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Copy of M&M's and Marketing
Transcript of Copy of M&M's and Marketing
M&M’S® Brand Ice Cream
Sustainable Competitive Advantage
What is competitive advantage?
M&M's and its Product Life Cycle
M&M's is in the growth stage but at the same time it's in the mature stage.
New products everytime
Every occasion possible
4th on the Ad Bowl.
5th on the Ad Meter.
Viewed 3,000,000 times
The ad teased with hints of a new mascot
1941- M&M'S Chocolate are introduced to the US.
1980- M&M'S Chocolate are Introduced Internationally.
Global Marketing Strategy
Global Marketing Standardization
Five Principles of Mars
Quality, Responsibility, Mutuality, Efficiency, and Freedom
Mars Global Advisors
Who is the Target Market for the Ad?
The Target Market identifies with our kids, tweens and teens, and young working adults.
•Kids- it’s adorable and entertaining
•Tweens and Teens
M&M's earns cred with the latest pop song from LMFAO
•Young working adults-
laid back club scene
there’s something for everybody
consumers want to try out the new Ms. Brown
stimulus can be triggered with a craving for chocolate
for more information through www.mms.com, Facebook, and Twitter
•Evaluation of Alternatives-
Hershey’s Pieces, Reese’s Pieces, York Pieces, and Almond Joy Pieces
What Consumer Decision-Making Process was the Ad targeted at?
retailers, online, or in stores
•Post Purchase Behavior-
when you wish you could’ve stuck to what you always choose.
Dark Chocolate Peanut
Many different types
The ability to put a face with the brand
M&Ms are made life-like
Loved by all ages
Fun-size packets and Mini-M&Ms in tubes
Customized (specialty M&Ms) sold online
Also have their own line of merchandise
Marketing Mix Associated
with the Ad
The Chocolate itself
Color of the shells
Using a loveable cute cartoons
“Not your average chocolate”
"Not your average Chocolate"
M&M’s gets people’s attention with talking M&M mascots.
generates interest with humor
dancing “naked” candy.
showing the actual candy at the end of the commercial.
humor gets people to think of M&M’s
catch peoples attention
get them to buy M&M’s the next time they want candy.
helped design this ad by finding the target demographics for this type of ad.
The Objective of Ad
Target Market for the Ad
Consumer Decision-Making Process
Types of Products
Product Life Cycle
Sustainable competitive advantage
Marketing Mix associated with the Ad
M&M's® and repositioning
Targeted a new market
Ad becomes a favorite globally
Ken D., Natalie A., Janee` O., Mythili S., Luis V.
Ice Cream Product Line
M&M’S® Brand Cookie Ice Cream
M&M’S® Brand Ice Cream Cone
M&M’S® Brand Ice Cream Cake
M&M’S® Brand Ice Cream Treats
MKTG 5th Ed