Marketing Essays - Mars Bar Marketing

Mars Bar Marketing

The ONLINE MARKETING STRATEGY for the Mars Pub in the United Kingdom

In this statement a strategic evaluation will be made of the Mar's Bar (as opposed to the Brand) I believe you have this incorrect - a Mars Bar is a mix of milk, chocolate, glucose, etc! - you imply, I think, a review of Mars Bar as something, rather than review of the Mars Company as a whole. Mars is both something of confectionary and a respected global brand recognisable almost all over the world. NO, Mars is a worldwide confectionary brand and the Mars Bar is one of its flagship products! You will see a detailed study of the integration between strategic goals and marketing activities. Mars strategy and romance between its marketplace segments will be examined, along with its products and services offered to the various customer categories and promotional activities.

The links between your exterior environment, (Infestation, Porter), business strategy and marketing will be examined.

A Mars' bar is in essence chocolate-malt nougat topped with a covering of caramel and covered with milk chocolates. In america, it is recognized as the Milky Way club. (There was a Mars bar in the United States, but it was discontinued in 2000. It had been then re-launched under the new name the Snickers Almond bar. )

Mars Incorporated is a family group held company that produces some of the world's leading confectionery; food and pet maintenance systems and has an evergrowing beverage and health & nourishment businesses. Headquartered in McLean, Virginia, Mars Incorporated functions in more than 65 countries and uses more than 40, 000 affiliates worldwide. The company's global sales are roughly $21 billion on a yearly basis.

Founded in 1911, the company manufactures and markets a variety of products under many of the world's most recognizable trademarks, including MILKYWAY, M&M's, SNICKERS, MARS, UNCLE BEN'S Rice, and PEDIGREE and WHISKAS pet care products.

Frank Mars was created in Minnesota, USA in 1882. Because of gentle polio his walking was impaired. His mother taught him at hand dip chocolate as a way to keep him interested. Frank committed in 1902 and in 1904, Forrest Mars Sr. was born, in Minnesota.

Frank Mars and his second better half began making and providing butter cream candies using their company third home in Washington, in 1911. This led them to renting their first candy factory, the Mars Chocolate factory Inc, which used 125 staff. In 1920, Frank relocated to a more substantial site in Minnesota, which he called nougat house. The Mar-o-bar was unveiled to the candy range in 1922. With a more substantial site for syndication of this chocolate the Mar-o-bar company premiered. After 3 years of researching, the Milky Way bag of chips was unveiled and was an instantaneous success. Sales increased and much more staff were hired. In 1929 Mars included, now with 200 personnel, relocates from Minneapolis to Chicago. The central location of Chicago offers a better railroad access to the rest of the country. The Snickers pub is launched in 1930. Forrest Mars Snr gets there in the united kingdom, in Slough to begin his own business in 1932. The Mars confectionary business diversifies with the acquisition of your dog food business in the united kingdom. When?

Porter's 5 Five Makes Analysis of Mars Bar

Power of Suppliers

The power of suppliers is low. As resources are mainly commodities - cocoa, sweets, malt etc. there may be low differentiation in the resources. Therefore Mars are able to be very sensitive to the expense of supplies, and may easily switch to a more favourable distributor. The Labour make is largely non-specialised, and therefore the energy of the unions can be assumed to be low. This sets the employer at an edge when it comes to negotiating the price tag on labour.

Forward integration by Mars' suppliers is unlikely due to the current oligopoly in operation, where brand power and market show of the primary players would make it problematic for new entrants to achieve the high volume of sales necessary to return a income.

As a large multi-national company, Mars may be significantly bigger than a few of its suppliers. This gives Mars an advantage in discussions.

Power of Buyers

The electricity of purchasers is low, but can be said to be higher than the energy of suppliers. As the price awareness of buyers is low - Mars pubs are a relatively cheap product - there is certainly some potential for Mars to improve its prices without this having a substantial impact on sales. The significant brand power of the product helps it be important to the customer, in conditions of wholesalers and merchants. Ultimately merchants need to market Mars bars, therefore lowering their power to negotiate with Mars on price. Also there's a low risk of backward integration by clients credited to Mars' brand strength. There's been some backward integration from supermarkets own-brand products, but this has not led to supermarkets being able to stop providing the Mars pub.

