plaquette ipsos champagne
DESCRIPTION
de lʼ’impact du design de la bouteille sur la perception du champagne Ipsos Les attributs La forme La teinte Le jable Les atouts secondaires Conclusion p2 p4 p6 p8 p10 p12 p14TRANSCRIPT
(WXGH�FRQVRPPDWHXUV�,3626�
de lʼ’
impa
ct d
u de
sign
de la
bou
teill
e su
r la
perc
eptio
n du
cha
mpa
gne
OD�ERXWHLOOH�GH
>(ULF�3OXYLQDJH��FRQVRPPDWHXU�GH�FKDPSDJQH��pWXGH�,3626�%61@
$ ILQ�G·DFFRPSDJQHU�VHVFOLHQWV�GDQV�O·pYROXWLRQ�GX�PDUFKp�GX��&KDPSDJQH��%61�*/$663$&.�D�ODQFp�XQH�JUDQGH�pWXGH�VXU�VD�FRQVRPPDWLRQ�HQ�)UDQFH�HW�HQ�
$QJOHWHUUH��(Q�FROODERUDWLRQ�DYHF�,SVRV���OH�VSpFLDOLVWH�PRQGLDO�GHV�pWXGHV��%61�*/$663$&.�
D�VpOHFWLRQQp�XQ�SDQHO�GH�FRQVRPPDWHXUV�UHSUpVHQWDWLIV�GHV�
PDUFKpV�IUDQoDLV�HW�DQJODLV��
/H��UpVXOWDW�"/HV�FRQVRPPDWHXUV�IUDQoDLVSHQVHQW�j�O·XQDQLPLWp�TXH�
OH��FKDPSDJQH�HVW�XQSURGXLW�IHVWLI ��TXL�VDOXH�
XQH�RFFDVLRQ���VDQV�JUDQGH�VXUSULVH�
&RQFOXVLRQ��SOXV�pWRQQDQWHSRXU�XQ�PDUFKp
FRQVLGpUp�FRPPHKDXWHPHQW�WUDGLWLRQQHO��LOV�VH�VRQW��DYpUpV�SOXV
RXYHUWV��TX·RQ�QHO·DWWHQGDLW�j�GHV�
ERXWHLOOHV�GLYHUVHVHW�YDULpHV«
DYHF�GHV�UpDFWLRQV��SDUIRLV�
LQDWWHQGXHV�VXU�FHUWDLQV��DWWULEXWV�GH��OD�
ERXWHLOOH«
j�GpFRXYULU�GH�WRXWH
XUJHQFH«���
OD�ERXWHLOOH�GH
IpsosLes attributs
La formeLa teinteLe jable
Les atouts secondairesConclusion
6RP
PDLUH
p2p4p6p8p10p12p14
�
/·pWXGH�TXH�%61�*/$663$&.�D�PHQp�HQ�FROODERUDWLRQ�DYHF� ,SVRV� MRXH�XQ� U{OH� VWUDWpJLTXH� FDU� HOOH� SHUPHW� GH� FRQQDvWUH� SUpFLVpPHQW� O·LPSDFW�GH� OD� ERXWHLOOH� VXU� OD� FRQVRPPDWLRQ�� $YHF� O·pWXGH� GpWDLOOpH� GH� FKDTXH�DWWULEXW�GH�OD�ERXWHLOOH�SRXU�FRPSUHQGUH�VRQ�HIIHW�VXU� OD�SHUFHSWLRQ�GX�FKDPSDJQH��
(Q� FRQQDLVVDQW� OHV� IDFWHXUV� GpFOHQFKDQW� GDQV� O·DFWH� G·DFKDW� G·XQH�ERXWHLOOH��OHV�pTXLSHV�GH�%61�*/$663$&.�DSSRUWHQW�j�OHXUV�FOLHQWV�XQH�H[SHUWLVH� XQLTXH� VXU� OH�PDUFKp�� &HW� DFFRPSDJQHPHQW� OHXU� SHUPHW� GH�IDLUH�PRQWHU�HQ�JDPPH�OHXUV�SURGXLWV��HW�G·DXJPHQWHU�OHXU�YDOHXU�3RXU�FRPSOpWHU��OH�SRVLWLRQQHPHQW�GX�FKDPSDJQH�GRLW�SDUDOOqOHPHQW�rWUH�DQDO\Vp� HQ� IRQFWLRQ� GH� VRQ� VWDWXW� HW� GH� VRQ� DSSHOODWLRQ�� /HV�PDUTXHV�DSSDUDLVVDQW�FRPPH�XQH�JDUDQWLH�GH�TXDOLWp�j�SDUW�HQWLqUH��FHWWH�pWXGHQH�SUHQG�SDV�HQ�FRPSWH�OHXU�SRVLWLRQQHPHQW�VXU�OH�PDUFKp�
Leader mondial des sociétés d’études par enquête.
