MÉMOIRE DE FIN D'ÉTUDES
MÉMOIRE DE FIN D'ÉTUDES LES STRATEGIES DE COMMUNICATION DES ENTREPRISES À TRAVERS LE PARRAINAGE SPORTIF : ENTRE IMAGE ET VALEUR Arthur HADADE – Saad IGGUIZ – Maher SELLAM
16 Septembre 2013 Tuteur : Dr Michel POLSKI Grenoble Ecole de Management
Page i
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Sommaire ................................................................. .............................. ..................................................................... ................................................................... ................................................................... ..................................
Introduction ...................... ............................................. .............................................. ............................................. ........................ .. 1 Contexte ......................................................................................................... ......................................................................................................... 2 Intérêt du sujet........................................................... ................................................................................................. ...................................... 3 Problématique .................................................................................................. .................................................................................................. 4 Questions de recherche ....................................................................................... ....................................................................................... 4 Objectifs de recherche ............................................................ ........................................................................................ ............................ 4 Annonce du plan.......................................................... ................................................................................................ ...................................... 4
1. Revue de littérature ................... ........................................... .............................................. ................................... ............. 5 1.1 Les différents types de parrainages sportifs (natures, cibles, objectifs) .......................... 6 ................................................................................................................... .................................................................... ...............................................10 1.2 Les mécanismes d'association d'image par le parrainage ...........................................11 1.3 Image de marque : définition et mécanismes de d e fonctionnement ................................12 1.4 Valeurs éthiques d'une entreprise : définitions et mécanismes de fonctionnement ............13 1.5 Le débat sur les valeurs éthiques du sport............................................................14 1.6 Le sponsoring responsable : points communs et différences avec le sponsoring d'image ......16
2. Étude terrain.......................... terrain................................................. ............................................. ...................................... ................ 18 2.1 Méthodologie .............................................................................................. ..............................................................................................19 2.1.1 Description de la démarche globale............................................................ .............................................................. ..19 2.1.2 Méthodologie de l'étude de cas ................................................................... ...................................................................20 2.1.3 Méthodologie des entretiens avec les professionnels ......................................... 21 2.1.4 Méthodologie des entretiens avec les consommateurs ........................................24 2.2 Les modes opératoires des sponsorings d'image et valeur ..........................................27 2.2.1 Les valeurs de chaque entreprise............................................................... ................................................................. ..28 2.2.2 Les objectifs de communication et l'image recherchée à travers chaque stratégie de sponsoring ............................................................. ................................................................................................... ......................................30 2.2.3 Les caractéristiques caractéristiques de l'entité sponsorisée .................................................... 31 2.2.4 Les valeurs et l'image de marque de l'entité sponsorisée.....................................35 2.2.5 Les moyens consacrés et les activations marketing relatives à chaque stratégie .........36 2.2.6 Indicateurs de performance ....................................................................... ....................................................................... 42
3. Conclusion ..................... ............................................ .............................................. ............................................. ........................ 44 3.1 Recommandations managériales : facteurs-clés de succès s uccès (FCS) tirés de l'étude de cas ......45 3.1.1 FCS de chaque cas ........................................................ ................................................................................... ...........................45 3.1.2 Tentative de généralisation ....................................................................... .......................................................................49 3.2 Recommandations Reco mmandations managériales : leçons tirées des entretiens ...................................51
