SWOT analysis of Bonne Maman

Strength

The brand Bonne Maman has a good coherence in its marketing-mix:
• The name evokes a happy childhood with a maternal tenderness.
• The packaging is the element that express better the positioning of Bonne Maman.
In fact the shape of the jar is similar as the traditional jar of jam.
• The Vichy motif on the cover reminds covers that were used before. The typography of the label reminds hand writing.

• The quality of Bonne Maman products is very high. The jams contain natural aromas and big pieces of fruits. The composition is 50% of fruit and 50% of sugar without coloring a preservative.

• The price of Bonne Maman jam is reasonable, compare to the competitors.
• The communication of Bonne Maman is efficient, it use billboards to have a good visual aspect of the product.

Weakness

• The Bonne Maman jam contains a lot of sugar, which can represent a barrier for people in search of light or sugar free products.

• The price is reasonable compare to the competitors but Bonne Maman jam is not affordable for everyone.

Opportunities

Due to an efficient marketing-mix, Bonne Maman doesn’t need to spend huge amount of money in advertising.
In fact, the communication is focused on the product itself, and the image of vintage jam must not be changed or modify by a lot of modern advertising.
Compare to the competitors, Bonne Maman have a financial advantage which give time to the firm to think about the future.

Bonne Maman has also less cost of distribution.
In fact, distributors must have Bonne Maman jam in their stores which is not the case for all the competitors.
In consequence, Bonne Maman doesn’t pay for referencing while competitors do.
It represents entry barriers for potential competitors.

The cost of production of Bonne Maman jam is lower than its competitors.
We can explain that by the fact that the firm is making economies of scale; in fact it is one of the biggest producers of jam in the