Now that we
have a clearer idea of the strategies of the competitors on the market of
biscuits, let’s have a visual representation of their positioning to get an
overall insight. As you already know, the market is very competitive that's why brands
need to differentiate through diverse criterias.
Studying the market and brands more in detail, we noticed two differentiation parameters that helped us drawing the map above:
First is the taste and the concept: some competitors such as Bonne Maman promote their traditional biscuits and authentic “homemade like” recipes whereas Michel et Augustin embodies funny values, innovative tastes and creative recipies.
The second criterion is also very important: the price! To get a clear idea of the prices of the market, we did an average of the price/kg of the brands using the prices available on Monoprix.fr (since this store carries all our brands’ ranges). The results are the following:
- Michel et Augustin = 21,64€
- La Mère Poulard = 11,85€
- LU = 11,29€
- Bonne Maman = 10,97€
- St Michel = 9,24€
- BN = 8,39€
- Monoprix (store brand) = 7,17€
This map is interesting in order to analyze the market structure and identify the different brands at first sight. It also shows the interest of analyzing the two brands we chose as they’re both positioned as top of the range products but on a totally different concept: tradition vs. fun. This introduces our next topic of discussion, after the market, consumer insights and competition; let’s focus on the brands!
By Vanille
Picture: property of Vanille, Framboise, Madeleine and Fraise
Source: http://www.monoprix.fr/
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