Bibliographie ..................... ............................................ .............................................. ............................................. ........................ 52
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Introduction
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Contexte Communiquer sur son image et/ou ses valeurs grâce aux stratégies de sponsoring sportif. Tel est le sujet de ce grand mémoire que nous avons choisi et nous vous détaillerons son contexte dans cette partie. Mais avant tout, nous tenons à rappeler que la « l oi Toubon » préconise l’utilisation du mot « parrainage » au lieu de « sponsoring ». Cependant, nous allons utiliser les deux termes afin de faciliter la compréhension compréhension de certaines parties. Pour vous expliquer le contexte du sujet, nous avons choisi de nous concentrer l’organisation d’ d ’événements sportifs afin de donner un seul exemple approfondi apportant une explication complète : Les organisateurs d’événements sportifs montrent une image à leur environnement. environnement. Cette image provient d'une variété de facettes : les connotations du sport, les personnalités de ses représentants principaux, son système de récompenses, etc. Le Sport englobe une gamme riche de valeurs et des symboles. Tous ces aspects peuvent être exprimés dans l'image. De nos jours Les entreprises se préoccupent de plus en plus de leur image, et s’associent à l’organisation d’événements sportifs : On peut donc reconnaitre que l’image à le pouvoir d’influencer le comportement de toutes les parties concernées par l’organisation de ces événements (les membres de l’organisation, les spectateurs, les journalistes, les sponsors, etc). En effet, certaines personnes considèrent que l’image a le potentiel d’impacter le comportement du consommate ur ce qui peut mener à changer les valeurs intrinsèque de l’entreprise. Selon Aeker, ces derniers font partis des actifs de la marque en plus du nom et du symbole, qui s’ajoutent à la valeur créée par le produit ou le service de l’entreprise. Il serait donc possible de considérer l’organisation d’un évènement sportif comme une « marque ». Certains événements peuvent même concurrencer les stratégies marketing des plus grandes entreprises. Par exemple, la campagne de communication de la CIO (Comité internatio nale olympique) a été élaborée pour renforcer les valeurs historiques des olympiades comme l’amitié, l’unité, la solidarité, l’universalité. En effet, ce sont ces valeurs -là qui attirent les sponsors qui veulent y associer leur image de marque. C’est pour cela que la CIO est un bon exemple de l’efficacité de la communication marketing intégrée basé sur un événement sportif reconnu mondialement par ses valeurs universelles. D’un point de vu général, le plus important pour une entreprise est bien identifier ses valeurs intrinsèques et les éléments de son image de marque qui peuvent potentiellement impacter le comportement du consommateur afin d’atteindre un but précis.
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contrôle total, l’intégration de tous les différents programmes ensemble, une relation positive avec les différents partenaires et enfin le professionnalisme. L’organisation d’un événement sportif à succès doit aussi prendre en compte les pressions et les barrières. Les deux sont à la fois internes et externes à l’organisation d’un évènement et opèrent dans un environnement dont la complexité et la compétitivité ne cessent de croitre. Le but final est clair : augmenter le nombre de spectateurs et de téléspectateurs afin de mieux gérer la stratégie de sponsoring. sponsoring. Aeker considérait que les stratégies de sponsoring qui bâtissent une image peuvent inclure une perception qui peut –ou –ou pas- refléter l’objectif réel. une telle image est perçue par plusieurs personnes et peut ainsi orienter le comportement des personnes ciblées. Il a aussi analysé la contribution de l’image aux valeurs de marque et propose que cela soit appliqué aussi à l’organisation des événements sportifs. L’image peut aussi contribuer à transmission d’information de façon synthétique, elle peut aider une per sonne per sonne intéressée par le sport d’extraire une information précise parmi toutes les données qu’il peut avoir et lui donner un sens. Par exemple, un supporter qui est très engagé dans la vie de son club, se tient informer en achetant des magazines spécialisée s alors qu’une personne non concernée ne regardera même pas les panneaux de publicité d’un événement. événement. L’image différence et positionne un événement sportif dans l’esprit du consommateur. Elle peut donc faciliter la prise de décision face à un choix très vaste de services sportifs. Si un jeune décide de pratiquer un sport, comment va-t-il choisir entre le Football, le basketball ou le rugby ? L’image peut influencer sa décision. Elle peut créer un sentiment positif pour un sport ou un club. Ce symbole et cette dimension sociale peut aussi offrir une opportunité de partenariat avec le domaine marketing. Certains clubs de football comme la la Juventus, FC Barcelone et Manchester United reflètent une image crée un attache entre les supporters et le club d’une dimension encore plus large. L’image de chacun de ces clubs a soutenu par des stratégies de merchandising qui renforcent leur communication et qui sont très rentables. Les revenues de ces clubs en terme de merchandising deviennent de plus en plus important et prenne prenne une place considérable dans leurs modèles économiques. L’image est aussi utilisée pour identifier des opportunités de sponsoring rentables : du coté de sponsor, des études précises sont faites afin de bien choisir son partenariat commercial. Si on pr end end l’exemple de Manchester United, le club anglais percevra 559 millions de dollars pour son partenariat en 2014 avec General Motors : tout ça pour vous montrer le potentiel financier d’une image dans le sponsoring et les stratégies marketing de façon plus large. C’est avec ce contexte que nous nous posons la question de la différence entre l ’image et la valeur dans le sponsoring sportif et nous allons traiter ce sujet dans cette optique-là.
