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MKTG 326

Project Plan

By: Muhammad Aezat Mohd Amin

Nur Amira Syazana Nordin

Ilora Bhattacharya

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INTRODUCTION

M&M’s is one of products by Mars brand.

Mars’ products: Milky Way, Snickers & Twix

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Competitors: Skittles & Hersheys

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RESEARCH QUESTION

Should M&M’s introduce red velvet flavor or remain on current flavors?

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CONCEPTUAL MAP

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SAMPLING METHOD & SIZE

  • Simple random sampling, respondents are selected randomly based on all demographic groups: age, religion, education levels, and ethnicity

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  • 30 respondents, students at

Drexel University

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Customer

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Families

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Small packages + value packs

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Prior to World War II - focused on children

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Post World War II - followed suit with other candy companies

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Competition

$100B gross sales - Nestle

$6B - Hershey

$33B - Mars

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….Red Velvet?

Candy Bars

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Chocolate Truffle Balls

Dylan’s Candy Bar

CandyWareHouse

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Research

Hypotheses

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1) Introducing red velvet flavor for next new product in M&M’s will increase purchase intention of customers compared to its current flavors.

2) Introducing red velvet flavor for next new product in M&M’s leads to higher purchase intention than current flavors.

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Interviews

  1. Have you ever had Mar’s M&Ms before:
  2. How frequently do you eat M&Ms?
  3. How likely are you to purchase M&Ms the next time you go to a store?
  4. How likely are you to recommend M&Ms to your friends and family?
  5. Have you ever ordered customized M&M’s:
  6. Which type of M&Ms do you prefer?
  7. On which season do you always buy candies?�

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Open ended Question

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Why do you think M&M is different and unique?

Objective: In order to recognize brand elements

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convenient

unique flavor

affordable price

varieties

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General Result

  • 30 out 30 answered yes for Q1
  • strong brand awareness

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