M&M’M&M’SS

貿金三甲貿金三甲494751186 494751186 王依亭 王依亭 494751459 494751459 陳奕霖 陳奕霖 4949

4751655 4751655 黃惠雅 黃惠雅 494751447 494751447 張家瑜 張家瑜 494751564 494751564 陸韋伶陸韋伶

IntroductionIntroduction

BackgroundBackground1. Candy’s coated pieces of

chocolate produced by Mars Enterprise.

2.Legend• Sir Forrest Mars

SPAINHard sugary coating

Why their brand name Why their brand name called M&M’Scalled M&M’S

• 1929 Forrest Mars and R. Bruce Murrie New product First initials of last name M&M

Popular in Popular in the marketthe market

EnterEnter the market right the market right timetime

Those time : No much air conditional Chocolate candy gets melted

easily M&M’s

Marketing ResearchMarketing Research

• 2002 : Over 200 different countries vote

• 37% 41% 19%.

SloganSlogan

•只溶你口不溶你手•Melts in your mouth, not in

your hands

Slogan analysisSlogan analysis

• M&M company add an asugery coating in the chocolate's outside to do what’s their slogan said

”Melts in your mouth, not in your hands” • The slogan gives consumers an

imagination

SWOT SWOT analyzeanalyze

StrengthsStrengths1.Brand a national wide brand name a High Brand Preference for consumers

2.Promotion“The milk chocolate melts in

your mouth------not in your hand.”

Attractive themeAdorable doll package

金莎

士力架

m&m's

德芙Dove

健達 好時其他

0

50

100

150

200

250

300

總數

金莎士力架m&m's

Dove德芙健達好時其他

3.Colorful 3.Colorful charactercharacter

WeaknessesWeaknesses1. Stereotyping high calorie fat sweetish

2. Potential group haven’t develop

OpportunitiesOpportunities 1.Law-fat chocolate 2.Valentine’s Day 3.Production diversity Package Style Black chocolate

ThreatsThreats 1.Potential competitors2.Invariability

Thanks for Thanks for your your

listening!!listening!!