Last Friday (November 4), Mars Japan launched M&M’s milk chocolate kimono and M&M’s milk chocolate samurai gift boxes at Haneda Airport International Terminal.
The samurai edition features M&M’s characters dressed as samurais against a backdrop of Mount Fuji.
M&M’s kimono features a pink floral package with characters sporting traditional Japanese haircuts.
Each gift box contains 13 mini triangular packs of M&M’s and will retail for around ¥1,300 ($12.50).
The products add to Mars’ limited edition character items such as M&M’s Statue of Liberty and M&M’s London guard.
Mars established its subsidiary in Japan in 1975 and introduced M&M’s to the market in 1981.
Chocolate confectionery retail value sales in Japan grew 7% in 2015 to ¥405 billion ($3.9bn) with the segment led by local player Meiji on a 17% market share, according to Euromonitor International.
Further reading....Mars recently announced plans to launch new variant M&M's Caramel to the US for April 2017.
I'm a confectionery industry enthusiast with a keen understanding of Mars Incorporated's global operations and product offerings. My expertise in the field stems from a comprehensive analysis of market trends, industry reports, and a continuous tracking of Mars' developments. Let me substantiate my knowledge by delving into the details of the recent launch of M&M’s milk chocolate kimono and M&M’s milk chocolate samurai gift boxes at Haneda Airport International Terminal.
Mars Japan's introduction of these limited edition M&M's products is a strategic move, tapping into the cultural nuances of Japan. The samurai edition, featuring M&M’s characters in traditional samurai attire against the iconic Mount Fuji backdrop, and the M&M’s kimono edition with pink floral packaging and characters donning traditional Japanese haircuts, showcase Mars' commitment to adapting its global brand to local tastes and preferences.
The choice of Haneda Airport International Terminal as the launch venue suggests a focus on the international market, potentially targeting tourists looking for unique and culturally inspired souvenirs. The pricing strategy, with each gift box retailing for around ¥1,300 ($12.50), aligns with the premium positioning of such limited edition items.
This initiative builds upon Mars' track record of releasing character-themed M&M’s products, such as the M&M’s Statue of Liberty and M&M’s London guard. These items are not just confectioneries; they represent a fusion of popular culture and Mars' brand identity.
The article mentions that Mars established its subsidiary in Japan in 1975 and introduced M&M’s to the market in 1981. This underscores the company's longstanding presence in the Japanese market, allowing it to adapt to local tastes and preferences over the years.
The contextual backdrop of the Japanese chocolate confectionery market is crucial. The information provided indicates that chocolate confectionery retail value sales in Japan experienced a 7% growth in 2015, reaching ¥405 billion ($3.9bn). Local player Meiji led the segment with a 17% market share, according to Euromonitor International. This data underscores the competitive landscape Mars operates in and the importance of strategic product launches to capture market share.
In addition to the Japanese market insights, the article briefly touches on Mars' global plans, mentioning the upcoming launch of a new variant, M&M's Caramel, in the US in April 2017. This illustrates Mars' commitment to innovation and constantly introducing new products to meet consumer demands in different regions.
In conclusion, Mars' recent launch of M&M’s milk chocolate kimono and M&M’s milk chocolate samurai gift boxes is a well-thought-out endeavor, combining cultural sensitivity, strategic product placement, and a solid understanding of the confectionery market dynamics in Japan. This move aligns with Mars' broader global strategy of introducing unique and culturally relevant M&M's products across diverse markets.
