M&M’S 貿金三甲 494751186 王依亭 494751459 陳奕霖 494751655 黃惠雅 494751447 張家瑜...
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Transcript of M&M’S 貿金三甲 494751186 王依亭 494751459 陳奕霖 494751655 黃惠雅 494751447 張家瑜...
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
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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
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