Capstone Exercise 3

Question1
The communication tools that are being used By M&M are: 1- the first tool
used is TV advertisement where M&M allocate 50% of its media in TV
commercials.
2- The second medium used is through magazines advertisements
3- The third tool is digital promotion (internet) (M&M website and a Facebook
page)
4-Retail: M&M used retail concepts to promote the brand through merchandise
stores
And finally through sponsorship for sports events (to touch young generation)
and funds raising for diseases treatment and cure.

Question 2
The objective of the M&M communication strategy is to send a clear message
that M&M impress many people globally and is creating fun and joy around its
base loyal customers.M&M wants to make customers shopping and eating
experience as colorful as its candy colors. If I can write a one sentence about
M&M objective is that this powerful brand wanted be an essential part of the
daily life of its consumers specially the young generation

Question 3
M&M strategy encourages consumers to take ownership of the brand by
seeking customers participation in its future business plans.M&M interacts with
its loyal customers to study their preference( Like new color for the candy or
design for Valentine day or St Patrick day) .Finally M&M executes the best
available option to succeed in implementing this strategy. A Facebook page has
nearly 1,700,000 fans .I checked and liked this page and I saw that customers
participate in selecting which flavor and colors they like and they are requesting
new flavors and colors!

Did you know you can create your own personalized M&MS at many of our
locations including London! What would yours says (M&M Facebook page)

Question 4
I would describe the customer perception of the brand is that M&M brand is a
premium quality worldwide .Customer perception is the development overtime
of the personal experience, the likeability and the acceptance of any particular
brand .The customer perception of M&M is a high attachment situation where
for the loyal customer is almost impossible to replace M&M under any
circumstance .It is a unique experience that evolve over a long period.