The Case of Mars Bar - Research Paper Example

? Qualitative Marketing Research – The Case of Mars Bar of the of the of the Table of Contents 1. Introduction 4 2. Aim and Objectives of this Study 4 3. Qualitative Marketing Research 4 4. Methodology Applied 5 5. Ethical Considerations 6 6. Limitations of the Research 7 7. Findings and Discussion 7 7.1. Online Focus Group Discussion 7 7.2. Face to Face Depth Interviews 8 7.3. Focus Group Discussion 8 8. Conclusion and Recommendations 9 References 11 Appendix - A 12 Appendix - B 21 Appendix - C 31 Appendix - D 49 Appendix – E 50 Appendix – F 52 Appendix – G 53 Appendix – H 54 1. Introduction Mars Bar is a chocolate bar, which is manufactured by the company named Mars, Inc. The company began the production of the Mars chocolate back in 1932 in the UK. The chocolate bar, Mars is manufactured also in the United States of America and Canada and other parts of the world. Mars has introduced different varieties of its chocolate bars for different parts of the world while keeping in view the tastes and preferences of the people inhibiting there1. 2. Aim and Objectives of this Study This report aims at conducting a qualitative marketing research with respect to different attributes of the chocolate bar, Mars. The researcher decided to investigate the preferences and thoughts of the consumers of chocolate with respect to the taste, packaging and advertisement of the Mars Bar. The objective of this research is to find out and establish on the basis of the findings of this research as to whether there is a need for improving the taste, packaging or advertisement campaigns of the Mars Bar. These objectives are attained by way of conducting a qualitative research which would identify key qualitative marketing aspects with respect to the identified factors. 3. Qualitative Marketing Research Qualitative Marketing Research is a method of conducting studies relating to the subject of marketing and social sciences. In a qualitative marketing research, the data obtained by the researcher is related to small groups of individuals. Under this method of marketing research, the researcher does not make use of any statistical tools to find out the relationships between different variables, as is the case in a quantitative research2 (Mariampolski 2001). This is the major difference between the qualitative research methodology and quantitative research methodology. The major kinds of qualitative research include depth interviews, which are face to face, focus groups and other techniques. Moreover, video chats, video conferencing, voice chats, group chats and internet interviewing are also included in the qualitative researching techniques3, 4,5. 4. Methodology Applied In order to conduct a qualitative marketing research in this respect, the researcher of this study makes use of the findings resulting from the conduct of the following interviews and discussions: Online Focus Group Interviews; Face to Face – Depth Interviews; and Focus Group Interviews Online interviews are preferred in this study as they are cost saving and require no physical space where the interviewee and interviewer could meet. Moreover, they are flexible and conducting in a very short time without requiring significant arrangements6. The disadvantages of online interviews include distant conversation in which the participants are sometimes distracted and therefore lack interest and motivation to participate. On the other hand, in case of depth interviews, there is a benefit that both interviewer and interviewee are able to talk to each other at the same physical place and therefore both can have a better understanding of each other’s facial expressions and gestures. Moreover, the depth interviews result in more precise and accurate information as the interviewer is more able to comprehend what interviewee wants to say6,7. However, the analysis of data resulting from depth interviews takes a lot of time and it is also possible that the interview does not follow a particular standard. Lastly, the focus group discussions are beneficial as they allow the moderator of the group to exercise more authority and command over the conduct of the group discussion. Since it is a group discussion, therefore the results obtained from the discussion are expected to be representative of different mind sets and people. In addition to this, focus groups allow the participants of the group discussion to interact with each other and therefore enable them to understand each other more. Moreover, the focus group discussion allows easy measurement of the reaction of the participants in relation to a particular topic or situation. On the other hand, the focus groups have also some disadvantages associated to them. As for instance, the discussion conducted in focus groups may enter into a biased discussion as there is a chance that a few group members may influence the ongoing discussion and therefore dominate the discussion under progress6. 5. Ethical Considerations While conducting the present research the researcher has ensured that the study complies with the ethical requirements relating to the disclosure of information and thoughts pertaining to different individuals. Apart from this, the researcher has also ensured that no issues relating the violation of any copyrights or other rights and plagiarism are raised from the conduct of this study. Apart from this, it is expressly stated that the researcher of this study shall not be held responsible for any consequence, whatsoever, resulting from a decision based on the conclusions reached or recommendations made in this study. 6. Limitations of the Research The researcher of this study conducted the interviews and discussion with small samples of participants. Therefore, it is expected that the results obtained by the researcher of this study may not be applied over a large population. Due to limitations associated with cost and resources, the researcher selected the participants from the university only. It can therefore be stated here that the results of this study could have been improved further, had the researcher included more participants in his sample. 7. Findings and Discussion Below are the findings and discussions which have been concluded from and based on the interviews and discussion conducted by the researcher of this study. 7.1. Online Focus Group Discussion The online interviews conducted in this study revealed that there are mixed perceptions among the consumers of chocolate as to their preferences and choices for chocolates. It can be observed from the online interviews presented in the Appendix – A, that the participants showed high preference towards Mars Bar, except one. All the respondents who preferred eating Mars over other chocolate brands were of the opinion that the taste of the chocolate is the major motivating factor which makes them to prefer Mars. When asked about the packaging of the Mars Bar, one participant shared his views by saying that, “it does not matter what packaging or wrapper is being used to cover up the chocolate… it is all about what is inside the wrapper or packaging… the issue of thin foil is, in my opinion, not an issue at all.”8 Other participants were of the opinion that there is no need to change the packaging. 7.2. Face to Face Depth Interviews The findings of the first depth interview also showed that there is a lack of information related to the products being launched by Mars. In fact the interviewee in the first depth interview was observed as afraid of consuming too many chocolates as it would result in an increase in the weight. Upon asking the average consumption of the chocolate in a given time scale, the interviewee responded as, “I am going to gain too much weight by having a chocolate daily. I cannot disfigure my body for the love of chocolate”9. It is interesting to note that the Mars Bar is also available in low fat form. But the interviewee had no knowledge of that. This shows that there is a lack of information among the consumers about the product range and variety offered by Mars to its consumers. The second interview conducted by the researcher showed that the interviewee is quite satisfied with the taste and packaging of the Mars Bar and required no change in this regard. 