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M&M’s, the “funniest” strategy

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  1. Introduction.
  2. History.
    1. The first target.
    2. The second target.
    3. Evolution of the characters from their creation to present days.
    4. Evolution of the packages.
    5. M&M's chocolate market.
    6. Evolution of the range of products.
    7. Conclusion.
  3. The marketing communication of M&M's.
    1. TV.
    2. Cinema.
    3. Internet.
    4. Celebrities.
    5. Festivals.
    6. Sport.
  4. External and Internal situation analysis.
    1. PEST analysis.
    2. PORTER analysis.
    3. SWOT analysis.
  5. Strategy of M&M's.
  6. Conclusion: Strategy forecast.
  7. References.

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 main supplier of Mars is Masterfoods. This company belongs to the Mars structures. This company produces all Mars snack bars. So, the production cost are relatively secured and known for this company. Top 10 Snack Bars/Granola Bars Manufactures Company name Sales Quaker Oats Company 200,606,736 General Mills 181,459,344 McKee Foods Corporation 52,237,720 Masterfoods USA 50,988,840 Private Label 38,370,676 Kellogg Co. 7,210,705 Health Valley Natural Foods 3,912,233 Weider Nutrition Group 1,321,668 Barbara's Bakery 598,103 Earth Bar Product Inc 55,935 This chart shows that Masterfoods is one of the most important Bar Manufactures. [...]

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