Chocolate brands:
1. Cadbury
a. Dairy Milk
b. 5 Star
c. Gems
d. Perk
e. Silk
f. Bournville
g. Celebrations
2. Nestle
a. Extra Smooth
b. Kit Kat Senses
c. Kit Kat Dark Senses
d. Alpino
e. Kit Kat
f. Bar-One
g. Munch
3. Ferrero India
a. Ferrero Rocher
b. Nutella
c. Kinder
d. Raffaello
e. Mon Cheri
4. Amul
a. Milk Chocolate
b. Dark Chocolate
c. Fruit & Nut Chocolate
d. Tropical Orange Chocolate
e. Almond Bar
5. Mars
a. Snickers
b. Galaxy
c. Mars
d. Milky Way
e. Skittles
f. M&M's
g. Twix
6. Campco
7. ChocOn India
8. Parle
9. Lotus
10. Candyman
Mars is an American global manufacturer of confectionery, pet food, and other food products and a
provider of animal care services, with US$33 billion in annual sales in 2015, and is ranked as the 6th
largest privately held company in the United States by Forbes
the company is entirely owned by the Mars family. Mars operates in six business segments around
the world: Wm. Wrigley Jr. Company (Chicago, Illinois), Chocolate (Hackettstown, New Jersey; to be
integrated with Wm. Wrigley Jr. Company and based in Chicago, Illinois from 2017), Petcare
(Brussels, Belgium, Poncitln and Jalisco, Mexico), Food (Rancho Dominguez, California), Drinks
(West Chester, Pennsylvania), and Symbioscience (Germantown, Maryland), the company's life
sciences division.
Orbit gum is among the most popular brands, managed by the Mars subsidiary brand Wrigley.
Franklin Mars, whose mother taught him to hand dip candy, sold candy by age 19.
100+-year time line
1922
CHOCOLATE
Frank introduces the MAR-O-BAR to his candy range. Now known as the MAR-O-BAR Company,
Minneapolis, the company is doing business of less than $100,000 per year. Unfortunately, the
MAR-O-BAR proves too delicate to stand up well under transportation.
1940
CHOCOLATE
Forrest E. Mars, Sr. returns to the United States and establishes M&M Limited in Newark, New
Jersey.
1950
CHOCOLATE
The first Ms are printed on M&MS plain chocolate candies. To ensure consumers get the real
thing, the slogan, Look for the M on every piece, is created.
1958
CHOCOLATE
The success of M&MS plain chocolate candies leads to the opening of a new plant in
Hackettstown, New Jersey.
1960
CHOCOLATE
The advertising slogan, A Mars a day helps you work, rest and play is first used in the U.K.
1981
CHOCOLATE
Mars becomes the first candy in space when M&MS chocolate candies are chosen by the first
space shuttle astronauts to be included in their food supply.
1984
CHOCOLATE
M&MS plain and peanut chocolate candies and SNICKERS candy bar are announced as the
Official Snack Foods of the Olympic Games.
1990
CHOCOLATE
The MARS candy bar and M&MS chocolate candies are announced as official sponsors
of the football World Cup in Italy.
1991
CHOCOLATE
More than 23 tons of SNICKERS, MILKY WAY, MARS and RAIDER candy bars go on
sale for the first time in the Commonwealth of Independent States (CIS).
1993
CHOCOLATE
Mars China opens its first manufacturing facility in Beijing, China, manufacturing DOVE brand
chocolate with fruit and nuts.
1995
CHOCOLATE
New York Citys most iconic building, the Empire State Building, colors its lights blue to
announce the launch of blue M&MS chocolate candies.
2000
CHOCOLATE
M&MS chocolate candies become The Official Candy of the New Millennium. MM is
the Roman numeral for 2000.
2006
CHOCOLATE
Fashioned off an ingredient list from 1750, American Heritage Chocolate is an authentically historic
chocolate made from ingredients available in the 18th century and is sold exclusively at fine gift
shops at historic sites, museums, historic inns in the U.S.A. and Canada and online.
2008
CHOCOLATE
Mars joins UTZ CERTIFIED Good Inside Cocoa Program to create global certification
standards for sustainably grown cocoa in West Africa.
2014
CHOCOLATE
Mars Chocolate opens its first U.S. manufacturing site in 35 years in Topeka, Kansas
2015
CHOCOLATE
Mars Chocolate Australia became the final Mars chocolate production site to reach the 2015
Sustainable in a Generation zero landfill waste milestone
HOW DID THE COMPANY START
He started the Mars Candy Factory in 1911 with Ethel V. Mars, his second wife, in Tacoma,
Washington. This factory produced and sold fresh candy wholesale, but ultimately the venture failed.
