M&M student project

Sekerak + Longo + Keeler

Monday, April 22, 13

2012 Results:

Sales of M&M Singles are Lagging:


2013 Objective: Increase Sales of Milk Chocolate and

Peanut M&M’s Singles


Research:

Competitive Analysis (Nutrition)

In-Store Visits

Focus Group

Quantitative Survey


Why are singles sales lagging?

• We observed C-store and grocery checkout lines• Whenever there was a wait at checkout, nearly every single customer was doing this:


This phenomenon is known as “Mobile Blindness”

Mobile blindness has been attributed to an 8.2% drop in sales

of U.S. consumer magazines in 2012.

Source: BloombergMonday, April 22, 13

How can M&M’s fight mobile blindness?


By finding secondary display opportunities in stores.


But where?

We looked to consumers for the answer:


M&M’s Perceptions

"Part of me believes that chocolate is not bad for me, its caffeine-y and a nice pick me up.”-Brittany, Lobbyist

"In a small little amount I think its fine... we used to eat them before track meets."-Beau, Account Executive

"Our soccer coach used to give us Peanut M&Ms before games - its protein and quick energy."-Madeleine, Law Student

Source: Brandcenter focus group, Feb. 2013Monday, April 22, 13

Insight:

Active adults perceive M&M’s - especially peanut M&M’s - as a health-neutral candy

(not healthy, not unhealthy).


M&M’s Nutritional Profile:

Milk Chocolate:• Low in cholesterol and very low in sodium• No hydrogenated oil• No preservatives

Peanut: • Low in cholesterol and sodium• No hydrogenated oil• No preservatives • 2 grams of fiber and 5 grams of protein


M&M’s Eaters Are Concerned About Health and Fitness

Source: SimmonsMonday, April 22, 13

M&M’s Eaters Are Concerned About Health and Fitness

• 51% exercise regularly• 65% try to eat healthier food

Source: Simmons

Among those who said M&M’s was the brand of candy they eat most often:


M&M’s Eaters are More Active than Average Americans

• 48% play a sport “every chance they get” • 17% more likely to lift weights (vs. average American, age 18+)

• 36% more likely to take supplements


M&M’s Eaters are More Active than Average Americans

• 48% play a sport “every chance they get” • 17% more likely to lift weights (vs. average American, age 18+)

• 36% more likely to take supplements

Source: Simmons

Display opportunity


Place M&M’s with protein bars, diet shakes and workout supplements in grocery stores. Shelf talkers

will complete the connection.

Recommendation:


Where else could M&M’s be placed?


Insight:

Adults see M&M’s as an energy booster more than a candy.

"Part of me believes that chocolate is not bad for me, its caffeine-y and a nice pick me up.”-Brittany, Lobbyist

"Our soccer coach used to give us Peanut M&Ms before games - its protein and quick energy."-Madeleine, Law Student


And quant data backs this up:


M&M’s Eaters and Energy

• 16% more likely to drink energy drinks• Over-index on most-popular energy drinks


Place M&M’s near energy drinks and sodas.

Recommendation:


Recap:

• ‘Mobile blindness’ is hurting impulse buys at checkout

• To combat this trend, M&M’s should find alternative displays in-store

• People who eat M&M’s are more active and health-conscious than the average American➡ Place M&M’s near diet and workout supplements

• People who eat M&M’s are more likely to be seeking an energy boost➡ Place M&M’s near energy drinks and sodas


Thank You.


Education

M&M student project