International Marketing - Bonne Maman's jam

Résumé du document

Since its inception in 1971, the French jam manufacturer Bonne Maman, a subsidiary of Andros, has become one of the main jam brands in France, with about 35% market share in 2008-2009 fiscal year. Its main power is the product itself, prying on the French spirit of the homemade. The taste and attractive packing are supposed to remind the customer about the jam that they used to cook with their grandmothers while they were children, so it targets both children and adults.

Bonne Maman has a range of products.
Considering the national success of Bonne Maman, we want to expand our footprint in the Philippines market. We know that our products are already available here, but only in few quantities and at an expensive price. To curb this issue, we will establish a manufacturing facility there.

First, we will introduce the Bonne Maman Company and its key figures, and then we will give details about the French market and BM's SWOT. Finally, we will explain the procedures to export BM jam in Philippines, which is a big purchaser and exporter in Asia, and the opportunities of this foreign market.

Extraits

[...] Currently, a Bonne Maman 370g pot is sold at about based on cherry and apricot jam sales price, from supermarkets sales price of Manille. - Packaging: There is no specific or environmental adaptation to the Filipinos market, we can find pots from 160g to 565g for local production, from 14g to 500g for imported products. SWOT: - Strengths: Bonne Maman is already present in the Philippines's market so we have contacts to expand our trade. It's not a new brand name for Filipinos. [...]

[...] Considering the national success of Bonne Maman, we want to expand our footprint in the Philippines market. We know that our products are already available here, but only in few quantities and at an expensive price. To curb this issue, we will establish a manufacturing facility there. First, we will introduce the Bonne Maman Company and its key figures, and then we will give details about the French market and BM's SWOT. Finally, we will explain the procedures to export BM jam in Philippines, which is a big purchaser and exporter in Asia, and the opportunities of this foreign market. [...]

[...] The leader of its market In few years, Bonne Maman has totally modified the jam market in France. Bonne Maman has managed to adopt a new positioning which has differentiated its offering from that of its competitors. Consumers can find the jam that they used to have in their childhood in the hypermarket or supermarket. The brand has managed to make the maximum use of the “homemade”, and created an absent feeling in competitors' offering, which propose products simply cook with fruits and sugar. [...]

[...] This tendency is still there and it makes Bonne Maman confident about its future and success. Moreover, making jam is more expensive than buying some. Treat Many people are conscious about their weight and health. Light products are gaining market shares. Bonne Maman jams contain a lot of sugar which can represent a treat if people's demand switch from a traditional and natural product to a healthy and light product. III) How to implant Bonne Maman in Philippines? Brief presentation of Philippines Islands: Philippines is archipelago group of 7170 islands (total surface area: 300000km²), located at the west of the Pacific Ocean. [...]

[...] Dalfour et Walden Farm. There you can find many different flavours of jam like, orange, apricot, raspberry, strawberry, gooseberry, cherry and ginger. You can find it light, without cholesterol, without fatty, entirely natural organic, without colouring agent. - Point of sales and sales prices: We can see two trends regarding sales point. Imported jam is too expensive to be purchased by low class Filipinos households. Most of the time you can find it in hotels or restaurants, and also in supermarkets. [...]