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En considérant les montants très importants dépensés par des entreprises en sponsoring, le sujet prend tout son intérêt afin de déterminer le but des stratégies de ces entreprises : Communiquent-elles atour d’ d ’une image ? De leurs valeurs ? Ou les deux ?
Pr o b l é m at i q u e En quoi le sponsoring sportif peut-il véhiculer les valeurs de l'entreprise plutôt qu'une image de marque ?
Q u e s t i o n s d e re c h e r c h e 1. En quoi le sponsoring sportif est-il est-il vecteur d’image pour une entreprise ? 2. Quelle est la différence entre les valeurs de l’entreprise et l’image l ’image de ses marques ? 3. Autour de quelles valeurs le sport permet-il de communiquer ? 4. Y a-t-il des différences de modes opératoires entre les stratégies de sponsoring d’image et le sponsoring de valeur?
O b j ec t i f s d e r e c h e r c h e L’objectif de recherche est d’ d ’identifier les modes opératoires des entreprises dans leurs stratégies de sponsoring selon si elles communiquent autour d ’une image, d’ d’une valeur ou les deux.
A n n o n c e d u p l an Tout d’ d’abord nous allons vous présenter les apports théoriques grâce à l a revue littéraire pour ensuite passer à l’étude terrain l’étude terrain constituée d’ d ’études de cas et d’ d ’entretiens qualitatives. Nous vous présenterons enfin la l a conclusion qui comportera des éléments d’analyse et des recomma r ecommandations ndations managériales
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1. Revue de littérature
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1 .1 .1 L e s d i f f é ren ts ty p es d e p arrain ages sp o rtif s (n a t u r e s , c i b l e s , o b j e c t i f s ) A partir des années 1980, l e sport s’est transformé de façon importan te en se professionnalisant, et les options offertes par le parrainage sportif en matière de communication se sont multipliées ces dernières années (Ponthieu, 2006). Ces options sont des outils marketing, mis en place principalement au service de la marque, marque, c’est-àc’est-à-dire dire au service de la promesse faite, par l’entreprise au consommateur, de trouver dans le produit marqué la qualité annoncée (Tribou, 2004). Le parrainage sportif peut alors être défini comme comme « une technique de de communication qui vise vise à persuader les publics assistant à un événement sportif d’un lien existant entre cet événement (et/ou équipe, sportifs) sportifs) et l’entreprise communicante, afin de faire connaître l’entreprise, ses produits et ses marques, et d’en récolter les retombées valorisantes en termes d’images » (Tribou, 2004, p.10). Ainsi, le parrainage ou sponsoring suit une logique d’échange qui peut être définie par le schéma ci-dessous :
Soutien financier, matériel, en savoirfaire Sponsor
Organisateur, compétitions, sportifs
Éléments d’image (notoriété et promotion)
La logique d’échange du sponsoring (Tribou, sponsoring (Tribou, 2004, p.10). Désormais, les entreprises qui parrainent ont dépassé la simple fourniture d’équipements, privilégiée dans un premier temps, au profit de nouvelles formules commerciales, bien plus sophistiquées : panneaux numériques au bord des terrains , loges nominatives,
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chères, qu’elle s’approprie, et qui donc serviront à la reconnaître. Cette variété d’objectifs dont peut se prévaloir le parrainage sportif témoigne de l’évolution de cette technique, de plus en plus sophistiquée, qui représente un vecteur de communication majeur au service des entreprises (Tribou, 2004 ; Ponthieu, 2006 ; Fleck-Dousteyssier, 2007). Pour faire simple, le parrainage, ou le sponsoring, est une opération par laquelle une entreprise apporte son soutien financier à un sport, à une manifestation sportive, ou à un sportif, en contrepartie de la notoriété ou du bénéfice d’image que lui donne auprès du public l’association entre un événement sportif et sa marque. Pour Bioujout (1982 cité dans