What about the price?

Let's talk about an issue that often causes irritation... the price!

Which brand is the most expensive? LU, BN or Bonne Maman?

Well, let's take two different segments to analyse it.

First, what about the children category?

• As regards BN, it appears that its price changes between 2.08€ to 2.29€ for Mini BN (for a package of 150g).
• In any biscuit of Bonne Maman, the price varies between 1.66€ until 2.61€ (package between 125g to 150g).
• Concerning LU biscuits, the prices move between 1.17€ (Pépito, 200g) to 3.65€, also for Pépito pocket of 295g, which can be a huge gap for the consumer for the same product!

And regarding the adult category?

• The price will be the same for Bonne Maman.
• To talk about LU, we focused on the biscuit Pim's. For this product, the prices vary between  1.30€ to 1.69€ depending on the flavour, for a package of 150g

Consequently, it is interesting to note that the most expensive brand in one sector is not nececssarily the most expensive everywhere. Indeed, LU, which has the most expensive biscuit in the children category,  is the cheapest biscuit in the adult segment.

But does the price really matter when it is just about enjoying yourself?

http://www.auchan.fr/

Brands advertising

Let's talk about the difference between our brands' advertisements.

How do they manage to differenciate from their main competitors, since each one plays a lot on their visual?

                                

                                                                                    http://www.lu-france.fr

Lu bases its campaign mainly on the natural, healthy and intergenerational side. Its slogan "Ouvrons le champ des possibles" is the reflect of this strategy. Their goal is to prove to desabused people that their products can bring them the energy they need to move ahead.

 












                                                                                           




                                                                                            http://www.bonne-maman.com/

     The brand Bonne Maman clearly plays on the nostalgy, always using the same elements. First, the scene always take place in a country house, opened to a beautiful garden. Then, kitchen utensils are generally present, symbol of the authentic and home-made known-how, as welle as fresh fruits that evoke the good quality  of the products used in recipes. Moreover, we can notice the children presence, who are playing and laughing to make the consumer remind his/her happy childhood. Finally, the slogan that evokes the nostalgia, the tradition, the transgenerational affection and a happy childhood: “Bonne Maman, c’est toi que j’aime tant”, “Le doux parfum d’antan”.

       

    To talk about United Biscuits, let's study the BN brand. Through their advertising, the brand clearly wants to transmit a message of sympathy, of naivety, but also on the childish and funny side, using brightly colors and a typology that reminds a child one. Moreover, we noticed that showing the biscuit inside provides an healthy feeling.

To conclude, we clearly notice a different targeting between the three biscuits protagonist through their advertisments. LU wants to attract resonsible customers, higlighting the natural side of their production. 

Bonne Maman responds to nostalgic consumers' needs, reminding them the good taste of sentimental products.

BN's goal is tp approach mothers, seducting their children whith young, funny and fashionnable campains.

Playful websites for children

Brands adapt their strategy to the evolution of technologies and the societal trends. That's why we can see the development of websites fully dedicated to children.

www.3chatons.fr (LU)

Before, brands created their website to present the company, their products, their values and their commitments. The aim of these interface was mainly informative. But with the democratization of the Internet and the development of e-business, consumers expect more information, more commitment from brands and closer relationships with companies.

These trends lead to the increasing number of companies subscribed on social networks on a first hand, and the development of playful websites on another hand. Two online strategies for two different segments of consumers: grown-ups and children, but the same goal: enhance the loyalty of brands/products customers.

www.chez-bn.com (United Biscuits)

These websites both satisfy parents and children: parents are happy to find a secure website for their children among the jungle of references and the risks of unadapted contents, and children can freely play to funny games. 

Thanks to these platforms, children get attached to their favorite character and are more kind to ask their parents to buy the product. The strategy marketing works and the loyalty goal is reached!

www.monsieurbiscuit.fr (Bonne Maman)

And you, do your children have favorite websites to play?

Kraft Foods becomes Mondeléz International

Following the food north american market's detachement in October the first of 2012, the firm name which was Kraft Foods became Mondelez International.

This name refers to a world fills up with delicious products.

With an annual 13 billions Dollars turnover of which 37% realized in Europe, Mondelez International is one of the leader on the agribusiness market through his main markets which are chocolate, coffee, biscuits and sweets through the brands Milka, Côte d'Or, LU, Oreo, Carte Noire, Tassimo, Malabar,..

www.e-marketing.fr

A beautiful Christmas decoration with Bonne Maman!

Why not changing the traditionnal use of Bonne Maman biscuits Monsieur Biscuit into a beautiful Christmas decoration?

Don't hesitate to place it on your table, or even in your Christmas tree!

This beautiful decoration will really fit into the traditional Christmas spirit, and will embellish your house, bringing an original and gourmet touch to your celebrations!

http://bout-de-zan.over-blog.com

3 biscuits on a Crash Test

We have decided to put 3 famous biscuits on our Crash Test. We analyzed them according to their packaging, the individual packets and their taste.

La Barquette 3 Chatons, LU

Packaging: 21 pts

Packet:       17 pts

Biscuit:       15 pts

Galettes au beurre frais, Bonne Maman

Packaging: 22 pts

Packet:       19 pts

Biscuit:       24 pts

Oreo, Kraft Foods

Packaging: 25 pts

Packet:       22 pts

Biscuit:       25 pts

Here are the results of our Crash Test:

And the winner is... OREO

And you, what is your favorite biscuit ?

Biscuits in figures

In analyzing this document we can highlight the 2012 biscuits sales represent no less than 1 224 598 K€ with an increase of 2,7% regarding last year. Indeed, the biscuits market is right as well and is not touched by the actual crisis. Maybe because of the low prices in general or because for customers it is important to keep gustative pleasure.

Moreover we can see particulary the evolution per segment with, for exemple the Cookies segment which represents 71 558 K€ with an increase of 14,1% regarding last year. Actually, we assist to an explosion of the Cookies market maybe explained by a bigger assortment. For instance, the lauching of new tastes by PEPPERIDGE FARM COOKIES (double chocolate chunk, macadamia nuts,..) or the lauching of the Cookies Granola range (almonds, nuts, Daim,..). Consequently Andros-Bonne maman has launched as well his own Cookie presents in individual packaging, easy to take away. This success is due also to the appeal of  such new products with new tastes and the fact that this sort of products come from far away. People are seeking always more for a kind of change of life in their way of consume.

           

This slide reveals the sovereignty of Kraft Foods on the biscuits market with 40,7% of market shares, far away from United Biscuits with 9,5% of market shares. Andros - Bonne maman owns 5,8% of market shares. Nevertheless, the distributors brands keep an important spot on the market with no less than 29,5% of market shares. Furthermore, only United Biscuits has his market shares falling down of 0,9% regarding the same period in 2011 while all over companies improved their presence with an average rise of 0,5%.

Remark: The competitor of LU's Prince is United Biscuits'BN and the only Prince market shares represent almost the whole UB ones.

                           

Source: Nielsen Décembre 2012