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Submitted by cleartel on April 4, 2008
Category: Business
Words: 3607 | Pages: 15
Views: 192
Popularity Rank: 61,935
Average Member Grade: N/A (Add a Comment / Grade this Paper)
1.1. Market Research
The scope of market research performed included industry analysis of both the Australian confectionary market and the personalised products/gift market. The branding and performance of M&Ms and MyM&M’s worldwide was also considered.
Customer research consisted of three focus groups, several interviews and a survey, which focussed on both corporate and consumer segments of the market.
1.2. Industry analysis
Australian confectionary market
Research on M&M’s and the confectionary industry shows that:
• M&M’s is a well known and leading confectionary brand, ranked no. 1 in the consumer baglines segment, but with decreasing market share. See Appendix 1.
• The M&M’s brand has diversified into other items such as ice-cream and cookies, globally
• M&M’s is a well established global branding of colour, fun and humour
• Medium price
• M&M’s are not in the gift segment, where brands such as Koko Black, Lindt and Haighs are positioned
Implications for customised M&M’s
• Customised M&Ms are able to reinforce and strengthen M&M’s brand equity
• Opportunity to leverage the popularity of the M&M’s brand to enter a new segment of gifts and events
Customised products
The Australian customised gifts and event market:
• Can be split into two product groups:
o Single product purchases with an engraved or printed name or message for example, birthday cakes, Easter egg or pens
o Geared towards large volumes of an event where minimum purchases are over $200. For example Rock Candy or Suga for corporate promotional merchandise.
• Fragmented market, with a wide range of players from the confectionary, stationary, merchandise and other markets
• Few brands that are readily remembered and recognised by consumers. See Appendix 2.
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