Abstract
Jam is a food product that has graced supermarket shelves and our dinner tables with equal elan since time immemorial. Indeed, it is quite easy to produce: a combination of 50% fruit and 50% sugar. That is why it is complicated to differentiate a brand from another to get a competitive advantage. However, the brand Bonne Maman is the leader due to a strong and innovative brand image. We are going to study the structure of this market in order to analyze the success of this brand.
We shall begin the analysis by segmenting the market into four different levels of products:
-low quality product: generally sold in discount stores or without any brand. The composition is 35% of fruit (bad quality) and 65% of sugar, preservative and coloring agents.
-middle product range: composed of 45% of fruit and 55% of sugar, no additive, the quality is decent.
-high quality product: composed of 50% of fruit and 50% of sugar, with cane sugar.
-specialities: biological products, hand-crafted products, exotic products produced in small quantities.
