10 Types of Innovation
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Product Performance <strong>Innovation</strong> How you develop distinguishing features and functionality<br />
Research & development<br />
In coming up with My M&M’s, MARS, through its R&D div., explored<br />
the methods <strong>of</strong> developing customisation at a lower cost.<br />
Leverage on e-commerce<br />
The launch <strong>of</strong> the customisation was done through a link<br />
from its main website, to capture the e-commerce trend.<br />
Feedback mechanism<br />
MARS uses customer feedback as a guide for<br />
pricing, customisation options and minimum orders.<br />
Best<br />
Selling Candy<br />
Brand in US in<br />
2014<br />
Expanded<br />
customisation<br />
into brick &<br />
mortar retail<br />
My<br />
M&M<br />
Is now its own<br />
business unit<br />
In March <strong>of</strong> 2004, Mars, Inc. launched My M&M’s®, an experiment that would soon<br />
become a thriving independent business unit called Mars Direct. My M&M’s allows buyers<br />
to personalise the company’s best-selling M&M chocolate candies with texts or images.<br />
© UCSI Consulting Group 2016
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