m&m's Strategy

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m&m's Introduction M&M’s was produced by Mars Inc. in US at 1941 and controled by Hershey’s. The product name came from the surname of Forrest Mars, Sr., & Bruce Murrie of Hershey's, the founder of M&M’s. M&M’s was inspired by the confection in 1930s Spanish Civil War, soldiers eating chocolate pellets with a hard shell of tempered chocolate surrounding the inside, preventing the candies from melting. And as seen from the about, during the world war II, the candies were exclusively sold to the military. Unitl 1980, M&M's were introduced internationally to Australia, Canada, Europe, Hong Kong, Japan, Malaysia and the United Kingdom. Differentiation • 1941 Original Chocolate • 1954 Peanut M&M's were introduced, but first appeared only in the color tan • 1960 Peanut M&M's added the yellow, red, and green colors • 1988, almond-centered M&M's limited release, available only during Christmas and Easter times (Until1992) • 1996, M&M's Minis candies released. Smaller candies usually packed in plastic tube • 2006 Dark Chocolate in purple package • 2007 Dark Chocolate Peanut • 2009 Feb, M&M's launched the "M&M’s Colour Break-Up" promotion in Australia where M&M's were sold in separated packs (one for each color): the packs included a code for prizes winning • 2009 Summer, M&M's launched a limited-edition "Strawberried Peanut Butter" variant to tie in with the release of Transformers: Revenge of the Fallen. In addition, M&M's launched a limited edition "Coconut M&M's", which became a permanent item in 2010 • [Interesting] July 2009, a study showed that a dye similar to that in blue M&M's showed benefits in helping paralyzed rats to walk again. • April 2010, pretzel M&M's came out • 2010 Packaging Redesign in the U.S. from the old design, used from 2004-early In this case, adding different flavours continously can keep providing excitment to the consumers.
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