidéliser la cible B-to-C ? ............................................................................... 19 PARTIE 2 – FÉDÉRER AUTOUR DU NIKE STORE POLYGONE RIVIERA ..................................... 22 2.1 NIKE : LEADER DE L’EQUIPEMENTIER SPORTIF ......................................................................... 22 2.1.1) Présentation du groupe, histoire et développement .................................................... 22 2.1.2) Concurrence .................................................................................................................. 28 2.1.3) Communication et social Networking ........................................................................... 29 2.2 LE CAS DU NIKE STORE POLYGONE RIVIERA ............................................................................. 32 2.2.1) Présentation du centre commercial .............................................................................. 32 2.2.2) Présentation du magasin ............................................................................................... 33 2.2.3) L’offre et services Premium ........................................................................................... 35 2.3 ACTIONS OPÉRATIONNELLES ..................................................................................................... 36 2.3.1) Programme de fidélisation ............................................................................................ 36 2.3.2) Community Management ............................................................................................. 37 2.3.3) Le projet Nike Training Club et les ventes privées ........................................................ 38 2.3.4) Logistique et vente ........................................................................................................ 39 PARTIE 3 – UNE COMMUNAUTÉ EN DEVENIR ........................................................................ 40 3.1 BILAN DES ACTIONS ENGAGÉES ET RETOMBÉES ....................................................................... 40 3.1.1) La naissance de la communauté Nike Store Polygone Riviera ...................................... 40 3.1.2) Les meilleures performances de France ........................................................................ 41 3.1.3) Une organisation quasi irréprochable ........................................................................... 43 3.2 DES RECOMMANDATIONS EXCLUSIVES .................................................................................... 45 3.2.1) Un programme de fidélité unique ................................................................................. 45 3.2.2) Une dynamisation compétitive du réseau social .......................................................... 47 3.2.3) L’évènement facteur de succés ..................................................................................... 48 CONCLUSION ............................................................................................................................ 49 SITOGRAPHIE / BIBLIOGRAPHIE ................................................................................................... ANNEXES....................................................................................................................................... INTRODUCTION ” We used to think that everything started in the lab. Now we realize that everything spins off the consumer.” Phil Knight En 2016 le marché du sport, loisir n°1 des Français devant la lecture, la télévision et la musique, représenta environ 37 milliards d’euros, notamment grâce à l’UEFA EURO 2016, comprenant les biens en rapport avec le sport, les infrastructures sportives et les services comme les sponsors ou les paris. La distribution d’articles sportifs a engendré environ 10 milliards d’euros de chiffre d’affaires l’année dernière contre 6,3 milliards en 2015, selon une étude de la FPS (Fédération professionnelle des entreprises du sport et des loisirs). Les équipements sportifs représentent 1/3 des ventes devant le textile qui représente 29%, les chaussures 22% et les cycles 15%. Cette croissance s’explique par la montée en puissance de la marche et de la course à pied, appelée également running. Aujourd’hui, près de 48% des sportifs pratiquent le running en France, c’est-à-dire près d’une personne sur deux, et cette pratique se situe loin devant la danse, le cyclisme, la natation ou encore le fitness. En découle donc une augmentation de la fréquentation des distributeurs et équipementiers sportifs, des dépenses et du panier moyen pour ces activités, et selon le portail de l’Economie, de l’Action et des Comptes publics, les français déboursent en moyenne 253 euros par an pour des
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