Ponthieu, 2006, p.16) cette c ette association « vise, au moyen de l’audience de l’événement sportif, un effet d’accroissement qu antitatif et qualitatif de la notoriété et de l’image de marque de l’entreprise ». Pour ». Pour ce faire, il faut transférer une partie ou la totalité des valeurs du sport en question, ainsi que certains éléments de la culture qui lui est associée, à l’entreprise, à ses produits ou ses marques pour leur permettre d’être plus efficaces sur le marché (améliorer les ventes, bonifier l’image, accroître la notoriété), en d’autres termes pour leur permettre de mieux répondre aux attentes des consommateurs (Ponthieu, 2006). Quelques que soient les d’objectifs du parrainage sportif, ceux -ci peuvent être catégorisés en deux groupes (Tribou, 2004 ; Fleck-Dousteyssier, Fleck-Dousteyssier, 2007) : Objectifs commerciaux commerciaux : image de marque, marque, notoriété, la preuve produit, licensing et vente de produits dérivés.
Objectifs institutionnels : c’est l’entreprise en tant qu’institution qui communique à travers l’événement sportif, sans rechercher directement la promotion commerciale de ses produits. L’entreprise communique ainsi sur les valeurs qui l’animen t, avec un objectif d’image « citoyenne « citoyenne ».
Ces objectifs sont très proches de ceux de la publicité classique. En effet, Lendrevie et de Baynast (2004 cités dans Ponthieu, 2006, p.39) identifient trois principaux types d’objectifs de publicité: faire savoir, faire aimer, et faire agir. Ces trois types sont repris par Tribou (2004) qui affirme que les objectifs du sponsoring sportif sont à la fois cognitifs (étendre la notoriété), affectifs (faire aimer la marque) et accessoirement conatifs (influence sur le comportement d’achat des consommateurs) . « Mais par rapport à la communication communication publicitaire qui poursuit les mêmes objectifs, le parrainage vise une efficacité supérieure
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communication est d’une importance capitale dans le choix du vecteur sport comme support de communication. C’est une étape inhére nte à toutes réflexion sur les objectifs qui permet de s’assurer que la cible visée sera présente sur le lieu de l’événement, ou qu’elle pourra facilement accéder aux images filmées fil mées (Tribou, 2004 ; Ponthieu, 2006).Il est donc primordial de segmenter le marché pour être en mesure de viser une « audience utile, c’est-àc’est-à-dire dire la part de l’audience de de l’événement l’événement entrant dans sa propre propre cible de communication (Tribou, 2004, p.56)
CIBLE DE COMMUNICATION DU SPONSOR AUDIENCE DE L’ÉVÉNEMENT
Part de la cible non atteinte
AUDIENCE UTILE
L’audience utile au sponsor (Tribou, 2004, p.56)
Audience inutile
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De manière générale, les publics visés par une action de parrainage sont les clients de l’entreprise, actuels ou potentiels, ses salariés ou encore ses partenaires – publics présents sur le site de l’événement ou publics téléspectateurs, internautes, lecteurs ou auditeurs de l’événement l’év énement en direct ou en différé (Tribou, 2004). Le parrainage peut donc être commercial et/ou institutionnel. Les cibles de la communication communication institutionnelle, institutionnelle , c’est-à-dire c’est-à-dire la communication à destination des salariés ou des partenaires est un cas à part, qu’il est important d’aborder. Il concerne « les actions de sponsoring institutionnel i nstitutionnel visant à polir l’image l ’image de l’entreprise des aspérités qu’une communication commerciale trop agressive aurait pu produire, et ne s’adressa nt pas, généralement, aux clients et prospects – – sauf à vouloir corriger une erreur de communication ou à vouloir les séduire en douceur. Ces actions visent, en interne, le personnel et, en externe, tous les partenaires entrants dans l’environnement « utile » et avec qui l’entreprise est en négociation quotidienne » quotidienne » (Tribou, 2004, p.82).
