Our Strategic Model

Maintaining a total focus on the consumer

Today’s consumers are no longer loyal to one brand; instead, they move among a variety of brands that they choose on the basis of a given moment of consumption or experience of convivialité. Everything we do revolves around that quest for satisfaction. Being "Créateurs de convivialité" means positioning moments of consumption – and therefore consumers – at the centre of our strategic model. It’s a model based on four Essentials – the Group’s fundamentals – on which the four growth Accelerators rest. 


Digital Acceleration : accelerate the integration of digital technology into everything we do.


“Our consumers are now sourcing most of their information through digital media and they are increasingly shopping online. New technologies also offer opportunities for us to provide better and more personalized information and experiences. By capturing, analyzing and processing customer data we can be more efficient in our marketing and commercial activities providing more relevant content and enhanced experiences to each consumer allowing adoption of a fully consumer-centric approach.”

Pierre-Yves Calloc’h, Digital Acceleration Director, Global Business Development