Market segmentation case study, Marketing Management

In the early 90's M&M added peanut butter and almond varieties, blue was introduced in '95 and green in '97, Crispy M&M's made their debut in 1999 and Minis Mega Tubes in 2000. Now there are Mega M&M's. Not only are they physically bigger - 55 percent larger in size - but they also coming in more sophisticated colors that are designed to appeal to adults. Red will be replaced with maroon, the blue will now be blue/gray, and turquoise will replace green. Advertising for this new M&M's variety retains the humorous flavor of other current M&M's ads, but with more of an adult edge. Not all M&M's products have succeeded. For example, as of this writing, you would probably have a difficult time finding Crispy M&M's in your local supermarket, drug store, or mass merchandiser. And Minis only account for about $24 million of the brand's more than $500 million in annual sales.

Do you think that it was a good segmentation strategy for M&M's to develop a new version targeting adults?

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Posted Date: 3/7/2013 2:46:09 AM | Location : United States







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