7.3. Focus Group Discussion The focus group discussion comprised of a total of six participants. The discussion found that there are no particular issues with the tastes of the Mars Bar as most of the participants agreed on the fact that Mars Bar has a good taste. Apart from this, one of the major issues identified with respect to Mars Bar is that the packaging of the chocolate bar is not suited to protect the soft chocolate coating over the caramel bar inside. It is argued by a participant that the thin coating of the Mars Bar cause the chocolate to melt in different conditions and therefore requires change. While commenting on the packaging of the Mars Bar, the participant stated that, “I feel that packaging of a product attracts consumers to purchase it. As for instance a poorly packed or wrapped chocolate, which is although having a wonderful taste or flavor, will never appeal a person to purchase it and consume it. Moreover, as I mentioned earlier, there is a neatness and relative of ease of use required in the overall presentation of a packaging of a product. In our case, chocolates are perishable as we all know. In fact they are highly responsive to the temperature change around. From this I am referring to the melting of chocolates.”10 These comments highlight the concern the participant has shown towards the packaging of the Mars Bar in particular. Apart from this, the participants shared their thoughts as to the competitiveness of the Mars Bar in the market and said it is a well known product among the consumers and while considering the support shown by the Mars for the national football team of the United Kingdom, one participant stated that it is quite patriotic act from Mars. 8. Conclusion and Recommendations Based on the findings and discussion presented in the above sections, it can be concluded that there are no major issues related to the taste stated by the participants in different methods employed by the researcher to conduct the qualitative research. However, there are some concerns shown by the respondents with regard to the packaging of the Mars Bar. As for instance, some participants required the wrappers of the Mars Bar to be reinvented and improved. On the other hand, some participants also stated that new flavors shall be introduced in order to offer a new range of chocolate products for those who love eating Mars Bar. Apart from this, some participants compared the Kit Kat chocolate with Mars Bar and identified that how Mars Bar is different from Kit Kat in taste and appearance. Furthermore, it is also concluded that the advertisement of the Mars Bar is not sufficient for the purposes of promoting new products. Based on the findings and discussion presented above and the conclusions reached it can be recommended that the Mars Incorporation shall focus on improving its packaging by way of replacing the thin wrapper with a more stiff material which would allow the chocolate to retain its shape and structure. Apart from this, there is a need that the company applies appropriate marketing mix in order to promote its products more efficiently so as to ensure that the consumers of chocolate have complete knowledge as to different varieties of chocolate products offered by Mars, Inc. Apart from this, it is also recommended that the company shall introduce new flavors which are currently offered by its competitors in the market. For future researchers it is recommended that larger sample sizes shall be considered while conducting the study in this respect. This will allow the researchers to project the results over larger populations. References Carson, D., 2001. Qualitative marketing research. SAGE. Chandler, J. and Owen, M., 2002. Developing brands with qualitative market research. SAGE. Churchill, G.A. and Iacobucci, D., 2010. Marketing Research: Methodological Foundations. Mason: CENGAGE Learning. Malhotra, N.K. and Peterson, M., 2006. Basic marketing research: a decision-making approach. New Delhi: Pearson/Prentice Hall. Mariampolski, H., 2001. Qualitative market research: a comprehensive guide. Sage Publications. Mars, 2012. Mars History. [Online] Available at: [Accessed 18 January 2012]. Appendix - A ONLINE INTERVIEW (Online Focus Group) Methodology For the purpose of carrying out an online interview, the researcher decided to conduct an online interview of a focus group. The group comprised of four respondents or interviewees. The main reason for conducting an online interview of a 'focus group', instead of opting for a single interviewee was to ensure that the researcher of this study is able to obtain sufficient responses and feedback of consumers' attitude and behavior towards consuming the Mars Bar chocolate. Among the four online interviewees, two interviewees were familiar with the researcher, whereas the remaining two were selected randomly from the persons who showed consent to be a part of online focus group interview. The researcher asked them random questions which were aimed at gathering information relating to the consumption attitude of the respondents towards Mars chocolate. The messenger service used for this conversation is Skype. Below is the transcript of the conversation conducted by the researcher in the capacity of a moderator. TRANSCRIPT Time Person Conversation Coding 8:27 PM Moderator Hi… My name is________ I welcome you all and thanks a lot for sparing some valuable time for me 8:27 PM C Hi 8:27 PM C My name is C 8:29 PM Moderator Ok 8:30 PM D Hi… I am D 8:30 PM Moderator Hi… D! 8:31 PM L Hello all… I am L 8:31 PM G Hi… G here 8:31 PM Moderator So we are here to talk about Mars chocolate… can we start discussing this? 8:31 PM G Yeah sure 8:31 PM C yes 8:32 PM D ok 8:32 PM Moderator L??? You there? 8:32 PM L yes… we can start 8:32 PM Moderator Ok… first of all I would like to ask if you all like chocolates 8:32 PM D Yes 8:32 PM C Yeah 8:32 PM L I love chocolates 8:32 PM Moderator Ok 8:32 PM G Me too 8:33 PM Moderator Ok… so all of you like having chocolates… that’s great… so have you all eaten Mars Bar Customer Base 8:33 PM C Yes. I like it… in fact I love eating it. 8:33 PM D Yes I have eaten Mars 8:33 PM L Of course… I have eaten it 8:33 PM G I don’t like Mars 8:33 PM Moderator Ok… G does not like eating Mars… why is that so G? 8:34 PM G I don’t like its taste… there is too much caramel inside it, which feels very sticky at times and I don’t like it therefore Taste 8:34 PM D :( 8:34 PM Moderator But there are other varieties of Mars as well G… why don’t you try any of those? Varieties 8:34 PM C Yes… the US Mars Bar has nuts inside it… it is quite tasty… 8:34 PM G well… the thing is that I like Kit Kat… it is more convenient to eat and along with the wafer inside it… it really tastes good Convenience 8:35 PM Moderator So if Mars added wafer in its chocolate instead of caramel, would you still go for Kit Kat? Caramel 8:35 PM G Hmmm…. 8:37 PM G I would try that… compare it with the taste of Kit Kat and if that really appeals me from its taste… I would continue to eat that… after all Mars is a well known chocolate brand. Appeal 8:37 PM Moderator Ok… 8:38 PM Moderator Now I would like to ask all those who love Mars bar… 8:38 PM D Yes 8:38 PM Moderator Ok... What’s the best thing about Mars which makes you to eat that? Key Feature 8:40 PM D Well… it’s all about taste this chocolate has… its amazing… the best chocolate in town 8:40 PM D G said that she does not like caramel. Well I am crazy for the caramel and caramel filled thick chocolate bar from Mars serve me well 8:41 PM Moderator Ok… L? 8:41 PM Moderator What you have to say? 8:43 PM L I am a diehard lover of Mars… When I was a kid my mom used to give one bar to me each day in my school lunch. I really enjoyed those moments and in fact my childhood memories are associated with this chocolate brand. My family still prefer giving me presents in the form of Mars chocolate... I love eating Mars Memories 8:43 PM Moderator Ok L… but what makes you to eat Mars and none other? 