Marketing Research

Objective: Describe the five steps in conducting market research

1. Define the Problem:
Does each bag of M&Ms contain the same number of candies?
How many of each color M&M is in each bag?
2. Analyze the situation:
Complete the M&Ms website worksheet.
3. Develop a data-collection procedure:
Get a bag of M&Ms and complete the Data Collection Worksheet
4. Examine and organize information:
Complete the Group Comparison Worksheet
5. Propose a solution
Complete the Solutions Worksheet

M & Ms Website Worksheet

Directions: Use Google to answer the questions below.
History
1. What year were M&Ms first sold to the public?
1941
2. How were they packaged?
Scientists have determined packing efficiencies, known as the packing
fraction , which is a ratio of the total volume occupied by the spheres to the
total volume of the container.
3. When the packaging was changed, what was it changed to?
A tube to plstic bag.
4. When were peanut M&Ms first introduced?
1954
5. Where are M&M candies made in the United States?
285 Badger Avenue in Clinton Hill, Newark, New Jersey
6. What color was added to peanut M&Ms in 1960?
In 1960, M&M's added the yellow, red, and green colors.
7. What does M & M stand for?
Mars and Murrie.
8. The original M&M chocolate candies contained what color mix?
Brown
9. What is colorworks?
One type of candy in big packes.
10. What is M&M world?
M&M's World is a retail store that specializes in M&M's candy and
merchandise.
11. What happened to the original name of M&M plain chocolate candies in 2000?
In 2000, "Plain" M&M's were renamed "Milk Chocolate" M&M's, and pictures
of the candy pieces were added
12. Can you get your school colors?
Yes
13. What color was originally used for the letters on the M&Ms?
Brown
14. What % of each color do you get in a bag of M&Ms?

Brown= 8.4

Green= 9.8

Yellow= 19.7

Orange=

15.4

Red=

22.5

Blue=

23.9

For the following questions do a google search as well.

1. What are the details of the great color quest?

2. What company has M&Ms teamed up with for the great color quest?
3. The M&M Spokescandies were introduced as a form of marketing. Who are they? (List
their names)

4. Th e r e a r e g a m e s yo u ca n p l a y wi t h M& M s. U s e t h e i n t e r n e t t o f i n d a g a m e
a n d t r y p l a yi n g i t wi t h yo u r g r o u p . W ri t e o u t t h e n a m e o f t h e g a m e a n d t h e
i n s t r u c t i o n s f o r h o w t o p l a y.

M&M Data Collection Worksheet

1. How many candies are in your bag (count twice for accuracy)?_

71

2. Count each candy per color and quantity (count twice for accuracy)
Color

Number

Red

16

Green

Brown

Yellow

14

Orange

11

Blue

17

3. What is the percentage of each color per bag? ((# of color/total)*100)

Color

Percent

Red

22.5%

Green

9.8%

Brown

8.4%

Yellow

19.7%

Orange

15.4%

Blue

23.9%

4. Using Excel, create a pie chart showing the percent of each color M&M. (Use the data in
the first table above). Change the colors of the chart to match the colors of the M&Ms.
Submit the chart to the hand in folder so it can be marked in colour.

Group Comparison Worksheet

Communicate with the members of other groups to complete the table below:
Group
Name

Total in
Bag

% of
Red

% of
Blue

% of
Green

% of
Brown

% of
Yellow

% of
Orange

71

22.5%

23.9%

9.8%

8.4%

19.7%

15.4

Group 2

75

20%

28%

18%

13%

5.3%

15%

Group 3

84

4.7%

22.6%

20%

7.1%

21.6%

26%

Group 4

80

15%

12.5%

!0%

12.56%

22.5%

25%

Group 5

77

18%

13%

13%

21%

17%

18%

101

13%

24%

16%

14%

14%

20%

Our Group

*m&m
standard
%s

*m&m % can be found online

Solutions Worksheet
1. Does each bag of M&Ms contain the same number of candies
No
2. If the answer to number 1 is no, what is the average number of candies per bag?
64
3. How many of each color M&Ms is in each bag? (Approximately)
Red-15.5% Blue-20.7% Green-14.5% Brown-12.7% Yellow-16.7% Orange-19.9%

4. How do the Group results compare to the M&M website results?

We all got around the number but none were exact.

5. Which color is most prevalent?

Blue

6. Is there a trend or reason for the most prevalent color?

It is bright and eye catching.
7. Which color is least prevalent?
Brown
8. Is there a trend or reason for the least prevalent color?
Not a pleasant color

9. Why do they introduce new colors as a marketing strategy?

To get more peoples attention.

10. List any examples of advertisements, TV shows, movies that have used M&Ms (or
specific color M&Ms) as part of the script.

11. If you were marketing a bag of M&Ms what would be your breakdown of each color and why?
More blues and bright pinks.

12. What does your group think of the Great Color Quest marketing strategy? (Explain)\
Good marketing strategy. Change is good.

Orange Is Coming Back to the M&M'S Mix; Great Color Quest Consumer Contest Yields First
Winner with Discovery of Bag of All-Orange M&M'S
Feb. 5, 2004
Orange was officially "found" in South Carolina and will be added back to the M&M'S(R) stable of
colors. Black and white since New Year's Eve, M&M'S launched the Great Color Quest consumer
contest to bring back the color, enlisting the support of consumers to find the six all-colored bags
of M&M'S from among the more than 37 million black-and-white packages.
"The M&M'S(R) Great Color Quest contest is designed to give the wonder of color back to the
people," said Doug Milne, senior marketing manager, M&M'S Brand. "While the color orange has
now been found, there are still five colors to go, with full bags of brown, red, yellow, blue and
green M&M'S waiting to be found so that all the colors can come together again."
While the color orange has now been found, there are still five colors to go, with full bags of
brown, red, yellow, blue and green M&M'S waiting to be found so that all the colors can come
together again.
In South Carolina, a life-long fan of M&M'S purchased an all-orange bag at a local store and soon
discovered that she was the first Great Color Quest winner. Consumers who purchase one of the
remaining black and white bags of M&M'S(R) containing candies that are all one color may also
be winners. A total of six lucky winners will receive a 2004 Volkswagen New Beatle Convertible
GLS in the color of the candy they discover, a trip to Los Angeles, and $20,000 in cash.
Each of the M&M'S(R) varieties - milk chocolate, peanut, crispy, almond, peanut butter and minis have turned black and white and are part of the Great Color Quest contest. More information
about the Great Color Quest is available at http://www.mms.com/us/bw/quest/.