Cibles Personnels
Partenaires économiques dont associés Dont banques et assurances Dont distributeurs et fournisseurs Dont pouvoirs publics Partenaires culturels dont journalistes
Apports positifs en image
Apports négatifs en image
Valeurs du sport bénéficient à l’entreprise qui s’ouvre et donne à la société Cimente la culture d’entreprise et lui donne une couleur éthique La valeur sentimentale de l’action est bonifiée
Dépenses somptuaires au détriment des revenus des salariés et de leurs conditions de travail
Image citoyenne L’entreprise est digne de confiance dans la négociation
L’entreprise sponsor manque de rigueur financière
Entreprise citoyenne, participe à la vie sociale L’entreprise ajoute à sa dimension économique un attrait
Soupçon d’une attitude de façade masquant des objectifs
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Les natures du parrainage sportifs, leurs objectifs et leurs cibles sont trois éléments clés, indépendants les uns des autres et dont la bonne définition est indispensable à la réussite de la campagne de parrainage (Fleck-Dousteyssier, 2007) Communication externe
Cible : grand public
Objectifs : - développer la notoriété - améliorer l’image - renforcer une attitude favorable vis-à-vis de l’entreprise - améliorer l’intention d’achat
Communication interne
Cible : partenaires (clients, fournisseurs, investisseurs)
Cible : personnel de l’entreprise
Objectifs :
Objectifs :
-
-
développer ou renforcer le relationnel (relations publiques, relations presse) asseoir un statut
-
fédérer le personnel motiver la force de vente
Les objectifs et les cibles du parrainage (Fleck-Dousteyssier, 2007, p.13)
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1 .2 .2 L e s m é c anis m es d 'ass o ci atio n d 'im age p ar le parrainage « Chaque sport raconte une histoire. Ces composantes narratives spécifiques, ces traits caractéristiques, font l’attrait d’un sport en même temps qu’ils le différencient d’autres activités physiques» (Porte, 2006, p.24). Cela constitue la force du sport, sport , qui jouit d’une grande efficacité sémiotique sé miotique permettant au sponsor d’acquérir une légitimité que la publicité ne lui permet d’obtenir. En effet, contrairement à la publicité, le spectacle sportif offre une authenticité, une vérité, des émotions, une intrigue et bien évidemment des valeurs qu e l’entreprise essaye d’associer à son image (Tribou, 2004 ; Fleck-Dousteyssier, 2007). Pour le succès de cette association d’image ou de l’opération de parrainage en général, le choix du sport est très important. Chaque sport véhicule un certain nombre de valeurs que l’entreprise se doit d’analyser pour ne pas aller à l’encontre de l’image de la marque d’une part, pour r épondre épondre aux attentes de l’audience utile vis-à-vis de la marque et des valeurs dont celle-ci celle-ci est porteuse d’autre part. Un sport comme le rugby par exemple, qui est de plus en plus populaire auprès des annonceurs, porte en lui des valeurs telles que la solidarité, l’authenticité et l’abnégation, et par conséquent n’a pas n’a pas grand chose à voir avec un sport individuel comme le tennis (au niveau de l’état d’esprit et des valeurs véhiculées) ; ces éléments doivent bien entendu être pris en compte quand l’entreprise choisit le sport où elle souhaite intervenir (Ponthieu, 2006). Par conséquent, selon le sport, l’événement, ou l’équipe choisis, l’entreprise l’ent reprise peut
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cette équipe donc j’aime X. Il peut également provenir d’un raisonnement plus construit : je suis supporter de basket. La marque X fait beaucoup pour promouvoir ce sport et ai der les jeunes à le pratiquer, en organisant organisant des tournois d’amateurs. Je suis reconnaissant envers cette marque et j’éprouve de la sympathie et de l’estime pour elle». (Fleck-Dousteyssier, 2007, p.14)
