Marketing Generics Application Note:

M&M’S Augmented

Theodore Levitt first articulated his Augmented Product concept in 1980, since when it has provided a template for Product Marketers to understand on how they can augment or expand their product.  This Application Note examines the M&M’S World shop in London to see how a simple M&M’Ssweet has been expanded into a holistic and wide-ranging retail concept, bringing benefits for both customer or visitor and the Brand Owner.  It is a remarkable example of how it is possible to augment something very simple and small into something very big and highly profitable.  In the end,it represents a triumph of Product and Brand Marketing.


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Keywords: Augmented product, Theodore Levitt, augmented revenues, augmented margins, M&M’S World, Brand Owner, retail-tainment