M&M’S 貿金三甲 王依亭 陳奕霖 黃惠雅 張家瑜 陸韋伶 陸韋伶

Introduction

Background 1. Candy ’ s coated pieces of chocolate produced by Mars Enterprise. 2.Legend Sir Forrest Mars SPAIN Hard sugary coating

Why their brand name called M&M ’ S 1929 Forrest Mars and R. Bruce Murrie New product First initials of last name M&M

Popular in the market

Enter the market right time Those time : No much air conditional Chocolate candy gets melted easily M&M ’ s

Marketing Research 2002 : Over 200 different countries vote 37% 41% 19%.

Slogan 只溶你口不溶你手 Melts in your mouth, not in your hands

Slogan analysis M&M company add an asugery coating in the chocolate's outside to do what ’ s their slogan said ” Melts in your mouth, not in your hands ” The slogan gives consumers an imagination

SWOT analyze

Strengths 1.Brand a national wide brand name a High Brand Preference for consumers

2.Promotion “ The milk chocolate melts in your mouth------not in your hand. ” Attractive theme Adorable doll package

3.Colorful character

Weaknesses 1. Stereotyping high calorie fat sweetish 2. Potential group haven ’ t develop

Opportunities 1.Law-fat chocolate 2.Valentine ’ s Day 3.Production diversity Package Style Black chocolate

Threats 1.Potential competitors 2.Invariability

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