1.3 Im ag e d e m ar q u e : d é fi n it io n et m é c an is m es de fonctionnement « L’image d’une marque est es t constituée par toutes les associations liées à la marque et repose pour l’essentiel sur des représentations et non sur des éléme nts de la réalité des produits ». (Keller, 1993, cité dans Ponthieu, 2006, p.31) Aaker (1991, cité dans Fink, Koller et Zauner, 2012, p.684) définit l’image de marque comme un ensemble d’associations groupées de manière à avoir du sens auprès de la cible. Dans le même sens, Keller (1998, cité dans Fink, Koller et Zauner, 2012, p.684) définit le concept d’image de marque comme comme l es perceptions concernant une marque telles qu’elles sont transmises par les associations d’image présentes dans l’esprit des consommateurs. Pour aller plus loin, l’image de marque regroupe l’ensemble des représentations mentales, cognitives et affectives, qu’une personne ou un groupe de personnes se font d’une marque (Lambin, marque (Lambin, 2008 ; Brodie, Brush, et Whittome, 2009, cités
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L’image proprement dite, c’est-àc’est -à-dire dire les perceptions d’une marque par les consommateurs, soit d’une manière durable et dans l’absolu, soit dans une situation spécifique de comparaison de plusieurs marques, soit enfin dans une situation spécifique de communication sur cette marque. L’identité de la marque, définie comme l’ensemble des caractéristiques que l’entreprise qui gère cette marque souhaite que le consommateur lui associe La médiatisation de la marque, qui est l’ensembl e des caractéristiques de cette marque diffusé au travers des signaux émis par l’entreprise qui la gère, ou par des sources non contrôlées par l’entreprise l ’entreprise..
1.4 Valeu rs é th iq u es d 'u n e en tr ep ri s e : d é fi n it io n s et m é c anis m es d e fon ct ion nem ent Les entreprises ont pris à bras le corps la question éthique depuis plus de trente ans. Les crises et les scandales des dix dernières années sont autant de signes extérieurs de dysfonctionnements dysfonctionnements dont l'éthique managériale n'a pas empêché la survenue. Pour Charpateau (2011, p.89), « la littérature philosophique sur l'éthique, aussi bien dans l’univers occidental qu’oriental, et ce sur une période de plus de 2000 ans, permet de comprendre que l'éthique est un ensemble de valeurs personnelles qui forment un référentiel individuel de ce qui est considéré comme bien ou mal. » Ces valeurs peuvent avoir plusieurs origines comme la religion (Kant, Pascal, Levinas), la
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des partenaires. Il s’agit globalement de démontrer aux parties prenantes la conformité des pratiques de l’entreprise au regard du droit (ce qui semble être un préalable à toute chose) et aux principes moraux de la profession (ce qui relève de la déontologie) ou des représentants des parties prenantes (Syndicats, ONG). Une partie des certifications liée à la Responsabilité Sociale des Entreprises pose comme base la conformité à une éthique, c’est-à-dire c’est-à-dire en fait à une un e déontologie fondée sur le respect des règles de l’Organisation Internationale du Travail (OIT) et sur des principes philosophiques que le normalisateur voudrait universels (Quairel-Lanoizel, Capron et al., 2010 cité dans Charpateau, 2011, p.91). Parallèlement Parallèlement à l’utilisation de l’éthique comme outil de communication, certaines entreprises souhaitent diffuser des valeurs, ou encore permettre à leurs salariés d’exprimer leurs valeurs personnelles dans le cadre d’une « philosophie managériale altruiste » (Charpateau, 2011, p.92). Les dirigeants vont alors insuffler dans les pratiques managériales des performances visant à satisfaire des individus en dehors du champ strictement économique. D’autres pratiques existent, mais ne seront pas abordées ici.
