How did Uncle Ben’s face criticism to maintain

its brand?

➢ Case Debriefing:
For more than 70 years, the UNCLE
BEN’S® Brand has been helping families
cook together by providing meal solutions
that are easy, convenient and above all, tasty.
It combines rice with ancient grains and pairs
it with seven flavors, colorful vegetables,
savory spices and leaner cuts of meat in a 20-
minute cook and microwaveable formats. It
aimed at providing a healthier alternative
that’s still convenient and has an “empty
plate guarantee” for moms
Uncle Ben’s Sold in more than 100
countries. In Britain, it claimed a 40% share
of the rice market. Uncle Ben’s Sales growth increase over the past
few years, especially in comparison to other grocery categories. The
growth is being driven especially by consumer demand for
ingredients like brown rice and Basmati.
The face of Uncle Ben is a picture of Frank Brown, the waiter at
a Chicago restaurant frequented by the rice company's top executives
before the war.

➢ Problem:
After the protests triggered after the death of George Floyd and
repeated accusations of racism against Uncle Ben's logo because its
use of racist images and racial inequality (a black rice farmer and
name).
After listening to customers and stakeholders was an integral
part of rebranding process.
Mars decided to rebranding as:
1- Removing the image on the packaging.
2- Changing its name to Ben’s Original.
3- Changing Positioning statement to enhance inclusion and
equity to become “Create opportunities that offer everyone
a seat at the table”.
There are other steps Mars implemented such as:
1- Mars tried to improve racial equity, from increased
representation in the company’s workforce, leadership and
talent pipeline.
2- Using social responsibilities, A partnership with the National
Urban League that will create a scholarship program for
aspiring Black chefs is a good start with a $2m donation toward
scholarships.

➢ Identify Alternatives:
1- Using Video Advertising, Mars produces a promotional video
on TV about the company's rejection of racism and its support
for equality.
2- Using outside advertising and social media marketing for
Posting posters in the streets about the participation of whites
and blacks eating together.
3- The company can change the shape of the packaging or the
colors used in it

➢ Recommend Best Alternative and Justify your recommendation

I think that the Suitable alternative is using posters in the street,
where many people see them all day long, as well as on the company's
page, since its segments use the Internet a lot.

➢ Implementation Recommended Alternative:

• Taking several pictures of a group of customers while they are
eating food with different ethnic roots.
• Design an Attractive posters.
• Placing advertisements on several main streets.
 How did Uncle Ben’s apply promotion mix for
repositioning?

➢ Case Debriefing:

For more than 70 years, the UNCLE

BEN’S® Brand has been helping families cook
together by providing meal solutions that are
easy, convenient and above all, tasty. It
combines rice with ancient grains and pairs it
with seven flavors, colorful vegetables, savory
spices and leaner cuts of meat in a 20-minute
cook and microwaveable formats. It aimed at
providing a healthier alternative that’s still
convenient and has an “empty plate
guarantee” for moms

Uncle Ben’s Sold in more than 100

countries. In Britain, it claimed a 40% share
of the rice market. Uncle Ben’s Sales growth increase over the past
few years, especially in comparison to other grocery categories. The
growth is being driven especially by consumer demand for
ingredients like brown rice and Basmati.

The face of Uncle Ben is a picture of Frank Brown, the waiter at

a Chicago restaurant frequented by the rice company's top executives
before the war.

➢ Problem:

After company changes its brand and its product name, it was
necessary to re-promote the product in the new form.
The company has made some procedures such as:
1- Using contests between cities to sales promotion, Uncle Ben's
has teamed up with several popular food trucks in Montreal,
Toronto and Vancouver. The trucks congregate in a central
 location and competing with each other with their unique recipes
and the winning recipes from each city will be displayed on Uncle
Ben's food truck.
2- Using social responsibilities, the brand will continue its
partnership with The Trussell Trust, donating £100,000 this year
to the charity, which supports food bank centers across the UK.

➢ Identify Alternatives:
Mars’ marketing objective was to run a high coverage campaign
to achieve sales and customer satisfaction. The company can use
some Promotion channels such as:
1-TV advertising, using attractive photos and videos
2- Poster advertising in the street because most of people spend
a lot of time in the street.
3-Using Events and Experiences platform like Participation in
some school celebrations and distribution of free products to
school students

➢ Recommend Best Alternative and Justify your recommendation

I think that the Suitable alternative is Participation in some
school celebrations, because if students like the product, will ask
for it from their families.

➢ Implementation Recommended Alternative:

• The company determines the most important events that take
place in schools
• An agreement is made with some school administrations to
participate in the celebration and distribute free products