Marketing Concepts and Objectives: An Analysis of M&M's Strategies

This report provides a comprehensive analysis of M&M's marketing strategies, examining the application of various marketing concepts including production, product, selling, marketing, and societal marketing. It explores how M&M's has implemented these concepts to build brand awareness, increase sales, launch new products, target new customers, and enhance customer relationships. The report delves into specific examples such as the personification of candies, the use of computer-animated graphics, and the launch of customizable products like My M&M's. Furthermore, it discusses how M&M's adapts its strategies to meet changing consumer preferences and expand its global presence. The report also highlights the company's commitment to societal marketing, demonstrating its efforts to benefit the communities in which it operates. The analysis includes a discussion of M&M's marketing objectives, such as increasing sales, building brand awareness, launching new products, targeting new customers, and enhancing customer relationships. The report concludes by emphasizing the successful implementation of these strategies in the confectionery market worldwide.

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

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Introduction
The purpose of this paper will be to demonstrate the understanding of the marketing
concept along with its application on the organization of M&M’s. The marketing concept will
comprise of the beliefs that this company need to assess the needs of their consumers,
through which the management if this business houses can effectively make decision to
satisfy the needs and requirements of the customers. Implementation of Production Concept,
Product Concept, Selling Concept, Marketing Concept and Societal Marketing Concept of
M&M’s will be done in this paper. The marketing objectives of this organization will also be
discussed in this paper. The process of meeting the increased sales, building brand awareness,
launching of a new particular product, targeting new customers and enhancing customer
relationships will be discussed here.
Marketing Concepts
Product Concept of M&M
In this context, it can be said that the organizations of M&M’s have started their
operations in the year of 1941. This business entity from the United States operates across the
globe in more than 100 countries. Their main or flagship product is the button-shaped
chocolates which are available in various colours, and each of these chocolates possesses the
letter “M” printed on one side of it in white. They are also available in different variations,
like almond, dark chocolate, peanut butter, crispy, caramel and pretzel. It can be stated in this
context that M&M’s are the flagship product of what is said to be the Mars Wrigley
Confectionery section of Mars, Incorporated (Mms.com 2020).
Production Concept of M&M
As already discussed, the management of M&M’s are engaged to produce and sale
different varieties chocolates for their customers who are present in more than 100 nations
including the United States. It can be stated in this context that more than 2 billon chocolates
are produced in every 8 hours at the factory of this organization which is located in New
Jersey. All of these are produced in various colours, some of which has been altered over the
years according to the tastes and references of the customers of different markets where they
are sold (Poku and Ansah 2014).

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Selling Concept of M&M
The management of this 100+ year historical business house has successfully placed
themselves in all the regions where they are present to satisfy the needs and requirements of
the people. The overall selling concept which has been followed by the management is to sale
their products in different varieties and colours, so that it can target all kinds of likeness,
tastes and preferences that the people can possess in the market place. Some of the products
are limited in the context of geographic availability or duration, while others are available
according to the market preferences and customer demands (Karpińska 2018).
Marketing Concept of M&M
This is the place which has helped the management of the organization of M&M’s to
build as well as expand the brand, which resulted in establishing the brand of this business
houses in more than 100 countries successfully. It can be said in this context that
advancement in the area of technology has changed the tastes and preferences of the
consumers over the years along with changing the overall marketing concept that is followed
by M&M’s. Personification of the candies as cartoon-like storytelling characters and usage of
computer-animated graphics along with different merchandising techniques which involves
fresh colours, flavours and customizable merchandises has helped this business entity to
increase the recognition of this brand as an icon in the candy segment globally to its
customers (EVCEN 2019).
Societal Marketing Concept of M&M
It has been already discussed that M&M’s has successfully served the people in more
than 100 nations, and met the various needs and requirements of them. Apart from this, the
management of this organization has engaged themselves in the betterment of the societies
where they are operating, along with satisfying the needs and wants of the people and earning
profit from these market places (Dobryanska et al 2018).
Marketing Objectives
Increased Sales
The sales of the organization of M&M’s have increased over the years, which, like all
other business entities, is the first and foremost objective of the management. Through
different varieties like almond, dark chocolate, peanut butter, crispy, caramel and pretzel and

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in various colours like red, green, brown, yellow, violet, orange, blue and tan. All these
approaches has helped to increase the sales of the products along with increasing the market
share of M&’s on all the regions where they are present (Skorek 2016). With efficient
marketing approaches and proper identification of the requirements of the people of all these
regions has helped the management to satisfy them by providing the chocolate as required,
which only resulted in increase of sales of the products of this business house.
Building Brand Awareness
The brand awareness has been successfully built by the management of this company
through the different marketing approaches that has been followed by them. It can be said
that following the approaches like personification of the candies as cartoon-like storytelling
characters and usage of computer-animated graphics along with different merchandising
techniques which involves fresh colours, flavours and customizable merchandises has helped
this business entity to increase the recognition of this brand as an icon in the candy segment
globally to its customers (Goldsmith and Yimin 2014). Identification of the exact
requirements of the people where the organization is present and serving them the right
product at right time has also successfully helped M&M’s to build the brand awareness
effectively.
Launching of a New Product
A new product by the management of M&M’s has been launched whenever there is a
change in the needs and requirements of the people and saturation level has been met by the
existing products that are sold in those market places. For example, production of M&M'S
MINI’s Milk Chocolate Candies begun in 1997 according to the requirement of the people,
which helped the organization to firmly hold the companies’ place firmly in the market places
where it has started the sale of this particular product. On the other hand, M&M'S
COLORWORKS Peanut Candies were launched in 1998, again to satisfy the changed needs
of the customers of this company who are present across the world.
Targeting New Customers
To maintain the competitiveness, the management has successfully identified the
paces to expand their business and launched themselves into those new market places. For
example, M&M'S Caramel Candies were launched in India in the year of 2017, 75 years after
it began selling of that product in the market place of the United States. This was done as it
has been identified by the management of M&M’s that there are requirements of their

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products in the Indian market and new market place will also help to increase the global
footstep of this company along with earning more revenue, which will again help to expand
into some other fresh regions or markets (Mohamed et al 2014).
Enhancing Customer Relationships
Customer relationship enhancement also proves to be another vital objective that
needs to be followed by the business entities to sustain in the global competitive market
place. For example, M&M'S Chocolate launched My M&M'S in the year of 2004, which was
the fresh online service that allowed the consumers to design customized message on their
own by using M&M'S Chocolate Candies. This helped to engage the customers of this brand
with themselves more and retain them. Again, they launched "FACES" in the year 2008,
which allowed the customers to upload images of their own to their personalized candies. All
these successfully enhanced the relationships of M&M’s with their customers (Zensi 2014).
Conclusion
From the above discussion, it can be concluded that the management of M&M’s has
successfully followed the marketing objectives and business approaches to cement their place
in the confectionary market place in the whole world.

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