M & M Marketing Strategy Analysis

Introduction The Mars Inc. candy company distinguishes itself as a leader in the business world by effectively understanding their marketing strategies. For the purpose of this writing, descriptions and evaluations to their pricing and retail strategies for their M&M products/brand will be reviewed. Additionally, an analysis of the company 's current market situation will be provided, as well as their strategic plans to stay competitive. A brief comprehensive summary will conclusively show how and why the M&M 's/Mars Inc. company has been so successful. As early as 1941, the Mars company has been manufacturing M&M chocolate candies. One of their first marketing channels was the U.S.military. This channel proved to be successful because …show more content…
Under a push strategy, manufactures push their products to wholesalers/retailers, who then push the product to consumers. The pull strategy operates in the reverse order. Tanner and Raymond (2014) point out that the push strategy is more ineffective due to the lack of focus on the consumers needs. Although it 's less reliable for consumer information, the push strategy is typically used with the introduction of new products. No matter the product, both strategies rely heavily on sales information. Colorado State University-Global Campus (2016) contributes through the use of Electronic Data Interchanges, supply chain managers seamlessly absorb and translate sales information. By continuously monitoring their sales information, and supply chain management, the Mars company is able to provide their M&M product at both a top quality rate and competitive …show more content…
The M&M 's World stores are located in highly visible, and major consumer districts such as The Las Vegas Strip and New York 's Time Square. Bernadette Casey 's article M&M 's at a Premium states, “Blair Ford, vice president of the Mars retail group, implemented a plan that focused on the retail experience and expanded category offerings” (Casey, B., 2008). Another direct-to-consumer strategy allows the consumer to customize orders via the company 's website. Here the consumer can pick and choose from an array of manufacturing options including color assortment, personalized printed sayings, or even printed photographs on each piece of candy. According to Casey 's article (2008), streamlining the retailing experience for consumers has lead to 40% increase in sales, as well as tremendous growth for dollar