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Title: M&M

Essay Details:

Subject: Business
Author: Susan C
Date: August 19, 2015
Level: University
Grade: A
Length: 12 / 3592

Essay text:

Industry analysis Australian confectionary market Research on M&M’s and the confectionary industry shows that: • M&M’s is a well known and leading confectionary brand, ranked no. 1 in the consumer baglines segment, but with decreasing market share. See Appendix 1. • The M&M’s brand has diversified into other items such as ice-cream and cookies, globally • M&M’s is a well established global branding of colour, fun and humour • Medium price • M&M’s are not in the gift segment, where brands such as Koko Black, Lindt and Haighs are positioned Implications for customised M&M’s • Customised M&Ms are able to reinforce and strengthen M&M’s brand equity • Opportunity to leverage the popularity of the M&M’s brand to enter a new segment of gifts and events Customised products The Australian customised gifts and event market: • Can be split into two product groups: o Single product purchases with an engraved or printed name or message for example, birthday cakes, Easter egg or pens o Geared towards large volumes of an event where minimum purchases are over $200...

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