In order to better understand the Bonne Maman's strategic brand management, we first have to describe its offer and understand how Bonne Maman differentiates itself on the biscuits maket.
Bonne Maman's biscuits :
The name of the brand :
The name "Bonne Maman" conjures up so many happy childhood memories and the motherly tenderness.
Ingredients :
All Bonne Maman's
products are made without
preservatives or artificial
colors and with fresh,
traditional and premium ingredients. This really is the strength of this
brand as most of biscuits brands use artificial products in their
recipes.
Packaging :
The Bonne Maman's
packaging has not change a lot since the brand creation.
Even if the brand
is distributed in large retailers, Bonne Maman has kept its authenticity thanks to the packaging. Indeed,
the famous Vichy fabric is the
brand's symbol and it reminds us the homemade marmalade
that we used to eat when we were children. Today, Bonne Maman uses this vichy
visual for all its products.
The names of the products look like
they have been hand-written in an old-fashion way. On each packaging, there is
a picture of the product with natural
and fresh ingredients that have been used to produce it (fresh butter,
fresh raspberries…).
All the elements on the Bonne Maman
packaging has been chosen to remind us our childhood
and that the products are made with the best ingredients, in a traditional way.
By Madeleine
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