8:45 PM L Well that’s not the case. I do prefer eating chocolates of other brands as well but the thing is Mars is always a preferred choice. As I stated earlier that my memories are associated with its taste… whenever I eat Mars I remember my old days when I was a kid! 8:45 PM Moderator Ok… so you mean to say that you have an emotional attachment with the Mars Bar? Emotional Attachment 8:45 PM Moderator Is it? 8:45 PM L Yeah! That’s right! 8:46 PM Moderator Ok… 8:46 PM Moderator So… C? Are you there? 8:46 PM C Yes … I am here! 8:46 PM Moderator What is your thought on this? 8:47 PM Moderator Why you love Mars Bar? What is so special in it? 8:47 PM C The taste of Mars! It's yummy!!! 8:47 PM Moderator Ok… 8:47 PM C It has such a remarkable taste which matches to no other 8:49 PM Moderator Ok… what's so special in its taste? 8:49 PM C It’s the chocolate itself… the softness of chocolate and the caramel inside is all what I want… 8:49 PM Moderator Ok… What about you D? 8:50 PM Moderator You too like its taste? 8:50 PM D Yeah it really tastes good… 8:50 PM Moderator Ok… 8:51 PM Moderator Apart from the taste factor… are there any other reasons which you think that serve as motivators to eat Mars Bar? Motivator 8:52 PM D Well… it’s a patriotic brand first of all… we have seen that how Mars has always supported the national football side… it therefore kind of creates a patriotic feeling… 8:52 PM C Yeah! That’s right! Mars is all over UK… although Kit Kat and other chocolate brands are also favored by many… but I would like to say that Mars has been in the limelight since its inception due to its taste and effective marketing strategies… 8:53 PM L Right!!! I totally agree with what C is saying… but apart from this I think along with other brands of chocolate, Mars is also an international brand which enables it to be recognized worldwide and therefore many of us like it… I hope my point makes sense... :) 8:53 PM Moderator :) that is fine 8:53 PM Moderator Now… I would like to inquire you all if you have seen the advertisements of Mars Bar on television? Advertisements 8:53 PM C Yes… I have seen 8:53 PM L Hmmm…. Yes I think I have seen that 8:53 PM D Yeah they are very bold 8:53 PM G Yes right!!! 8:53 PM Moderator That's great… 8:54 PM Moderator So what do you all have to say about the advertisement of the Mars Bar chocolate? Does it appeal you? 8:54 PM D Naaahhh…… I would say there is a big gap between Mars and other brands in this regard… Kit Kat and Snickers have a really good advertisement campaigns on and off electronic media and also to mention here Cadbury… 8:54 PM Moderator Ok… 8:54 PM C well … D is right!... I see Mars a bit below in than the other chocolate brands in media advertisement… they must improve a bit… be more innovative and conforming to the needs of the consumers… 8:55 PM G I believe… their media advertisements lack innovation 8:55 PM Moderator Hmmm… L?? 8:55 PM L I feel it’s perfect alright… there advertisements are good and show that they really have regards for their customers… the way chocolate is presented in one of the add I watched on my TV is amazing and one can easily fall in love with chocolate… so I feel it’s quite ok TV 8:55 PM Moderator Ok…. Do you feel that Mars have strong competitors in the market and do they pose any threat to its customer base? Competitors 8:56 PM D Yeah… there are quite a few 8:56 PM D I feel the biggest competitors of Mars include Kit Kat, Snickers and Bounty 8:56 PM D All these chocolate manufacturers have good customer bases and therefore they have some market power… I think Mars is also in a good position relative to all these chocolate brands… but the competition is really tough!!! 8:58 PM C Yup!!! You are right D. it’s a highly saturated market for chocolate manufacturing business… If I were to start a chocolate manufacturing business, I would have preferred some place other than UK… :) Market Saturation 8:58 PM Moderator Ok… L what's your opinion in this regard? Who are the biggest competitors of Mars? 8:58 PM L Well I feel it’s quite realistic to say that there is a tough competition out there and Mars is doing well… in my opinion Kit Kat is the largest competitor of Mars in the chocolate manufacturing industry… 8:59 PM Moderator That's ok…. 8:59 PM Moderator Now I would like to ask about the packaging of the Mars Bar…. Are you all satisfied with how Mars Bars are presented to its customers? Do you like the overall packaging style? 8:59 PM D Yes… it’s wonderful… one can easily locate Mars in a store where hundreds of chocolates with different brand names. It is recognizable from its black color wrapper with boldly written red and golden words on it. 9:00 PM C Yup!!! That’s right… I can easily locate Mars is a store full of chocolates. It is easy to identify Mars among many different chocolates. 9:00 PM Moderator Hmmm…. That’s a good observation…. 9:00 PM G Yes… it can be recognized easily from its packaging and black wrapper color. It has good packaging but I feel that the thin foil used to cover the chocolate is not enough…. And this applies to all the chocolate brands. Packaging 9:01 PM Moderator So what do you suggest in this respect? What is the harm in wrapping the chocolate in thin foil? 9:01 PM G well… it is thin… I know a thick material cannot be used as it would cause the chocolate to melt down… but I think thin foils cause the chocolate to break easily before opening it and therefore I feel that there should be something better than this… I don’t know what it can be instead of that thin foil... but i think something can be done to replace the thin foil. 9:02 PM Moderator Ok… 9:02 PM L May I contribute? 9:02 PM Moderator Yes sure!!! 9:03 PM L Well in my opinion, it does not matter what packaging or wrapper is being used to cover up the chocolate… it is all about what is inside the wrapper or packaging… the issue of thin foil is, in my opinion, not an issue at all. After all it’s the manufacturers who know best about how to keep a chocolate in a best possible condition... and therefore i think that thin foil is the best option they have up till now... and they are sticking to it as nothing better is available than this. 9:04 PM Moderator hmmm… that’s a good argument of yours 9:04 PM L :) 9:04 PM Moderator Any other remarks in this regard? 9:05 PM D well I think that the information presented on the wrapper relating to the calories and all related stuff is important. I regard that to be worth noting. 9:06 PM Moderator Mars have such information on their wrappers 9:06 PM D yes you are right… that’s what I am saying that such information is important 9:06 PM Moderator Hmmm… ok 9:07 PM Moderator that’s it…. I would say we had a wonderful conversation here… 9:07 PM L Yup!!! It was Yummy!!! :p 9:08 PM G Are we over this? 9:08 PM Moderator Yes… I would like to thank you all for joining me here tonight… 9:08 PM D Thank you too… 9:09 PM G thanks and Bye 9:09 PM L Ok… Bye Bye 9:09 PM C Thanks guys… bye all 9:09 PM Moderator Have a good night… Bye Appendix - B FACE TO FACE INTERVIEWS (Depth Interviews) Methodology In order to conduct face to face, depth interviews, the researcher of this report selected two individual students for conducting two face to face interviews. Both of the selected interviewees belonged to the same university to which the researcher himself belonged. The interviewee selected for the first interview is a female student in the University, whereas the other interviewee is a male student. The interviews conducted focused on exploring different aspects of Mars chocolate and the related features and also inquired about what the interviewees felt about Mars Bar chocolate. The transcripts of the two interviews are presented as follows: Face to Face Depth Interview – 01: Transcript Question – 01: Hi, I am _________. Answer: Hi, How are you? Question – 