OUR CLIENT: m&m’s
Strategy of the company:
M&M’s is focused on the unique recipe for their chocolate. Having the right level of sweetness encourages snacking. The more successful the recipe is, the more consumers will eat. Using celebrity endorsers is something that has helped them over the years with advertising. The Spokecandies have also played a huge role in advertising and have helped expand the business for them. The Spokescandies appeal to the sentimental history of the candy. M&M’s is not only colourful candies but also the life style.
Why did we choose this company?
The company focuses the marketing tools on social media. The brand is very old (launched in 1941) never less with no changes of image, it remain the same and popular and it is still gathering even more fans of its products. It is also very famous all over the world and it has branding shops (M&M’s World) located mostly in big cities like: Las Vegas, London, New York, Paris.
Our analyse will be focused on Facebook. We chose Facebook, because it has a lot of useful data, what’s more our client has a lot of funs following the profile (around 11 million meanwhile, on tweeter around 55 thousand). Every campaign is being published on the profile, with a great number of likes, comments and response from client.
Why the company is online?
The answer is – for many reasons. One of them is that nowadays interaction with clients is very important for every brand or company on the market. Social media has become one of the most important branch of the marketing. Having a good image among clients especially those using social media is crucial.
Some fans have posted images of M&M’s images painted on their fingernails, or just written about how much they love the candy. But we noticed that the company don’t respond as it should do. Positive or negative, it seems as though M&M’s doesn’t have time or doesn’t care enough to interact with their fans.
The part of the Facebook page that I like the most is how relevant to current events it stays. Each post, it seems, is more than just a creative way to talk about how great the candy is. The posts also relate to what’s happening in the world at the time. I think that makes the content much more interesting to people who see it, and this is evidenced by the very high amount of shares that most of the posts receive.
11,000,310 likes (comparing to 2012 – 3.5 million)
Number of posts in the sample two weeks (01/2015 – 14/01/2015) 11
The KitKat website is visited more by males and people with graduate school education. Almost 30 % of the people who visit the website are from India, the other 15% are from the USA. Kit Kat is using 5 channels: Facebook, twitter, Tumblr, Pinterest, and YouTube. In Facebook they have 25 million likes, in twitter 167 000 followers, 6792 tweets. In YouTube they have 13000 subscribers. In Pinterest 987 followers, 896 pins. The company posts and tweets quite regularly, their posts are well written, there are not too long. I think they reach their target market well because people are sharing and retweeting the posts, commenting.
Today, KIT KAT is the world’s No.3 chocolate brand. KIT KAT’s perfect balance of crispy wafers and creamy chocolate is still the ideal treat and with today’s hectic lifestyle, ‘Have a break, have a Kit Kat’ has never been more relevant. The slogan ‘Have a Break, Have a Kit Kat’s, positions the brand as a treat enjoyed when a consumer needs to relax or needs a break. It can easily be shared between family and friends as the design of the chocolate bar allows consumers’ to be able to break off a finger at a time. It`s easily affordable with a diverse range of sizes. Kit Kats is accessible everywhere. All supermarkets stock the product as well as convenience stores, news agencies, lolly shops and petrol stations. Kit Kat’s target market is men and women of all ages. The brand is youthful in nature, and focuses on the consumer segment which love chocolate, and are willing to indulge themselves with chocolaty snacks. Its low prices, constant over the past 100 years, allows it to target the mass consumer market, as opposed to other high-end chocolate brands such as Godiva. Kit Kat`s use of wafer is not unique to the brand as M&Ms also has a version which uses wafers but wafer is one the key features associated with KitKat. Kit Kat has many versions: the single stick version, two-stick, four-stick, and chunky – which is a larger version of single stick. On the other hand, M&M’s only come in normal and mini size.
The strengths include strong brand name, excellent advertising and visibility and good product distribution and availability. The weakness of KitKat is that the food products have a limited shelf life. The opportunities include untapped rural markets, better product packaging and preservation and the leverage Nestlé’s successful brand. The treats are there are a lot of aggressive competitors and that the recession causes a lack of discretionary spend.
Kinder Bueno (kinder is German for “children”, bueno is Spanish for “good” or “tasty”) is a chocolate bar made by Italian confectionery maker Ferrero. Kinder Bueno is a white chocolate cream filled wafer with a chocolate covering. It is sold in packs of two, three, six, and boxes of twelve.
Kinder Bueno was first marketed in Italy and Germany in 1990. It became available all over the world soon. It has become increasingly more available in the United States, carried at some major chains, like World Market, along with other Kinder products such as Kinder Country Crisp, Kinder Chocolate, Happy Hippos and Kinder Surprise.
