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

A. Core Business and Business Environment o Dolan Framework 2

A. Core Business and Business Environment o Concrete Example : Valentine’s Day Campaign 3

A. Core Business and Business Environment o Concrete Example : Valentine’s Day Campaign 4

A. Core Business and Business Environment o Concrete Example : Valentine’s Day Campaign 5

Global marketing o Commercials around women, love Commercials o For young people, easy to influence o Using celibrities o NASCAR o Super Bowl 6

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

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

B. E-commerce objectives and challenges o In 2002 campaign for a new color of M&Ms o connexions in one week-end o Purple has won ‘‘purple cow’’ o Now, customize your m&ms o Intensive connection to people 9

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

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

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

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

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

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

D.Recommendations o Online shop 16

E. Quizz 17