Le co-branding Peugeot et Helite

Thèmes abordés

co-branding, Peugeot, Helite, scooter 3 roues, airbag gilet, Peugeot Scooters

Résumé du document

Après 3 ans de développement Peugeot se lance sur le marché du scooter 3 roues
Marché que Piaggio domine depuis 2006 (13000 exemplaires vendus en France en 2012).
Les ventes sont satisfaisantes (plus de 2000 scooters vendus en France depuis lancement au printemps 2013) mais plusieurs nouveaux entrants s'annoncent (Yamaha, Quadro).
Marché en plein développement (octobre 2013 = +56% vs octobre 2012)
En octobre 2013:
- ventes Piaggio MP3 (514 unités)
- ventes Metropolis (325 unités)

Extraits

[...] < number > Co-branding & MS IAS - Novembre 2013 http://www.ctairbag.com/media/catalog/product/cache/1/image/1f2613b9805da76af12089b5a5ea87f4/g/i/gilet-airbag-helite-airnest-jaune-fluo-face.jpgdata:image/jpeg;base64,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 http://cta-protection.com/wp-content/uploads/2013/02/logo_helite.pnghttp://www.lerepairedesmotards.com/img/actu/2012/nouveaute/nouveaute-2013-scooter-3roues-peugeot-metropolis_hd.jpg < number > Etat des lieux marché du scooter 3 roues < number > Etat des lieux marché de l'airbag gilet Spécialiste de la protection gonflable depuis 1975, se lance sur le marché innovant de l'airbag moto en 2009 Marché de la sécurité à fort potentiel mais motards pas convaincus : Cher (entre 300€ et 1000€), néglige les risques, pas esthétique Mauvaise image à cause de problème rencontrés chez certains concurrents connus (Bering / 2011) Quelques concurrents mais 1 seul grand nom: Bering (gilet automatique) Le client scooter ne recherche pas la sensation et la vitesse, est davantage préoccupé par l'aspect pratique et sécuritaire < number > http://cta-protection.com/wp-content/uploads/2013/02/logo_helite.png Analyse de la situation Peugeot et Hélite déjà partenaire mais aucune action commerciale (airbag pour pilote essai) < number > Diagnostic SWOT Peugeot Scooters Forces Faiblesses Produit de grande qualité, salué par la critique Situation financière du groupe PSA Soutien d'un grand Groupe: PSA Prix élevé pour un outsider Réseau de distribution fortement développé Peu de publicité Moyens importants savoir-faire, ) Modèle unique finition/ 1 motorisation) Opportunités Menaces Lobbying sécurité routière et associations Législation Lobbying assureur Plusieurs nouveaux entrants Nombre de place de stationnement en ville Forte visibilité et implantation du leader Piaggio Marché en plein essor Voitures low-cost (plus de polyvalence) Traffic importants dans les grandes villes Freins à l'achat divers et variés (entourage, sécurité, conditions météo, polyvalence) < number > Conclusion diagnostic SWOT Plusieurs freins à l'achat importants existent: Sécurité Conditions météorologiques Manque de polyvalence (nb de passagers, rangements) Entourage Produit Metropolis très réussi mais tarif élevé pour un outsider La législation semble évoluer en faveur du marché < number > Diagnostic SWOT Helite Forces Faiblesses Savoir-faire important (crée en 1975), auparavant sur l'aéronautique (deltaplane) Le motard a peu le reflexe de l'airbag gilet, il aime la vitesse et la sensation, il faut sensibiliser pour changer les mentalités Positionnement tarifaire Visibilité insuffisante: présent sur tout le territoire mais seulement 1 point de vente Paris ou à Bordeaux Critiques positives des spécialistes Bénéficie d'une clientèle captive et bien financée (Michelin, Alstom, Siemens) Helite n°1 de l'airbag B to B Opportunités Menaces La législation (EN1621-4) à venir semble favorable 8 acteurs sur le marché: sans visibilité difficile de percer Le CNSR envisage d'imposer l'usage de l'airbag gilet: explosion du marché Partenariat Bering/Assurance AMV: remboursement du gilet en cas d'accident < number > http://cta-protection.com/wp-content/uploads/2013/02/logo_helite.png Conclusion diagnostic SWOT Helite dispose d'un savoir-faire certain, reconnu par la critique et par les professionnels, mais manque clairement de visibilité face à Bering De nombreux concurrents sont présents sur le marché, seuls quelques un réussiront à survivre, il faut donc se différencier et s'assurer d'un large réseau de distribution La législation et les assureurs encouragent le marché et devraient contribuer à le faire croitre dans les années à venir < number > http://cta-protection.com/wp-content/uploads/2013/02/logo_helite.png Intérêt du Co-branding de part de marché soit 4000 scooters / an Source : Olivier Ciamelli – directeur commercial France Peugeot Scooter Pour notre co-branding : Accélérer la phase de lancement et de diffusion du Métropolis Relancer les ventes en agissant sur les freins à l'achat Associer le Métropolis à une image de sécurité Améliorer le réseau de distribution (concessions Peugeot) Démocratiser et faire connaitre le produit Partenariat 100% Français, en phase avec les préoccupations du marché, en phase avec la stratégie globale PSA (labeliser un maximum de véhicules « Origine France Garantie ») < number > http://cta-protection.com/wp-content/uploads/2013/02/logo_helite.png Mix Marketing Produit: Série limitée à 2000 exemplaires « Métropolis by Helite » Gilet avec large panel de choix de couleurs et de motifs Prix: Prix identique (8899€) mais gilet airbag compris Distribution: Tous les points de ventes Peugeot Scooters Communication: Cible Cadres urbain Cible Femmes Campagnes de publicité dans la presse féminine, dans la presse économique et managériale Spot TV associant Metropolis/Paris by night qui se conclue par l'offre du moment < number > Stratégie marketing Positionnement: Image de robustesse et fiabilité Positionnement « premium » luxe à la française Image d'une marque qui fait de la sécurité son leitmotiv: fondamental sur un segment de marché où cela constitue un fort frein à l'achat < number > Plan de marketing opérationnel Conclusion de l'analyse Le design du Metropolis étant jusque là bien accueilli par le marché, il s'agit désormais de développer une communication typique du segment premium dans automobile. [...]

[...] Il faut s'appuyer sur les qualités intrinsèques du produit et les valoriser via une communication. [...]