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7 DecM&M’s: Strenghts and improvements
the confectionery
M&M’s is nowadays one of the favorite brands of the French.
Indeed, the brand has a huge community of fans in France and in the world. M&M’s is considered as a lovemark. With their mascots, they also created an interactive universe present in all the different media of communication, especially in cinema.
They could though improve their brand awareness. In fact, they should develop more M&M’s World stores in big cities as in France to improve their reputation and developed the market of M&M’s licensees there. Stick with a long term slogan can also be a good long term strategy.
Finally M&M’s involvement in social media should be improved in France, especially on Twitter by creating a new channel of communication to make people even more loyal towards the brand.
Kinder Bueno: Strenghts and improvements
the confectionery
Despite all the advantages Kinder Bueno benefits from, the brand could still be much more effective if it improved some points. First regarding the communication, the brand should choose one line of communication in a given period of time and spread it through all the chosen channels of communication. We could advise to the brand that the current topic of sport is probably not the better to convey Kinder Bueno’s values and ideas.
We could also recommend to Kinder Bueno to be more present on the social media. The Kinder Bueno Facebook page is not very active whereas it could be attract much more young adults and reinforce the brand community.
Brand archetypes
6 DecCarl Jung introduces the use of brand archetypes to analyse brand personnalities.
Regarding Kinder Bueno, the brand archetype which suits the best is the “innocent”.
Indeed, Kinder bueno refers to the childhood, the 4-hour break with the family or at school. This urges nostalgia because young adult are remembering the good moments.
All the communication supports show a perfect image of life to the customers.
Finally Kinder Bueno brings happiness, hope and positivism for a better life.
Regarding M&M’s, the archetype whish suits the best is the “jester”.
Indeed, M&M’s refers to fun, humor, interactions with others and spontaneity. The mascots perfectly embody the personality traits that you can find in your life among your friends.
Finally M&M’s live the moments with full enjoyment, fun and a cool attitude.
M&M’s: Loyalty and engagement
5 DecM&M’s is a brand that goes beyond its brand and tries to engage customers. That is a brand which wants to become a lovemark (Kevin Roberts concept).
This brand has created a lot of tools and advertisement to engage the customers and make them loyal beyond reason.
The brand is constantly engaging in political or association issues as the “Telethon”. In 2007 for one product M&M’s wearing the logo Telethon, 0, 50 euros were sending to the association. They brought 102 millions of euros for the association.
In 2008, the engagement has really become an issue therefore they created the website M&M’s street, “The only street where everything is going nuts… peanuts!”.
On this interactive website you have the possibility to watch videos of M&M’s, to take pictures, download some goodies, putting a picture of you in a M&M’s poster or even learning advices about nutrition regarding M&M’s, etc.
This website is a way to make even more real the characters M&M’s which represent the brands.
To engage the customers also M&M’s France is very active on social media. For instance the Facebook page of M&M’s France has 2 141 816 fans.
Contests, videos, questions for the customers, advertisement, are some kinds of things that you could see on this Facebook page.
Using a lot their link with the cinemas, they did recently promotion for the launching of the last Twilight. All the promotion was about finding where Renesmée, the daughter of the heroes was.
The Characters yellow and red allow the brand to become a person. The characters like what customers like too and that creates a true relationship.
With mymms they also managed to increase their brand awareness and give an image of celebration to M&M’s. Linking Valentine ’s Day to M&M’s allowed the brand to make customer think about M&M’s and love in the same time. Finally the action of customization is really a way to engage the customer.
Another way they are using to increase their brand awareness and make the customers loyal is the licenses products.
They created not only a food brand but a license that is worldwide known. The M&M’s World stores created all over the world are the symbol of that and of the loyalty of the customers. You can buy apparel, plushes, home and office, dispenses and of course the candies themselves. These stores exist in Las Vegas, New York, Orlando and more
recently in London.
Thus M&M’s is now a brand which brings fun and appeals the customers to share things.
By giving to the customers the characters, some stories and fun, they created a lovemark in the eyes of customers.
Resonance pyramid of Keller for M&M’s
Kinder Bueno: Loyalty and engagement
5 Dec
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.
This feeling is accentuated due to the colors and packaging which have not changed for twenty years. Thus, people really feel like eating exactly the same candy as a few years ago. The marketing strategy of the brand to keep the same design and image of the product reinforces the loyalty to the brand. We can talk about a feeling of nostalgia for this chocolate bar.
The goal of the brand is to keep increasing consumers’ loyalty, and for that, Kinder Bueno decided to get closer to its consumers. They took advantage of their anniversary in last March 2011 to organize a special big event. In addition to TV spots, print ads, the brand directed the “Kinder Bueno world” in a train station in Paris. The purpose was to make people discover and rediscover this chocolate bar in a special place. This event of street marketing was a way for the brand to emphasize this loyalty.