By 1920, Mars had returned to his home state, Minnesota, where the earliest incarnation of the
present day Mars company was founded that year as Mar-O-Bar Co., in Minneapolis and later
incorporated there as Mars, Incorporated.
Forrest Mars, Sr. son of Frank and his first wife, Veronica, was inspired by a popular type of
milkshake in 1923, to introduce the Milky Way bar, advertised as a "chocolate malted milk in a candy
bar", which became the best-selling candy bar.
In 1929, Frank moved the company to Bakersfield, California and started full production in a plant
which still exists today.
In 1930, Frank Mars created the Snickers Bar and first sold it in US markets.
In 1932, Forrest started Mars Limited in the United Kingdom and launched the Mars bar.
Mars is still a family business owned by the Mars family. The company is famous for its secrecy.
Mars is a company known for the confectionery items that it creates, such as Mars bars, Milky Way
bars, M&M's, Skittles, Snickers, and Twix.
They also produce non-confectionery snacks, such as Combos, and other foods, including Uncle
Ben's Rice and pasta sauce brand Dolmio, as well as pet foods, such
as Pedigree and Whiskas brands.
Mars Drinks UK, the beverages division of Mars Limited, operates
from Basingstoke in Hampshire and specializes in office vending machines. Mars Drinks UK
comprises the FLAVIA and KLIX brands which offer branded drinks such as the Starburst Orange
Drink, the Maltesers Hot Chocolate and the Galaxy drinks
On April 28, 2008, Mars, Incorporated, together with Berkshire Hathaway Incorporated, announced
the buyout of Wm. Wrigley Jr. Company, the world's largest chewing gum producer, for $23 billion in
an all-cash deal.
In 1932, Forrest Mars, Sr., opened what was then Mars (Europe) headquarters, and remains Mars
(UK) headquarters in Slough, Berkshire
Many brands first created and sold in Britain were later introduced in the U.S.,
including Starburst (original UK brand name Opal Fruits) and Skittles. The brands Twix,
and Topic were UK based.
CONSUMER RELATIONS
Opposition to labeling of genetically engineered ingredients in California
Removal of artificial ingredients to food portfolio
We are proud of our products and the pleasure they bring, and we also believe they need to be part of a
healthy, balanced diet. We take seriously the role we play in supporting the control of obesity and have
taken a number of steps in this direction. For instance, we reformulated all Mars Chocolate products
globally between 2002 and 2010, removing all trans fats apart from those that occur naturally or are
made during processing. Our efforts have removed 97 percent of all trans fats.
But this is just the start. We continue to introduce more options so people can choose the right Mars
products for their lifestyles. For example, in the U.S. Mars Chocolate has introduced "2toGo" bars: two
pieces of chocolate packaged in a special type of memory wrap that can be twisted closed, making it
easier to save a portion for later.
In 2016, more than 99 percent of our confectionery portfolio contained less than 250 calories per
portion.
Mars On Track To Open First Chocolate
Factory In India
The project is expected to generate direct employment opportunities for over 200 people and indirect
employment opportunities to over 1000 people. The plant will produce Mars world renowned brands
Snickers and Galaxy to cater to the growing chocolate demand across the country.
The climate, geography, talent availability, proximity to port, therefore to raw material and the proximity to
demand cluster, makes Pune one of the most viable locations for chocolate manufacturing. Our Pune
plant is planned to be completely eco-friendly and a LEED GOLD certified facility.
About Mars international India Pvt. Ltd:
MARS International India Pvt. Ltd. is a wholly owned subsidiary of MARS, Incorporated. In India, Mars
operates in two categories, a Pet care manufacturing and marketing business; and a Chocolate
importation and marketing operation. The chocolate segment has its corporate office in Gurgaon, New
Delhi. The pet care business is based in the southern state of Andhra Pradesh with its corporate office in
Hyderabad. MARS India is presently engaged in manufacturing pet food under its global brands
PEDIGREE and WHISKAS.
MARS India chocolate portfolio includes:
SNICKERS
GALAXY
MARS
Bounty
Twix
2013 Ad campaign:
Arjun Rampal plays himself, a Bollywood actor, in the TVC. As hes busy with a shoot, a lady reporter
who comes to interview him is asked to wait. She spots a regal set, with a couch on a pedestal
surrounded by water, filled with floating lamps and flowers. She then eyes the Galaxy chocolate bar in
her bag. Ignoring the No visitors sign, she seats herself on the couch and enjoys the chocolate. Rampal
walks up to her and asks for a piece of the chocolate. The two end up chatting over the Galaxy
chocolate, even as he says the interview can be done later. A voice over and super sign off saying,
Reshmi Ehsaas, Resham Se Bhi Khaas (The experience of silk, even more special), as Galaxy priced at Rs
15 is introduced.
