Banania a widely popular drink is mostly distributed in France. Banania received its first success in supplying gourmet breakfast to the French troops during the First World War. Since then the company has acquired a vast reputation and established itself as the leader in the market for chocolate powder.
The Banania brand in France is now owned by the newly-founded French company Nutrial, which acquired it from Unilever in 2003.
To maintain its popularity throughout the twentieth century, Banania opted for a strategy involving communication and loyalty. It participated in the Colonial Exhibition in Paris and is famous for the slogan ‘Y'a bon Banania'. This humorous slogan was expressed patriotically to boost the French morale during the Second World War.
The original advertising has become a cultural icon in France. Posters and reproduction tin-plate signs of the pre-war advertising continue to be sold. In the 1970's and early 1980's, Banania sponsored the Yellow Jersey of the Tour de France.
In 1939, Banania produced 1,400 tons of chocolate powder and by the end of the war production had reached 2,500 tons, despite relocating the production site after the war. 1953, Banania reached the threshold of producing 5000 tonnes of powdered chocolate per year.
The market for chocolate powder is declining. At the moment, 62% of the households in France buy chocolate powder; back in 1996 the figure was 66%. Unit sales were down slightly when compared to 1990 (-6%) and is now estimated to be 45,000 tons per year.
Tags: Banania brand of chocolate powder, Banania's presence in the French market, Banania's popularity during World War
[...] This attachment to a brand is an undeniable benefit for brands, at a time when competition from distributors is a growing problem. Also the fact that there are always 20% of consumers who reject private labels for chocolate powders, for various reasons such as doubts about product quality, protect ‘historical' brands from this new competition etc. The powdered chocolate market is gloomy and obviously has no more potential for growth in terms of volume. - The heart of their target market is children under the age of 11 and their mothers who actually buy the chocolate. [...]
[...] Nutimaine belongs to the American NUTRIAL. NUTRIAL has interest is owned by CDC services industry and 40% by ELECTROPAR. • The accounting figures from the document that is attached (Verif) show that the company's balance sheet for the production site at Faversham is bad. In 2006, the company presented a turnover that was down 33% from 2005 and a net loss of 360 million euros, despite a significant reduction in operating expenses (-29%).While market indicators in general are green, growth in sales performance and profitability of the company are negative. [...]
[...] → Banania comes in third place • The brand has about 10% of the market share for a turnover of 31 million euros and 9,000 tons of chocolate powder produced, as of 2006 (source: Journal of the net) of Banania's turnover comes from exports to mainly the Netherlands, Spain and Portugal. It must be noted that the brand is associated with Benco which is a mixture of chocolate granules. According to TNS, Banania still enjoys a reputation that is above average in this market and its good quality is appreciated by their customers. For more information, visit www.php.sofres.com / testmegabrand / default.php • Banania has two production sites; one is located in Faversham and Verneuil-sur-Avre (28). [...]
[...] The mothers have purchasing power and buy what their children ask them to. - In terms of packaging, the main retail formats are boxes that weigh 250g, 450g and 1 kg family size box. The format of the first box is called ‘recruitment' and is intended for consumers who are testing the product for the first time. The situation of Banania in the current market Banania is one of the oldest brands of chocolate powder that exists on the market. [...]
[...] It was one of the first to use illustrations for advertising. It produces among other corrector items, tins that could be collected. The company participated in the Paris Colonial Exhibition and sponsored the yellow jersey of the Tour de France cycling marathon. The company used the tagline, "There's good Banania" which became very popular. It went on to produce more humorous and patriotic campaigns during World War II to boost the morale of the French. Important landmarks: • In 1939 Banania produced 1400 tons of chocolate powder. [...]
APA Style reference
For your bibliographyOnline reading
with our online readerContent validated
by our reading committee
