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.
[...] Bonne Maman brand, 370g: - Specialties: in the up market, we can find some special items like, biological jam and handcrafted jam Biological jam, 220g: We add the diet jams, which met a great success at the end of 1980s, in special segment. Instead of sugar we use aspartame. So diet jams are less caloric and also less tasty. Segmentation Market share Trend Quantity consumed and distribution Consumption: - Penetration rate in France: 66% of household - Average annual budget: which is very low but it's an average between few usual consumers and many occasional consumers. [...]
[...] Marketing mix of Bonne Maman - The product: The name of the brand reminds us of the happy childhood days and maternal affection. The packaging is more important for Bonne Maman as it play key role in success of the company. The shape of the jar is the same like the traditional jar that we bought to cook jam. The cover resumes the traditional pattern that we used to recover jam jars. The label and the typography resume the principle of the label written by hand as on the label of homemade jams. [...]
[...] Sales growth: in millions jam pots Market shares: 35% Product ranges: Jam : 52 Product, biscuit : 30 Product, dessert : 24 Product. For the biscuits branch, between January and July 2009, sales have increased compared to 2008, (whereas LU sales decreased 1.3 Frederic Gervoson, Jean's son, is the current manager of BM jams. II) The jam market in France Global figures The jam is a very old product, which exists for centuries. Its recipe is so simple of fruits of sugar, cook and put in jar. [...]
[...] 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. [...]
[...] It was often selected as best French jam by consumers on forums or blogs, and also selected as the ‘Taste of the Year 2003' in France. We also propose a large range of flavours, in which you can add local flavours, to satisfy the customers and gain some market shares. - Weaknesses: The main weakness of Bonne Maman jam is its prices, which allowed only the rich to consume. Although, the want is to target not just rich individuals, so we will have to adapt our prices to the local market. [...]
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