{"id":1130,"date":"2026-05-27T11:43:35","date_gmt":"2026-05-27T09:43:35","guid":{"rendered":"https:\/\/techdeco-tarbes.fr\/2025\/BROUSSE-BADIOU\/?p=1130"},"modified":"2026-05-27T15:56:31","modified_gmt":"2026-05-27T13:56:31","slug":"sae-marketing-creation-questionnaire","status":"publish","type":"post","link":"https:\/\/techdeco-tarbes.fr\/2025\/BROUSSE-BADIOU\/sae-marketing-creation-questionnaire\/","title":{"rendered":"SAE MARKETING CR\u00c9ATION QUESTIONNAIRE"},"content":{"rendered":"\t\t
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Analyse sectorielle & Comportement du consommateur (Le Caf\u00e9)\n<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\n\t\t\t\t\t\t\tConception d'une enqu\u00eate quantitative :\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h4>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\t Co-cr\u00e9ation et structuration d'un questionnaire d'\u00e9tude de march\u00e9 administr\u00e9 aupr\u00e8s d'une population m\u00e8re de 420 r\u00e9pondants, en s'appuyant sur la th\u00e9orie du comportement planifi\u00e9 d'Icek Ajzen.\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\u00c9chantillonnage et administration : \t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h4>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\tD\u00e9ploiement d'une strat\u00e9gie de collecte de donn\u00e9es mixte combinant la m\u00e9thode des quotas par tranches d'\u00e2ge et l'\u00e9chantillonnage de convenance, via des enqu\u00eates en face-\u00e0-face et des campagnes d'auto-administration en ligne.\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\t\t\t\t\n\t\t\t\t\t\t\tTraitement et analyse statistique de donn\u00e9es : \t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h4>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\tR\u00e9alisation de tris \u00e0 plat et de tris crois\u00e9s complexes (analyses de p-value, tests du Khi-deux et coefficients de Fisher) pour mesurer les corr\u00e9lations entre les variables sociod\u00e9mographiques (sexe, \u00e2ge, CSP, revenus) et les crit\u00e8res d'achat (notori\u00e9t\u00e9 de marque, prix, go\u00fbt, impact des labels \u00e9co-responsables).\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\n\t\t\t\t\t\t\tItems de signal\u00e9tique et segmentation : \t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h4>\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t

\n\t\t\t\t\t\t\u00c9laboration de crit\u00e8res de cat\u00e9gorisation via des revues de litt\u00e9rature, des entretiens qualitatifs pr\u00e9paratoires et des tests pilotes pour valider la compr\u00e9hension et la pertinence des modalit\u00e9s de r\u00e9ponse.\t\t\t\t\t<\/p>\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\t\t\t\t\n\t\t\t\t\t\t\tStrat\u00e9gie d'Extension de Marque (Nespresso Infusions Bio)\t\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/h3>\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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  • Audit et diagnostic de marque :<\/b> Analyse approfondie de l\u2019identit\u00e9 visuelle, de la plateforme de marque et de l’id\u00e9ologie de Nespresso (Nestl\u00e9 Nespresso S.A.), incluant la mod\u00e9lisation d\u2019une carte perceptuelle de positionnement face \u00e0 la concurrence<\/span>.<\/span><\/p>

    \u00a0<\/div><\/div><\/li>

  • \u00c9tude d’opportunit\u00e9 et ciblage :<\/b> Identification d’un march\u00e9 de diversification porteur bas\u00e9 sur les tendances de consommation des moins de 35 ans et les enjeux de la Responsabilit\u00e9 Soci\u00e9tale des Entreprises (RSE), d\u00e9bouchant sur la pr\u00e9conisation strat\u00e9gique de la gamme \u00ab Nespresso Infusions Bio \u00bb<\/span>.<\/span><\/p><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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    \u00c9laboration du Marketing-Mix (4P) :<\/b><\/p>

    • Produit :<\/i> D\u00e9finition des caract\u00e9ristiques d’une gamme de capsules de tisanes biologiques, compostables et biod\u00e9gradables<\/span>.<\/span><\/p>

      \u00a0<\/div><\/div>

      \u00a0<\/p><\/li>

    • Prix :<\/i> Mod\u00e9lisation financi\u00e8re d’une strat\u00e9gie d’\u00e9cr\u00e9mage (prix optimal entre 8\u20ac et 10\u20ac par bo\u00eete) pour pr\u00e9server l’image premium, en int\u00e9grant un objectif de marge brute de 50% \u00e0 60% et une marge nette de 20% \u00e0 25%<\/span>.<\/span><\/p>

