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. 


Innovation : Creating brand experiences driven by innovative new products and services

“Consumers are becoming more and more demanding, always on the lookout for innovations in an increasingly hard-fought market, so we need to be more proactive and disruptive in our approach to innovation. We’ve established an entire ecosystem dedicated to innovation, and we’re managing our portfolio to ensure that innovations offering the greatest potential for growth receive top priority. That new strategy is bearing fruit: innovation contributes to half of all organic growth within the Group.

Yves Schladenhauffen, Innovation and Portfolio Strategy Director, Global Business Development