brand audit m&m's
TRANSCRIPT
Brand audit
Content ListBrand Overview
Brand Value Proposition
Current Brand Communications Audit
Category Audit
SWOT Analysis
Key Recommendations
Brand Overview
• Product Category: Chocolate confectionary• 1941: Invention of M&M’s brand• 1980s: Launch in the European markets & UK
• Brand Owning Organisation: Mars, Inc.
Brand Promise
• ‘At Mars we take our responsibility for marketing our brands appropriately very seriously. We have a Marketing Code that governs all our promotional activity and states that we only promote our products to people aged 12 and over as this is the age at which we believe that people can make informed choices about sensible snack consumption. We apply our Marketing Code to all our advertising and communications and are committed to providing you and your family with suitable and transparent information about our products’ (Mars UK, 2014).
Brand Essence
to provide a high quality, great tasting product that
gives pleasure to the consumer
Brand Personality
Fun loving and easy going
M&M’s
Brand Onion
Brand Values
Quality, Responsibility, Mutuality, Efficiency, &
Freedom
Functional & Emotional Brand Benefits
Functional- Convenience for both the product itself and its packaging
Emotional- Fun and entertaining through immature adult humour, ability to
personalize M&M’s for special occasions
Physical Brand Attributes
High quality chocolate in a hard candy shell
Current Brand Communications Audit
• M&M’s Characters• Advertising• Social Media• M&M’s World• myM&M’s
http://www.youtube.com/watch?v=fMUZUTjyk2Q
Category Audit – Key Strategic Market Drivers
- Social Factors- Macro: Changes to a healthier
lifestyle – traffic light system- Micro: Snack as energy booster
- Economic Factors- Macro: Economic downturn- Micro: 16 plus brands in the UK
chocolate confectionery market
Category Audit – Product Category Analysis
• Chocolate Confectionery Market grew from 2008 – 2013 by 8.7% (Mintel, 2014)
Size of the UK market in 2013 -> £: 3,079 million
Size of the UK market in 2013 -> Kg: 337 million
• Predicted to grow as long as it stays a ‘popular treat among consumers’
Category Audit – Positioning Map
High Variety
High Maturity
Low Variety
Low Maturity
Category Audit - Competitors
• Indirect Competitors– Nutella– Kinder
STRENGTHS
• Fun and easy to eat
• M&M’s spokescandies
• M&M’s commitment to
brand promise
WEAKNESSES
• Presence on social media
platforms other than
• M&M’s Packaging
• Only offer 3 varieties
OPPORTUNITIES
• Dark chocolate
health campaign
• More active in sport
sponsorship
• Position as energy
booster
THREATS
• Healthy snack options
• Number of competitors
• Health issues and increasing
obesity rate in UK
SWOT
Recommendations1) Increase presence on social media sites other
than Facebook• Especially in the UK
2) To become involved in sport sponsorship
3) M&M’s need to prepare for the current market trend of living a healthy lifestyle
• Dark chocolate health campaign• Energy booster
Thank you for your attention
and….
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