snickers chocolate presentation

Contents• History of Mars• History of Snickers• Products• Price• Place• Promotion• Competitors• Future Marketing Strategy

History of Mars• Mars, formerly known as` Mar-O-Bar

company, was launched in 1920 in Minnesota by Frank and his wife Ethel

• By the end of the 1920's, the Mars family was very successful, and they were on their way to becoming a world leader in chocolate snack bars

• In 1932, Forrest, Frank’s son started Mars Limited in the United Kingdom

History of Mars

History of Snickers

• Snickers was the name of Frank’s favorite horses

• Snickers was invented in 1930 and was a big hit – Over 80 years later, it continues to be a big hit

• Snickers was formerly called "Marathon" in the UK– In 1990, the name was changed to “Snickers”

worldwide

Products

Products

• Snickers targets both male and female, young and old

• Many products were produced over the years• Some of them are not produced anymore, like – Snickers Munch and Snickers Duo

• Some only sold in specific countries, like– Snickers The Lot (Crispy pieces in a thick cream,

caramel, sprinkled with a large amount of nuts, covered in chocolate) it is only available in Australia and New Zealand

Products

Products

Products

Products

Products

Products

Products

Products

Products

Price

• Having an average price per unit: $1.04 • Around $424 million in sales per year• Snickers is the most popular chocolate in U.S.

and worldwide• More than 15 million Snickers are produced

each day• Snickers also dominates the snack size category – It sells more than 48 million units in 52 weeks

Place

• Snickers has a significant international presence in more than 73 countries

• Supporting the development of diverse suppliers by partnering with advocacy groups

• These organizations provide diverse– businesses with access to capital, markets,

training and mentoring opportunities • At a market level, Snickers support regional

organizations

Place

• Working with diverse suppliers at both tier-1 and tier-2 levels– Tier-1 suppliers are those which sell to Mars

directly – Tier-2 suppliers are companies that sell to

Snickers' main suppliers

Place

• Snickers is a convenience product– It is sold in all the supermarkets and grocery stores

Promotion

• In recent years the brand has been backed by major media investments

• They use the hunger basic need as the leverage point – 'You're Not You When You're Hungry' is their value

proposition

Promotion

• Snickers wanted the message to appeal to many audiences in different countries– The objective of this campaign was to give

Snickers a truly global brand idea • Snickers knew they had to promote their

brand as the most salient, successful brand in the market

Promotion

• The overall goal was to grow value sales every year and to increase the reach of their message

• Snickers had an 'unwritten' objective for the United States– Through research Snickers found a consistent

theme regarding the male psyche – When guys get hungry, they're simply not

themselves

Promotion

• Snickers showed the brand attributes as fulfilling, nutritional, and a convenient snack

• These attributes lead the consumer to their desired state

• Personal values include comfortable and pleasure

Promotion

• Snickers main appeal in this campaign was humor– Humor causes the audience to watch, laugh, and

most importantly remember the ad• Created brand recall which lead to brand

awareness

Promotion

• Snickers used older iconic celebrities for their ads

• All had very similar characteristics including likeability

• Celebrities were in place to show the audience that you're not yourself when you're hungry

Promotion

• Snickers chose to deliver their campaign through a variety of media channels

• The marketing analysis allowed them to become a strong local brand

• They scheduled their campaign to debut during the first commercial break in the 2010 Super Bowl– It costs between $2 and $5 million

Promotion

• The debut ad starring Betty White rated number one on the USA Admeter

• The campaign increased their volume sales by 8%, while single Snickers volume increased by 13.4%

• Snickers won the 2011 Effie Global Gold Award • They used a simple idea that united 43

markets across 5 regions

Competitors

• Having an average price per unit: $1.09– Around $417 million in sales per year– Around 384 unit sales. M&M’s are the second-most

popular chocolate candy in U.S. • M&M’s are the second-most popular chocolate

candy in U.S.• The candy has achieved many milestones,

including being the first candy to be sent into outer space – M&M is also produced by Mars

Competitors

• Having an average price per unit: $1.21– Around $420 million in sales per year– Around 347 unit sales

• Reese’s is now the third most-popular chocolate

Competitors

• Having an average price per unit: $1.05– Around $261 million in sales per year– Around 249 unit sales

• Hershey’s is the fourth most popular chocolate candy

Competitors

• Having an average price per unit: $1.09• Around $210 million in sales per year – Around 192 unit sales

• Kit Kat is the fifth most popular chocolate candy

Future Marketing Strategy

• Mars Inc., the manufacturer of Snickers and many other convenience store treats, has decided to phase out chocolate products that exceed 250 calories per portion– Mars is implementing the 250-calorie threshold as part of an

agreement with Partnership for a Healthier America (a non-profit organization that aims to “broker meaningful commitments” from commercial food manufacturers like Mars to “end childhood obesity)

– The new Snickers calorie cap is also notable for the way in which it illuminates the way anti-obesity advocates tend to view the world

Future Marketing Strategy

• A “fun-size” Snickers bar contains 80 calories. A Snickers Mini contains 42.5 calories

• In the case of Mars’ candy bar purges and calorie caps – “making the healthy choice the easy choice” is

achieved not by expanding choices but rather by narrowing them

• This tactic may improve corporate profits and help the most avid Snickers eaters shed a few pounds

Future Marketing Strategy

• Mars is also announcing that it will be implementing a set of actions in the short, medium, and long-term that will help Mars Chocolate and the cocoa industry evaluate and strengthen their current programs to ensure that women are able to fully contribute to and benefit from development programs in cocoa

Future Marketing Strategy

• Mars recognizes that the most effective way to address socioeconomic challenges in cocoa communities around the world is to work comprehensively and holistically