1.5 L e d é b at s u r les v aleu rs é th iq u es d u s p o rt Les valeurs sportives constituent le socle idéologique du mouvement sportif et ce dernier fait preuve de combativité pour en préserver la réalité, du moins la diffusion auprès des pratiquants. Ainsi, le Comité International Intern ational Olympique s’est doté d’une commission commission éthique, le CNOSF (Comité (Comité National Olympique et Sportif Français) a créé la fondation « Sport
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exclusivement par des ressources privées, I’indépendance I’indépendance des ISI par rapport aux pouvoirs politiques sur ce point est un élément de crédibilité mais aussi de faiblesse. A ce problème de conflits d’intérêt et d’éthique concernant les fédérations et instances sportives, s’ajoute la réalité des réalité des évènements sportifs, qui ne sont pas toujours le reflet des valeurs et de l’éthique sportive que les parrains recherchent à travers le sponsoring. Tribou (2004, p.100), Bayle et Durand (2004 cités dans Durand et Rouvrais-Charron, 2006, p.70) insistent sur ce décalage qui existe entre les valeurs associées au sport et les comportements réels, décalage qui a donnée naissance à un débat sur les valeurs éthiques du sport : « La valeur olympique de désintéressement n’a aucune réalité sinon dans le mouvement associatif au niveau local. Les scandales à répétition qui éclaboussent les grands clubs (caisses noires, transferts de joueurs dans des conditions occultes, etc.), les fédérations (celles de ski, des sports de glace, d’haltérophilie) et jusqu’au CIO (les affaires de pots de vins pour l’attribution des JO aux villes candidates par exemple), peuvent laisser pantois le sportif amateur. Les rémunérations fabuleuses de sportifs professionnels, si elles sont justifiées par l’enjeu économique du spectacle sporti f et la loi du marché, pourraient également
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L’exemple de Festina (sponsor d’équipe sur le Tour de France jusqu’en 2002, équipe de Richard Virenque lorsqu’il lo rsqu’il a été convaincu de dopage en 1998) conforte cette idée. Le tapage médiatique mettant gravement en cause la loyauté sportive de l’équipe l’équipe cycliste a profité à son sponsor (augmentation des ventes suite au scandale). L’effet est connu en communication : faire parler les media de soi en bien ou en mal accroît non seulement la notoriété mais, à terme, ll’image ’image se trouve bonifiée. bonifiée .
1 .6 L e s p o n s o r i n g r e s p o n s a b l e : p o i n t s c o m m u n s et dif fé ren ces avec le sp on s o rin g d 'im age Le sponsoring sportif permet également égale ment d’atteindre des objectifs non-marchand non -marchand que ce soit sur le plan interne ou externe. En interne, le sponsoring sportif constitue un excellent moyen pour mobiliser le personnel,
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négociateur qui apporte son aide aux handicapés n’est pas faire face à une multinationale sans foi ni loi et , ici encore, la négociation peut se trouver facilitée. Désintéressement : nous retrouvons bien entendu cette valeur de l’amateurisme dont le sens étymologique (amator, celui qui aime) renvoie aussi à la morale chrétienne. L’entreprise peut en user mais modérément au risque d’être soupçonnée d’hypocrisie d’hypocrisie ». ».
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2. Étude terrain
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2.1 Mé th o d o l o g i e
2.1.1 DESCRIPTION DE LA DEMARCHE GLOBALE
A titre de rappel, nous cherchons à travers cette étude à répondre à la problématique : En quoi le parrainage sportif peut-il véhiculer les valeurs de l'entreprise plutôt qu'une image de marque ?
