Home-made biscuits

You love cooking and you are a real fan of biscuits ? So, why don't you add biscuits boxes to your wish list for Christmas ?

You can find them in your traditional bookstore for a price between 6€ to 20€.

Then take a picture of your home-made biscuits and send it to us. We will publish the best ones on this blog !

Brands overview

Hello everyone !

On this blog, we decided to focus our analysis on 3 main biscuits manufacturers : LU (Kraft Foods), Bonne Maman (Andros) and BN (United Biscuits). But do you really know which brands and products do they offer on the French market?

Let's do a test ! Can you recognize to which group do these following products belong ?

I'm pretty sure that you easily recognized above LU brands. Because, even if each product launched is created with its proper brand (name, logo, colors, design and universe), the logo LU remains on each packaging and makes the brand easily recognizable thanks to its red rectangle.

The second image represents BN products. It's also easy to find because we can see on each packaging the BN logo. And more than the brand logo, each product itself reveals the famous BN character, easily recognizable thanks to its large smile.

The third proposition is probably the easiest to find. Obviously, all of the products above belong to the brand Bonne Maman. The company made the choice to keep the same sober design for the packaging   of all its products : Gingham colors, handwritten font and white background. This strategy helps for sure the consumer to recognize the brand among all the references in the linear, but then it's more difficult to differentiate the products themselves.

A new entrant in the biscuits market

Milka, the famous milk chocolate tablets producer, very recognizable thanks to its purple cow, launches a new range of products in the biscuits & cakes segment.

Their diferencitaion strategy is declined in 5 references : 2 biscuits (Milka Choco Moooo and Milka Choco Supreme) and 3 cakes (Milka Cake & Choc, Milka Choco Twist and Milka Choco Tutti).

The brand Milka belongs to the group Kraft Foods. So we can wonder if this strategy doesn't lead to a risk of canibalization with LU products like "Petit Ecolier" also based on the mix of milk chocolate and crispy biscuit.

But whatever happens for Kraft Foods' brands, Bonne Maman and BN will have to face a serious competitor.

And you, have you already bought one of their new biscuits? What is your opinion?

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