About M&M’s
M&M’s is a subsidiary of its parent company Mars Nutrition. As we all know m&m’s are colorful button-shaped chocolate candies that come in a variety of flavored confections, including milk chocolate, dark chocolate, mint-flavored chocolate, peanuts, almonds, and peanut butter. More information about the brand’s history is provided in the link below:
Customer Satisfaction
Customer satisfaction is key for a company/brand. Sustaining customer loyalty is very important to M&M’s. Because M&M’s is an international brand, they have created many categories of serving its customers in the best way they can around the globe. The brand offers some great customer care value to serve its customers to satisfy each and everyone of them. It is important for a company to communicate with its customers in the most effective way. When ordering online, M&M’s makes every effort to provide the costumer with the real-time status of the products availability prior to ordering. In addition to that, if the costumers have had a greater demand than expected, and the company cannot fulfill your order, a representative will contact you via e-mail and provide you with an estimated ship date.
Specific Target Market
M&M’S Chocolate Candies became “The Official Candy of the New Millenium.”
“M&M’S History.” M&M’S History, http://www.mms.com/en-us/history.
M&M’s does have a general market, but what makes the brand unique and so successful is that it has a specific target market. Sophisticated marketers like Kraft Foods, Procter and Gamble had long targeted specific markets, but no one in the candy industry had approached marketing in such a specific manner. M&M’s festive colors and bite-sized pieces had a special appeal to kids. Studies showed that children chose M&M’s over every other chocolate candy they were offered.
Markets consist of human beings, not demographic sectors.
Levine, Rick, et al. The Cluetrain Manifesto the End of Business as Usual. Perseus, 2000.
It is important for a company to understand who its target market is in order for it to be successful within its industry. Forrest E. Mars, Sr., the son of the Mars Company founder, decided he needed to know who was buying his product, who was not, and why. By doing this, he was able to create a marketing strategy that would attract the brand’s largest consumers: children. When M&M’s realized their products mostly attracted a younger audience they introduced their infamous characters millennials grew up seeing in store and in advertisements on TV. Not only did children affect the way the brand marketed and advertised their products, but it also affected product production. Children were the main reason behind such products as M&M’s minis in collectible plastic containers that can be opened and closed.
In conclusion, M&M’s has prioritized customer satisfaction and loyalty as well as obtaining an outstanding marketing strategy by focusing on a specific target market. The brand has evolved throughout the years by making accommodations to things such as their position strategy and products. This has set them apart from competition, further contributing to their overall success.
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