Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Copy of M&M : The Brand and its Successful Marketing Communication T

No description
by

yumnah usmani

on 2 April 2014

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Copy of M&M : The Brand and its Successful Marketing Communication T

Introduction
M&M Brand
Reasons for its Success
Associations
Brand positioning
Competitors
M&M's marketing tools (media outlets)
CBBE Model
Relationship with Consumers
Brand positioning
The brand’s positioning in society is significant to its success; the candy became a snack between meals for “over
37%
of the population snack between main meals, and it is mainly young people. Also,
13%
eat chocolate when they are away from home.”
Who are M&M's competitors?
The M&M brand stood out from its competitors by taking a different position on the “political product, price, distribution and promotion (marketing mix).”
M&Ms Association(s)
The successful M&M brand is associated with many venues:

Chip Ahoy!
ice cream companies
McDonald's McFlurries
Clothing apparel/Halloween costumes
Marketing Communication
Televison: Spokescandies in television to market products, targeting the youth and encourage them to buy the product. “These promotions are funny and humoristic which attracts all the population categories.

By Jessica Webb
M&Ms
M&M’s chose NASCAR because it is associated to sport. It gives a good image for the people that the candies do not a negative effect to the health
Today, the Mars, Inc. is ranked as the third-largest privately held company in America and is considered the top international seller of the candy
Olympic Games of 1984
One great achievement: M&Ms chocolate candies was honorably named the official snack food of the 1984 Olympic Games in Los Angeles, California.
“The M&M candy is positioned on a highly competed: the sweets in general and that of chocolate confectionery in particular”
Direct competitors
Smarties
Maltesers
Nestle
Hershey's
Indirect competitors
Kinder
Sugar confectionery
Internet: With changing times, M&M also entered the world of the Internet to further promote the brand name globally. The brand can make people participate to its business and marketing strategy, and at the same time it can secure the loyalty of its consumers
M&M sponsored an American foundation to raise money for the battle of cancer.
For each bag sold, the funds will be donated to the organization, which does research against cancer. .
M&M's Communication Tools and Market Strategy
What is the CBBE model? The Consumer Based Brand Equity (CBBE) model is a model that reflects brand awareness by measuring aspects in a pyramid image. Using factors, such as consumer feelings, brand image, marketing tools, media outlets and more, the model designs a pyramid of the brand to demonstrate its success in marketing to consumers.
Bibliography
Acikay, Yigit. "Customer Based Brand Equity." Customer Based Brand Equity. N.p., 16 Nov. 2011. Web. 2 Dec. 2013. <http://www.slideshare.net/yacikay/customer-based-brand-equity-10191100>.

M&M’S® Home. Web. 30 Nov. 2013. <http://www.mars.com/global/about-mars/mars-pia/our-brands/communicating-responsibly/marketing-our-brands-responsibly.aspx>

M&M LA Team. "M&m's Brand marketing - The CBBE Pyramid,... - M&m's Brand... - M&m's Brand mindspce - M&m's IDENTITY... - M&m's Brand Emotion - M & M la team are more than happy to welcoming you to the exciting chocolated world of M&m's." M&m's Brand marketing - The CBBE Pyramid,... - M&m's Brand... - M&m's Brand mindspce - M&m's IDENTITY... - M&m's Brand Emotion - M & M la team are more than happy to welcoming you to the exciting chocolated world of M&m's. Web. 2 Dec. 2013. <http://mandmlateam.over-blog.com/categorie-12209537.html>.

Mars.com. (2013) "Targets and Progress."mars.com. Web. Nov 17, 2013. <http://www.mars.com/global/about-mars/mars-pia/targets-and-progress.aspx>.
Relationship with Consumers
Consumers vote on new colors
Blue, voted on by 10 million
ColorWorks customizations
Valentine's Day
Christmas
Weddings
A relational brand, very familiar with consumers
Stood out from other competitors
Uniqueness
Favorability
Bright colors
Personified characters
High-Quality taste
Active in advertising (social media)
Humanitarian efforts
M&M's Popularity
Background
“M&M” is taken from the first letters of the inventors' last names, Forrest Mars and Bruce Murries
M&M first introduced to American soldiers in WWII (1941)
Spokescandies made their first debut in 1954
Charity Work
Cinema: The candy was also advertised in the cinema business because it is a popular candy to be consumed while watching movies. The cinema played a key role in the promotion of the candy because it is highly linked to the concept of movie theater candy. “The reason is that it is a place of fun and entertainment for all people, which are the principal values of the M&M’s brand
Full transcript