{"id":1427846,"date":"2025-07-14T15:12:24","date_gmt":"2025-07-14T15:12:24","guid":{"rendered":"https:\/\/othnielsanvee.fr\/?post_type=fw-portfolio&#038;p=1427846"},"modified":"2025-07-14T20:51:26","modified_gmt":"2025-07-14T20:51:26","slug":"rebranding-strategie-de-communication-groupe-metin-gueudet","status":"publish","type":"fw-portfolio","link":"https:\/\/othnielsanvee.fr\/en\/project\/rebranding-strategie-de-communication-groupe-metin-gueudet\/","title":{"rendered":"Rebranding &amp; Strat\u00e9gie de Communication \u2013 Groupe Metin \/ Gueudet"},"content":{"rendered":"<p><strong>Client : Groupe Metin (automobile multimarque)<\/strong><\/p>\n\n\n\n<p><strong>R\u00f4le : Responsable puis Directeur Marketing, CRM &amp; Digital (2013\u20132022)<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\ud83c\udfaf Contexte &amp; Enjeux<\/strong><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Jusqu\u2019en 2011, le <strong>Groupe Metin<\/strong> \u00e9tait connu pour ses concessions Peugeot.<\/li>\n\n\n\n<li>D\u00e8s 2011, virage strat\u00e9gique vers le <strong>multimarquisme<\/strong> (Peugeot, Citro\u00ebn, Opel, DS, etc.)<\/li>\n\n\n\n<li>En 2014, besoin de refondre l\u2019identit\u00e9 pour refl\u00e9ter ce changement et valoriser la diversit\u00e9 de l\u2019offre<\/li>\n\n\n\n<li>En 2018, rachat du Groupe Metin par <strong>Groupe Gueudet<\/strong><\/li>\n\n\n\n<li>Objectif : <strong>accompagner la fusion des identit\u00e9s<\/strong> tout en pr\u00e9servant la forte notori\u00e9t\u00e9 locale de la marque Metin en \u00cele-de-France Est.<\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\u2705 Mes actions<\/strong><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>\ud83d\udd27 1. Rebranding initial du Groupe Metin (2014)<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cr\u00e9ation d\u2019un <strong>nouveau logo<\/strong> refl\u00e9tant le virage multimarques<\/li>\n\n\n\n<li>Pr\u00e9sentation et <strong>validation par la direction<\/strong> du groupe<\/li>\n\n\n\n<li>D\u00e9ploiement de l\u2019identit\u00e9 sur tous les supports : \u2192 <strong>site web<\/strong>, <strong>r\u00e9seaux sociaux<\/strong>, <strong>flyers<\/strong>, <strong>affichages locaux<\/strong>, <strong>presse locale<\/strong>, <strong>spots radio<\/strong>, <strong>signal\u00e9tique en concessions<\/strong><\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>\ud83d\udd01 2. Fusion d\u2019image post-rachat (2018\u20132021)<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Cr\u00e9ation d\u2019une <strong>identit\u00e9 transitoire \u201cMetin \u2013 Groupe Gueudet\u201d<\/strong> pour assurer la continuit\u00e9<\/li>\n\n\n\n<li>Mise en place d\u2019une <strong>strat\u00e9gie de communication rassurante<\/strong> \u00e0 destination : \u2192 des <strong>clients finaux<\/strong> : fid\u00e9lisation, confiance, proximit\u00e9 \u2192 des <strong>\u00e9quipes internes<\/strong> : accompagnement du changement, discours RH unifi\u00e9 \u2192 des <strong>fournisseurs &amp; partenaires<\/strong> : continuit\u00e9 des engagements<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>\ud83d\udca1 3. Communication omnicanale &amp; pilotage op\u00e9rationnel<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Coordination des \u00e9quipes marketing pour le <strong>d\u00e9ploiement progressif<\/strong> du rebranding<\/li>\n\n\n\n<li>Production des supports (brochures, PLV, contenus digitaux, emailings, spots)<\/li>\n\n\n\n<li>Adaptation des campagnes locales avec les nouveaux codes visuels<\/li>\n\n\n\n<li>Mise en place d\u2019un <strong>plan d\u2019affichage, relations presse &amp; social media<\/strong> d\u00e9di\u00e9<\/li>\n\n\n\n<li>R\u00e9assurance des \u00e9quipes internes via des <strong>kits de communication &amp; formations<\/strong><\/li>\n<\/ul>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"167\" src=\"https:\/\/othnielsanvee.fr\/wp-content\/uploads\/2025\/07\/Capture-decran-2025-07-14-a-22.49.23-1024x167.webp\" alt=\"\" class=\"wp-image-1427934\" srcset=\"https:\/\/othnielsanvee.fr\/wp-content\/uploads\/2025\/07\/Capture-decran-2025-07-14-a-22.49.23-1024x167.webp 1024w, https:\/\/othnielsanvee.fr\/wp-content\/uploads\/2025\/07\/Capture-decran-2025-07-14-a-22.49.23-300x49.webp 300w, https:\/\/othnielsanvee.fr\/wp-content\/uploads\/2025\/07\/Capture-decran-2025-07-14-a-22.49.23-768x125.webp 768w, https:\/\/othnielsanvee.fr\/wp-content\/uploads\/2025\/07\/Capture-decran-2025-07-14-a-22.49.23.webp 1278w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\ud83d\udcca R\u00e9sultats cl\u00e9s<\/strong><\/h3>\n\n\n\n<p>\u2705 Adoption fluide de la nouvelle identit\u00e9 par les clients et les collaborateurs<\/p>\n\n\n\n<p>\u2705 Maintien de la <strong>notori\u00e9t\u00e9 Metin<\/strong> pendant la transition<\/p>\n\n\n\n<p>\u2705 Passage r\u00e9ussi vers l\u2019identit\u00e9 <strong>Gueudet<\/strong>, per\u00e7ue comme un gage de modernit\u00e9 et de solidit\u00e9<\/p>\n\n\n\n<p>\u2705 Campagnes locales performantes malgr\u00e9 le contexte de changement<\/p>","protected":false},"featured_media":1427937,"template":"","fw-portfolio-category":[1127,2,3],"class_list":["post-1427846","fw-portfolio","type-fw-portfolio","status-publish","has-post-thumbnail","hentry","fw-portfolio-category-gestion-de-projet","fw-portfolio-category-rebranding-identite","fw-portfolio-category-strategie-de-communication"],"_links":{"self":[{"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/fw-portfolio\/1427846","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/fw-portfolio"}],"about":[{"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/types\/fw-portfolio"}],"version-history":[{"count":3,"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/fw-portfolio\/1427846\/revisions"}],"predecessor-version":[{"id":1427936,"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/fw-portfolio\/1427846\/revisions\/1427936"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/media\/1427937"}],"wp:attachment":[{"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/media?parent=1427846"}],"wp:term":[{"taxonomy":"fw-portfolio-category","embeddable":true,"href":"https:\/\/othnielsanvee.fr\/en\/wp-json\/wp\/v2\/fw-portfolio-category?post=1427846"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}