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Industry analysis
Australian confectionary market
Research on M&M’s and the confectionary industry shows that:
• M&M’s is a well known and leading confectionary brand, ranked no. 1 in the consumer baglines segment, but with decreasing market share. See Appendix 1.
• The M&M’s brand has diversified into other items such as ice-cream and cookies, globally
• M&M’s is a well established global branding of colour, fun and humour
• Medium price
• M&M’s are not in the gift segment, where brands such as Koko Black, Lindt and Haighs are positioned
Implications for customised M&M’s
• Customised M&Ms are able to reinforce and strengthen M&M’s brand equity
• Opportunity to leverage the popularity of the M&M’s brand to enter a new segment of gifts and events
Customised products
The Australian customised gifts and event market:
• Can be split into two product groups:
o Single product purchases with an engraved or printed name or message for example, birthday cakes, Easter egg or pens
o Geared towards large volumes of an event where minimum purchases are over $200...
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