The low costs for buyers to switch between rival products bring some electric power back in their favour. Also how big is the Mars Company and how big is its suppliers (wholesalers and supermarkets) is similar - there is absolutely no clear imbalance of electric power between gatherings.

Threat of new entrants

The threat of new entrants is low. You can find high entry costs to the market - it costs big money to create and market a fresh competitor from scrape. The menace is more likely from existing food companies e. g. Kellogg's cereal bars.

Economies of size are a barrier - a small profit percentage (for example, just 0. 5p gross profit per bar of Package Kat [which is actually a Nestle product! - why decide on this for example?]) means that greater volumes need to be produced and sold to produce a earnings. This denies the ability for new entrants to build up their market share gradually over time.

The scope of product differentiation in the market means that there is high brand acceptance for the primary products, which a new entrant would have to overcome. This can be considered extreme for Mars, where the brand has been used to release additional products such as Mars snow cream, cakes and milkshakes.

There may also be barriers for new entrants to programs of distribution. Suppliers may be unwilling go to commit valuable shelf space to un-proven products. In addition, the existing companies may bulk-buy shelf space, thus minimizing the supply to new entrants.

In favour of new entrants, there are few legal barriers to entry, although requirements relating to food hygiene are purely enforced. The chance to a company's reputation for failing to follow these requirements are significant e. g. the salmonella outbreak in a Cadbury's stock in 2006(?) Also, the low income per club reduces the power and of Mars to engage in a cost battle to deter new entrants. The low price level of sensitivity of buyers would decrease the efficiency of such a move around in any case.

Threat of Substitutes

The threat of substitutes is medium - relevant but not strongly significant. Apart from multi-packs from supermarkets, the Mars pub is primarily an inexpensive 'indulgence' purchase. Therefore its likely substitutes are any items which contend for the same money i. e. the change in people's wallets, and meet an indulgent need. These could be nicotine gum, crisps, soft drinks, boiled sweets, even newspaper publishers. The occurrence of substitutes will limit Mars's ability to improve prices and become profitable. However, the comparative value of all such items is low, and so it is not often likely that a potential buyer will be placed off buying a Mars Bar, because they can not manage to buy it and, say, a publication.

Competitive Rivalry

The amount of competitive rivalry on the market is medium - significant but not extensive. Competition on price will be weakened by the oligopoly structure evident on the market. This can be evidenced by parallel costs decisions - the main competitor bars have retail prices very near to one another.

The market is highly differentiated in terms of the precise products available. There are lots of different types of pubs, but only Mars make a Mars club, only Nestle make a Set Kat etc. It has the result of depressing competition on price, because there are no equivalent rivals to the merchandise.

It is seen that competition is more powerful in non-price dimensions, and specifically in the high devote to advertising. Mars uses a wide range of media to advertise and promote the Mars bar. The increasing degree of product differentiation within the brand is also a representation of competition - new flavours of familiar products are in attempt to take market talk about form the primary rivals.

The economies of size that operate in the market means that Mars must strive to maintain and improve market share, which will impel it to compete intensely with its rivals. Mars pubs must sell in extensive volumes to make a profit.

PESTLE Examination of the Mars Bar

Political

Nestle and Expert Foods with its main brand the Mars club (Nestle again - why are they here?) is receiving criticism for sourcing it delicious chocolate from the Western world African countries like the Ivory Seacoast where in fact the cocoa trade is being used to invest in discord to the tune of 60 million each year. The Ivory Seacoast provides some 40% of the world's cocoa, since 2002 it has been torn apart by civil warfare. The allegations are that the profit from cocoa has been directly siphoned into federal government funds and used to fund their turmoil with the rebels. Furthermore the rebels extorted money straight from the industry striving to move the cocoa through its region. Delicate pressure has been applied on Mars to identify how a lot of its product is made up of cocoa from the Ivory Coastline and make an effort to become clear of "Conflict Cocoa". (Separate News and Media Ltd 2007)

Sustainability and good trade in regards to to cocoa has turned into a political "hot potato" with the manufacturers of the Mars club being criticised for using tactics that sets cocoa farmers into electronic slavery, forcing them to carefully turn more of their land over to development of cocoa somewhat than traditional arable farming and then making entire areas reliant on the cocoa market. The power of the global conglomerate can then manipulate the price of cocoa, ultimately depriving the manufacturer of a good price for the raw ingredient.