02: I am fine. So you know as I told you before coming here that we are here to discuss something related to chocolates. Answer: Yes. I know. Question – 03: So are you ready? Shall I start with asking questions related to Mars Bar? Answer: Yes. Let’s start Question – 04: Ok. Do you eat chocolates? Answer: Yes. I do. Question – 05: Great. Does that mean you like chocolates very much or just an average consumer of it? Answer: No, not average consumer. I am crazy about chocolates. Question – 06: Hmmm… this tells me that you must be familiar with Mars Bar? Isn’t it? Answer: Yes. I know. It is a famous chocolate in UK. Question – 07: Ok. So do you prefer having Mars Bar when in a mood for chocolate or some other brand? Answer: well… (Sigh)… it depends… I do not have any priorities in my favorite chocolate list. In fact there is no list…. (Smiling)… it is just chocolate! When I feel I want to eat chocolate, I go and search for the one which is convenient to eat and good in taste. Now that may be Kit Kat, Mars, Snickers or else. Question – 08: Hmmm… so I can assume from this that you have eaten Mars? Is it? Answer: Yes. Sure I have eaten more than once. Question – 09: Do you like it? Answer: Yes. It’s good and tasty. Question – 10: How many chocolates do you eat daily or weekly or monthly? Any Idea? Answer: Daily!!?? No!!!... (Exclaimed) I am going to gain too much weight by having a chocolate daily. I cannot disfigure my body for the love of chocolate. Question – 11: Ok. Than what is your total for a month? (Smiling) Answer: Well… I cannot say exactly what it is. But I think nothing more than 4 or 5 bars a month. Question – 12: You told me that you have eaten Mars Bar more than once. Does that mean you like it? Or it was just that you ate Mars without any likings for it? Answer: No… not like that. I like Mars definitely. It has good taste and the caramel inside is really enjoyable. In fact, I feel good when someone offers me Mars. (Smiling) Question – 13: You said earlier that you do not consume chocolates daily because you are cautious about your weight and body. Do you really feel that a person gains too much weight while consuming chocolates? Answer: Yes. Indeed there is no doubt about that, I guess. How come a person consuming such amount of chocolates can maintain a slim body? So I think yes. Consuming too much chocolate is inviting too much fat in your body. Question – 14: So that means you like chocolates but you don’t eat too much because you may gain weight. Is it? Answer: Yes. Question – 15: If there was a low fat chocolate, would you prefer eating that or eating more than what you consume now? Answer: Well… (Thinking)… Yes I would prefer having more chocolates than normally I do consume. Question – 16: Than this means that you don’t know about the low fat chocolate available in the market. Is it? Answer: Is it available? (Exclaiming)… if that’s the case I would prefer eating more chocolates. Question – 17: Hmmm… you know Mars have a low fat chocolate bar made available in the market? Answer: No… seriously no. Question – 18: Hmmm… Ok… What else you like about Mars particularly? Answer: Hmmm… I seriously do not have any idea about other features. Question – 19: No… I don’t want you to answer the features about Mars. I want to know what are the things which you like most about Mars chocolate? Answer: Well that’s a tough question to answer. Seriously… but I would say that the taste comes first among all other factors, and then comes the goodwill of the brand itself. A lot of people have a strong liking for the Mars Bar chocolate and I think that’s a primary motivating factor which forces me to have Mars. Question – 20: What do you think of any changes in the existing Mars Bar? Do you think that there should be any change in the packaging of the Bar? Or do you like to have any other thing added or removed from the chocolate? Answer: No… no special changes I would like to have in the current Mars Bar, it is good and liked by many. But yeah one thing I would like to have is effective advertisement of the products through media and other channels. I am amazed that I had no knowledge of the low fat Mars Bar before this conversation. Apart from this, the packaging of the Mars bar is perfectly fine in my opinion. No need for any change, I think. Thank you Face to Face Depth Interview – 02: Transcript Question – 01: Hi, I am _________. Answer: Hi, How are you? Question – 02: I am fine. So you know as you were told before coming here that we are here to discuss something related to chocolates. Answer: Yeah. I know that. Question – 03: So are you ready? Shall we start with the question and answers related to Mars Bar? Answer: Ok. Yeah. Let us begin. Question – 04: Ok. Do you eat chocolates? Answer: Yes. I do eat chocolates. Question – 05: Ok. Do you like chocolates very much or you are just an average consumer of it? Answer: I love chocolates. But it is not such a thing without which I cannot live with (Smiling). Question – 06: This means you must have tasted Mars Bar? Answer: Yes… for sure I have tasted that. Question – 07: Ok… this tells me that you must be familiar with Mars Bar? Isn’t it? Answer: Yes. You are right. It is a good chocolate. I know it and you know it. Question – 08: Hmmm… So do you prefer having Mars Bar when in a mood for chocolate or some other brand? Answer: Oh yeah… always! As I said earlier that it is a good chocolate, therefore I would prefer it anytime over any chocolate. Question – 09: So what I understand from this statement of yours is that you are never going to eat any other chocolate brand, except for Mars Bar. Is it? Answer: No no no… that is not what I meant to say (nodding of head in disagreement). I meant to say that Mars is a good chocolate and I would like having it any time but other chocolates are also good like Kit Kat, Snickers, After Eight, etc. etc…. Question – 10: Ok. What do you like most in Mars Bar? Answer: It is the taste, appearance, caramel, chocolate; everything in it and over it is likeable. Question – 11: Any comments about its packaging? Answer: Yes… it is simply superb and well carried up till now by the manufacturers. I feel Mars is among one of those brands which are known or recognized by their appearance on the shelves of a supermarket. The fact that the manufacturers of Mars Bar have kept on presenting this fine chocolate in the same traditional packing with no changes in design, print and color is in itself an evidence of the success they have achieved over the years. Consumers like Mars in the same packaging and me too. Question – 12: How many chocolates do you eat daily or weekly or monthly? Any Idea? Answer: (Smiling)… definitely not daily or weekly… but yes I do give myself good treats of chocolates every month. But it is not always Mars Bar which I eat… I often go for a change. Like Kit Kat offers wafers with chocolate which has an outstanding taste and combination. Question – 13: So if, like Kit Kat, Mars introduces something like chocolate coated wafers, what would be your preference than? Answer: Certainly I would give a try to that. After all it’s Mars! But that does not mean that a chocolate coated wafer will produced labeled as Mars would be as good as is in the case of Kit Kat. One must acknowledge the extraordinary taste of Kit Kat also. I don’t think that Mars is going to beat Kit Kat anyway. It’s not their specialty. Question – 14: Do you think that packaging of the chocolate has anything to do with the consumer? I would like you to answer this question while considering Mars. Answer: Hmmm… to me packaging is important. You can obtain a lot of information through the packaging of the chocolate bar you are consuming or wish to consume. The information pertaining to per serving, calories and fats and all related issues which everyone is keen to know these days are there on the packaging. And I think, apart from covering the chocolate inside the pack, the second most important function of the packaging is the availability of the information. Moreover, the logo