Case Study MMs Maxime Moro Josphine Robert 1

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 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 336 000 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 o USA: banners, celebrities, online shop, age o Australia: simple, no shop, age, kind of blog o In each : links to policies, informations 12

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

D. Recommendations Let’s go to the US site! www. mms. com 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