{"id":10102,"date":"2021-10-13T06:00:00","date_gmt":"2021-10-13T10:00:00","guid":{"rendered":"http:\/\/e698f866-db9f-443b-93d6-ed19dc1089bc"},"modified":"2023-03-01T16:17:00","modified_gmt":"2023-03-01T21:17:00","slug":"59-les-lois-des-rp-et-du-marketing-regle-no-14-les-categories","status":"publish","type":"post","link":"https:\/\/natapr.com\/fr\/2021\/10\/13\/59-les-lois-des-rp-et-du-marketing-regle-no-14-les-categories\/","title":{"rendered":"59- Les lois des RP et du marketing \u2013 r\u00e8gle no 14 : les cat\u00e9gories"},"content":{"rendered":"<div class=\"powerpress_player\" id=\"powerpress_player_6628\"><!--[if lt IE 9]><script>document.createElement('audio');<\/script><![endif]-->\n<audio class=\"wp-audio-shortcode\" id=\"audio-10102-1\" preload=\"none\" style=\"width: 100%;\" controls=\"controls\"><source type=\"audio\/mpeg\" src=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/41697308\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2021-9-13%2Fe0d05a48-dd00-6f7c-546d-364e8a3e2ec4.mp3?_=1\" \/><a href=\"https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/41697308\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2021-9-13%2Fe0d05a48-dd00-6f7c-546d-364e8a3e2ec4.mp3\">https:\/\/anchor.fm\/s\/2b55e454\/podcast\/play\/41697308\/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2021-9-13%2Fe0d05a48-dd00-6f7c-546d-364e8a3e2ec4.mp3<\/a><\/audio><\/div><p>Vous avez peut-\u00eatre d\u00e9j\u00e0 entendu dire : \u00ab Si vous n\u2019\u00eates pas premier de votre cat\u00e9gorie, cr\u00e9ez-en une pour l\u2019\u00eatre. \u00bb<\/p>\n<p>Je trouve cette loi fascinante, car elle permet aux entrepreneurs cr\u00e9atifs de se faire une place au soleil m\u00eame dans des march\u00e9s que l\u2019on pourrait croire satur\u00e9s ou impossibles \u00e0 percer, surtout lorsque des g\u00e9ants nous donnent l\u2019impression d\u2019occuper tout le terrain.<\/p>\n<p>Pensez aux chaussures de sport, ces fameuses \u00ab baskets \u00bb qui semblent prendre place dans toutes les garde-robes du monde. Chaque grande marque de luxe a ses chaussures de sport griff\u00e9es; m\u00eame les plus \u00ab fashionistas des influenceuses \u00bb s\u2019y sont mises et les portent avec des robes et de jupes.<\/p>\n<p>Mais revenons \u00e0 notre loi des cat\u00e9gories, car je voulais porter \u00e0 votre attention la marque On Running qui a gagn\u00e9 des parts de march\u00e9 tr\u00e8s rapidement, justement en cr\u00e9ant sa propre cat\u00e9gorie.<\/p>\n<p>Fond\u00e9e en 2010 en Suisse, cette entreprise a r\u00e9ussi en quelques ann\u00e9es \u00e0 occuper plus de 40 % des parts de march\u00e9 des chaussures de course en Suisse et 10 % en Allemagne. Elle est en train de d\u00e9ployer ses ailes partout dans le monde. Pr\u00e9sente aujourd\u2019hui dans plus de 55 pays, la marque On Running compte plus de sept millions de coureurs.<\/p>\n<p>Comment une nouvelle marque de chaussures de course peut-elle se faire une place entre les g\u00e9ants Nike, Adidas, Reebok, New Balance de ce monde?<\/p>\n<p>En cr\u00e9ant justement sa propre cat\u00e9gorie o\u00f9 elle se retrouve en t\u00eate : fabriquer des chaussures de course qui donnent l\u2019impression de courir sur des nuages!<\/p>\n<p>La recette du succ\u00e8s :<\/p>\n<p>1 \u2013 Les fondateurs :<\/p>\n<p>&#8211; Un champion du monde de duathlon et vainqueur de nombreux <em>ironmans<\/em><\/p>\n<p>&#8211; Un ing\u00e9nieur suisse<\/p>\n<p>2- L\u2019ing\u00e9nierie au service de la course<\/p>\n<p>3- Des chaussures qui remportent des prix internationaux (ISPO BRAND NEW) \u2013 ISPO GOLD \u2013l\u2019un des prix les plus pris\u00e9s en mati\u00e8re d\u2019innovation<\/p>\n<p>4- Des relations publiques en continu :<\/p>\n<h2>On dans le <em>Wall Street Journal<\/em><\/h2>\n<p>Le <em>Wall Street Journal <\/em>pr\u00e9sente On comme une chaussure de course r\u00e9volutionnaire.<\/p>\n<p>5- D\u2019autres champions et des personnalit\u00e9s adoptent les chaussures<\/p>\n<p>Apr\u00e8s avoir remport\u00e9 des Oscars pour Birdman et Gravity, Emmanuel Chivo Lubezki a gagn\u00e9 son troisi\u00e8me Oscar cons\u00e9cutif pour son travail sur The Revenant. Lors de la s\u00e9ance photo des Oscars avec Variety, il porte ses chaussures pr\u00e9f\u00e9r\u00e9es : <a href=\"https:\/\/www.on-running.com\/products\/cloud-black-white-m\/\">des On Cloud<\/a>.<\/p>\n<p>6- Combiner RP et m\u00e9dias sociaux<\/p>\n<p>J\u2019esp\u00e8re que cet \u00e9pisode vous a plu et que cette pause RP\/marketing stimule votre cr\u00e9ativit\u00e9.<\/p>\n<p>Surtout, n\u2019h\u00e9sitez pas \u00e0 me joindre pour poursuivre la conversation!<\/p>\n<p><a href=\"https:\/\/calendly.com\/natapr\/15?month=2021-03&amp;date=2021-03-17\">Consultation gratuite<\/a><u>.<\/u><\/p>\n<p>Inscrivez-vous sur nos listes pour obtenir toute information pertinente : <a href=\"https:\/\/natapr.com\/\">www.natapr.com<\/a><u>.<\/u><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vous avez peut-\u00eatre d\u00e9j\u00e0 entendu dire : \u00ab Si vous n\u2019\u00eates pas premier de votre cat\u00e9gorie, cr\u00e9ez-en une pour l\u2019\u00eatre. \u00bb Je trouve cette loi fascinante, car elle permet aux entrepreneurs cr\u00e9atifs de se faire une place au soleil m\u00eame dans des march\u00e9s que l\u2019on pourrait croire satur\u00e9s ou impossibles \u00e0 percer, surtout lorsque des [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[126,1],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.8 - 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