and name of the chocolate brand together with the theme color are also displayed on the wrappers of the chocolate. As far as Mars is concerned, I think that it has a good wrapper, a bit old one but still serving the purpose. The manufacturers have kept the same packaging theme over the years which in fact, as I stated earlier, is in itself an evidence that the product is successfully moving along in the market. Question – 15: What do you think of any changes in the existing Mars Bar? Do you think that there should be any change in the packaging of the Bar? Or do you like to have any other thing added or removed from the chocolate? Answer: Hmmm… I don’t think so that any change is required for Mars Bar… if you particularly asks me about any changes, I would say that everything is in good form and according to my likings there is no particular thing I find to be changed. However, I would say that there should be more varieties introduced under the brand name of Mars. Question – 16: Can you tell me what kind of variety you would like to be introduced by Mars and what do you think about packaging; you said it is old fashioned. Answer: well… the answer to the first part of your question is that I would like to have more nuts like peanuts, pistachio, almonds, etc to be included in some varieties of the Mars Bar. This would definitely add some good variety to the present collection. The second part of your question is about packaging. I think you misinterpreted me. I did say that the packaging is old and traditional, but not old fashioned. I said already said that the packaging is serving the purpose well enough. There is no need to change that. In fact I see that packaging of Mars Bar represents its well established goodwill. Question – 17: So in your opinion manufacturers shall stick to what they are currently offering with respect to packaging. Answer: Yes. That’s right. Thank you very much. It was a good conversation with you. Appendix - C FOCUS GROUP DISCUSSION DATE: DAY: TIME: PLACE: Methodology The researcher of this qualitative study conducted a focus group discussion in order to develop an understanding as to what people perceive as to the marketing strategies of Mars. In this regard, the researcher aimed at exploring different point of views in relation to the taste and packaging of the Mars Bar. For this purpose, the researcher conducted a focus group discussion which had 6 participants. In addition to these six individuals, the researcher was also present in the capacity of a moderator. The sample of six group members was randomly selected by the researcher. For the purpose of sample selection, the researcher opted for selecting members from the university. Apart from one precondition attached to the entry of a person into the focus there was no other condition laid. The one precondition which the researcher set for the group members was that they must be the ones who love eating chocolate. The group selected for the focus group discussion fell between the ages from 19 to 26. Below presented information relates to the demographics of the group members and after that a transcript of the focus group discussion is presented. DEMOGRAPHICS OF PARTICIPANTS: Participant – 01: Name: K_______ Occupation: Student Education: Bachelor in Marketing Age: 20 Sex: Female Participant – 02: Name: J_________ Occupation: Student Education: MBA Age: 26 Sex: Male Participant – 03: Name: M_________ Occupation: Student Education: Bachelor in Marketing Age: 21 Sex: Male Participant – 04: Name: A__________ Occupation: Student Education: Bachelor in Marketing Age: 25 Sex: Male Participant – 05: Name: N____________ Occupation: Student Education: Bachelor in Marketing Age: 18 Sex: Male Participant – 06: Name: B__________ Occupation: Student Education: Bachelor in Marketing Age: 19 Sex: Female TRANSCRIPT Moderator Hi, I am ___________ a student of _____________ studying in the University of __________ Moderator First of all I would like to thank you all for coming here and sparing time for this group discussion. I know you all have busy schedules and I respect the fact that you spared your time for this discussion. Although we all have knowledge relating to chocolates available in the markets and we know that the manufacturers of the chocolate products have their own marketing techniques and plans, like other manufacturers have developed for their products. Since all of us sitting here today have a knowhow of how marketing of a product works, as we all are the students of marketing subject. Therefore, I feel that all of you understand the reason for the conduct of this focus group discussion, as you were all informed about it before coming here. But in order to proceed with our discussion today, I would like to formally reiterate the subject of today's discussion. We all have gathered here for a discussion which requires you all to contribute your thoughts relating to the chocolate bar named Mars Bar. This discussion of today will primarily focus on the taste, presentation or packaging and flavors of Mars Bars. I would like each of you to contribute your thoughts relating to the subject. You all are free to share whatever relates to the questions being asked in this discussion and other contributing remarks which may serve to clarify your own opinion or others. So here we are! LI think everyone is clear as to why we are gathered here. Huh? Ok. Before we start our conversation, I would like to you guys to introduce yourselves briefly so that everyone here can get develop some familiarity with each other. So, one by one please. We will start from the right. Ms. K Hi. I am K_______. I am a student of marketing, doing my Bachelors degree in Marketing from the University of __________. Moderator Ok. That’s good. Mr. J Hi. I am J________. Studying at the University of ___________. I am doing my Masters in Business Administration. I am a student of first year. Moderator That’s great. Next please. Mr. M Hello. My name is M_________, a student of Marketing, studying at the University of _______, and I like Mars Bar! Moderator That’s great M, I feel that you have strong liking with the product, but let us please first finish with the introductory statements. I will definitely give all of you time to share your valuable thoughts. It would be helpful if we proceed systematically. So please continue. Whose turn it is now? Yes. It’s A’s turn. Please tell us about yourself. Mr. A Hello. My name is A________, just completed my bachelors in Marketing from the University of _________ and now applying for Masters in Business Administration in the University of __________. Moderator Hmmm… that sounds good. So who is next? Mr. N Yeah. I am N_________, a newly enrolled Marketing student at the University of __________. Moderator Ok… thank you… and lastly we have Ms.? Ms. B My name is B_________. I am a student in the subject of Marketing. Doing my bachelors from the University of ________. Moderator Ok. That’s it. We are done with the introductory session. Now. Here we go. We have five participants in this group discussion who all have a marketing background. So I hope we will be having a very constructive discussion at our hand. Mr. J Yup. That is great; we have a good mix of participants here. Moderator Right J. So, when all of you were given invitations for this focus group discussion, I mentioned specifically that you shall only show your consent of joining this discussion group if you like eating chocolates. Well that was a sort of precondition attached to your joining this group. As you all know this forum will discuss various characteristics and attributes relating to Mars Bar Chocolate, it is necessary that all of us here have a liking for the chocolate in general. So, as you all are here, I can assume for sure that you all like eating chocolates. Yeah? Mr. N Yes. Mr. J Yeah! Mr. A I love chocolates! Mr. M Yes! For sure. Ms. K Yeah, that’s why I am here! Ms. B Yes. I like chocolates. Moderator That’s good. So all of you like chocolates. I would like to