1.1. Market Research
The scope of market research performed included industry analysis of both the Australian confectionary market and the personalised products/gift market. The branding and performance of M&Ms and MyM&M’s worldwide was also considered.

Customer research consisted of three focus groups, several interviews and a survey, which focussed on both corporate and consumer segments of the market.
1.2. 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......

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Title: M&M
Approximate Word Count: 3607
Approximate Pages: 15 (250 words per double-spaced page)

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