Can the traditional Mars brand still be saved for the German market? Yes, of course! Four UVA proposals for the Mars mission
Now it has happened: The Mars brand is flying off the German shelves. The management was unable to reach an agreement with the German food retail groups on the price development and consequently imposed a delivery stop.
The end of the Mars mission is collateral damage that really hits the headlines, because would you have known what they produce? Not only chocolate, but also pasta and rice and: Cat and dog food! Now explain to them why there is suddenly something else in the bowl. Just because Putin is on the line and everything is getting more expensive. The dictator likes to pretend to be dog-friendly.
Think strategically
What do we learn? A brand is a powerful and sometimes opaque construct. And either Mars can afford such escapades, or – or, you don’t know. Perhaps the Martians will soon be at the UVA door begging for a strategy meeting on brand management.
Ask an office dog: UVA tips for brand management
What advice would we give to Mars, a long-established company that was founded in the USA in 1911 and now has around 80,000 employees? Various scenarios are conceivable here. The great thing is: you can take part!
- Eyes closed and through I: A production stop does not necessarily mean insolvency, as our Minister of Economic Affairs has already said.
- Close your eyes and go for it II, in this case for the German supermarket groups: it is quite possible that loyal customers will go along with the price increases, because we are simply too attached to everything that has reliably accompanied us for decades. Even swims in milk!!! And let’s not forget the “cat” aspect: Before we risk a hunger strike here, we’d rather pay a little more for the bag of salmon with carrot schnitzel. 14 billion euros in confectionery sales in the food retail sector in 2019. German animal lovers spent around 3.6 million euros on pet food in 2021.
- Eyes closed and through III with a new brand message: Mars – because I’m worth it, or something like that. From now on, the stuff is only available online in the secret Mars Club. To become a member, you need an invitation or recommendation, just like Rotary.
- But, 4th scenario, perhaps the crisis itself is already the concept. So much attention worldwide for free. And you always want what you can’t have. Could work.
We still have many wonderful ideas for insolvency defense, but we only give them out for money. Or a few boxes of chocolate bars.
