M&M's Marketing Concept: Strategies, Objectives, and Analysis

This essay provides an overview of the marketing concept as it applies to M&M's, a prominent chocolate and candy business. It delves into the five key concepts: production, product, selling, marketing, and societal marketing. The analysis covers M&M's approach to production efficiency, product innovation, sales strategies, target market identification, and commitment to social responsibility. The essay further examines M&M's marketing objectives, which are rooted in the five principles of the Mars foundation: quality, responsibility, mutuality, efficiency, and freedom. These principles guide the company's efforts to meet customer needs, create social impact, adopt sustainable business practices, and foster innovation to maintain a strong market position. The essay concludes by highlighting the correlation between M&M's organizational objectives and its marketing concept, contributing to increased market share and customer base.

Running head: MARKETING CONCEPT
MARKETING CONCEPT
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
Introduction:....................................................................................................................................1
The Marketing Concept:..............................................................................................................1
Involvement of Marketing Concept in M&M:................................................................................2
M&Ms:........................................................................................................................................2
Production Concept:....................................................................................................................2
Product Concept:.........................................................................................................................3
Selling Concept:...........................................................................................................................3
Marketing Concept:.....................................................................................................................3
Societal Marketing Concept:.......................................................................................................4
Marketing Objectives of M&M:......................................................................................................5
Conclusion:......................................................................................................................................6
References:......................................................................................................................................7

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Introduction:
The Marketing Concept:
The marketing concept is the philosophy that the organizations include and follow in
order to understand the market trends and market needs. Marketing can be defined by the
management of the exchange relationship, which is an essential part of the business process. The
exchange relationship between the business houses and the customers, in order to quench the
needs of the later as well as to meet the organizational goals and agendas of the former is known
as Marketing. Now, the philosophies involved behind the practice of marketing is referred to as
the marketing concept. It is important to understand the marketing concept of an organization or
a business, as, it is upon this, the change management that has taken place within the
organization can be discussed and analyzed (Burns, Bush, and Sinha. 2014). Therefore, the
marketing concept or the philosophy of marketing can be identified with five factors, being, the
Product Concept, the Production Concept, Selling Concept, Marketing Concept and societal
marketing Concept.

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Therefore, in the following portfolio, the marketing concept of M&Ms has been
presented. The essay will provide a brief understanding of the company, and therefore, will
gradually present a thorough understanding of the concepts involved in the marketing concept
practiced by the organization.
Involvement of Marketing Concept in M&M:
M&Ms:
M&Ms is a Chocolate and Candy business, existing in the business industry since 1941.
They produce colorful button shaped chocolate candies each with M written on one side, and
another M written on the other side. The M&M stands for mars and Murrie. The organization is
in the business for more than 60 years and is maintaining a great business across the world, in
more than 100 countries, with a huge product diversification. The organization has included an
aggressive marketing mix and marketing concept into its orientation in order to ensure a good

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position in the industry (Lacey. 2013). Therefore, the marketing strategies that the organization
include through its involvement of the marketing concepts have been discussed in the following.
Production Concept:
The production concept refers to the production orientation that the organizations include.
Considering the production orientation or the production concept of the same it is observed that
the organization includes a huge focus in the aspects of the production of the chocolates and the
candies. Among the five principle that the organization follows, two are, Quality and efficiency
and the organization tries to maintain both of them in their production process. They are also
involving a sustainable approach in the making of the product to ensure a positive impact on the
society.
Product Concept:
The product concept refers to the aspects of quality, performance, which in this case is
the palate, and the innovative features of the products. The organization includes rigorous
innovation in the making and in the taste of the products. The organization hugely experiments
with the taste aspects and along with that the organization provides customized products where
the customers can choose or make their own products (Hanet, and Van Vyve. 2015). All these
effectively contributes in the selling proposition.
Selling Concept:
The selling concept or the selling orientation is assumed to begin during the time of great
depression. During the time of great depression, all the organizations focused on increasing their
selling propositions, and the selling approaches of the organization lack an aggressive attitude.
The organization should be more pushy and there should be more focus on the aspects of the