specifically ask each of you, how much chocolate do you consume daily? So, K it’s your turn first. Ms. K I eat chocolates. But not daily. You can say that my chocolate consumption is 2 to 3 chocolate bars each week normally. Moderator Ok… Ms. B? Ms. B Yeah… I like chocolates but I am not a regular consumer of it… Moderator Hmmm. Ok. What about you J? Mr. J Yes I like eating chocolates but I don’t eat them as much as K is consuming. In fact I cannot figure out what are my chocolate consumption stats per week or per day or per month. But I like chocolates. Moderator That’s fair enough. It’s your turn Mr. M. Mr. M I love chocolates and eat at least one bar daily. Moderator So what I can infer from your statement is that sometimes you consume more than 1 chocolate bar a day? Huh? Mr. M Yup. This happens very often. I am a true chocolate lover! Moderator Hmmm. Ok. A? It’s your turn now… Mr. A Yeah I am also a chocolate lover. I love those who give me chocolate presents… (Smiling)… Moderator (Smiling) This means that we have a whole group of chocolate lovers gathered here. So I can expect some good discussion on the subject chosen for this discussion. So, N it’s your turn to tell us about your love for chocolate. Mr. N I would say I do like chocolates but I am a bit choosy while selecting which chocolate to eat. I do not go for everything wrapped under a “chocolate” name bearing packaging. Moderator Well. It appears from this statement of yours that you are quite choosy for chocolates in particular. That’s also fair enough. Mr. N Yeah right. You got it! Moderator Ok. Now we have a clear understanding here that everyone sitting here likes eating chocolate and from these statements I can also expect that all you must have eaten Mars Bar. Isn’t it? What do you all have to say in this regard? Mr. N Yes. I have eaten Mars Bar. Mr. J Yes. I eat Mars all the time whenever I am in a mood of eating chocolate. Mr. M Same here. I love Mars Bar Moderator What do you say? A. Mr. A I would say yes, I have eaten Mars, but Mars Bar has not always been my first priority for chocolates… I like eating Kit Kat more than Mars Bar… Moderator Ok. That’s fine. It’s your turn now to say about Mars Bar Ms. K. What you have to say? Ms. K I love Mars. That’s what I can say. It’s an amazing chocolate and I love eating it. Moderator And you Ms. B? Have you ever eaten Mars Bar? Ms. B Yes… I have (nodding of head in acceptance) Moderator That’s great. So here we are. All of you consume or eat chocolates and have tasted Mars Bar. Only A has shown from his statement that he lacks interest in eating or preferring Mars Bar over other chocolate products. I hope you have got good reasons to share with us. Not let us move ahead with our discussion. What I want to ask now from all of you is that what exactly is the feature or characteristic in your opinion which makes you to prefer Mars Bar over other chocolates. I would like you all to explain this and then we can have discussion on the responses we obtain. And yes! One more thing! Mr. A. you have told us that Mars Bar is not your first priority while consuming chocolates. Am I right while saying this? Huh? Mr. A Yes you are absolutely right. That is what I have said. Moderator Ok. Great. So keeping aside Mr. A’s views in this respect, the question I am asking now is for all of you except for Mr. A. The question is that what is the most appealing factor you associate with Mars Bar? Mr. A will tell us at the end why he does not like eating Mars Bar as a first preference over other chocolate products. So we will start with K. Ms. K Me? Moderator Yes. You will tell us what is the best thing you feel about Mars Bar, which motivates you or makes you to consume Mars Bar? Ms. K Hmmm. Well I feel Mars Bar give me a complete chocolate pleasure. It has everything in it. The taste, packaging, price, flavor, appearance, outlook, everything is in perfect condition for me to like it. But… (sudden stop) Moderator Wait. Sorry for interruption. Ms. K although you are explaining your likeness towards Mars Bar, I would like you to be more specific while telling us what is the most appealing feature in the Mars Bar chocolate?, which appeals you to eat it and prefer it over other chocolate products. You may continue now with your thoughts. Ms. K Yeah I was coming to my point that what’s the most important factor which motivates me to eat Mars chocolate. What I feel best about Mars is that the taste of the chocolate itself is appealing enough for me to opt for Mars Bar than any other chocolate brand. The added taste of caramel inside the chocolate coating is the main taste giving factor to the bar. Moderator Ok. That means you are primarily motivated by the taste of the chocolate. This is what motivates you to prefer Mars Bar over other chocolates. Is it? Mr. M I think K wants to say that caramel inside the chocolate is her motivating factor to consume the Bar instead of any other chocolate. Moderator Right. What do you have to say, K? Ms. K M is right but I would still say that the overall taste appeals me. Moderator Ok Ms. K. Your turn Ms. B… what do you say? Ms. B Well as far as I am concerned, I also love caramel and that’s why I prefer eating Mars Bar. Moderator Ok. You also like caramel… Now Mr. J. what do you have to say in this respect? What is the most appealing factor you find in Mars Bar which you think appeals you to prefer over other chocolate brands? Mr. J I like Mars Bar. The reason being that I like its taste. It is wonderful as compared to the tastes of other chocolate brands available at stores or nearby markets. I think taste is the main factor which motivates a person to show preference towards any product which is eatable. As for instance, you would not prefer buying a chocolate because its packaging is nice and attractive but the taste is not up to the standards one would normally like to have. At the end, I think taste is the factor which matters most while making a choice about a single product out of too many and Mars Bar has that taste which makes me to prefer it over other chocolates. Moderator Ok. Good. That’s explanation of yours is quite comprehensive. However, there are different people with different preferences, likings and disliking; therefore one cannot generalize a certain factor to be prevalent over other factors for every individual. What do you think? Mr. J Yes. I agree with you. That is why I kept on mentioning that this is what I think. Different people have different preferences. However, there are some general things which can be understood quite easily. Moderator Hmmm. That’s right. Ok now we can move on with the same question. So, Mr. M! It’s your turn to share your views regarding the most appealing factor you think to make you prefer Mars Bar over other chocolate products. Mr. M Well… (Smiling)… I have the same answer as that of Mr. J. I prefer Mars over others because of its taste. The taste of the bar itself is a good motivating factor to opt for Mars rather than any other chocolate product. I can say that personally I don’t have any other features or factors in my mind while buying a Mars Bar. The only thing in my mind is that I am buying “Mars” (Smiling) and that it tastes wonderfully good! (Joyful raise of voice) Moderator Well… that’s really an interesting situation now… up till now, 3 out of four of our participants in this discussion have considered taste to be the most appealing factor in the Mars Bar. It’s your turn now Mr. N… please tell us what you have to say in this regard. Mr. N I like caramel! That’s it!... and Mars have it (Smiling) Moderator So you eat Mars Bar because it has caramel inside it… now Mr. A… please share your point of view… Mr. A Thank you… in my opinion, taste plays an important role in choosing what you are going to eat, but there are other related things in my opinion which are likely to be considered by many consumers including me. I feel that the relative of ease with which one can make use of a product is really important. In my opinion Mars Bar is very