Nombre d’employés : 3 466
Nombre d’implantations dans le monde : 35
Nombre de pays dans lesquels Ipsos effectue des études : 100
Nombre de clients à travers le monde : 4 500
Nombre d’interviews réalisées chaque année : 6 millions
� /·pWXGH�SHUPHW�GH�FRQQDvWUH�OH�FRQVRPPDWHXU�GH�IDoRQ�SUpFLVH���� DLQVL�TXH�O·LPSDFW�GH�OD�ERXWHLOOH�HW�GH�WRXV�VHV�DWWULEXWV�� (OOH�RIIUH�GH�YpULWDEOHV�SRVVLELOLWpV�G·pYROXWLRQ�HW�G·LQQRYDWLRQ�VXU��� O·RIIUH�HW�VXU�OHV�GLIIpUHQWV�SRVLWLRQQHPHQWV�DVVRFLpV�
�
� /·pWXGH�UpDOLVpH�FRQMRLQWHPHQW�DYHF�,SVRV�D�pWp�PHQpH�DXSUqV�GH��� FRQVRPPDWHXUV�RFFDVLRQQHOV�RX�UpJXOLHUV�kJpV�GH����j����DQV��� DLQVL�TXH�GH����j����DQV��DYHF�XQ�pFKDQWLOORQQDJH�UHSUpVHQWDWLI ��� GH�O·RIIUH�YHUULqUH�VXU�OH�PDUFKp�GX�FKDPSDJQH�
�
�
6L� OD� WHLQWH�YHUWH� LOOXVWUH� OD�FRXOHXU�GH� ERXWHLOOH� OD� SOXV� FODVVLTXH�� � OD�WHLQWH�FKrQH�V\PEROLVH�TXDQW�j�HOOH�XQ�FKDPSDJQH�GH�TXDOLWp��VXUWRXW�VL�HOOH� HVW� DVVRFLpH�j�XQH� IRUPH�KDXW�GH�JDPPH��/D�FRXOHXU�EODQFKH�WHQG�j� GpVWDELOLVHU� OH� FRQVRPPDWHXU��PrPH� VL� FHUWDLQV� DSSUpFLHQW� VRQ�F{Wp�OXPLQHX[��/D�IHXLOOH�PRUWH�GRQ�QH�XQH�LGpH�GH�UDUHWp��PDLV�UHQYRLH�DXVVL� j� GHV� OLTXLGHV� SOXV� IDPLOLHUV�
TXL�SHXYHQW�GpYDORULVHU�OH�SURGXLW���
�4XL� QH� FRQQDvW� SDV� O·LQWHPSRUHOOH�ERXWHLOOH�GH�FKDPSDJQH�YHUWH�")DFLOH� HW� UDVVXUDQWH�� VD� IRUPH� GH�EDVH� HVW� XQ� UHSqUH� LPPpGLDW� SRXU�OH� FRQVRPPDWHXU�� 7RXWHIRLV� FHWWH�IRUPH� QH� FRQVWLWXH� SDV� XQ� FDQRQ��4XDQG� OH� FKDPSDJQH� UHSUpVHQWH�XQ� OX[H�� OD� IRUPH� GH� OD� ERXWHLOOH�HVW�XQ�YHFWHXU�IRUW�TXL�SHUPHW�GH�OHGpFOLQHU�VHORQ�VD�QDWXUH������
/H� MDEOH� GURLW� MRXH� XQ� U{OH� WUqVLPSRUWDQW�DX[�\HX[�GX�FRQVRPPD�WHXU� FDU� LO� DVVRLW� OD� ERXWHLOOH� HW� OH�UDVVXUH�� 3OXV� LO� V·DUURQGLW�� SOXV� LO�SHXW�GpVWDELOLVHU�
