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. 


Portfolio management : place one of our brands in the midst of each shared moment, to make it a true moment of convivialité

“We have the most comprehensive portfolio in the industry, so optimal management and allocation of our resources, based on our priorities and the opportunities that arise in each market, have been a critical challenge. That challenge has been met! We’ve prioritised our investments in the Brand Companies more clearly to reflect each experience of convivialité. That response to individual consumer needs is boosting our strategy at the local level.”

Conor McQuaid, Global Business Development Director