EMC Presentation

on
Snickers bar
Company: Mars

By students of MMS A:
1. Juned Rajguru - 17
2. Aishwarya Pawaskar - 02
3. Akhil Nargundkar - 03
4. Husna Khan - 15
5. Shreya Shetty - 50
6. Ruchi Singh - 41
1. Topics Covered

• Company History
• History of the Product
• Analysis of the advertisement
• Impact of the ad-campaign
• Survey
• Conclusion
2. History of Company

• Founder: Franklin Clarence Mars

• Products:Mars began in 1911 as the Mar-O-Bar Co., Frank

and Ethel Mars created the Milky Way chocolate bar in the
early 1920s. It became the nation's most popular candy bar
2. History of Company

• 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.
 2. History of Product

• Invented in 1930
• How Snickers got invented: The Mars began experimenting with
recipes for chocolate-based candy bars and took three years to
invent Snickers, releasing it in 1930.
• Initial name:But until 1990, the bar was sold under the name
“Marathon” in the United Kingdom, the Isle of Man, and
Ireland.
2. History of Product

• Named After a Horse

• Double Snickers

• Pattern on the Bottom of the Bar

2. History of Product

• Evolution of snickers over years

 2. History of Product

• Brand personality positioning evolution: Because of its high

calorie count, the Snickers bar has always been associated with
sports and providing fuel for athletes.
• Also was the official snack food for the 1984 Olympics.
• Hunger satisfier

• Energy booster

• Mood adjuster
2. History of Product

• Snickers in India: Snickers, the brand from the Mars Inc

stable, came to India in the year 2004. September 2008 saw
the television commercial launched in India which put forth
its global positioning of being a snack, rather than a mere
chocolate.
3. Analysis of the Advertisement
3. Analysis of the Advertisement

• The basic idea.

• The product comes into the frame wide and clear.
3. Analysis of the Advertisement

• Main ingredients of the product are mentioned and shown

in the ad.

• “Hungry? Grab a Snickers.”

4. Impact of the Ad-Campaign

• Increase Snickers’ relevance among broader audience of

“total population”.

• Reverse declining volume sales, growing total brand volume

by 3% and singles volume by 5%.

• Reverse declining total brand value sales to grow by 4% year

on year.
4. Impact of the Ad-Campaign

• Grow value sales

• Grow penetration
5. Survey
5. Survey
5. Survey
5. Survey
5. Survey
5. Survey
6. Conclusion

• Funny advertisement that grabbed consumer’s attention.

• Choosing well known actors and celebrities for the ad-

campaign.

• Creating a link between Hunger <-> Mood booster.

Thank You