Case Study Of IMC Marketing

The overall chocolate market experiences a modest growth from 2008 to 2014 of 5.3%, and the chocolate confectionery segment grew faster than the total market (Mintel, 2004). M&M’s is a famous chocolate brand of Mars, which provides premium food products to the world. At the same time, the competition in chocolate market is extremely intense, the main competitors include such as Ferrero, Cadbury, Thornton’s etc. Those competitors always launch new products or campaigns to account for more market share, for example, Kinder Chocolate launched “With cereal bar” in August 2013, which is the beginning time for new school time. This campaign enables this brand to account for more market shares in after-school snack occasions (Mintel, 2014). Mars also ran “Sweet Sundays” promotion in 2013, for example, sharing bags of M&M’s. However, in the chocolate market share, M&M’s doesn’t account for too many percentages, thus, the report will launch a new IMC marketing campaign in …show more content…
The PR event will be chosen in big shopping mall of UK during Christmas vocation, specifically, the shopping mall must have a large passenger flow volume as well. The name of the event is “It’s not M&M’s, it’s me!” at the same time, before this event, the information about this even will be found on M&M’s website and Facebook. The event is about inviting customers or shopping mall visitors to use different colours of M&M’s to draw their favourite Christmas image in their mind and share their Christmas experiences . After they finish drawing, all the audiences can be judges to choose the top three, those competitors can enjoy a special M&M’s gifts and some coupons, at the same time, the winner’s picture will be put on M&M’s Facebook in order to make buzz Thus, after this PR event, customers will gain much awareness because M&M’s can remind their best Christmas