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transactional processes. The organization provides immense focus on the maintenance of the
customer relationship, and this is one of the strategies that they involve in increasing their sales
proposition, the organization prioritizes the customer needs and requirements and this helps them
with their selling proposition (Snelgrove, Ng, and Devon. 2016).
Marketing Concept:
The marketing concept or the marketing orientation refers to the appropriation of the
organizational goals, upon satisfying the market needs and requirements. Within the marketing
concepts, there are two more aspects involved target and position of the brand and its items, the
marketing concept refers to the efficiency of the organization to market its products, and in order
to do that the first aspect that the organization needs to understand is the target market, each
industry has a specific target market, for example, the M&Ms target market is essentially the
children and the youth section of the society, therefore it includes products which will
appropriate the needs of both the targets (Soroya, and Ameen. 2013). For example, the
introduction of Ms. Brown was to target the children while the introduction of the Love Box
targeted towards the youth of the society.
Also, the positioning aspect of the products is also important. The shapes and sizes of the
products and the names of the same, helps them in gaining a specific position in the market.
Societal Marketing Concept:
The societal marketing concept is the most crucial aspects of the marketing concept and
there are three proposition which the organizations aim to satisfy, consumer satisfaction,
organizational profits and the human welfare. Therefore the organization has essentially included
a sustainable approach in the production and packaging process of the products, and at the same

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time it is including the perspective of health welfare of the customers as well (Goldsmith, and
Yimin. 2014). As per the market research the inclusion of sustainable approach helps the
organization to satisfy the customers and to ensure a growth in the sales, and the annual profit of
the organization has validated this claim.
Marketing Objectives of M&M:
In order to understand the marketing strategies of the organization, the organizational
objectives and the missions of the organization can be reviewed. The M&Ms follows the five
principles of the Mars foundation which is the owner of the organization. These five principles
include, the principles of Quality, Responsibility, Mutuality, Efficiency and Freedom, and
therefore, the organization tries to maintain each of these aspects. According to the business
leaders these five principles, which the organization includes help theme to meet and fulfil their
organizational aspects. The leaders of the organization have opined that these five principle help
them to include a diversified approach into their business processes and along with that help
them to maintain a communication across geographical diversity and unite them across linguistic

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and cultural barriers. More importantly, it is these five principles which help them to promote
their products and meet the requirements of the customers as well as the market trends and needs
at the same time (Lee et al. 2016). Therefore, it can be stated that the organization provides
special focus to the organizational values and aims at the sound maintenance of the same. The
organization essentially prioritizes meeting the customer needs as their prime organization
objective, along with that the organization has included, creating social impacts as the
organizational objective in order to ensure a growth in the market share. As the countries are
essentially including the factors of sustainable business policies, M&Ms has also included a
positive, green business approach to ensure growth, more profit and a position in the market. The
innovation and product diversity is another objective of the organization, and for that aims at
launching newer products. For example, considering the celebration of Valentin’s day, the
organization has included a series of new products and customized products to ensure customer
satisfaction and at the same to increase sales (Kelly et al. 2015). As had already been mentioned,
the organization prioritizes the customer satisfaction which enables it to appropriate the
organizational objective of enhancing customer relationships, and this needs for them to increase
both their internal and external communication skills and factors.
Conclusion:
In the above discussion, the marketing concept of M&Ms has been provided along with a
sound understanding of the marketing concept as a philosophy and practice. If the discussion is
reviewed it can be found that there is a correlation between the organizational objectives and the
marketing concept of the organization which further helps the organization to increase its market
share and its customer base.

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References:
Burns, A.C., Bush, R.F. and Sinha, N., 2014. Marketing research (Vol. 7). Harlow: Pearson.
Goldsmith, E.R. and Yimin, Z., 2014. The influences of brand-consumer and cause-congruence
on consumer responses to cause related marketing,“. Journal of Applied Marketing Theory, 5(2),
pp.74-95.
Hanet, A. and Van Vyve, M., 2015. Is it possible to be successful in mass customization in
imperfect conditions? If yes: how do companies manage these? A case study of Bivolino and my
M&M’S.
Kelly, B., Vandevijvere, S., Freeman, B. and Jenkin, G., 2015. New media but same old tricks:
food marketing to children in the digital age. Current obesity reports, 4(1), pp.37-45.
Lacey, D., 2013. Classic Candy: America’s Favorite Sweets, 1950–80. Bloomsbury Publishing.
Lee, N.J., Guzman, J.Z., Kim, J., Skovrlj, B., Martin, C.T., Pugely, A.J., Gao, Y., Caridi, J.M.,
Mendoza-Lattes, S. and Cho, S.K., 2016. A comparative analysis among the SRS M&M, NIS,
and KID databases for the adolescent idiopathic scoliosis. Spine deformity, 4(6), pp.420-424.
Snelgrove, R., Ng, S. and Devon, K., 2016. Ethics M&Ms: toward a recognition of ethics in
everyday practice. Journal of graduate medical education, 8(3), pp.462-464.

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Soroya, S.H. and Ameen, K., 2013. LIS Marketing Approach in Libraries: A selected Literature
Review. Pakistan Library & Information Science Journal, 44(4).