Marketing Plan

MARS

A plan by:

RidhimaMeghnaSajid AnwarAnimesh RajSheetal ReddySomeshYashwanth

Agenda

• Brief Description of Mars• Market Summary• SWOT Analysis• Product & Distribution• Marketing Strategies

THE MARS -HISTORY• Started by Frank C Mars in 1911 in Washington

• Forrest E. Mars joined his father in 1920 and launched the “Milky Way “bar.

• In 1932 they moved to United Kingdom

• Now based in McLean, Virginia having net sales of more than $33 billion

• Six business segment – Pet care, Chocolate, Wrigley, Food, Drinks, Symbioscience

• More than 72000 associated worldwide

Mars in India

• Mars International India Pvt. Ltd.- wholly owned subsidiary of Mars

• Active in Pet care manufacturing and marketing business; and a chocolate importation and marketing operation

• Chocolates offering- Snickers, Galaxy, Mars, Bounty, twix

Market Summary

• Fastest growing chocolate market in the world

• Change in consumer’s preferences

• Rising per capita income and gifting culture

• Huge expected growth Rate

• Current market value is Rs.5000 crore.

Competitor’s Analysis

Chocolates Cadbury Ferrero Nestle Amul

Market Share 70% 4% 20% 3%

Price Category Low and High High Low & Moderate

Moderate

Product Offering

Milk Chocolates,

Crunchy Chocolates etc

Crispy Chocolates

Milk Chocolates,

Crunchy Chocolates etc

Milk Chocolates

USP Glass and half milk in every

bar

Unique taste -such as wafer and hazelnut coated with

chocolate shell

Chocolate covered Wafer

Quality and Affordability

SWOT Analysis• Strengthsi. International Brand Name

ii. Variety Of Products

iii. Cholesterol Lowering Chocolate Bars

iv. Great Taste and Packaging

• Weaknessi. Expensive

ii. Lack of awareness

SWOT• Opportunitiesi. Molded chocolate segment.

ii. Retailing

iii. Smaller gift Packages

• Threatsi. Competitors

ii. Calorie conscious market

Product offerings

Mars will be introducing two products

1) Dark Chocolate Bar

2) Gift Packages

• These are Halal and Kosher certified

• Available in a variety of pack sizes

• Healthy and Nutritious

Point-of-Difference

• Crispy and melting

• Covered with melting fresh cocoa layer

• Inner layer will be dark fluid of milk and caffeine (stimulants the-o-bromine) and sugar.

• No caramel so no sticky to teeth.

Distribution

• Super markets

• Retail Outlets

• Confectionaries

• Vending Machines

Marketing Strategy

• Mars International India Private Limited has following set of objectives in the Indian Market for 4 months

i. Awareness of the Product

ii. Launch Of Mascot MAC-D

iii. Expand its distribution Network

iv. To Develop Gift Packets

Marketing Strategy

• Target Markets

• Age Group:- 12 years or more

• Income groups of 4 lakh per annum and above

• Residential- Tier 1 and Tier city 2 of India

Marketing Strategy

• Positioning

Tagline-Sweetness Grows , Happiness Grows….” …..

• USP

Mars offers cholesterol Lowering Chocolate Bars

Market Strategy

Product:-Mars will be introducing two products

1) Dark Chocolate Bar

2) Gift Packages

Pricing:-

Dark chocolate bar- Rs 30/ unit and Gift Packages- Rs 150/ unit.

Marketing Strategy

• Marketing Communications

• Launch Of Advertisements

• Launch Of Mascot MAC-D

• Tie-up with YouTube and Facebook

• Use of Instagrams

Marketing Strategy

• Promotion

• Use of Billboards

• Vending Machines

• Sponsoring events like any Rock Concert or College fests

• Brand Ambassador

Financials

• For Mars BarPer Bar Price: Rs.30

Estimated Sales Volume: 300000

Total Estimated Revenue: 9000000

Fixed Costs Variable Costs Break-even Point

¾*10000000 15/Bar 7500000/15=500000

Financials

• For Mars Gift PacketPer Pack Price: Rs.150

Estimated Sales Volume: 100000

Total Estimated Revenue: 15000000

Fixed Costs Variable Costs

Break-even Point

¼*10000000=2500000 95/Pack 2500000/55=45455

Financials

• Total Revenue: 9000000+15000000=24000000

• Total Cost: 10000000+14000000=24000000

• Profit/Loss: 0

• So for the 4 months there is neither Profit nor Loss

Marketing-Mix

• November- Launch of Small Packets in festive seasons

• December- Launch of gift package followed by launch of MAC D

• January -Mars Chocolate with Virat Kohli as Brand Ambassador

 • February – Sales contest among sellers and Dual Branding.

Controls

CEO

Sales Manager

Regional Sales

Advertising Manager

Advertising

Analyst

Promotion Manager

Promotion Analyst

MAC-D

Print-Ad

Sweetness Grows ,

Happiness Grows…..

Vending Machines