What famous chocolate does a person who likes cinema, NASCAR races and has a fun spirit, buy first? M&M's!! This chocolate brand is known all around the world. This reputation is not the result of the hazard's but the consequence of a historic strategy. Indeed, M&M's is one of the oldest chocolate brand and, even if the headquarter is American, its roots are Spanish! Nowadays, eating habits are changing to sweet products like chocolate or ice cream and in favor of healthy products like fruits. But how did the famous chocolate ball become one of the most important chocolate brands in the world? What is the strategy of M&M's and how can the brand react against healthy products? M&M's idea has been created, according to the legend, by Forrest Mars senior, who met a group of Spanish soldiers eating pellets of chocolate covered in a sugary coating during his travels in Spain. After his return to the USA Mr Mars created a similar product, giving it the name of M&M's corresponding to the initials of the creators Mars and Murrie. In 1941 M&M's was marketed. Mr Mars has exploited a simple need: how to preserve chocolate in all sorts of climates?
[...] In that way, the consumer was not only a consumer but he also became a consultant. Blue won with 54% of over 10 million votes cast was a great year for M&M's. The advertising campaign indeed bears fruits because it arrived at the first position among the 60 different campaigns rated by USA Today. The new characters became more popular than Mickey Mouse and Bart Simpson. In 1997 one new product was brought to the Brand family: a green female character appeared. [...]
[...] It is a good strategy for the firm since it catches youth's eyes. Another kind of celebrity is Yannick Noah. His popularity (songs appreciated by a large audience) shows a good image for youth as well as adults. The footballer Zinedine Zidane, which is a sportsman, gives another image to M&M's: if you eat some M&M's candies you will not become obese. There is no damage to your health done. E. Festivals A foundation has been created in the USA, sponsored by M&M's in order to fight cancer. [...]
[...] The first healthy product (Fruits snacks) is positioned 5th with more than 7,6 times fewer sales. 2002 World Consumption of all Chocolate Products Countries Volume (in Per capita metric tons) consumption (Kg/head) Source: Mintel European Union (including Norway and Switzerland): tons. This region is the most chocolate consumer. The second customer is the United States with tons. Then, a few countries share the chocolate market like Brazil ( tons) and Australia ( tons). Social : Children and young adults are key consumers for prepared snack foods. [...]
[...] There are different head quarters in the world, which gives the opportunity of adapting the companies' strategy easier to the culture of the country (ways of selling, advertising, etc Because of the wide way of distributing M&Ms, customers can find small packets everywhere (super markets, cinemas, small stores and even in some clothes shops). M&Ms is the number one on the chocolate/candy market. A market is still globally growing in the world. Weaknesses: As M&Ms is a sweet, it is quite unhealthy. [...]
[...] Indeed, they are the most easy to influence, that is why advertising focuses especially on them to sell a product, particularly for sweets. The M&M's brand uses, to attract the youth's sight, characters of the same age rank. This way, M&M's hopes that the rising generation will identify itself to the characters and consequently buy the product. In one of these advertising campaigns, the film shows young people who are doing their homework together and listening to music. When one of them puts on a peace of music that everybody does not like, they all begin crunching M&M's to make noise. [...]
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