Mars Bar Unlimited

Paper Summary:

The paper reveals that Mars Incorporated is a multi-billion dollar global manufacturer of a wide range of consumer products. The paper explores the marketing options for the new Mars Bar Unlimited candy bar. The paper discusses the promising prospects of the new energy bar initiative and concludes that Mars Incorporated has an establish track record of recognizing what its consumers want and in providing them with quality and good tasting products.

Outline:
Introduction: Briefing
Situation Analysis
SWOT Analysis
Review of Consumer
Advertising Strategy
Creative Solution
Media Solution
Other Ideas
Conclusion

From the Paper:

"In a suburb of Washington, D.C., there sits a modest, red-brick office building on a street with a number of similar buildings such as real estate agents, banks, doctors, law offices, construction companies, and other businesses typical of a residential community. The red-brick building in question, though, is a business owned and managed by two brothers now more than 70 years old, who are also assisted by their sister is this family-owned, privately held business. The nondescript building also holds some of the richest people in the United States and they got there largely by selling chocolate. According to Anderson (2004), the Mars family inherited the business from their father and grandfather."

Sample of Sources Used:

• Alldredge, K. G., Griffin, T. R., & Kotcher, L. K. (1999). May the sales force be with you. The McKinsey Quarterly, 110.
• Anderson, R. E. (2004). Just get out of the way: How government can help business in poor countries. Washington, DC: Cato Institute.
• Bowlby, R. (2001). Carried away: The invention of modern shopping. New York: Columbia University Press.
• Bright, C. (2001, November-December). Chocolate could bring the forest back. World Watch, 14(6), 17.
• Mars, Inc. company profile. (2007). Datamonitor. [Online]. Available: http://www.manta.com/ coms2/summary_0289-107_ITM.

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