The close relationship of the Mars club as something of the United States may cause some with a dislike of all things American to boycott the product; however there will not seem to be to be any data that this has actually occurred. Because of the global use of the merchandise and its relationship through production and distribution with other countries like the UK, it does not provide itself to as an exclusive American product such as is for the Hershey Bar.

In the united kingdom as with other nations where the Mars Club is manufactured, there may be some influence on the operations involved with its creation by the legislative requirements of the sponsor nation or other bodies such as the European Union. These associate in the key to food safeness and trading criteria legislation associated with the basic safety and standards that the Mars club must meet in order to be sold to the buyer. Lately this has being more inspired by legislation that relates to advertising, including the advertising of the merchandise to children.

Due to the type of free market economies, free market segments and the established mother nature of the Mars Pub using its global distribution network it isn't sensed that the Mars bar is overly inspired by external politics factors.

Economic

In August last year the price of cocoa was intimidating to sky rocket as large swathes of the cocoa plantations in Papua New Guinea were infested by the Asian Moth. The region produces some 17% of the world's cocoa. An infestation of an identical aspect in Indonesia in 1998 triggered some 13 million of damage. Mars were damaged to such an degree that they delivered their own team to help eradicate the infestation. Mars are carrying on to test lots of anti moth methods. (www. metro. co. uk 2006).

The recent business decision to start producing and using pet centered rennet in the Mars club has been disastrous. The resulting back lash from consumers in the Islamic faith, vegetarians and the ones with a solid social view on the utilization of rennet extracted from the liner of any calf's tummy, has resulted in Mars making a U-turn over a business decision, apologising because of its decision and giving an undertaking that they can return to producing a vegetarian product. Although this matter could be seen as a sociable factor, it is actually a concern of economics as Mars have identified the effect this decision could have on its sales (www. bbc. co. uk 2007).

There is a expansion in the delicious chocolate market, nearly all which includes been with the high quality, high value products associated somewhat with the progress in disposable income over the developed world. The expansion in the market has not always got a positive influence on the sales of Mars due to the inexpensive and general nature of the product. However, this inexpensive mother nature of the Mars Pub makes purchasing it an uncomplicated decision for consumers without financial consequences that may lead the purchaser to repent making the original decision to acquire a Mars pub or to limit the quantity or frequency of purchases. The largest marketplaces for Mars are usually the more affluent and developed marketplaces with little room for progress such as UK, USA, Canada, Australia and New Zealand.

The growing and developing marketplaces of India and China with a blended population of nearly 2 Billion individuals is a nearly untapped market of consumers. These marketplaces would require a unique marketing strategy as though it has great potential, the regions aren't known as great consumers of chocolates. Although a US product it is not known if the market segments in India and China would try it. For most geographic areas of both countries there would be concerns about refrigeration and chocolates melting, which would limit sales areas to main cities, and perhaps bigger stores? however with the present level of mutual trade and the world's basic love of all things european it may well not be a cause for matter.

Master foods itself is exhibiting growth in gains with a 1. 4 ratio point of market show gained up to June 2007.

Social

The most recent concern that has afflicted the Mars pub has been the disastrous business decision to create the utilization of creature rennet as an element in its delicious chocolate the resulting backlash as reviewed earlier not only from those with personal and lifestyle sensibilities but also from those with a communal conscience with regard to the treatment of animals This resulted in Expert foods making a U turn on a small business decision.

The chocolates industry as a whole has been under a political and social limelight as discussed before. Consumers are becoming more ethically aware and are questioning the methods of those associated with the production of cocoa. The industry was greatly criticised over the utilization of "child slave labour. Professional foods along using its two rivals Nestle and Cadbury do not perform well when examined for their ethical practices. What is the partnership between master Foods and Mars? I thought that Professional Foods was a subsidiary of Mars, and Mars the delicious chocolate brand is part of Mars the parent? Mars does not even feature on the group table of those products that are regarded ethical, although it's reasonable to say that the moral names on the list aren't household brands, either [give some examples, then!] (www. ethiscore. org 2007)

The Mars club is not produced under a fair trade or honest banner, thus depriving consumers of an choice. They have a choice - they can purchase Green and Blacks, or do without! The marketplace in moral or fair-trade usually caters for the higher quality chocolates which will set you back reduced.