sticky and relatively soft as compared to other chocolates. Moderator So… that means the presentation of the chocolate matters a lot to you… is it? Mr. A Well… you can say yes… but you know it is quite normal that first thing you come across after buying a chocolate is removing its wrapper and finding out what is inside. Definitely one is expecting something neat and clean chocolate bar inside a wrapper. But once the wrapper is peeled off and you find that the chocolate is sticking to your fingers and the wrapper itself, you may find it difficult to eat that. Isn’t it? So I regard the ease of consuming a chocolate more than its taste. Moderator Yeah… that is quite an observation… so what I understand is that you look to prefer such chocolates, whatever brand name they carry, which are not sticky and when you remove its wrapper, its hard and clean inside… right! Mr. A Yes… that’s right! Moderator Ok… but Mr. A… that’s a matter related to the packaging of the chocolate. I mean when a chocolate has good packing u would not face such a situation in which chocolate is coming along with the wrapper. I mean to say… that it’s all about packing material used to cover that chocolate bar… and this packing material proves to be of quality when it is brought under different temperatures… so with that I believe you must be concerned with the packaging of the chocolate bar… is it? Mr. A Yes… you got it! Moderator That’s fine… so that means you are more concerned with the packaging rather than the taste of a chocolate. But in my opinion, it’s all about the temperature conditions around… I think any chocolate will melt and stick to its wrapper when the temperature around is high for the chocolate bar to remain hard. What do you say? Mr. A Yes exactly… I only want wrapper coming along while peeling and not the chocolate… (Smiling) Moderator But you mentioned earlier that you prefer Kit Kat more than Mars… is that due to the same reason? Mr. A Yes… Kit Kat is more neatly presented than Mars… I have rarely seen that it is sticking to its wrapper… Moderator You see… that is what I wanted you to say… you said that you like Kit Kat more than Mars because it is more neatly presented and easy to deal with as it does not stick to its wrapper. But one thing here I shall mention! Kit Kat has a wafer inside it… is it? Mr. A Yes Moderator Let’s ask what Ms. K… she is continuously raising her hand and wants to contribute in this regard… what you have to say Ms. K? Ms. K Yeah… Thank you… what I wanted to add to this is what you were mentioning in your last statement, i.e. Kit Kat appears to be more hard and neat, as you say, because of the wafer inside it… there is little chocolate and more wafer which allows the chocolate to hold its place on the wafer and therefore it merely sticks with the wrapper. On the other hand, we have Mars Bar. It has a thick layer of chocolate on the outside and there is caramel filled inside the chocolate coating… so I guess that a chocolate lover will not be concerned with the stickiness of a chocolate… if you want chocolate with caramel you are searching for Mars and if you are looking for less chocolate with some wafer added to it, then for sure its Kit Kat… Moderator Hmmm… that’s good explanation. Mr. A? Do you agree with her? Huh? Mr. A Yes… she is right… but what wanted to say is that packaging does matter also. Moderator But you know there is same foil material packaging for I guess all chocolate bars… which retain its freshness and quality… Mr. A You are right… but there should be something to ensure that the chocolate remains intact with itself and does not sticks to the packaging. Moderator Ok… now we have entered into a new a dimension of this discussion already. I mean packaging. So I would like to hear what others have to say in this regard. But before discussing packaging, let me summarize what we have talked about up till now… Ms. K is of the view that the Mars Bar has everything in it… she likes everything about the Mars Bar; Ms. B and Mr. N likes Mars Bar because it has caramel in it. On the other hand, Mr. J and Mr. M prefer Mars Bar over other chocolates due to its overall taste, whereas Mr. A thinks that the overall presentation of the chocolate is what appeals him most and Mars Bar does not appealed him in this respect. Mr. A’s comments have raised a new question that does packaging has really something to do with consumers choices. What else is a consumer looking for in relation to packaging? I want you all to share your thoughts in this respect. Mr. N, you first… Mr. N Well… I think that there is a nothing more special than the taste of the chocolate itself, and a normal consumer would straight away go for what is tasty. Packaging in my opinion is a very distant secondary issue. In fact, one has nothing to do with packaging (Smiling)… as far as what it contains inside it is in good shape, it’s a good packaging… what else? Huh? Moderator Hmmm… right… What else? Well that’s what I am searching for what else is there related to packaging? Mr. M, you want to answer this? Mr. M Yes Moderator Ok… go on… Mr. M I would say that packaging is important… as Mr. A mentioned earlier that there is an issue that the chocolate gets sticky inside the wrapper, I would say yeah it’s important but you cannot place a drying substance alongside chocolate so that it protects it from being getting sticky… (Everyone smiles)… However, my viewpoint on this has some serious thoughts. Packaging to me is really important. It can be of great use for the consumer. The information provided over the wrapper itself is quite interesting for some consumers who want to have a complete knowledge of what they are eating. Moderator So you mean to say something about the information provided on the wrapper of the chocolate bar? Is it? Mr. M Yes. Of course. It is quite useful. As for instance, I have a friend of mine who is a devoted Muslim. He is very curious about the products he consumes. He always makes sure that what he is eating is halal as per Islamic principles. I have often observed him looking for the information relating to the products he purchases. In this way information presented on the packaging of a product serves a good purpose. Moderator That’s a good example. What do you say Ms. K? Ms. K Well in my opinion packaging is one of the most important things. As we have already discussed here that a person usually looks for relative ease with which a product can be used or consumed. Apart from this, information on the wrapping or covering foil is worth noting for consumers. I feel that the information made available on the wrapping related to the manufacturing and expiry date and other dietary information is quite useful and one can easily find out what is good for him or her based on the information given on the wrapper. Moderator Ok fine… anyone else who wants to share his or her thoughts in this regard? Or is it enough? Huh? Yes Mr. A… what is on your mind? Mr. A I feel that packaging of a product attracts consumers to purchase it. As for instance a poorly packed or wrapped chocolate, which is although having a wonderful taste or flavor, will never appeal a person to purchase it and consume it. Moreover, as I mentioned earlier, there is a neatness and relative of ease of use required in the overall presentation of a packaging of a product. In our case, chocolates are perishable as we all know. In fact they are highly responsive to the temperature change around. From this I am referring to the melting of chocolates. Moderator Ok… I got it… please continue… Mr. A So, keeping these things under consideration, I would suggest that there needs to be a good packaging for chocolates and especially for Mars Bar as it is not that hard as other chocolate brands are. In order to avoid any melt down of the chocolate due to heat or warm weather, there must be some additional features added to the packaging of the chocolate. Moderator Before proceeding further with this question, I would like to add another part to this question, i.e. do you