Too Much of a Good Thing

I was in San Jose yesterday for a taping of BizwiseTV. The show represents a new and innovative way for Cisco Systems to have a conversation with their customers. I really enjoyed being apart of the conversation.

While I arrived at the San Jose airport I needed a small chocolate fix. So, I went for my standby in these situations, M&Ms. As I looked around for some all I could find was the King-size package. Yep, it seems that Mars must want me to be Biggie-sized, not giving me an option to buy the standard-sized M&M package. I also noticed that now the King-size package is called the “Share and Tear Size.” Yeah, right! As if I’m going to share my M&Ms.

I get the whole Super-size mentality. Mars certainly makes more money. But for me, as a customer, I was disgusted. No wonder it’s hard for people to avoid weight problems, heart disease, cancer, etc. It’s hard enough to eat healthy on the road without having the options to eat a little less.

Now, I’ve lost a little respect for one of my favorite brands because I was given no choice. The “Share and Tear Size” is just too much of a good thing. In order to win me back Mars needs to give me options.

Is your brand dishing out too much of a good thing? Would your customers be happier if you offered them less?

Comments

[Hideo Esaka]

Thanks so much for being a guest on BizWise TV yesterday! I apologize for not getting to meet in person...

btw, I was just reading your most recent post, and your comment on "customers are tired of a one-way conversation" (though not in the context of technology marketing per se') really rang true. Getting expert opinions like yours from outside the company as well as soliciting and acting on customer preferences (not just product, but in how customers want to receive and digest information) has been both invigorating and eye-opening for us!!

Thanks again, and I look forward to seeing the final version!

[Derrick Daye]

John,

You're right on. Choices are a new cornerstone of customer satisfaction and expectation. Unfortunately, a decision maker at Mars does not share our point of view.

[Christelle]

Great article ;)) I wrote a french article on the same subject (you can read it here http://www.relationclient.net/QUAND-LE-RELATIONNEL-DEVIENT-AFFINITAIRE-_a2244.html?PHPSESSID=4d5a8d48352e4c4d8775dfd68aa2e0d0)
M&M's do not hesitate to loose the controle in order to buid a true relation with it's consumer. Today, we buy product to leave emotions!!
M&M's like playing with consumer and launch 'serie limitée' with the famous 'Pirate des Caraïbes' 'Star Wars' and 'Shrek' M&M's has changes his 'codes couleurs' or 'DNA' if you prefer ;))

[John Bell]

Wow and I thought I was imagining things when those jumbo packs replaced the more reasonably sized ones at all the Hudson News and other airport newstands. Glad to know I am okay. On the other hand, this is a misstep for M&M (Mars). Jigger the pricing - do what you have to do - but show that you are aware of the obesity epidemic and offer smaller portions.

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