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19
FUNDAMENTALS
Communications in line with the times
Communications are a decisive vector for the Group when it
comes to supporting our positions and boosting our business activity.
They must also contend with a rapidly changing environment. In fact,
consumer habits are changing and the internet has become an essential tool,
as well as a sphere of influence for consumers, throughout the product
purchasing process.
From now on, the Group will be adopting a 360° approach in its communications
strategy, involving not only traditional mass media such as TV, press
and radio, but also new media such as the internet. The alignment of the
various components in a campaign (press relations, packaging, digital, video
content, TV ads, POS etc.) is becoming vital in order to ensure the success
of a launch. In 2012, Cookeo benefited from a "drive to web" approach,
a marketing technique inviting TV viewers watching an advert to visit the
product's website. Another example is the Freemove iron. Thanks to a
customisable viral video, the Group created a "buzz" around the product
on the internet, which was then followed up at points of sale with special
promotional campaigns.
1953
The "Super Cocotte"
and its recipe book
2012
Clipso Chrono and
its mobile app
Investments
in marketing and
advertising: eur 277 million