With the continued affluent traditional western lifestyle leading to chronic over weight and sick health there has been a drive to improve the nutritional value of food and reduce the level of high unwanted fat and high sugar food groups such as chocolates in our diets. Some associates of medical and nutrition lobby want for draconian steps to be studied against the chocolate manufacturers to lessen their influence after diets in a similar way that steps were used up against the tobacco industry. The delicious chocolate industry has received hazards about the banning of advertisements aimed at children and at peak times and on children's tv set programs. Pre-empting this, Mars has announced they are moving away from targeting children using their product, an optimistic social action of their own (www. bbc. co. uk 2007).

Any reduction in the use of Cocoa will in the end have an effect on some 26 million people across the world who are reliant upon the delicious chocolate industry, which include some six million cocoa farmers (www. mars. com 2007).

Technological

To improve cocoa production yields and to guarantee creation levels for the future, Mars is investing in research to produce disease protected cocoa trees to prevent such catastrophes including the introduction of the disease "Witches Broom" which decimated the cocoa industry in Brazil in the 1990's. Should cocoa items be affected, the manufacturer with a guaranteed way to obtain good quality cocoa should spot the market at the trouble of its opponents (www. mars. com 2007).

Legal

Should the lobbyists become successful in their campaigns to limit advertising of chocolates or pressure changes to reduce unwanted fat and sugar content of chocolates or to have health warnings located upon brands then this might not be via a voluntary code but through the intro of legislation. This may vilify chocolate and make it as socially undesirable as cigarettes, which may have a serious effect on sales.

The safe production of chocolate and exactly how it is presented on the market is governed at present by food basic safety and trading requirements legislation, which is enacted by both countrywide and Western european legislatures.

Environmental

There are large quantities of waste from the production of delicious chocolate which includes waste material chocolate product. During the last five years the Mars manufacturing facility in Australia has reduced the quantity of waste it delivers to landfill by 90%. For every 3000 tonnes of product produced on a monthly basis, 220 tonnes of waste products is produced. This is now given to piglets. The animal waste is gathered as fertilizer and the gases made by the fermenting pet animal throw away is burnt and used to generate electricity. These initiatives are reducing the expenses to the business. However any positives are offset by the quantity of waste that has been produced across the entire industry with all the other Mars plant life. Mars is also working to reduce the level of plastic in its presentation, which it has already reduced by 10% (www. mars. com 2007).

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There was some criticism targeted at the chocolate industry accusing it of being in charge of large swathes of deforestation which happened to make method for the cultivation of cocoa plantations. However, on the technology the cocoa plantations have grown to be diverse ecological systems of their own. (North american Connection for the Advancement of Research).

Pressure is also mounting on many commercial enterprises including chocolate manufacturers to publish the carbon footprint" of their product as modern culture becomes more environmentally aware and curious about the affect on the environment that products they purchase have. Due to the raw ingredient coming from the far reaches of the earth and the circulation required for both ingredients and product it is expected that chocolate will have a huge carbon footprint set alongside the comparative inexpensive and mundane dynamics of the product. (www. telegrapgh. co. uk 2007). Analysis of Mars Marketing Strategies

Scope

This can be an examination of the advertising utilized by Mars to Market their Mars club product within the United Kingdom. It involves an examination of the TV and Cinema advertising utilized by Mars from 1980 currently and can identify themes or templates in the advertising which might indicate the marketplace segmentation strategies working.

The Advertisements

• Advertisement 1: http://www. youtube. com/watch?v=GXxR9cfB9_s

This advertisement that was used in the UK in 1986 includes a combination of adults and children both male and feminine. It emphasises the product quality and value of the merchandise and its "goodness". It firmly suggests that it should be part of daily intake and shows a Mars Pub in a lunchbox. It recognizes the materials as "milk, sweets, glucose and dense, thick chocolate" and surface finishes with the tagline "A Mars per day can help you work recovery and play"

• Advertisement 2: http://www. youtube. com/watch?v=125FCPnOxNY

A TV advert dated C. late 80s. It features a young woman who's an energetic young news reporter trying to impress the boss. After some dispiriting setbacks during the day, she pauses for a treat (of a Mars Club) and then she has got the big period of time. The voiceover describes the details of the Mars club as "milk, glucose, milk and thick, thick chocolate" and the final tagline is "A Mars a day can help you work snooze and play" The advert implies that the Mars Bar has beneficial results in keeping high levels of energy during the day.