Dans un premier temps, nous souhaitons créer une distinction au sein du sponsoring sportif : - nous appellerons sponsoring "d'image" un parrainage parrainage consistant consistant à associer une image de marque différente de ses propres valeurs à l'entreprise parrain, - nous appellerons sponsoring "de valeur" valeur" un parrainage consistant à véhiculer véhiculer des valeurs propres à l'entreprise parrain. Nous avons vu au cours de la revue de littérature que le parrainage permet d'associer
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quelques cas afin d'aboutir à la formulation d'hypothèses pour répondre à notre problématique. Nous avons volontairement choisi de ne pas trop restreindre le cadre de l'étude. En effet, nous estimons que chaque caractéristique de la stratégie de sponsoring peut nous permettre de mettre en lumière des différences entre sponsoring d'image et de valeur. Toutefois, comme annoncé précédemment, notre analyse sera qualitative et par conséquent ciblée : nous ne cherchons pas à généraliser mais à comprendre quelques cas en profondeur.
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MÉMOIRE DE FIN D'ÉTUDES
Nous avons établi une liste de cas que nous allons traiter. La liste est volontairement variée, de sorte à ce qu'un maximum d'éléments différenciant surgissent au cours de l'étude. Bien que variée, la liste est restreinte afin de pouvoir traiter en profondeur chaque cas. Voici les exemples retenus pour notre analyse : McDonald's et les Jeux Olympiques de Londres en 2010 Cofidis et l'équipe de cyclisme éponyme Heineken et la Ligue des Champions de football Coca-Cola et la Coupe du Monde de football 2010 L'eau minérale Aix-les-Bains et Christophe Lemaître La Poste les arbitres de collectifs -
-
-
-
-
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B- Localisation C-Moyens mis en oeuvre
2. Objectif du sponsoring
A- Quels sont les principaux objectifs objectifs de cette cette stratégie de sponsoring?
3. Choix de l’entité sponsorisée
A- Quels sont vos critères de choix de l'entité ou de la personne sponsorisée? B- Partagent-elles les mêmes valeurs que votre entreprise ?
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3. Présentation de la liste des questions (guide d'entretien) d'entretien) 4. Présentation de notre interlocuteur : entreprise, poste occupé, place du du sponsoring sportif dans son métier. Les entretiens ont été réalisés en face à face dans les locaux des professionnels interrogés, ou à distance par Skype. Ils se sont déroulés au cours du mois d'Août 2013. Nous les avons enregistrés à l'aide de dictaphones, les enregistrements sont disponibles sur clé usb. Chaque entretien a duré entre 30 et 40 minutes. Voici un résumé de chacun des 3 entretiens : 1-
Girard Mathieu
Bu
(Coca-Cola):
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MÉMOIRE DE FIN D'ÉTUDES
entités qui correspondent à nos valeurs afin de mieux communiquer autour de notre société et de garder une certaine cohérence dans nos partenariats. Nous souhaitons donc communiquer une image de marque autour de nos valeurs. Notre cible est assez large pour ce type de stratégie : toute personne susceptible d’ouvrir un compte ou de changer de banque. Nos valeurs sont Convivialité, Respect, esprit d’équipe et engagement. Ces valeurs sont les plus importantes mais si on doit retenir un c’est l’esprit d’équipe car nous voulons faire équipe avec notre client et cela comprend le respect, la convivialité convivialité et l’engagement. 3-
Fré d eric Po tier
A d id
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Nous avons pu déterminer la différence entre image de marque et valeur d'entreprise grâce à notre revue de littérature en première partie. Toutefois, nous pensons que la
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consommateurs sont : l'âge, la catégorie socio-professionnelle et le niveau d'études. Afin que les informations recueillies soient les plus pertinentes possibles, nous n'avons
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Adidas : ils ont une bonne image (Nike aussi), pour moi ce sont les deux éternels rivaux et tant mieux pour nous (les consommateurs) car ça les pousse à toujours essayer de
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MÉMOIRE DE FIN D'ÉTUDES
Dans cette partie nous allons donc analyser plusieurs cas de manière thématique, de manière à mettre en lumière les différences de mode opératoire entre sponsoring d'image
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Cofidis
La société de crédit en ligne a érigé comme valeurs l 'accessibilité l'accompagnement
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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The world’s largest digital library
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