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Copy of M&M : The Brand and its Successful Marketing Communication T
Transcript of Copy of M&M : The Brand and its Successful Marketing Communication T
Reasons for its Success
M&M's marketing tools (media outlets)
Relationship with Consumers
The brand’s positioning in society is significant to its success; the candy became a snack between meals for “over
of the population snack between main meals, and it is mainly young people. Also,
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).”
The successful M&M brand is associated with many venues:
ice cream companies
Clothing apparel/Halloween costumes
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&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”
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.
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
A relational brand, very familiar with consumers
Stood out from other competitors
Active in advertising (social media)
“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
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