{"id":2006,"date":"2013-10-22T12:39:21","date_gmt":"2013-10-22T16:39:21","guid":{"rendered":"http:\/\/www.acaweb.ca\/fr\/2017\/linnovation-selon-ab-inbev\/"},"modified":"2017-10-25T16:32:42","modified_gmt":"2017-10-25T20:32:42","slug":"linnovation-selon-ab-inbev","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/fr\/2013\/linnovation-selon-ab-inbev\/","title":{"rendered":"L\u2019innovation selon AB inBev"},"content":{"rendered":"

Par Jorn Socquet, vice-pr\u00e9sident, Marketing, AB inBev<\/a><\/em><\/strong><\/p>\n

\"Jorn
Jorn Socquet<\/strong><\/figcaption><\/figure>\n

Innover, c\u2019est facile.<\/p>\n

\u00c7a peut para\u00eetre contradictoire, mais \u00e0 AB inBev, le fait d\u2019avoir plac\u00e9 au centre de nos pr\u00e9occupations la mise en \u0153uvre d\u2019une v\u00e9ritable culture d\u2019entrepreneuriat, de travail acharn\u00e9 et de priorisation du consommateur cr\u00e9e un terreau propice \u00e0 l\u2019implantation d\u2019\u00e9quipes. Nous formons ainsi des \u00e9quipes qui osent innover et remettre en question l\u2019ordre \u00e9tabli afin de nous permettre d\u2019acqu\u00e9rir un avantage concurrentiel durable. Cet \u00e9tat d\u2019esprit nous permet de concr\u00e9tiser les expressions \u00e0 la mode et les th\u00e9ories de l\u2019innovation d\u2019une mani\u00e8re contagieuse et qui nous motive \u00e0 nous d\u00e9passer constamment. Sans cette culture, l\u2019innovation est impossible.<\/p>\n

Le deuxi\u00e8me ingr\u00e9dient de notre recette, c\u2019est l\u2019\u00e9quipe. L\u00e0, il faut commencer au sommet de la pyramide. Afin de tirer le maximum des conditions propices cr\u00e9\u00e9es par notre \u00e9tat d\u2019esprit, nos dirigeants doivent constamment mettre tous les membres de l\u2019organisation au d\u00e9fi de voir grand. Ceci peut \u00eatre difficile \u00e0 vivre, surtout pour les plus jeunes d\u2019entre nous qui sont d\u2019ordinaire moins enclins \u00e0 prendre des risques. Leur faire exp\u00e9rimenter le pouvoir du risque \u2013 mais en m\u00eame temps \u2013 leur enseigner comment encaisser l\u2019\u00e9chec est fondamental pour toute organisation voulant devenir innovatrice.
\nUne fois cette culture et cet \u00e9tat d\u2019esprit bien implant\u00e9s, l\u2019entreprise est au point de d\u00e9part id\u00e9al pour aborder dans sa globalit\u00e9 l\u2019innovation centr\u00e9e sur le consommateur. Le consommateur d\u2019aujourd\u2019hui est en mouvement perp\u00e9tuel. Il faut donc agir rapidement pour \u00eatre en mesure de le suivre, et d\u00e9passer la simple cr\u00e9ation de nouveau produit pour capter son attention. Votre entreprise doit se demander comment elle peut int\u00e9grer d\u00e8s le Jour 1 du cycle de l\u2019innovation le fait de r\u00e9pondre aux besoins du consommateur. Comment pourra-t-il d\u00e9couvrir votre produit? Comment cr\u00e9er l\u2019exp\u00e9rience-client parfaite? De quoi aura l\u2019air le processus d\u2019achat? Et ainsi de suite. En toute honn\u00eatet\u00e9, aujourd\u2019hui, le concept de campagne int\u00e9gr\u00e9e \u00e0 360\u00b0 est d\u00e9pass\u00e9. L\u2019annonceur qui ne pense pas plus loin que cela, qui ne vise pas 365\u00b0, risque d\u2019\u00eatre laiss\u00e9 pour compte.<\/p>\n

