Not taking M&Ms for granted

Mars Australia decided to exit the seasonal and fundraising segments of the confectionary market, and to instead concentrate on growing M&M's core range - specifically, medium-sized bags.

Not taking M&Ms for granted

Agency Clemenger BBDO Proximity MelbourneAdvertiser Mars ChocolateAuthor Ricci MeldrumTotal Campaign Expenditure $1 - 2 million

Having peaked in 2006, M&M's gross sales value (GSV) fell short of this peak in 2007 and again in 2008.

With Mars Australia making the decision to exit the seasonal and fundraising segments of the confectionery market (which represented 14.6% of M&M's total GSV at its 2006 peak), the challenge in 2009 was to grow M&M's core range, in particular, medium bags which represented nearly 50% of total brand GSV.

In...

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