Confiture Bonne Maman case

Résumé du document

Jam is a food product that has graced supermarket shelves and our dinner tables with equal elan since time immemorial. Indeed, it is quite easy to produce: a combination of 50% fruit and 50% sugar. That is why it is complicated to differentiate a brand from another to get a competitive advantage. However, the brand Bonne Maman is the leader due to a strong and innovative brand image. We are going to study the structure of this market in order to analyze the success of this brand.

We shall begin the analysis by segmenting the market into four different levels of products:

-low quality product: generally sold in discount stores or without any brand. The composition is 35% of fruit (bad quality) and 65% of sugar, preservative and coloring agents.
-middle product range: composed of 45% of fruit and 55% of sugar, no additive, the quality is decent.
-high quality product: composed of 50% of fruit and 50% of sugar, with cane sugar.
-specialities: biological products, hand-crafted products, exotic products produced in small quantities.

Extraits

[...] Confiture Bonne Maman case Market analysis Jam is an old product. Indeed, it is quite easy to produce: 50% of fruit and 50% of sugar. That is why it is complicated to differentiate a brand to another and to get a competitive advantage. However, the brand Bonne Maman is the leader due to a strong and incentive brand image. We are going to study the structure of this market in order to analyse the success of this brand. First of all, we have to segment the market into different four level of product: -low quality product: generally sold in discount stores or without any brand. [...]

[...] Confiture Bonne Maman is included into the category “High quality”. Another trend of consumption consists in producing himself his own jam at home. It is more expensive but it creates a feeling of tradition and oldness. We will see that Bonne Maman uses this factor in his marketing mix. Some statistics about jam market in France in 2007 Penetration rate: 66% of households Annual average spending: Purchasing acts by family: 6.6 Average expense by purchasing act: 1.8 Bonne Maman's target is large; the brand is not positioned on a niche. [...]

[...] Moreover, they made a buzz marketing campaign on the internet. They offered products to famous blogger in order to have good commentaries about their products. Price: Confiture Bonne Maman prices are the same as the competition in order not to risk to reduce quantities (to reduce quantities involves an increase of production price) and to give an advantage to competitors. Point of sales: their products are sold into all supermarkets. Threats: It is dangerous to use modern technologies to promote a product with a traditional image Moreover, the production is very industrial despite of the quality of the product. [...]

[...] It is a success despite of a price 20% more expensive than Bonne Maman. This board illustrated the actual situation of the market. Boston Consulting Group matrix Confiture Bonne Maman is a Cash Cow to Andros. Indeed, this business unit has a large market share in a mature, slow growing industry. It is one of the strongest brands in the world, it is the leader of its market without spending huge amount in promotion! The cash generated by this brand leads Andros to develop the range of product of Bonne Maman. [...]