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Case Title:

M&Mís Candyís Innovative Marketing Strategies

Publication Year : 2007

Authors: Mridu Verma

Industry: Food, Diary and Agriculture Products

Region:US

Case Code: IPD0086P

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:

In the high-tech culture of the new millennium, M&Mís Candy has fought diligently to stay cool, contemporary and relevant to consumers in the 21st century. It has faced incessant challenges from competitive brands as well as social pressures encouraging consumers to reduce candy consumption. But its main challenge is keeping the brand simple, relevant to consumers and yet maintaining growth.Over the years, colour, brand personalities, globally recognisable packaging, the 'melt in your mouth, not in your hand' slogan and the distinctive 'M' on each candy -- all have played an important role in raising the brand to an iconic status. Carrying on the spirit of its earlier marketing initiatives, M&Mís has decided to freshen up the brand and strengthen the emotional bonds with its loyal customers by leveraging the compelling equities of colour and fun to create consumer interest.

The case can be used to discuss the dynamics of the candy industry, M&Mís brand strategy including brand merchandise and brand characters and the use of retail channels, advertainment and Internet marketing to build personalized relationship with the customers.

Pedagogical Objectives:

  • To discuss the dynamics of the candy industry
  • To analyse M&Mís brand strategy including brand merchandise and brand characters
  • To discuss the use of retail channels, advertainment and internet marketing to build personalised relationship with the customers.

Keywords : Mars; Brand Strategy; Advertisement; Innovation Management Case Study; Brand Character; Brand Personality; Brand Revitalisation; Mini Brand; Product personalisation

Contents:

  • Introduction
  • Background Note
  • The US Candy Industry
  • Brand Strategy
    • Brand Transformation
    • Brand Merchandise

  • Brand Characters
  • Retail
  • Promotion
  • Internet Marketing
  • Looking Ahead

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