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Essay / Research Paper Abstract
This 4 page paper is a report looking that the chocolate confectionary brand M&M’s owned by Mars. The paper looks at the positioning of the brand and level of sales and targeting, placing this in the context of the chocolate confectionary market in the US. The bibliography cites 6 sources.
Page Count:
4 pages (~225 words per page)
File: TS14_TEMMmarket.rtf
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Unformatted sample text from the term paper:
with red being withdrawn in the 1970s due to fears over additives, to the 2004 promotion where all colours disappeared in a marketing promotion to find them, resulting in a
large party and a marketing tag line that "Chocolate is Better in Color!"(tm) (M&Ms, 2005). The marketing campaign was a success and served to increase the awareness of the brand
and the differentiation in terms of color. At the same time over the years there have been many brand extensions, peanut M&Ms in 1960, crispy M&Ms along with peanut butter
and almond M&Ms in the 1990s, the candies have even been taken on the space shuttle missions (M&Ms, 2005). Today M&Ms are a core product of the Mars range
of confessionary, with Mars being the largest global confectionary supplier (M&Ms 2005). In the US alone Mars turnover in 2004 had increased
7.4% to UD$15 billion for all of the products is makes (which extend well beyond candy) (Euromonitor, 2005). M&Ms as a core part of the product range for the confectionary
part of this global giant. M&Ms are a part of the product range, and the biggest single seller in the confectionary range. However, to consider the market we need
to look at the chocolate confectionary market as a while for the US to placer this into the market context. This market is worth US $15 billion in 2004, an
increase of 2.1% on 2003 (Euromonitor, 2005). This equated to a spend of US $52.70 per capita in 2004, and the amount consumed increased by 1.2%.
The market is also expected to grow, rising to $15.9 billion by 2008, an increase of 3.8%. The largest single channel of distribution were the supermarkets
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