/D� EDJXH� SHUPHW� GH� SHUVRQQDOLVHU�OD�ERXWHLOOH�HW�GH�YDORULVHU�OH�FKDP�SDJQH� TX·HOOH� FRQWLHQW�� /D� IRUPH�FRXURQQH� UHQYRLH� OH�FRQVRPPDWHXU�j�XQH�LGpH�GH�FODVVLFLVPH�DORUV�TXH�OD�FDUUpH�V·DYqUH�SOXV�PRGHUQH�
*pQpUDOHPHQW�UpDOLVpH�j�O·pSDXOH��OD�JUDYXUH� YDORULVH� OD� ERXWHLOOH� VL� HOOH�V\PEROLVH� XQH� UpIpUHQFH� WUqV� FRQ�QXH�HW� LPPpGLDWHPHQW�SHUFHSWLEOH��6L�OH�FRQVRPPDWHXU�QH�OD�UHFRQQDvW�SDV��OH�FRQWUDLUH�SHXW�rWUH�REVHUYp��(OOH�HVW�GRQF�GpOLFDWH�j�XWLOLVHU�
/HV� ERXWHLOOHV� SHXYHQW� UHYrWLUGLIIpUHQWV� DVSHFWV� FRPPH� OHVIRUPHV� WRUVDGpH� RX� YULOOpH� SRXU�PLHX[�VH�GLIIpUHQFLHU��
4X·HOOH� VRLW� WUqV� OpJqUH� RX� SUR�IRQGH�� OD� SLT�UH� SRVVqGH� XQ� U{OH�SUDWLTXH�SRXU�VHUYLU�OH�FKDPSDJQH�/H� FRQVRPPDWHXU� OXL� DWWULEXH�XQH� IRQFWLRQ� � G·XWLOLWp� � ORUV� � GH� ODPDQLSXODWLRQ�
-DFTXHV�����DQV��3KDUPDFLHQ��0DULp����HQIDQWV
&¶HVW�OD�WHPSpUDWXUH�TX¶DWWHLJQHQW�OHV�����PLOOLRQV�GH�WRQQHV�GH�YHUUH�DQQXHOOHV��HQ�IXVLRQ�GDQV�OHV�IRXUV�GH�%61�*/$663$&.��$�FH�QLYHDX�GH�WHPSpUDWXUH��OD�OXPLqUH�GpJDJpH�HVW�LQVRXWHQDEOH�j�O¶°LO�QX�
�����GHJUpV«
�
LA BAGUE
LE COL
LE CORPS
LA GRAVURE
LA PIQURE
LA TEINTE
LE JABLE
�
,VDEHOOH�����DQV��&DLVVLqUH��'LYRUFpH����HQIDQW�
6L�HOOH�UHVWH�XQH�YDOHXU�VXUH��OD�IRUPH�VWDQGDUG� UHQIHUPH� XQ� FKDPSDJQH�FODVVLTXH�� PDLV� SOXV� GLIILFLOHPHQW�XQ�KDXW�GH�JDPPH�TXL�PDUTXH�XQ�pYpQHPHQW� KRUV� GX� FRPPXQ� RX�XQ� SODLVLU� H[WUDRUGLQDLUH�� (OOH� HVW�GRQF� SHUoXH� FRPPH� XQH� ERXWHLOOH�G·HQWUpH�HW�GH�F±XU�GH�JDPPH�
$YHF�VHV�pSDXOHV�FDUUpHV�HW�VD�IRUPH�DUURQGLH��OD�IRUPH�6\PSKRQLH�GRQQH�XQH� LGpH� GH� IRUFH� HW� G·pTXLOLEUH�� j�DVVRUWLU�j�XQ�KDELOODJH�DGpTXDW�(OOH� UHSUpVHQWH� XQH� PRQWpH� HQ�JDPPH� ELHQYHQXH� GX� FKDPSDJQH�VDQV� DOOHU� MXVTX·DX� WUqV� KDXWGH�JDPPH�
