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.
[...] However, Bonne Maman does not produce low quality product and specialities. “Confiture Bonne Maman”: marketing mix Product (licensed product): The name evokes the image of nostalgia for childhood and motherly affection. The packaging is really important: the container is duplicated from old containers in which people made jam in the early 1900s; the lid comes from a famous Vichy tissue used to cover jam containers in the early 1900s; the stickers looks like it was written by hand. The quality of the product is excellent without being expensive due to economies of scales Promotion: The product itself makes its own promotion with an attractive name and packaging. [...]
[...] It offered products to famous bloggers in order to have good commentaries regarding its products. Price: Confiture Bonne Maman prices are equally positioned as the competition in order not to risk to reduce quantities (to reduce quantities involves an increase of production price) and give an advantage to competitors. Point of sales: their products are sold in all supermarkets. Threats: It is risky to utilize modern technologies to promote a product with a traditional image; also, the production is very industrial despite the quality of the product. [...]
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