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Case Study : M&M’s

Case Study : M&M’s. Maxime Moro Joséphine Robert. A. Core Business and Business Environment. Dolan Framework. A. Core Business and Business Environment. Concrete Example : Valentine’s Day Campaign. A. Core Business and Business Environment.

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Case Study : M&M’s

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  1. Case Study : M&M’s Maxime Moro Joséphine Robert

  2. A. Core Business and Business Environment • Dolan Framework

  3. A. Core Business and Business Environment • ConcreteExample : Valentine’s Day Campaign

  4. A. Core Business and Business Environment • ConcreteExample : Valentine’s Day Campaign

  5. A. Core Business and Business Environment • ConcreteExample : Valentine’s Day Campaign

  6. Global marketing • Commercialsaroundwomen, love • For young people, easy to influence • Usingcelibrities • NASCAR • Super Bowl

  7. B. E-commerce objectives and challenges • E-commerce objective and challenge: • Transparency (age, politics, nutrition) • ‘‘This is a marketing site’’ • Games • Characters

  8. B. E-commerce objectives and challenges • Mars marketing code • Want people to trust them • Annualstudies • International Food and Beverage Alliance (IFBA) • Real-life scenario • Training courses • Environmentfeatures • Using social media

  9. B. E-commerce objectives and challenges • In 2002 campaign for a new color of M&Ms • 336 000 connexions in one week-end • Purple has won ‘‘purplecow’’ • Now, customizeyourm&ms • Intensive connection to people

  10. B. E-commerce objectives and challenges • 2010 M&MsPretzelscampaigns in media • Facebook : • Facebook campaign began one month before product launch • All demographics and income levels targeted • First 40,000 users to become a fan of M&M’s USA received a free sample • Samples shipped within 48 hours of enrollment

  11. B. E-commerce objectives and challenges • Best-sellingcandy in the world • Annual sales $1.8 billion • 42,685 units in January (fall by 12%)

  12. B. E-commerce objectives and challenges • Websites: • China: game, party, videos, kids environment, no age • USA: banners, celebrities, online shop, age • Australia: simple, no shop, age, kind of blog • In each : links to policies, informations

  13. C. Internet Site Architecture Let’s go to the US site! www.mms.com

  14. D.Recommendations Let’s go to the US site! www.mms.com

  15. D.Recommendations • Website architecture • Heavy, hard to load • System to check age not convenient • Not responsive! • Problemswith the banner, the header • Mobile site • Internet Explorer

  16. D.Recommendations • Online shop

  17. E. Quizz

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