think that there is a need for more attractive packaging of the chocolate bar rather than more protective wrapping? Ms. B, I would like you to answer this first. Ms. B Well attraction is one thing and durability is another. In my opinion, manufacturers bring attraction to their products so as to sell them, whereas durability or as we can say for chocolates, the quality of the product is intended to retain the customer base. Both are necessary to be there. The original Mars chocolate bar comes in a wrapper of black color as we know all, and with alphabets “Mars” written in red and golden color. I think the wrapper at present is attractive enough at the moment and in my opinion it is the design of the wrapper through which people recognize the chocolate “Mars”. Moderator So can you think of any improvement in the wrapper design which would make it more attractive and appeal the customers? In fact I want to ask this question form a marketing point of view, does attractive presentation helps in marketing? Ms. B Well… you can say that bringing attraction into the packaging is a tool for marketing a product. But this is what we normally talk or think about a newly introduced product in the market. Mars is an old, traditional and developed product. What I said earlier is that the current design of the chocolate wrapper serves as the identity of the chocolate “Mars”. If the manufacturers decide anything new in relation to that wrapper design, I think that would not be considered as a smart tactic to further market the product. Moderator Ok… you have your own thoughts… anyone here who disagrees with Ms. B… Yes Mr. J… what’s your point of disagreement? Mr. J Thank you… well in my opinion one cannot stick to one pattern or design. There is always room for improvement and for change. You cannot claim that your product’s looks are not being changed on the basis that people love it and there is a strong customer base already established. In fact, I think Mars Bar can further improve with its design and outlook by bringing in something new to its appearance. Moderator Ok… so we have a situation here with mixed thoughts… Now! this question is for everyone, whether you like Mars or not. Do you think that Mars can further improve its taste or introduce some new flavors? If yes than how? Yes… Ms. K we will start with you. Ms. K Thank you… I think there are different flavors already present in the market and they are serving the purpose of providing variety to the customers well. The Mars Bar had introduced different flavors in the past which had nuts, almonds, peanuts and other similar materials. These new flavors were appreciated by the consumers of Mars Bar and I think that is the reason why Mars shall continue to bring in more varieties. Moderator Ok… anyone else? Who wants to contribute in this regard… yes Mr. N… you have something to say? Mr. N Yes… Moderator Ok… you can continue… Mr. N Thank you… I want to say that introducing a change or bringing in new variety is always good and exciting… but you know introducing changes in the existing product lines which are successfully running in the market becomes a difficult job. You can say that Mars Bar has competed well as against its competitors but that is primarily due to the quality and traditions upheld by the manufacturers. I think, therefore, that beside bringing changes in the existing products or introducing new varieties, the manufacturers shall make sure that they retain their existing customer base that is affected by strong competition in the market. Moderator Hmmm… ok… I would like to share on this platform a unique marketing strategy adopted by Mars manufacturers in the UK back in 2006 FIFA World Cup. The company launched Mars Bar with the same packaging or wrapper you can say but the bold word “Mars” was replaced by “Believe” and the word Mars was placed as a subscript to the word “Believe”. The company used “Believe” word for promoting, advertising and supporting the UK football team. Similarly, in 2010 FIFA world cup, the company displayed St. George’s Cross on the wrapper to support the team. Do you think that this was an effective marketing strategy on the part of the company for its product? Any comments please? Yes Ms. K… Ms. K In my opinion…. Yes… it is effective as it allows the company to present its product in a manner the consumers like. You know here in England, we have a craze for football, anything acting as a rejoinder for the sports is highly appreciated. So it was a good move on the part of Mars’ marketing people. Yup! I admire that. Moderator I think Mr. M… you have to share something also in this… Huh? Mr. M Well… you know it is good and quite tactful… but it shall be made sure that the marketing tactics are used in a constructive manner, without disturbing or affecting the thoughts and believes of others… Moderator What do you want to say? Mr. M What I am saying is that the example you just gave about Mars replacing the title “Mars” on the chocolate wrapper with the word “Believe” also became controversial in some parts of UK. I remember there was a negative publicity caused with this new marketing strategy in Scotland. So before going innovative, there shall be a clear evaluation of the options at hand. Moderator Thank you so much Mr. M… well that was quite a piece of information from your side and I must say that most of us here admire your knowledge. Mr. M Thank you all Moderator Ok now… that’s a good discussion we had here… There are some good issues raised and some valuable information being gathered and shared. We have found that majority of you like the taste of Mars Bar but there are a few concerns raised as to the packaging of the chocolate by Mars. This discussion, I hope will serve the purpose of evaluating the marketing options for Mars Bar. At the end… I would like all of you to have a Mars Bar each to enjoy… I would like to thank you all for coming and sharing your thoughts… it was great talking to you… thanks again. Mr. M Thank you Ms. K Thank you too Ms. B Thanks Mr. A Thanks all Mr. J Thank you Mr. N Thank you Appendix - D Coding Customer Base Mars Bar Taste Kit Kat Varieties Snickers Convenience Bounty Caramel Consumption Appeal Price Key Feature Flavor Memories Appearance Emotional Attachment Outlook Motivator FIFA World Cup Advertisements UK TV USA Competitors St. George’s Cross Market Saturation England Packaging Scotland Low Fat Attraction Appendix – E Responses related to taste I don’t like its taste… there is too much caramel inside it, which feels very sticky at times and I don’t like it therefore. I would try that… compare it with the taste of Kit Kat and if that really appeals me from its taste… I would continue to eat that… after all Mars is a well known chocolate brand. Well… it’s all about taste this chocolate has… it’s amazing… the best chocolate in town. The taste of Mars! It's yummy!!! It has such a remarkable taste which matches to no other. Yeah it really tastes good… No… not like that. I like Mars definitely. It has good taste and the caramel inside is really enjoyable. In fact, I feel good when someone offers me Mars. It is the taste, appearance, caramel, chocolate; everything in it and over it is likeable. Hmmm. Well I feel Mars Bar give me a complete chocolate pleasure. It has everything in it. The taste, packaging, price, flavor, appearance, outlook, everything is in perfect condition for me to like it. But… I like Mars Bar. The reason being that I like its taste. It is wonderful as compared to the tastes of other chocolate brands available at stores or nearby markets. I think taste is the main factor which motivates a person to show preference towards any product which is eatable. As for instance, you would not prefer buying a chocolate because its packaging is nice and attractive but the taste is not up to the standards one would normally like to have. At the end, I think taste is the factor which matters most while making a choice about a single product out of too many and Mars Bar has that taste which m Read More