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.
Kinder Bueno, through the parent brand Kinder, engage itself for serious causes. Indeed, the brand supports all the initiatives in favor of the charity Secours Populaire, via the program: “Kinder s’engage pour l’enfance”. For special events, such as Easter or Christmas, Kinder launches a limited edition of a Kinder Chocolate, and for each chocolate sold, 1€ is given to the association. This help means also toys or money donations to improve children daily life, offer them holidays …
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.
http://www.trendyourself.com/Top-Depart-du-Grand-concours-KINDER-BUENO_a800.html
Kinder Bueno Pyramid of Resonance of Keller (The confectionery made)
Anatomy of the brand : M&M’s
4 DecMars is a family brand which focuses on the snacking moments. In 1935 when Forrest Mars and Bruce Murrie created M&M’s they do not know yet that it will become a worldwide brand.
M&M’s is the only brand of the group which advertises as much and which gives as much pleasure for teenagers and adults. Some stores have been launching only for the brand (New York, Las Vegas,…).Following you will see the anatomy of the brand.
Target:
The targets of M&M’s are the teenagers and adults from 15 to 30 years old. The M&M’s are the products of the snacking moments.
Assets:
M&M’s is made of a crunchy peanut covered by milk chocolate and a layer of sugar. The balls can be yellow, red, blue, orange, green or brown. There are some limited colors with mymms website. The packaging is yellow, blue or brown, with always the two mascots on it: Red and Yellow which symbolize energy, passion & joy and friendship . On the packaging you will always find the brown color for chocolat, softness and comfort.
Values:
Fun , Cool, Life experience.
Heritage:
M&M’s is an American brand creating by Forrest Mars and Bruce Murrie. Today it still belongs to Mars group.
Personalities:
There is no people but characters which represent M&M’s. Those characters represent the colors of the M&M’s themselves and have their own personalities.
In 1971, Red and Yellow, as we know them today, are created.
Mr Red : The oldest with yellow. Cynical and sardonic, confident .
Mr Yellow : The happy and a positive one. Gullible and clumsy. He is the oldest character with Red, his best friend.
Mrs Green : The sexy one . She does not melt for anyone and is very independent. Created in 1997. She intimidates the others.
Mr Blue : Strong and confident, the cool one.
Mr Orange : Neurotic and stressed. Very attractive for the others.
Mrs Brown : The business woman, the Chief chocolate officer. Present on the social medias.
Reflection:
Mars wants for M&M’s to be perceived as a fun brand and a symbolism of friendship and life experience. For the customers, it is perceived as cool and as brand which represent celebrations. The customers reflect themselves on the mascots for their personalities.
Anatomy of the brand: Kinder Bueno
4 DecFerrero, through their brands Kinder, generally targets the children. However, through their ads, Kinder talks to the mother all by targetting the kids. In 1991, Kinder launched on the French market a new product called Kinder Bueno, moving from the kids segment to the adults one. Following, you will find the anatomy of the brand:
Target
The young active adults in their thirteens are the target of Kinder Bueno. It is the product of the “break” of the morning or the afternoon.
Assets
We can easily identify Kinder Bueno by its two cream nuts bars, coated with chocolate, on the crispy wafer, alll wrapped up in a white and red packaging.
Heritage
Kinder Bueno is a Kinder brand, originally German, belonging to the Italian Ferrero group.
Personalities
Since a few years, famous athletes are endorsing the brand. You probably main know them: Didier Drogba, Boris Diaw, Tony Parker and the current one is Jo-Wilfried Tsonga. They represent the symbol of an healthy spirit in an healthy body, then, Kinder Bueno can promote the well-being and the nutritive values in the same time as increasing the emotional capital of the brand.
Reflection
Ferrero wants the brand and the product to be seen as an healthy one, providing pleasure. The brand is also seen as a product reminding childhood and is also sign of share and conviviality.
M&M’s: Share values with the target?
4 DecM&M’s is a funny, festive and dynamic brand which targets people aged between 15 and 30 years old. The brand uses humor with its two characters to reinforce this reputation. Thanks to its high visibility on the Internet and social networks, M&M’s is very closed to this main target. Moreover, the creation of the Iphone application is a good tool to make current customers more loyal and to conquer new one. The application is a funny game which takes place in a cinema, where the player can share his best score with his friends.
The brand also appeals cinema lovers, because cinema is one of the best moments to eat M&M’s. Sponsorships are very useful to create buzz around blockbusters and to promote the brand.
More largely, M&M’s is intended for families. Indeed, the brand offers to its customers candies with hot colored in order to spend pleasant and sharing moments.
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