“M&M’s (named after the surnames of Forrest Mars, Sr., & Bruce Murrie of Hershey’s) are “colorful button-shaped candies” produced by Mars, Incorporated. The candy shells, each of which has the letter “m” printed in lower case on one side, surround a variety of fillings, including milk chocolate, dark chocolate, crisped rice, mint chocolate, peanuts, almonds, orange chocolate, coconut, pretzel, wild cherry, cinnamon, raspberry, and peanut butter. M&M’s originated in the United States in 1941, and are now sold in as many as 100 countries. They are produced in different colors, some of which have changed over the years.” – Wikipedia
The M&Ms brand started since 1954. The original m&m is milk chocolate represented by the red spokes candy – Red. The peanut variety was introduced in 1954. The M&Ms brand is owned by two partners both with surnames starting with the letter m (Mars & Murrie). Each spokes candy represents a color of the m&ms chocolate collection. And each color represents a flavor. The peanut & milk chocolate is represented by Yellow. The mint dark chocolate is represented by Miss Green. The almond milk chocolate is represented by Blue. The pretzel milk chocolate is represented by Orange. And finally in 2012 the sixth spokes candy personality introduced was Miss Brown – not your average chocolate. There are many varieties of other flavors introduced in different occasions. The white raspberry flavor introduced during Christmas. During Easter, white chocolate m&ms were introduced. During Halloween, only orange m&ms were in the chocolate bags. There is also the m&ms premimum edition of special flavors. The latest flavor is M&M’s salt & sweet candy mix. You can also create your very own personalized M&M’s with your images & names.
M&Ms world is available in several places. The latest one was launched in London in Leicester Square. It includes all the special merchandise of all the spokes candies. M&M’s world is available in the following locations: Las Vegas, NYC, Orlando, Henderson (Nevada, and London.
So what makes this brand still alive all these years? What’s the marketing tactics of this brand? Segmentation?
Consumption of sugary foods declines with age. It reaches its maximum between 12 and 24 years and a minimum between 50 and 70. Men, less concerned about their weight thanwomen,consumemore sugaryproducts. Consumers show a preference for sweets (44%) and for chewing gum (34%) and for sugar-free chewing gum (18%).
We can see several categories of consumers in confectionery products:
- The Gourmet
They like eat sweets and confectionery for all occasions. They are great fans of child sweets (79 %) and chewings gums (62%)
- The addicts :
They eat candy and sweets for fun, detent, and comfort. They are regular consumers and they love all sorts of candies and sweets.
- The Reasonable
Consumers more casual of candy and sweets for adults and children. They like small Pocket confectionery, regional specialties and chewing gum. They limit their consumption at certain times of the day only (47%).
- The “Sugar Free”
They are small consumers of candy and confections,but almost consumers of chewing gum sugar-free(73%). They have a sense of guilt when they consume sweets (47%).
They are large buyers andsmall eaters:58% consumers are not eaters. Grandmothers: Majority of women over 65, they buy candy in order to offer them (67%). They are sighted consumers: 43% of their purchases of candy and sweets are planned in advance.
- the Indifferent
They are in different to the consumption of sweetsand candies,they consume lessandless often, and do not purchase sweets.
- the Reluctant :
They rarely have children, never buy candies and consume few sweets.
(Source : Chambre Syndicale Nationale de la Confiserie – CSNC, février 2006)
Facebook Fanpage: M&M’s U.S.A