• Advertisement 3: http://www. youtube. com/watch?v=_5Z-utxJvqQ

This TV advertisements was employed by Mars in the united kingdom in 1991. It includes a well known British international sportsman of the time, Peter Elliot. He is shown running in the early morning in an urban environment. He will get the admiring looks of people he passes, such as the suggestion that he is attractive to the contrary sex. There is no speech over except by the end which lists the elements as "milk, blood sugar, malt and heavy, thick delicious chocolate in a Mars".

Mars is the revealed to be the "Formal treats of the British isles Olympic team".

• Advertisement 4: http://www. youtube. com/watch?v=UW4SIdXR8ks

This TV advert was employed by Mars in 2006. It includes a casually dressed young man who will buy a Mars Pub from a vending machine in a night time metropolitan environment. He eats it as he strolls through the roads. As he walks through the avenues the lights turn on as he moves implying that the energy of his existence does this. He goes by two women who give him admiring glances implying that he's attractive to women. There is absolutely no voiceover this is the music (Blue Monday by New Order) which is "high energy". The Tagline is "Mars offers you energy"

• Advertisement 5: http://www. youtube. com/watch?v=IZ_7NiAw3C8

This TV advertisement used in 2006 exploits the planet Cup of that year. It features a rabid male Britain football support singing a tune and leading an impromptu parade about his idea that Britain will win the planet Cup. The merchandise is not stated at all and is only suggested by Costs boards in the background featuring Mars Pubs but with the term Mars changed by "Believe".

• Advertisement 6: http://www. youtube. com/watch?v=xm7SGhoTXR4

This is a 2007 advertising campaign featuring old footage of tennis player John McEnroe at Wimbledon. During a match, he's doing badly and loses his temper. He eats a Mars pub and continues on to win. The ultimate picture is of a Mars Pub with the words "Work Relax Play" printed out underneath. There is absolutely no voiceover.

• Advertisement 7: http://www. youtube. com/watch?v=WQugCSk8yYc

A 2006 ad starts off with the caption "Love on a Saturday Night with Mars". It includes a son kissing one female goodbye as she leaves his home (presumably on the Sunday day). She leaves. Immediately she's left another gal shows up who he greets and invites inside. The tableau means that he's successful with the contrary sex and that he has large reserves of energy. The ultimate caption has the tagline "Pleasure you can't measure".

Themes

An examination of the content of these advertisements reveals the following themes:

• The a long time of all the protagonists is bound and generally will not exceed the age of 30 and does not include children. The sole exception is in ad 1 which features more aged men and women and children, which is chronologically the oldest.
• Of the seven advertisements, five have men as their major participants. The exceptions are advertisements 1 and 2 which are the oldest.
• There can be an implication in each of the advertising 2-7 that eating a Mars Pub assists in attaining success in some way. Specifically:

Ad2- Success at work

Ad3- Success in sport, attractiveness to contrary sex;

Ad4- Elegance to opposite love-making;

Ad5- Success in Sport;

Ad6- Success in Sport;

Ad7- Attractiveness to opposite love-making;

• There has been a gradual change from Advertisement1 to Advertising7 in leaving the focus on ingredients and affordability. From Ad1 to Advertising2 the elements listed drops glucose and replaces it with malt. By Ad4 the listing of ingredients is lowered altogether and will not seem again.
• All advertisements emphasise the importance of the product in offering energy.

Market Segmentation Assumptions

Using Jobber's schema of market segmentation requirements (Jobber, 2004, p213), the aforementioned can be analysed to identify Mars market segmentation strategy for the Mars Bar.

Profile Variables

• Demographic- The advertising are aimed exclusively at the young and strenuous and almost exclusively at guys.
• Socio-Economic- The focus on young men would imply that the target group would not generally have large disposable earnings. However, there isn't a clear emphasis on any socio-economic group.
• Geographic- Five of the seven adverts feature mostly an metropolitan environment. However, this is where a lot of the UK people live, so that it can be expected.

