{"id":242335,"date":"2018-06-15T00:00:00","date_gmt":"2018-06-14T23:00:00","guid":{"rendered":"https:\/\/www.procarton.com\/get-your-rs-into-gear\/"},"modified":"2021-11-05T18:10:17","modified_gmt":"2021-11-05T18:10:17","slug":"get-your-rs-into-gear","status":"publish","type":"post","link":"https:\/\/www.procarton.com\/fr\/get-your-rs-into-gear\/","title":{"rendered":"Mettez vos R en marche"},"content":{"rendered":"<p><strong>Lorsque j'\u00e9tais un jeune sp\u00e9cialiste du marketing, je me souviens avoir appris les 4 P - produit, promotion, prix et lieu - qui constituent les \u00e9l\u00e9ments fondamentaux du marketing mix.  Je me suis toutefois demand\u00e9 s'il ne devait pas y avoir une cinqui\u00e8me cat\u00e9gorie - l'emballage ?\u00a0 <\/strong><\/p>\n<p>\u00c0 l'\u00e9poque, l'\"emballage\" \u00e9tait regroup\u00e9 sous le terme \"produit\", mais on comprend mieux aujourd'hui que l'emballage joue un r\u00f4le beaucoup plus large que la simple protection du produit, et qu'il constitue souvent un v\u00e9hicule essentiel pour communiquer les valeurs de la marque.  Il est donc clair que l'emballage est aussi un outil promotionnel cl\u00e9 qui peut cr\u00e9er et \u00eatre inextricablement li\u00e9 \u00e0 une marque.  Et je ne parle pas seulement des emballages embl\u00e9matiques tels que le carton de Toblerone ou la bouteille de Coca-Cola.  Tout bon gestionnaire de marque comprend l'importance de diff\u00e9rencier son produit par la conception graphique et structurelle de l'emballage ; en fait, c'est parfois plus important que de diff\u00e9rencier le produit lui-m\u00eame !<\/p>\n<p>Pour rester dans le th\u00e8me de l'alphabet, nous sommes pass\u00e9s \u00e0 la lettre R. Et l\u00e0 encore, elle est li\u00e9e \u00e0 l'emballage.  Mais cette fois, il y en a trois.  R\u00e9duire, R\u00e9utiliser, Recycler.  Les 3 R du recyclage, comme on les appelle parfois - ce qui est un peu \u00e9trange en soi, car l'un des trois est en fait \"Recycle\".  Peut-\u00eatre est-ce parce que c'est le plus important ou parce que les 3 R du recyclage sonnent mieux que les autres options ?<\/p>\n<p>Je suis cependant d'avis que les personnes qui r\u00e9fl\u00e9chissent \u00e0 ces choses ont une fois de plus \u00e9chou\u00e9.  Car je pense qu'il devrait y avoir 5 R et non 3.  Etant donn\u00e9 que les 3 R sont cens\u00e9s \u00eatre une devise qui r\u00e9sume la fa\u00e7on dont la soci\u00e9t\u00e9 peut agir de mani\u00e8re plus respectueuse de l'environnement, je pense que nous devrions ajouter deux nouveaux R - Renouveler et Remplacer.<\/p>\n<p>\"Renouveler\" parce que si les mat\u00e9riaux que nous utilisons ne sont pas renouvelables, nous \u00e9puisons tout simplement les ressources de la plan\u00e8te.  La v\u00e9ritable circularit\u00e9 ne peut \u00eatre atteinte que si nous sommes capables de renouveler les mat\u00e9riaux que nous utilisons.  En effet, selon le dictionnaire, les mat\u00e9riaux ne sont pas durables s'ils ne sont pas renouvelables.  Les cartons le sont bien s\u00fbr, mais on ne peut pas en dire autant de tous les mat\u00e9riaux d'emballage.<\/p>\n<p>Le cinqui\u00e8me R est \"Remplacer\".  Je veux dire par l\u00e0 que nous devrions chercher \u00e0 remplacer les mat\u00e9riaux qui nuisent \u00e0 l'environnement par des mat\u00e9riaux qui causent moins de dommages.  Dans le secteur de l'emballage, c'est plus facile \u00e0 faire que ce que l'on pourrait croire, car il existe de nombreux exemples de produits qui pourraient \u00eatre emball\u00e9s dans des solutions plus respectueuses de l'environnement sans pour autant affecter les valeurs de la marque dont j'ai parl\u00e9 pr\u00e9c\u00e9demment.<\/p>\n<p>Voil\u00e0 donc mes 5 R.  Mais il me fallait un titre accrocheur et tout est devenu clair.  Il est de la responsabilit\u00e9 de chacun - consommateurs, propri\u00e9taires de marques, d\u00e9taillants, fabricants, gouvernements - de faire ce qu'il faut pour rem\u00e9dier aux probl\u00e8mes environnementaux que nous avons tous cr\u00e9\u00e9s au cours des 50 derni\u00e8res ann\u00e9es.  Nous devons agir de mani\u00e8re responsable.  Et voil\u00e0, les 5 R de la responsabilit\u00e9.  Ou est-ce que \u00e7a en fait 6 ?<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Lorsque j'\u00e9tais un jeune sp\u00e9cialiste du marketing, je me souviens avoir appris les 4 P - produit, promotion, prix et lieu - qui constituent les \u00e9l\u00e9ments fondamentaux du marketing mix.  Je me suis toutefois demand\u00e9 s'il ne devait pas y avoir une cinqui\u00e8me cat\u00e9gorie - l'emballage ?\u00a0<\/p>","protected":false},"author":1,"featured_media":242303,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[79,242,52],"tags":[],"class_list":["post-242335","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands-markets","category-procarton","category-sustainability"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Get your R\u2019s into gear - Pro Carton<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.procarton.com\/fr\/get-your-rs-into-gear\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Get your R\u2019s into gear - 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