As this brand has been existing for more than 20 years now, Kinder Bueno reminds pleasant moments of childhood. Young adults who are eating a Kinder Bueno bar today are remembering their childhood, when they were already enjoying the chocolate bar. This candy takes part of the life of every adult and child.
The goal of the brand is to keep increasing consumers’ loyalty, and for that, Kinder Bueno decided to get closer to its consumers.
To get even closer to its consumers, Kinder Bueno imagined a contest requiring consumers’ participation. Just after the anniversary “in live”, the brand organized through social media a contest from 5th of April to 15th of May 2011. The idea was to reinvent the most irresistible moment with Kinder Bueno. The three best ideas will be rewarded and made concrete with a 20 000 euros budget for everyone. The jury will be composed by the current spokesperson, Jo-Wilfried Tsonga, two journalists and a Facebook Kinder Bueno page’s fan.
The winning ideas will be selected by Kinder Bueno fans on the Facebook page.
The brand clearly understood the opportunity of digital media to engage its customers for the brand, encourage people to prove their loyalty to Kinder Bueno.
Kinder Bueno keeps going with these kinds of games since, currently on its Facebook page, you can play and try to win a wonderful travel, or smartbox, or other gifts.
Thus, Kinder Bueno involves itself in causes, endeavors to get closer to its consumers and fans, and make people relive good memories thanks to the chocolate bar.
As a consequence, they organised a big digital media campaign using its Facebook page and its own website in order to reach quickly its fans through a still underexploited media.
Kinder Bueno took advantage of this event reinforcing its presence on social media by creating it Facebook page in March 2011. Through this medium Kinder Bueno highlights its products (new sizes, new packagings, …), and organizes online contests in order to enlarge and join together the community of fans. The brand could have done it a way before considering the good reputation of the brand. In less of 15 days after the opening of the page, there already were 600 fans in the Facebook.
The company uses the following channels: 1-TV 2-YOUTUBE 3-İNSTAGRAM 4-FACEBOOK 5-TWİTTER 6-PİNTEREST 7-GOOGLE PLUS
on facebook: 7,135,278 likes .
on youtube: 6.332 likes 78 unlikes
Kinder bueno actively use TV, YOUTUBE AND FACEBOOK channels. The target audience of kinder especially kids and people of all ages.
We chose Smarties because these the most-like M & M’s chocolate is its direct competitor. In addition, it has good visibility on Facebook.
Smarties is a company of little chocolate candies. Smarties is a brand that is scarce. It has no own website. So we got only general information on Wikipedia. Smarties has a page on the Nestle site stating that it belong to one of its many brands. It makes a summary statement of its brand.
Smarties candies are coated with sugar and chocolate. It’s manufactured since 1937, originally by HI Rowntree & Company in the UK. They are currently produced by Nestlé. They are produced in eight colours. Smarties are not distributed in the United States except by specialized importers for the US rights to the brand owned by the Smarties Candy Company, under the brand name Smarties.
Smarties played until the 2000s with the colours. He was speaking to children and shows a playful image in these advertisements. He often buys boxes to meet the demands when the children to their parents.
On the facebook page of Smarties which is hosted in Canada, there are about 905,310 people likes the page.
We may have some information on the page. Smarties therefore call these “followers” to share comments, photos, videos and links with them. Facebook tells us that 258 people have talked about this last week Smarties and attendance of the page plunged 26.8% from last week. The main age group loving page is between 18 and 24 years.
I start with the profile photo has not been updated since May 23, 2013. This makes a little over 1 year. However we can say that Smarties began to days much more frequently profiles photos and coverage. Last Smarties publication January 5, 2015. These the update of the cover photo, which shows the new packaging for Smarties, there are 3 openings instead of opening.
Smarties trying to publish at least once every week but as soon as it can it tries to publish more than that. During the celebrations Smarties published subjects compared to revenues could have done with Smarties. This has had tremendous success that we can observe the number of “likes” and the number of comments and sharing.
I also notice that when great occasions like Halloween, Smarties do not hesitate to share recipes that people greatly appreciate given the number of shares and “like”. We particularly note that the Smarties revenue gained prominence among Facebook users little by little. Smarties has made its strategy: It describes the recipes with an image that makes you want to eat our screen and allowed to multiply on the canvas like the sharing and visibility. It publishes the news on his page and has fun at Easter to share with these chocolate eggs. The brand also plays with 10 years of creating emoticon Facebook “likes” with smarties as you can see below. Smarties does not use Twitter account or account Pinterest or Tumblr account.
TIPS FOR OUR CLIENT m&m’s
- increase the interaction with fans/followers
- every comment from followers should be replied
- more active with creating posts (more often, expecially on facebook)
- make contests with gifts to win in order to involve the community
- give more creative ideas about the candies (and their use) in the posts
In the end a little bit of m&m’s humor. Enjoy!