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Le Marché de l’Oncle HANSI : Comment développer la marque-étendard de l’Alsace ?

Author

Listed:
  • Christine Kratz

    (ICN Business School, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

Créée en 2012, la marque-ombrelle « Le Marché de l'Oncle Hansi » rassemble 24 entreprises de l'agro-alimentaire alsacien, des secteurs de l'édition et des arts de la table. Son créateur, Steve Risch, s'est appuyé sur l'imagerie traditionnelle de Hansi pour proposer une offre de produits typiques, mettant en avant le savoir-faire et le patrimoine alsaciens. Steve Risch a de grandes ambitions pour l'entreprise et il réfléchit actuellement aux axes de développement possibles, tout en tenant compte et en préservant le positionnement différenciant de la marque-étendard. En particulier, le dirigeant a identifié 3 pistes : l'extension de l'offre ; la communication (traditionnelle et digitale) ; le réseau (distribution : nationale vs. internationale, site on-line).

Suggested Citation

  • Christine Kratz, 2015. "Le Marché de l’Oncle HANSI : Comment développer la marque-étendard de l’Alsace ?," Post-Print hal-01507992, HAL.
  • Handle: RePEc:hal:journl:hal-01507992
    as

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