View
63
Download
0
Category
Preview:
DESCRIPTION
Case Study : M&M’s. Maxime Moro Joséphine Robert. A. Core Business and Business Environment. Dolan Framework. A. Core Business and Business Environment. Concrete Example : Valentine’s Day Campaign. A. Core Business and Business Environment. - PowerPoint PPT Presentation
Citation preview
1
Case Study : M&M’s
Maxime MoroJoséphine Robert
2
A. Core Business and Business Environment
o Dolan Framework
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
A. Core Business and Business Environment
o Concrete Example : Valentine’s Day Campaign
6
Global marketing
o Commercials around women, loveo For young people, easy to influenceo Using celibrities o NASCARo Super Bowl
7
B. E-commerce objectives and challenges
o E-commerce objective and challenge:o Transparency (age, politics, nutrition) o ‘‘This is a marketing site’’o Gameso Characters
8
B. E-commerce objectives and challenges
o Mars marketing codeoWant people to trust themo Annual studieso International Food and Beverage Alliance (IFBA)o Real-life scenarioo Training courses o Environment featureso Using social media
9
B. E-commerce objectives and challenges
o In 2002 campaign for a new color of M&Mso 336 000 connexions in one week-endo Purple has won ‘‘purple cow’’
o Now, customize your m&ms
o Intensive connection to people
10
B. E-commerce objectives and challenges
o 2010 M&Ms Pretzels campaigns in mediao Facebook :
o Facebook campaign began one month before product launcho All demographics and income levels targetedo First 40,000 users to become a fan of M&M’s USA received a free
sampleo Samples shipped within 48 hours of enrollment
11
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%)
12
B. E-commerce objectives and challenges
o Websites: o China: game, party, videos, kids environment, no
ageo USA: banners, celebrities, online shop, ageo Australia: simple, no shop, age, kind of blog
o In each : links to policies, informations
15
D.Recommendations
o Website architectureo Heavy, hard to loado System to check age not conveniento Not responsive! o Problems with the banner, the headeroMobile site o Internet Explorer
16
D.Recommendations
o Online shop
17
E. Quizz
Recommended