&·HVW�FHOOH�TXL�IDLW�O·XQDQLPLWp�/H�FRO�WUqV�VHUUp�HW�DOORQJp�V·LQVFULW�GDQV�O·pOpJDQFH�HW�OD�IrWH�OX[XHXVH��FRQWUDVWDQW� DYHF� OD� EDVH� PDVVLYH�GX� MDEOH� GURLW�� TXL� FRQIqUH� j� OD�ERXWHLOOH� XQH� LGpH� GH� WHUURLU� HW�G·DXWKHQWLFLWp�
$YHF� VRQ� DOOXUH� ILqUH� HW� GRXFH�� HOOH�LQFDUQH� O·pOpJDQFH� VREUH� GDQV� OD�WUDGLWLRQ�� 5DIILQpH�� HOOH� SHUPHW� j�OD� ERXWHLOOH� GH� VH� GpPDUTXHU� WRXW�HQ� UHVWDQW� WUDGLWLRQQHOOH�� DYHF� XQH�FRQQRWDWLRQ� KDXW� GH� JDPPH� WUqV�SUpVHQWH�
$SUqV� ��K� GH� IXVLRQ� GX� YHUUH�� OHV� ODPHV� GpFRXSHQW� OD� FRXOpH� GRUpH�� LQLWLDQWSOXVLHXUV�FHQWDLQHV�GH�JRXWWHV�j� OD�PLQXWH�TXL�YRQW�GHYHQLU�DXWDQW�GH�ERXWHLOOHV�
/D�QDLVVDQFH«
�
6WDQGDUG 6\PSKRQLH
&RO�WUqV�ILQ eODQFpH
�
$QWRLQH�����DQV��eOHFWURQLFLHQ��0DULp����HQIDQWV
5DVVXUDQWH��HOOH�D�GRQQp�VRQ�QRP�j�XQH�FRXOHXU�FRQQXH�GH�WRXV��OH�YHUW�ERXWHLOOH��(OOH�YD�GH�SDLUH�DYHF�OHV�KDELWXGHV�GX�
FRQVRPPDWHXU�HW�V\PEROLVH�XQH�ERXWHLOOH�FODVVLTXH�
/D�WHLQWH�FKrQH�HVW�SRUWHXVH�GH�FDUDFWqUH�HW�GH�FKDOHXU��+DXW�GH�
JDPPH�DYHF�XQH�IRQFWLRQ�G·pFULQ��F·HVW�FHOOH�TXL�UpXVVLW�OH�PHLOOHXU�
FRQVHQVXV���LQQRYDWLRQ�VDQV�GpOLUH�HW�UHJLVWUH�GX�OX[H�
&RPSURPLV�HQWUH�OD�YHUWH�HW�OD�WUDQVSDUHQWH��OD�IHXLOOH�PRUWH�HVW�FRQVLGpUpH�FRPPH�SOXV�UDUH�HW�GRQF�SOXV�UDIILQpH�TXH�OD�YHUWH��PDLV�HOOH�IDLW�UpIpUHQFH�j�GHV�DVVRFLDWLRQV�GH�FRXOHXUV�SOXV�
IDPLOLqUHV�TXL�UHQYRLHQW�j�G·DXWUHV�PDUFKpV��FRPPH�FHOXL�GX�YLQ�
/D�ERXWHLOOH�WUDQVSDUHQWH�HVW�WUqV�FRQWUDGLFWRLUH���HOOH�UpJDOH�OHV�\HX[�DYDQW�OHV�SDSLOOHV�FDU�F·HVW�OD�FRXOHXU�GX�FKDPSDJQH�TXH�O·RQ�DSHUoRLW��PDLV�HOOH�KHXUWH�DXVVL�IRUWHPHQW�OHV�KDELWXGHV��/H�YHUUH�EODQF�HVW�j�OD�IRLV�©�FRPPXQ�ª�HQ�WDQW�TXH�PDWLqUH�HW�WUqV�RULJLQDO�SRXU�OH�FKDPSDJQH��,O�HVW�GRQF�GpOLFDW�j�HPSOR\HU�
