The biscuits story ends here …

Discovering the world of biscuits and gaining many insights of this market, its competitors, its customers’ behavior as well as its ways of communicating and advertising with them helped us to learn a lot and to improve our knowledge both on this specific market but also on the branding process happening in it. Building and managing a brand in the biscuits market can be a long and difficult journey but when understanding it one can avoid many ambushes and obstacles and achieved in making a successful lovemark.

After getting an overall sight of the biscuits market and defining its major components and characteristics, we focused our attention on the competition and on the key success factors required to succeed in beating this very competition. We identified the key players and their strategies but we also learned about their strategic brand management. And that’s why we came up with a positioning map that highlighted the major aspects of the different brand formula and the various touchpoints for value creation of this market. 

Then we explored and went deeper into the motivations and emotions of the customers of biscuits in order to understand what truly drive them when they are purchasing biscuits. 

At that time, we discovered a famous cow and a quite interesting Vichy fabric. Indeed we began to learn more and more about the brands we chose: Michel & Augustin and Bonne Maman. We started to look at their products, their packaging and their communication strategies. We tried to leverage the knowledge of our branding courses and applied the concepts learned in class to our brands, leading us to the achievement of the customer-based brand equity pyramid of each of our brands and to the understanding of their overall branding strategy. 

Eventually managing this blog and learning all these concepts about branding and information about Bonne Maman and Michel & Augustin allowed us to dig deeper into our analysis of these brands.

Managing a brand in our globalized and ever-changing environment is quite a challenge and having these management tools is essential to give birth to a successful brand and to keep it alive and ensure its steady ongoing success!

Thank you for following and reading our articles!We really hope you had pleasure in it and now all we can do is wish you a merry little Christmas and a happy new year! (and a lot of Christmas biscuits, of course ;) !)

From:  Vanille, Madeleine, Framboise & Fraise.

Photo: 
- http://www.bbc.co.uk/food/recipes/christmasbiscuits_93733
- http://www.keepcalm-o-matic.co.uk/p/keep-calm-and-eat-biscuits-19/