Mars International India released a Snickers spot conceptualized by R K Swamy BBDO that features
Bollywood actor Sonam Kapoor. The film begins with a shot of a Jeep crawling up a hill as a voice is
heard saying, "come on guys, push." The film cuts to the driver who is asking everyone to put in a little
more effort as they push the car up the hill. The film then cuts to the back of the car, where Kapoor
complains about how her hands have been burnt and refuses to push any more.
Before matters can escalate, one friend stops everything and gives Kapoor a Snickers bar stating that,
"Rocky" becomes a diva whenever he is hungry. As soon as Kapoor bites into the bar, we see Rocky has
once again become himself.
[Link]
2009-2010
MARS becomes an Official Snack Supplier to the England team in October and works with The FA on its
grass roots 'Get Into Football' campaign as part of a five-year partnership.
MARS strengthens its football links by launching a new four-year partnership with the Scottish Football
Association, becoming an Official Partner of the Scotland team.
MARS also becomes an Official Supporter to the England Team and displays its support for England
during the FIFA World Cup in South Africa by changing its trademark black, red and gold wrapper for the
first time in its 78-year history. A limited edition bar features the white and red flag of St George and the
Three Lions crest.
2012.
MARS launches the 'Work, Rest, Play Your Part' campaign, giving away thousands of Three Lions-
branded shirts and encouraging supporters to get behind the England team during Euro 2012.
Three million MARS bars a day are produced at our UK plant in Slough.
It all began back in 1932. Discover more about our rich history as we share some MARS
milestones.
2016
Mars is launching a brand new campaign #Believe including limited edition packaging in
support of the England football team.
PERSONALISATION
Create M&Ms with your own design for any special occasion
RECORD BREAKING! MARS RETURNS FROM THE CANNES LIONS
AWARDS WITH A RECORD NUMBER OF WINS FOR ITS BRANDS AND
AGENCIES
07/06/2017
Mars has enjoyed a record year as the most awarded company at the Cannes Lion International
Festival of Creativity - the advertising and marketing worlds equivalent of the Oscars.
Stand-out Campaigns at Cannes 2017
Our big winners this year reflected a commitment to put digital, creativity and
purpose at the heart of our campaigns - Snickers Hungerithm took home 21
Lions, Pedigree Child Replacement secured eight and Skittles Give the
Rainbow was awarded six Lions.
Snickers Hungerithm blends data, digital content and media to drive sales in
store. Playing on the campaign platform Youre not you when youre hungry,
the brand created an algorithm to measure the mood on the net, because the
Internet gets a little angry when its hungry. Now, when anger goes up, prices
at 7-Eleven go down. It truly reflects the future of communication, as
witnessed by the fact it won Gold Lions in Media, Cyber, Direct and Mobile.
Pedigree Child Replacement is part of our global Feed the Good Campaign
and reflects our commitment to purpose-led brands. Pedigree is all about the
good that dogs can bring out in us, reminding us to embrace our inner
innocence and optimism. The Child Replacement Programme, encouraging
empty nesters to adopt a rescue dog to replace' their kids who have left home
is a charming expression of this idea.
Skittles Give the Rainbow built on the brands signature visual, developing a
campaign for Pride month, giving up the rainbow to the LGBTQ community,
picking up six Lions, including one for an Integrated Campaign, led by
Outdoor.
AD CAMPAIGN IN 2012 for milky way
"Sorry I Was Eating a Milky Way" that was launched in 2012.
Mars Chocolate North America unveiled the 3 MUSKETEERS Bar "Why 3?"
campaign, the first new campaign for the brand in more than 10 years. Developed by
DDB Chicago, the humorous creative features the iconic Musketeers together for the
first time in more than a decade. The ad, showcase why "3" is the ideal number of
Musketeers in any situation, and that 3 MUSKETEERS Bar is the perfect amount of
chocolate, fluffy and Musketeer.
Our fans already love 3 MUSKETEERS for the combination of chocolate and fluffy
nougat and bringing back our iconic characters will not only delight our current brand
fans, but also attract new, younger fans from the millennial demographic."
3 MUSKETEERS Bar originally was named for the three flavors chocolate,
strawberry and vanilla that came in one package. While war time rationing in 1945
brought about the current all-chocolate bar, the name "3 MUSKETEERS" remained,
initiating the question of "Why 3?"
