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m&m’s Media Plan By: Rosaura Sanchez

Product

•  M&M’s are small round chocolate candies topped with a hard chocolate shell. They originated in the U.S. in 1941 and are now sold over 40 countries nation wide. They are produced by chocolate company Mars Inc. They come in many different varieties including: milk chocolate, peanut, pretzel, mint, peanut butter, and more.

Situation Analysis Marketing Objectives •  Maintain awareness year-round •  Increase sales by 5 % in the U.S market •  Increase variety of product choices Competitors •  Hershey’s: Kisses, Kit Kat, Reeses •  Mondelez: Nabisco, Cadbury, Milka •  Nestle: Crunch, Butterfinger, Babe Ruth,

Chunky, etc..

Competitors

Media Objectives •  Increase the awareness of the brand by attracting more

male consumers and launching the “What’s your team Campaign?” –  Campaign advertising NFL, NBA, NBL teams

•  Maintain a positive imagine/perception of our company and products

•  Increase levels of advertising during seasonal sporting events (ex: superbowl, world series, etc)

Target

•  Adult men between the ages of 18-35 •  They are passionate about their sport and

home team •  They watch or attend most games •  Not very health conscious

Geography •  M&M’s would promote in a national level but at the same

time focus on big cities and regions •  Ex: In big events such as superbowl it would promote

nationally and at beginning of NFL season it would focus on smaller cities. (Bears packaging in Chicago, Giants-New York)

Seasonality

•  Advertising seasons will follow sports seasons

•  Ex: (Spring-Mid summer) Baseball season (Fall) Football season (winter) Basketball season

Media Strategy •  Create campaigns meant to fit for each

season with constant advertising during beginning of seasons and big events

•  Advertising would begin on television commercials

•  Promote and adverstise m&m’s at sporting stadiums and events.

•  Contest: example- ticket raffles, jersey giveaways

•  Collaborate with other companies such as Pepsi, lays, or redbull

Media Mix Media Selection •  TV spots- Primary medium: advertise during

sporting events and during prime time – Advertise on shows that attract the male

audience. Ex (Walking Dead, Game of Thrones) – These shows attract high levels of audience

during prime time television. – Prime time television would be where most of our

television ads would run, but there will be a few morning and late night ads running.

 

Media Mix Continued…

•  Outdoor ads- Secondary medium: Bulletin and billboards throughout the cities.

•  Magazine ads- Third medium: advertise on sports magazines (ex: Sport Illustrated, Espn the magazine, U.S.A today sports weekly)

•  Sports Illustrated and ESPN the magazines are leading publications in the sports media. They are publish issues monthly, while U.S weekly publishes weekly.

Radio

•  Radio would be use a fourth type of advertising medium.

•  Most radio advertising would be made prior and during sporting games.

•  M&M’s would be advertise on top sporting stations in the top cities.

Financial Cost

•  National Campaign Budget: $10,000,000 •  50 % Television = $5,000,000 •  25 % Outdoor = $2,500,000 •  20 % Magazine =$2,000,000 •  5 % Radio =$500,000

Television Budget

Outdoor Budget

Magazine Budget

Radio Budget

Final Statement

•  Overall, if the budget would have been increased there would have been more room for more television advertising.

•  The magazine and outdoor budgets are created to last the whole year round when television spots are not on.

•  Radio is more of a backup medium and would only be used once during Superbowl week.

Sources

•  The  Chocolate  industry  – h3p://www.icco.org/about-­‐cocoa/chocolate-­‐industry.html  

•  MRI  Plus  – h3p://www.mriplus.com/site/index.aspx?AspxAutoDetectCookieSupport=1  

•  SRDS  – h3p://next.srds.com/nmp?newsess=y