6HORQ�OHV�WUDQFKHV�G·kJHV�GHV�FRQVRPPDWHXUV��OD�WHLQWH�EOHXH�UHSUpVHQWH�VRLW�OH�KDXW�GH�JDPPH��VRLW�OH�EDV�GH�JDPPH��,O�V·DJLW�GqV�ORUV�G·XQH�FRXOHXU�WUqV�VHJPHQWDQWH�j�pWXGLHU�DYHF�EHDXFRXS�GH�SUpFDXWLRQV�
8QH�IRLV�PRXOpHV��OHV�ERXWHLOOHV�UpYqOHQW�HQ¿Q�OHXU�FRXOHXU�Gp¿QLWLYH���YHUGLHV�SDU�OH�FKURPH��DPEUpHV�SDU�OH�IHU��RX�EOHXWpHV�SDU�OH�FREDOW�
'HV�WHLQWHV�j�OD�PDJLH��FRORUpH
�
%ODQFKH&KrQH
9HUWH)HXLOOH�PRUWH
��
�
6RSKLH�����DQV��(WXGLDQWH�HQ�DUFKLWHFWXUH��&pOLEDWDLUH
�
&¶HVW�OH�QRPEUH�GH�ERXWHLOOHV�TXH�IDEULTXHQW�OHV����XVLQHV�GH�SRLQWHGH�%61�*/$663$&.�HQ�(XURSH�FKDTXH�DQQpH��
�����PLOOLDUGV�GH�ERXWHLOOHV«
6L�OH�MDEOH�GURLW�VpGXLW�j�O·XQDQLPL�Wp��F·HVW�TX·LO�GRQQH�GH�O·DVVLVH�HW�GX�WHPSpUDPHQW�j�OD�ERXWHLOOH��6D�EDVH�PDVVLYH�O·DQFUH�GDQV�OH�WHUURLU�HW�V\PEROLVH�XQ�FKDPSDJQH�KDXW�GH�JDPPH�
/H�MDEOH�VWDQGDUG�Q·H[SULPH�ULHQ�GH�SDUWLFXOLHU�HW�UHVWH�QHXWUH�SRXU�OH�FRQVRPPDWHXU��,O�HVW�DVVRFLp�j�XQ�FKDPSDJQH�FODVVLTXH�SOXW{W�TX·j�GX�KDXW�GH�JDPPH�
/H�MDEOH�DUURQGL�SHXW�GpVWDELOLVHU�FHUWDLQV�FRQVRPPDWHXUV�HWSURYRTXH�OH�SOXV�VRXYHQW�XQH�UpWLFHQFH�GXH�j�OD�QRWLRQ�G·LQVpFX�ULWp�j�ODTXHOOH�LO�D�DORUV�WHQGDQFH�j�UHQYR\HU��
��
$UURQGL
6WDQGDUG
'URLW
��
&DFKpH�SDU�O·KDELOODJH�GX�FRO��OD�EDJXH�GH�OD�ERXWHLOOH�Q·HVW�SDV�XQ�pOpPHQW�GLVWLQFWLI �TXL�VH�UHPDUTXH�DX�SULPH�DERUG��,O�H[LVWH�SULQFLSD�OHPHQW�GHX[�IRUPHV�GH�EDJXHV���OD�FRXURQQH�HW�OD�FDUUpH��OD�SUHPLqUH�UHSUpVHQWDQW�OH�FODVVLFLVPH�HW�OD�GHX[LqPH��XQH�FHUWDLQH�PRGHUQLWp�
5HVWUHLQWH�j�XQ�U{OH�XWLOLWDLUH�SRXU�PDQLSXOHU�OD�ERXWHLOOH��OD�SLT�UH�GH�OD�ERXWHLOOH�GH�FKDPSDJQH�QH�MRXH�SDV�XQ�U{OH�SULPRUGLDO�HW�UHVWH�XQ�FRGH�VHFRQGDLUH�
�
/D�JUDYXUH�HVW�VXUWRXW�DSSUpFLpH�VL�HOOH�UHQYRLH�j�XQH�UpIpUHQFH�FRQQXH�
�
/HV�ERXWHLOOHV�SHXYHQW�UHYrWLUGLIIpUHQWV�DVSHFWV�FRPSOH[HVj�XWLOLVHU��HW�GRQF�j�pWXGLHU�DXFDV�SDU�FDV�
