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M&M’s World – A Review of the Flagship Store June 8, 2008

Posted by simarprit in Marketing, Review, Uncategorized.
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At 11:30 PM walking on 7th Avenue my daughter Avval playfully asked me to take her to M&M, M&M to me was only those colored Dime size or smaller chocolates, what were clothes doing out there, a peep inside and we decided to make it one of our must see destinations for tomorrow.

There is a lot said about brand extensions, but this flavor of brand extension I had never seen and had no clue. When we landed up at M&M’s World – Flagship Store at 1600 Broadway New York, NY 10019 there, three of us had three distinct objectives, Avval to spend her pocket money, Mini to buy gifts, and self to understand the business logic behind all this. To me M&M had always been a Fun Chocolate Brand, essentially aimed at kids; it had effective last minute purchase strategyacrossthe world airports; it had a smiley with legs and boots as its brand ambassador; it was a company which had pursued its China manufacturing strategy aggressively to develop a range of packaging for its chocolates.

One visit to the M&M’s World store and I have started looking at the whole concept of chocolate retailing differently.

Some Observations:

  1. In New York; In Manhattan; On Broadway
  2. Three side open
  3. Three levels
  4. Decent size mouth but huge belly. The ground floor is the smallest, IInd Floor is the biggest, third floor is also decent in size.
  5. Washrooms are on third floor.
  6. Chocolate walls on IInd floor.
  7. Impulse buying; Impulse buying and Impulse buying.
  8. “We know how to loosen your purse strings.” Money upfront approach to business.
  9. It is a destination.
  10. No samples.
  11. No one checks you if you taste from the wall.
  12. We are a destination, 10 – 12 strategic placed photo opportunities.
  13. If Disney has, we have.
  14. Of course they know Hershey’s is next door, and they need to hold to parents.
  15. Deal corners for parents to “balance out”.
  16. No M&M employee should be without a product ever, displaying utility.
  17. Buy and close approach to selling, strategically located check outs.
  18. Ground floor has some of all.
  19. A child is encouraged to have “everything M” footwear, clothes, linen, cutlery, crockery.
  20. The huge Neon Poster wall outside ensures that everyone watches the commercial fully at least once.

 

 

Comments»

1. Ajit - June 23, 2008

Hi Mr. Singh,

It’ll be really nice if you could write a blog on how you manage your time. Going through mails, business meetings, taking time out for family, everything included.

Regards,
Ajit

2. simarprit - June 26, 2008

Ajit, I don’t think I am a good time manager myself. Of course I know some who are very good and would love to write an inspirational post.


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