Psychographic Variables

• Lifestyle- The focus on the product providing energy indicate that the product is aimed at individuals who have, or see themselves as having, a busy demanding lifestyle.
• Personality- The advertising 2-7 all appear to associate the merchandise with the striving for success. It's possible that the message is "Winners eat Mars Bars and I am successful".

Behavioural Variables

• Benefits Sought- The clear profit sought in every of the advertisements is that of a snack which provides a power boost throughout the day. In addition, there has been a change in Mars' assumption about the huge benefits sought from Ad1 (value, large size, packed with high calorie elements) to subsequent advertisements when these are no longer viewed as benefits because of concerns about diet.
• Purchase Occasion - There is no clear proof Mars' assumptions about purchase occasion after Advertising1 which in its tagline means that Mars Bars should be purchased daily.
• Purchase Behaviour- There is absolutely no clear proof in the adverts of Mars' assumptions about purchase behaviour.
• Usage - There is a clear implication from the advertising 2-7 that Mars consider young guys as the primary consumers of bar chocolate.
• Perceptions, Worth and Beliefs - All of the advertisements, appear to emphasise the importance of striving, effort, rivalling and living for as soon as. It can be assumed that Mars are concentrating on those that promote those beliefs.

Market Segmentation

The section of market into different homogeneous sets of consumers is recognized as market segmentation.

Market segmentation properly applied is about understanding the needs of the client and therefore, how they determine between one product to some other. This insight is employed to form sets of customers who share the same or very similar value criteria. A company is then in a position to determine which groups of customers is best suited to serve and which product and service offers will both meet the needs of its chosen segments and outperform the competition.

The primary goal of segmentation therefore must be how to gain and wthhold the customers you want to provide. The parameters used for segmentation include: Geographic variables Demographic variables psychographic variables and behavioural variables. We have applied these parameters to the Mars Club and in this statement we provides an information into segmentation and exactly how this relates to consumer purchasing behaviour.

Today's consumer is more ethically and environmentally aware and environmentally aware than previously and ever more so in regards to to the consumption of drink and food. In the advertising, on cabinets, the focus on lowering our carbon footprint is continually present and the force to understand where our food is from is increasing.

Customers segment themselves and take no notice of how companies section their market whenever choosing between fighting products and services, customers choose the proposition that fits their needs better than another. To succeed market talk about, therefore Masterfoods ensures that their offers meet these needs much better than any other at a cost they perceive as providing superior affordability (which does not indicate it should be the cheapest) to be able to achieve this Masterfoods have made sure Mars Bar comes in any region of the world or the country.

George Day (1980) represents a bottom- up methodology in this process you focus on a single customer and then build on that account Masterfoods initially targeted the Mars Bars at the productive person who did the trick hard this is predominately aimed at the young guy market. However this process has changed and the company is now targeting females and medical conscious market- by making their chocolate club lighter and motivating people to view it as a treat, in comparison to a lunch substitute. The Club itself is fairly priced it attracts all because of its slick slogans 'pleasure manage to survive measure'. Discussions do take place to present rennet to the Mars Pubs but this is quickly withdrawn anticipated to pressure therefore this leads us to believe the buyer has ability and religious beliefs and ethnic marketing has role to experiment with in the demographic changing in market segmentation.

The Mars Bar itself has been modified with new features such as a funkier typeface on the wrapper and a lighter whipped nougat filling up. Mars bars used to be really challenging to chew up but that familiar caramel- induced jaw ache will be neglected, as Mars become even similar to milky ways. The person that purchases a chocolate club is often not pondering what chocolate he or she wants: it's because of the advertising and recognition with the brand that leads the individual to buy a specific bar of chocolates. Mars Bar in the beginning brought up in its slogan 'work rest and play' because of the changing way of life values, behaviour, personalities of folks Masterfoods experienced to change their approach and now it has followed 'pleasure you can not assess' this aspires to reflect an even more relaxed method of the intake of the Mars Bar and it attempts to appeal to all or any people.

With over three million Mars Pubs made everyday the product usage rate is high brand devotion is also high happening the three million creation figure. Income rates are high however Masterfoods are developing various initiatives to increase product use by increasing ad areas during highly televised incidents. When numerous parameters are combined to give an in-depth knowledge of a section, this is known as depth segmentation. When enough information is blended to create a clear picture of the person in a section, this is referred to as a buyer account by going through the above mentioned steps as a ALS we have founded that Masterfoods has progressed to address the customer profile through market segmentation.