&RPSRVp� G¶pOpPHQWV� QDWXUHOV�� OH� YHUUH� HVW� OH� VHXO� PDWpULDX� j� SRXYRLULQWpJUHU�GDQV�VD�FRPSRVLWLRQ�MXVTX¶j������GH�PDWLqUH�UHF\FOpH��VDQV�FHVVH�HW�j�O¶LQ¿QL��
�����UHF\FOpH«
�
��
*UDYXUH
3LTXUH
%DJXH�FDUUpH%DJXH�FRXURQQH
/D�FRQFOXVLRQ�TXL�V·LPSRVH�j�OD�OHFWXUH�GH�FHWWH�pWXGH�HVW�VLPSOH�HW�XQDQLPH���OH�FKDPSDJQH��F·HVW�GX�FKDPSDJQH�,O� YDXW� SRXU� FH� TX·LO� UHSUpVHQWHHW�O·pYpQHPHQW�TX·LO�FUpH�
/H�FRQVRPPDWHXU�HVW�GDQVO·LPDJLQDLUH�TXH�OXL�JDUDQWLW�OD�PDUTXH�HW� OD� ERXWHLOOH� V·DYqUH� XQ� YHFWHXU� FOHI �GDQV�VD�PRWLYDWLRQ�G·DFKDW��
3RXU� OD� SUHPLqUH� IRLV� VXU� OH� PDUFKp�WUqV� WUDGLWLRQQHO� GX� FKDPSDJQH�� LO� HVW�SURXYp�TXH� OH�FRQVRPPDWHXU� UHVWH�HQ�DWWHQWH� GH� QRXYHOOHV� ERXWHLOOHV� SOXV�GLYHUVLILpHV��,O�H[LVWH�DXMRXUG·KXL�FODLUH�PHQW�GH�OD�SODFH�SRXU�G·DXWUHV�IRUPHV�
&·HVW�SRXUTXRL�OHV�pTXLSHV�GH�%61*/$663$&.�YRXV�SURSRVHQW�GH�YRXVDFFRPSDJQHU� GDQV� FHWWH� GpPDUFKH�G·LQQRYDWLRQ�
6HV� LQWHUYHQDQWV� VRQW� GH� YpULWDEOHV�H[SHUWV�TXL� YRXV�DSSRUWHQW�XQ�FRQVHLO�SRLQWX�j�GHX[�QLYHDX[��
XQH� H[SpULHQFH�PDWXUH� � GX�PpWLHU� GX�YHUUH��HW�XQH�FRQQDLVVDQFH�PpWLHU�KRUV�SDLU�GX�FKDPSDJQH�
/H� VDYRLU�YHUUH� GH� FHV� KRPPHV�HVW� DXMRXUG·KXL� UHFRQQX� SDU� WRXV�OHV� SURIHVVLRQQHOV� GX� PLOLHX��HW� PrPH� UpFRPSHQVp� SDU� GHVRVFDUV�FRPPH�FHOXL�GH�O·(PEDOODJH�
3RXU�PLHX[�YRXV�VHUYLU��QRV�pTXLSHVGH�VSpFLDOLVWHV�VH�WLHQQHQW�j�YRWUHGLVSRVLWLRQ���
��
�
'LUHFWLRQ�5pJLRQDOH�GHV�9HQWHV7pO����������������)D[�������������������UXH�$OEHUW�7KRPDV�%3�����������5HLPV�FHGH[
�
%XUHDX[�GH�5HLPV7pO����������������)D[�������������������UXH�$OEHUW�7KRPDV������5HLPV
�
%XUHDX[�G·(SHUQD\7pO����������������)D[���������������$OOpHV�GH�&XPLqUHV������(SHUQD\�&HGH[
/ $ � 6 ( ' 8 & 7 , 2 1 � � $ � / · ( 7 $ 7 � 3 8 5
/ $ � 6 ( ' 8 & 7 , 2 1 � � $ � / · ( 7 $ 7 � 3 8 5