Marketing communication of Auchan

Résumé du document

600 supermarkets, 300 hypermarkets and not less than 160,000 employees, is a brief summary of the winners of Auchan in the French market. This family business has been part of the French economy for over 40 years. This longevity can be explained by a sense of innovation and a constant attention of client expectations. This succes did not remain confined to the borders of France but was able to be exported to neighboring countries. Indeed, Auchan is present in 14 countries and has therefore grown to become a world leader in terms of retail. In order to succeed, Auchan is based in three main areas of internal communication, the sharing of power, knowledge and assets. The power-sharing encourages personal initiative and taking responsibility through a relationship of trust and active participation of all. However, to what extent can we say Auchan has developed a unique strategy when compared to its competitors? One of the answers is in the communication strategy.

Extraits

[...] First, there was the opening of the first service station supermarket. Then, Auchan is also the pioneer of the wine fair and the location of shopping centers around the hypermarkets. us live better, live cheaper” Finally, the last objective of the communication product of Auchan is to communicate the fact to provide customers with cheap products, carefully selected. This objective enables it to reposition itself by transmitting values such as safety and quality products ( food safety). For this purpose, she refuses to market products with pornographic or violent in order to comply with codes of ethics of the company. [...]

[...] We must constantly remind them that the collective performance is based on the performance of each. Most companies are at the origin family businesses. This structure is also the most widespread. Even when they grow and reach a very significant size, they retain certain unique characteristics, and in particular the presence of the founding family in the management. That is why the falily business values, codes, modes of operation and strategic horizon are very different from those companies owned by foreign shareholders. [...]

[...] This is mainly to communicate with organizations that have an influence on the functioning of the company. It is therefore in contact with banks, to recruit people and also with foreign companies. Alliances and paternships It is good to focus communication on alliances and partnerships of the company. It is, indeed, essential to be known beyond its own borders. Firstly, to create links with foreign companies Auchan communicate about its economic health and its values. Then, when the alliance or partnership is established, the Auchan group communicate abroad by putting forward the expertise Auchan. [...]

[...] What benefits have then a company like Auchan on others? What are values? What impact we can notice on marketing campaign? Since the creation, the ratailer Auchan is controlled by Mulliez Family. So, they communicate internally on family values of the company. Thus Gerard Mulliez created his "business" by exploiting the fundamental values of family and by perpetuating. The inherited values of his family are from a social Catholicism, what are these "core" which, according G2M forge the spirit of family and the foundation of the family. [...]

[...] Sponsorship Among institutional communication, there are also a communication centered around the image of the company. Become known in recent places and convey a positive image is, in fact, essential to expect benefits in terms of turnover. The targets here are the customers of supermarkets and hypermarkets, but also the entire family. To convey a positive image, Auchan has funded college in the town of Fontenay-sous-Bois, near Paris, where he established the early 1970s. The financing of a college is, indeed, a good way to get a good image. [...]