Thursday, December 1, 2016

Case Study Blog

If we’re being completely honest, the whole reason that I chose to do Mars Incorporated for my presentation is because I’m a big fan of their candy. However, by the end of my research and presentation, I can confidently say that I’m a big fan of their company too. Mars began in 1911 by Frank C. Mars in Tacoma, Washington. At first, he was just selling little things and not making much of a profit, but two years after a reported $6,000 loss he had revenue sales of $700,000. Since then, Mars has continued to see success, and they were recently ranked as the 6th largest privately held company in the United States. In 2015, they reported 33 billion in annual sales.

When looking into their marketing, I felt like they did a great job of incorporating their value proposition either literally or figuratively into their campaigns. Their value is that people trust when they buy Mars, they are buying good quality. Not coincidentally, quality is also the first of their ‘five principles’ they live by. In their print ads, they often talk about quality or ingredients, and show pictures of their candy bars in an appealing way. In commercials, they talk about the long lasting quality and longevity of the brand overall, drawing on the nostalgia people feel towards Mars.

My favorite commercial that I saw by Mars brand was their ‘Candyman’ ad ( that debuted in February of this past year. This ad especially draws on the longevity of the brand and the trust people have in Mars incorporated. By showing flashes of M&M in the past, as well as in the present, it shows the evolution of M&M’s, and releases a feeling of nostalgia in people. Additionally, the use of trendier music brings a sense of excitement to the past and releases feelings of comfort and home.

The only thing that I would do differently than their marketing team is that I would emphasize the quality more directly, rather than passive pictures and mentions of ingredients. Overall, I really liked looking more into Mars incorporated and learning about their current and past marketing efforts.

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