      \u00a0<\/div><\/div>

      \u00a0<\/p><\/li>

    • Distribution :<\/i> Planification d’une strat\u00e9gie de distribution s\u00e9lective et multi-canal (boutiques physiques exclusives, plateforme e-commerce et d\u00e9taillants bio haut de gamme)<\/span>.<\/span><\/p>

      \u00a0<\/div><\/div>

      \u00a0<\/p><\/li>

    • Communication :<\/i> Structuration d’un plan m\u00e9dia \u00e0 360\u00b0 mixant campagnes traditionnelles (TV, presse), marketing d’influence (experts en bien-\u00eatre), social media et marketing exp\u00e9rientiel (d\u00e9gustations en magasin)<\/span>.<\/span><\/p>

      \u00a0<\/div><\/div><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

      Analyse sectorielle & Comportement du consommateur (Le Caf\u00e9) Conception d’une enqu\u00eate quantitative : Co-cr\u00e9ation et structuration d’un questionnaire d’\u00e9tude de march\u00e9 administr\u00e9 aupr\u00e8s d’une population m\u00e8re de 420 r\u00e9pondants, en s’appuyant sur la th\u00e9orie du comportement planifi\u00e9 d’Icek Ajzen. \u00c9chantillonnage et administration : D\u00e9ploiement d’une strat\u00e9gie de collecte de donn\u00e9es mixte combinant la m\u00e9thode des quotas par tranches d’\u00e2ge et l’\u00e9chantillonnage de convenance, via des enqu\u00eates en face-\u00e0-face et des campagnes d’auto-administration en ligne. Traitement et analyse statistique de donn\u00e9es : R\u00e9alisation de tris \u00e0 plat et de tris crois\u00e9s complexes (analyses de p-value, tests du Khi-deux et coefficients de Fisher) pour mesurer les corr\u00e9lations entre les variables sociod\u00e9mographiques (sexe, \u00e2ge, CSP, revenus) et les crit\u00e8res d’achat (notori\u00e9t\u00e9 de marque, prix, go\u00fbt, impact des labels \u00e9co-responsables). Items de signal\u00e9tique et segmentation : \u00c9laboration de crit\u00e8res de cat\u00e9gorisation via des revues de litt\u00e9rature, des entretiens qualitatifs pr\u00e9paratoires et des tests pilotes pour valider la compr\u00e9hension et la pertinence des modalit\u00e9s de r\u00e9ponse. Strat\u00e9gie d’Extension de Marque (Nespresso Infusions Bio) Audit et diagnostic de marque : Analyse approfondie de l\u2019identit\u00e9 visuelle, de la plateforme de marque et de l’id\u00e9ologie de Nespresso (Nestl\u00e9 Nespresso S.A.), incluant la mod\u00e9lisation d\u2019une carte perceptuelle de positionnement face \u00e0 la concurrence. \u00a0 \u00c9tude d’opportunit\u00e9 et ciblage : Identification d’un march\u00e9 de diversification porteur bas\u00e9 sur les tendances de consommation des moins de 35 ans et les enjeux de la Responsabilit\u00e9 Soci\u00e9tale des Entreprises (RSE), d\u00e9bouchant sur la pr\u00e9conisation strat\u00e9gique de la gamme \u00ab Nespresso Infusions Bio \u00bb. \u00c9laboration du Marketing-Mix (4P) : Produit : D\u00e9finition des caract\u00e9ristiques d’une gamme de capsules de tisanes biologiques, compostables et biod\u00e9gradables. \u00a0 \u00a0 Prix : Mod\u00e9lisation financi\u00e8re d’une strat\u00e9gie d’\u00e9cr\u00e9mage (prix optimal entre 8\u20ac et 10\u20ac par bo\u00eete) pour pr\u00e9server l’image premium, en int\u00e9grant un objectif de marge brute de 50% \u00e0 60% et une marge nette de 20% \u00e0 25%. \u00a0 \u00a0 Distribution : Planification d’une strat\u00e9gie de distribution s\u00e9lective et multi-canal (boutiques physiques exclusives, plateforme e-commerce et d\u00e9taillants bio haut de gamme). \u00a0 \u00a0 Communication : Structuration d’un plan m\u00e9dia \u00e0 360\u00b0 mixant campagnes traditionnelles (TV, presse), marketing d’influence (experts en bien-\u00eatre), social media et marketing exp\u00e9rientiel (d\u00e9gustations en magasin). \u00a0<\/p>\n","protected":false},"author":1,"featured_media":1322,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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