The Marketing Mix

The major marketing management decisions can be labeled in another of the following four categories Product Price Place Campaign. As a group we have analysed the Mars Bar strategy. To these four categories and below we've provided a snap shot into how exactly we understand these management decisions have been put in place to help make the Mars Bar more appealing to the market.

Product

In 2002 UK Mars Club was reformulated and repackaged the nougat was made lighter the delicious chocolate on top noticeably thinner and the entire weight of the pub was reduced just a bit. This got it closer in style to the Milky Way. Consumer research indicated that the Mars Bars were too 'filling'; this led Masterfoods to help make the bar lighter so the product could be advertised to females alternatively than just guys only. And also the famous slogan "A Mars a day can help you work and rest and play" has been substituted with "Pleasure you can't evaluate" the reasoning behind this is to increase its "treat charm to the female market, recently Mars have been associated with somewhat masculine and sporty image. This is also mirrored in the idea above also.

Several limited-editions variations of Mars Club have been released in various countries they include-

Mars Almond

Mars Dark & light (Mars Dark is now a permanent release in Canada)

Mars Gold

Mars Mini Eggs

Mars Chilli (Australia and New Zealand- wrapper possessed 'Mars' written in white, transformed blue when cold

Spin off products- other products are also released using the Mars branding:

Mars Delight

Mars Drink

Mars Snow Cream

Place

In Slough, some 200, 000 tonnes of confectionery are produced each year by Mars UK - with three million MARS bars made each day. Since the summer of 2006 all Mars Bars produced in Canada are peanut- free. Mars is mostly of the chocolate pubs in North America that no size of the product has any track of peanuts. Mars has an international and national distribution sites that permits Masterfoods to reach its marketplace.

All types of outlets are being used from super market segments to local convenience stores and vending machines that often have only Masterfoods confectionery. Along with the introduction of the web people is now able to order Mars Bars from anywhere in the world. These distribution networks serve as the means for getting the merchandise to the customer.

Price

The Mars pub general 23p retail 44p-55p the pub is reasonably charged in comparison to its competitors Kitkat inexpensive 21p retail 37p-48p & Cadburys Dairy products Milk low cost 24p retail 38p-45p. Corresponding to Enterprise Capitalists (a leading consumer research company) the UK populace now eats only one hot meal the rest of the time we snack on sandwiches, crisps and chocolates. Masterfoods has been quick to act on this and have reduced its low cost price of the club from 27p to 23p. This has enabled Masterfoods to sell more Mars Pubs thus promoting value for money for the consumer. A number of shops such as Gregg's and Boots have also unveiled the Mars Bar, with its sandwiches and soft drink value dishes.

Promotion

The original Mars Club in "Believe" packaging was sold in the united kingdom from 18th Apr 2006 until the end of 2006 FIFA World Glass in July " Believe required prominence on the packaging (Original Mars made an appearance in smaller print) The terrorist in the Die Hard Movie (1988) are shown throughout the movie eating Mars Bars and ingesting Coca-Cola. The 2007 Season Opener for NBC's Television set series 'Scrubs' comes with an intro segment where Turk miracles if they still make Mars Bars.

Mars relaunching of its slogan 'Pleasure manage to survive strategy' and making its ingredient lighter is costing 10m- enough to buy everyone in the united states half of a Mars bar. In 2007 Masterfoods declared that Mars Bars along with many of their other products would no longer be ideal for vegetarians as a result of release of rennet the decision was condemned by several teams, with the Vegetarian Population. However Masterfoods later forgotten these plans saying that this became 'very clear, very quickly' so it had made a mistake.

Mars has used 10-15 second gives dotted around T. V programmes and using bus stop posters alternatively than large roadside posters to promote its chocolate bar.

Deep-fried Mars Pubs are available from some seafood and chip retailers in Britain, Ireland, Australia, New Zealand and Canada. In France Mars advertising slogan is "Mars, que du bonheur" Mars, only delight.

With different marketing initiatives and promotion, Mars Bar has dominated its market it appeals to sporty male masculine market however now using its new slogan, lighter materials it appeals to a wider market. With desire to to increase sales of the product.