The Success of My M&M’s Company: A Case Study of Marketing and Management Strategies

1. Introduction

It is evident that every company needs a proper marketing strategy for its existence and goodness of the products. The same case applies to the My M&M’s Company which has been in operation for many years. The company has implemented several marketing and management strategies which have proved to be successful. This article discusses some of the strategies used by My M&M’s company in marketing and management with a view of analyzing their success.

2. History of My M&M’s

The history of My M&M’s can be traced back to the 1930s when Forrest E. Mars, Sr. partnered with Bruce Murrie to produce candy-coated chocolates (Jacobson, 2017). The two had different views on how the chocolate candies should be coated. Their partnership ended amicably, and each went their own way. Forrest E. Mars, Sr., introduced the first M&M’s Plain Chocolate Candies in 1941 in response to the need for a rationed chocolate during the Second World War (Jacobson, 2017). The company was later incorporated in 1948 as M&M Mars Company. In 1954, My M&M’s Peanut Chocolate Candies were introduced after research showed that more than half of the US population liked peanuts in their chocolate (Jacobson, 2017). The company has since grown to be one of the leading manufacturers of chocolate candies in the world with several subsidiaries all over the globe.

3. Marketing and Management Strategies Used by My M&M’s

The My M&M company has employed different marketing and management strategies over the years which have proved to be successful. Some of these strategies include:

3. 1 Proper marketing strategy

It is vital to have a proper marketing strategy for any product in the market today. The same case applies to My M & Ms products which are marketed using various channels such as television, online platforms, and point of sale displays (Cadbury Adams, 2006). The company uses interactive activities such as customer satisfaction surveys to obtain feedback that helps them improve their products (Cadbury Adams, 2006). Additionally, they have a website where customers can order their products online and get them delivered to their doorstep.
TheMy M website also allows customers to customize their products by selecting different colors and designs that fit their preferences (Cadbury Adams, 2006). This has helped the company build a strong customer base as people can get exactly what they want from the company. Moreover, the website provides an avenue for customers to voice their concerns or give suggestions on how the company can improve its products or services (Cadbury Adams, 2006). All these strategies employed by My M & Ms Company have helped it become one of the leading manufacturers of candy-coated chocolates in recent years.

3. 2 Use of celebrity endorsements

Another marketing strategy that has proved to be successful for My M & Ms is celebrity endorsements (McCurry, 2010). The company has used celebrities such as Justin Timberlake, Jessica Simpson, Christina Aguilera, and Shaquille O’Neal to market its products (McCurry, 2010). These celebrities have millions of fans who trust them and are likely to try out any products they endorse (McCurry, 2010). This strategy has helped My M & Ms to reach a larger audience and increase its sales.

3. 3 Use of website and product customization

My M & Ms has also been successful in marketing its products through the use of its website and product customization (Cadbury Adams, 2006). The company allows customers to order their products online and get them delivered to their doorstep (Cadbury Adams, 2006). Customers can also customize their products by selecting different colors and designs that fit their preferences (Cadbury Adams, 2006). This has helped the company build a strong customer base as people can get exactly what they want from the company.

3. 4 Partnership with other companies to reach customers

My M & Ms has also partnered with other companies such as McDonald’s, Starbucks, and KFC to help it reach more customers (McCurry, 2010). These companies have a large customer base, and partnering with them has helped My M & Ms to increase its sales (McCurry, 2010). The company has also partnered with airlines such as Delta and Virgin Atlantic to provide its products to their passengers (McCurry, 2010). These partnerships have helped My M & Ms to reach a wider audience and grow its business.

4. Conclusion

In conclusion, it is evident that My M&M’s company has employed several marketing and management strategies which have proved to be successful. Some of these strategies include proper marketing strategy, use of celebrity endorsements, use of website and product customization, and partnership with other companies to reach customers. All these strategies have helped the company to grow its business and become one of the leading manufacturers of candy-coated chocolates in recent years.

FAQ

The M&M's company's marketing and management strategies are to focus on creating a strong brand identity and to continuously innovate their product offerings.

These strategies have evolved over time to become more focused on customer needs and desires, as well as on staying ahead of the competition.

They have contributed to the success of the company by helping to create a loyal customer base and by driving sales growth.

The challenges the company faces in terms of marketing and management going forward include maintaining their brand identity in an increasingly competitive marketplace and continuing to innovate their product offerings to meet changing consumer preferences.