THROW YOUR SHINE
The bar printed different messages of their wrappers and made a tv
commercial and spoke to children about their views
Maltesers ads featuring disabled
actors prove to be most
successful
Mars
Bike
EVERY WINNER DESERVES A MARS BAR
Celebrating those who take life by the horns in extraordinary ways, this new film is the latest installment in MARS
Winning campaign. It follows on from the popular Pan-flutes advert which aired earlier this year.
Backed by media spend of 2m, the latest advert will air on UK screens throughout January and will be supported by
presence on digital, including promotion on YouTube.
The new advert opens on our hero, Alan, comfortably working from his living room one morning. Suddenly, he
receives a call from his boss. Leaping up from the sofa, a panicked Alan looks at the clock which shows he has only
20 minutes to get into work. Without skipping a beat, he changes into his cycling gear, only to discover that his bike
has a flat tyre.
Realising the only option is to ride his daughters pink bike - complete with tassels and flower basket - Alan takes to
the streets, weaving in and out of stationary traffic, jumping obstacles and dodging parked vans. As he gets closer to
work, impressed onlookers begin to cheer him on with shouts of encouragement. Arriving at the office with two
minutes to spare, Alan has just enough time to enjoy his reward a well-earned MARS bar.
SNICKERS AD commercials : you aren't you when your hungry
Mars Bar says 'Put some play in your day' in fun new campaign via Clemenger BBDO,
Melbourne
Retail
Chocolate
USA M&M's (Mars Inc) Mars Inc Value 11.3
Confectionery
RSP
Retail
Chocolate Hershey's
USA Hershey Co, The Value 10.7
Confectionery (Hershey Co, The)
RSP
Retail
Chocolate
USA Snickers (Mars Inc) Mars Inc Value 5.6
Confectionery
RSP
Retail
Chocolate
USA Kit Kat (Nestl SA) Nestl SA Value 4.6
Confectionery
RSP
Retail
Chocolate
USA Mars (Mars Inc) Mars Inc Value 2.9
Confectionery
RSP
Ghirardelli
Chocoladefabriken Retail
Chocolate (Chocoladefabriken
USA Lindt & Sprngli Value 2.9
Confectionery Lindt & Sprngli
AG RSP
AG)
Russell Stover
Chocoladefabriken Retail
Chocolate (Chocoladefabriken
USA Lindt & Sprngli Value 2.5
Confectionery Lindt & Sprngli
AG RSP
AG)
Retail
Chocolate Galaxy/Dove (Mars
USA Mars Inc Value 2.4
Confectionery Inc)
RSP
Retail
Chocolate
USA Twix (Mars Inc) Mars Inc Value 2.2
Confectionery
RSP
Lindt
Chocoladefabriken Retail
Chocolate (Chocoladefabriken
USA Lindt & Sprngli Value 2.2
Confectionery Lindt & Sprngli
AG RSP
AG)
Retail
Chocolate See's (See's
USA See's Candies Inc Value 2.1
Confectionery Candies Inc)
RSP
Retail
Chocolate
USA Godiva (Pladis Ltd) Pladis Ltd Value 2.1
Confectionery
RSP
Retail
Chocolate Ferrero Rocher
USA Ferrero Group Value 2.0
Confectionery (Ferrero Group)
RSP
SWOT ANALYSIS AND USP
Parent Company
Mars: Mars bar
Category Chocolate
Sector Food Products
Tagline Work, rest and play
USP MARS bar is one of the confectionery industry's greatest success stories
Segment People looking to have high quality premium chocolate
Target Group All age groups middle and upper class people
Positioning Mars bar can be enjoyed at every moment
Strengths
[Link] brand name and brand presence
[Link] brand loyalty
[Link] taste and packaging
[Link] regarded as a global chocolate brand
[Link] global football teams
6. Excellent advertising and top of the mind brand
Weaknesses
[Link] expensive chocolates
2. Intense competition means high brand switching
Snickers
Parent Company
Mars
Category
Chocolate
Sector
Food Products
Tagline/ Slogan Get some nuts; Hunger bajaye chaar to snickers khol yaar, your not you when
your hungry
USP Chocolates with real nuts
STP
Segment Sporty people looking to have high quality premium chocolate
Target Group All age groups middle and upper class people
Positioning Chocolate for sporty people
SWOT Analysis
Strengths
[Link] brand name
[Link] taste and packaging
[Link] of global football and other sports teams
[Link] as Health Bar
Weaknesses
[Link] advertising
[Link] easily available in Asian markets
[Link] flavor not popular in many markets
Opportunities
[Link] growing cities and retail chains
[Link] more variety and smaller gift packages like Cadbury Dairy Milk
Threats
[Link] competing chocolate brands
[Link] conscious people
Competitors
[Link]'s 5 Star
[Link]
[Link] One
[Link]
5.) fuse
