M&M’s SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1614

SWOT Analysis of M&M’s with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Mars, Incorporated




Food & Beverages

Tagline/ Slogan

Melts in your mouth, not in your hand


First hard shell coated chocolates



People of all age groups with a sweet tooth

Target Group

Children above 13 years of age


Munchies or snacks for any time of day

SWOT Analysis


1. Worldwide high brand recognition, with high trust for the brand as well

2. M&M’s are an affordable brand of chocolates that almost anyone can buy, making the brand easily accessible to everyone

3. It comes in varieties of colors which is especially appealing to a lot of people specially children

5. They have excellent marketing and advertising campaign with remarkable characters for each colored candy

6. Personalized M&M’s gifts for weddings, birthdays etc. are a hit among the consumers of the brand


1. Although M&M’s are the number one chocolate sellers, their marketing cost is comparatively higher to other Mars products
2. Consumer consciousness about the high calorie and fat content in chocolates can drive down sales
3. Hard to keep on coming up with original ideas in the candy market


1. Having a worldwide market means that any new product they undertake will be instantly warmed to
2. The M&M shops worldwide are not only shops but tourist attractions, increasing sales all the time and ultimately widening their consumer market which will be ready for any new products

3. They have over 30 licenses to create other products such as t-shirts, mugs, soft toys and figurines

4. Advancements in technology- building up on their characters, developing more products


1. Lots of competition everywhere from other confectionary and chocolate makers

2. Their main competitors ‘Hershey’s’ are always creating new chocolate bars

3. Increase costs of making chocolate could make more expensive, thus making it lose the affordable tag and losing customers



1. Smarties by Nestle
2. Cadbury’s Gems
3. Hershey’s


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