Chez Labatt, c\u2019est exactement ce que nous avons pu cr\u00e9er : une culture fertile qui encourage les gens \u00e0 sortir des sentiers battus et \u00e0 penser globalement lorsqu\u2019ils m\u00e8nent des projets innovants. L\u2019un des nombreux exemples des perc\u00e9es favoris\u00e9es par notre \u00e9tat d\u2019esprit est la \u00ab Lumi\u00e8re rouge Budweiser \u00bb. Nous avons abord\u00e9 ce projet en d\u00e9finissant comment Budweiser pouvait changer la vie quotidienne du consommateur. Nous avons d\u00e9crit comment ce changement pourrait s\u2019appliquer \u00e0 sa passion du hockey. La solution : des lumi\u00e8res de but synchronis\u00e9es avec le d\u00e9roulement de la partie. Cr\u00e9er des lumi\u00e8res qui s\u2019allument automatiquement lorsque son \u00e9quipe pr\u00e9f\u00e9r\u00e9e compte un but a \u00e9t\u00e9 un r\u00eave qui a pris un an \u00e0 devenir r\u00e9alit\u00e9 et qui a n\u00e9cessit\u00e9 l\u2019apport de partenaires du monde entier.
\nPosez-vous la question. Si un chef de produit vous proposait une telle id\u00e9e, l\u2019accepteriez-vous? Votre entreprise lui donnerait-elle la libert\u00e9 et les moyens de la r\u00e9aliser? Une innovation technologique peut-elle vraiment faire vendre plus de bi\u00e8re, plus de savon ou plus de d\u00e9sodorisant? Je suis persuad\u00e9 que pas la moiti\u00e9 des dirigeants marketing du monde seraient pr\u00eats \u00e0 courir le risque.<\/p>\n

En r\u00e9trospective, nous avons pris la meilleure d\u00e9cision possible. La conversation que nous avons amorc\u00e9e avec notre client\u00e8le a \u00e9t\u00e9 tellement profitable que la Budweiser est devenue la marque num\u00e9ro un selon de nombreux indicateurs de sant\u00e9 des marques et de parts de march\u00e9 au Canada. Il y a plus : comme je le disais plus haut, le succ\u00e8s est contagieux. La \u00ab Lumi\u00e8re rouge Budweiser \u00bb a suscit\u00e9 dans nos services marketing un sentiment de confiance et une passion qui auront un effet d\u2019entra\u00eenement et permettront d\u2019autres perc\u00e9es semblables. La concurrence n\u2019a qu\u2019\u00e0 bien se tenir!<\/p>\n","protected":false},"excerpt":{"rendered":"

Par Jorn Socquet, vice-pr\u00e9sident, Marketing, AB inBev Innover, c\u2019est facile. \u00c7a peut para\u00eetre contradictoire, mais \u00e0 AB inBev, le fait d\u2019avoir plac\u00e9 au centre de nos pr\u00e9occupations la mise en \u0153uvre d\u2019une v\u00e9ritable culture d\u2019entrepreneuriat, de travail acharn\u00e9 et de priorisation du consommateur cr\u00e9e un terreau propice \u00e0 l\u2019implantation d\u2019\u00e9quipes. Nous formons ainsi des \u00e9quipes […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[172],"tags":[168,31,33,89,169,170,171],"acf":[],"yoast_head":"\nL\u2019innovation selon AB inBev - Association canadienne des annonceurs<\/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:\/\/acaweb.ca\/fr\/2013\/linnovation-selon-ab-inbev\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u2019innovation selon AB inBev - Association canadienne des annonceurs\" \/>\n<meta property=\"og:description\" content=\"Par Jorn Socquet, vice-pr\u00e9sident, Marketing, AB inBev Innover, c\u2019est facile. \u00c7a peut para\u00eetre contradictoire, mais \u00e0 AB inBev, le fait d\u2019avoir plac\u00e9 au centre de nos pr\u00e9occupations la mise en \u0153uvre d\u2019une v\u00e9ritable culture d\u2019entrepreneuriat, de travail acharn\u00e9 et de priorisation du consommateur cr\u00e9e un terreau propice \u00e0 l\u2019implantation d\u2019\u00e9quipes. 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