{"id":12508,"date":"2023-08-08T16:59:11","date_gmt":"2023-08-08T14:59:11","guid":{"rendered":"https:\/\/optimix.fr\/?post_type=glossaire&#038;p=12508"},"modified":"2026-10-23T10:11:19","modified_gmt":"2026-10-23T08:11:19","slug":"mdd","status":"publish","type":"glossaire","link":"https:\/\/optimix-software.com\/fr\/glossaire\/mdd\/","title":{"rendered":"MDD &#8211; Marque de Distributeur"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1600\" height=\"900\" src=\"https:\/\/optimix-software.com\/wp-content\/uploads\/mdd-defis-grande-distribution.webp\" alt=\"mdd-defis-grande-distribution\" class=\"wp-image-23523\" style=\"width:505px;height:auto\" srcset=\"https:\/\/optimix-software.com\/wp-content\/uploads\/mdd-defis-grande-distribution.webp 1600w, https:\/\/optimix-software.com\/wp-content\/uploads\/mdd-defis-grande-distribution-600x338.webp 600w, https:\/\/optimix-software.com\/wp-content\/uploads\/mdd-defis-grande-distribution-768x432.webp 768w, https:\/\/optimix-software.com\/wp-content\/uploads\/mdd-defis-grande-distribution-1536x864.webp 1536w\" sizes=\"(max-width: 1600px) 100vw, 1600px\" \/><\/figure>\n\n\n\n<h2 id=\"h-qu-est-ce-qu-une-marque-de-distributeur-mdd\" class=\"wp-block-heading\">Qu&rsquo;est-ce qu&rsquo;une Marque de Distributeur (MDD) ?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Les <strong><a href=\"https:\/\/optimix-software.com\/fr\/blog\/pricing\/marque-distributeur-mdd-definition\/\">marques de distributeur (MDD)<\/a><\/strong> occupent aujourd\u2019hui une place centrale dans le retail et la grande distribution. Elles d\u00e9signent des produits ou des gammes commercialis\u00e9s sous une marque appartenant \u00e0 une enseigne, plut\u00f4t que sous celle du fabricant. Contrairement aux marques nationales, les MDD sont d\u00e9velopp\u00e9es pour r\u00e9pondre directement \u00e0 la strat\u00e9gie commerciale du distributeur, qui ma\u00eetrise davantage leur positionnement, leur assortiment, leur politique de prix et leur mise en march\u00e9. Cette ma\u00eetrise permet aux enseignes d\u2019agir plus finement sur les co\u00fbts, les marges et la diff\u00e9renciation de leur offre. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Longtemps principalement associ\u00e9es \u00e0 une alternative moins ch\u00e8re aux marques nationales, les MDD sont ainsi devenues un <strong>v\u00e9ritable levier strat\u00e9gique<\/strong>, permettant aux retailers de renforcer leur comp\u00e9titivit\u00e9, de d\u00e9velopper des propositions de valeur propres et de mieux adapter leur offre aux attentes des consommateurs. Leur d\u00e9veloppement implique n\u00e9anmoins de coordonner \u00e9troitement les enjeux de pricing, d\u2019assortiment et de<a href=\"https:\/\/optimix-software.com\/fr\/blog\/pricing\/mdd-cle-de-ladaptation-aux-defis-de-la-distribution\/\"> <\/a>MDD<\/p>\n\n\n\n<div style=\"height:61px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<center>\n<div class=\"hs-cta-embed hs-cta-simple-placeholder hs-cta-embed-212642236615\"\n  style=\"max-width:100%; max-height:100%; width:600px;height:250px\" data-hubspot-wrapper-cta-id=\"212642236615\">\n  <a href=\"https:\/\/cta-eu1.hubspot.com\/web-interactives\/public\/v1\/track\/redirect?encryptedPayload=AVxigLJgXfdoYMivLtbDje%2F88OnyJzHyvPQvbM%2FfVcWWph0Eztw7LF%2BraMppO3RYXNezjCP5EhxR2ygQ%2F7pMDrmzscCEAWp0klpdNe5dcg%2F1jiO8E6U%3D&#038;webInteractiveContentId=212642236615&#038;portalId=144414462\" target=\"_blank\" rel=\"noopener\" crossorigin=\"anonymous\">\n    <img decoding=\"async\" alt=\"logo optimix 2025 blanc site-web copie\" loading=\"lazy\" src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/144414462\/interactive-212642236615.png\" style=\"height: 100%; width: 100%; object-fit: fill\"\n      onerror=\"this.style.display='none'\" \/>\n  <\/a>\n<\/div><\/center>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n","protected":false},"template":"","alphabet":[],"class_list":["post-12508","glossaire","type-glossaire","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v28.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>MDD - Marque de Distributeur - Optimix Solutions<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez la d\u00e9finition de la MDD (Marque De Distributeur), une strat\u00e9gie o\u00f9 les distributeurs d\u00e9veloppent et vendent des produits.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/optimix-software.com\/fr\/glossaire\/mdd\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MDD - Marque de Distributeur\" \/>\n<meta property=\"og:description\" content=\"D\u00e9couvrez la d\u00e9finition de la MDD (Marque De Distributeur), une strat\u00e9gie o\u00f9 les distributeurs d\u00e9veloppent et vendent des produits.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/optimix-software.com\/fr\/glossaire\/mdd\/\" \/>\n<meta property=\"og:site_name\" content=\"Optimix Solutions\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-23T08:11:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/optimix-software.com\/wp-content\/uploads\/mdd-defis-grande-distribution.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/optimix-software.com\\\/fr\\\/glossaire\\\/mdd\\\/\",\"url\":\"https:\\\/\\\/optimix-software.com\\\/fr\\\/glossaire\\\/mdd\\\/\",\"name\":\"MDD - Marque de Distributeur - Optimix Solutions\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/optimix-software.com\\\/fr\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/optimix-software.com\\\/fr\\\/glossaire\\\/mdd\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/optimix-software.com\\\/fr\\\/glossaire\\\/mdd\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/optimix-software.com\\\/wp-content\\\/uploads\\\/mdd-defis-grande-distribution.webp\",\"datePublished\":\"2023-08-08T14:59:11+00:00\",\"dateModified\":\"2026-10-23T08:11:19+00:00\",\"description\":\"D\u00e9couvrez la d\u00e9finition de la MDD (Marque De Distributeur), une strat\u00e9gie o\u00f9 les distributeurs d\u00e9veloppent et vendent des produits.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/optimix-software.com\\\/fr\\\/glossaire\\\/mdd\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/optimix-software.com\\\/fr\\\/glossaire\\\/mdd\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/optimix-software.com\\\/fr\\\/glossaire\\\/mdd\\\/#primaryimage\",\"url\":\"https:\\\/\\\/optimix-software.com\\\/wp-content\\\/uploads\\\/mdd-defis-grande-distribution.webp\",\"contentUrl\":\"https:\\\/\\\/optimix-software.com\\\/wp-content\\\/uploads\\\/mdd-defis-grande-distribution.webp\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/optimix-software.com\\\/fr\\\/glossaire\\\/mdd\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\\\/\\\/optimix-software.com\\\/fr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Glossaire\",\"item\":\"https:\\\/\\\/optimix-software.com\\\/fr\\\/glossaire\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"MDD &#8211; 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