SNICKERS

Edmund Siah-Armah, Zarina Mukhamejanova

AGENDA Introduction Problem, Challenges and

Motivation Literature Background MARS: Company Objectives Strategy Marketing Plan Methodology Research Questions and

Hypothesis Coding Guidelines Table of Results Finding the Right Balance Conclusion and Summary Additional Information 1

INTRODUCTIONMars company The world’s largest de-

centralized company Over 58 markets across 5 regions Philosophy of strong central

guidance aligned with a freedom to do what’s right locally (in product flavor, tastes)

Local marketing campaigns Flagship product - SNICKERS

SNICKERS Introduced in 1930 Nut-filled chocolate bar Average price worldwide – $1.4 First candy sent to outer space No demographic, racial or socioeconomic

boundaries The worlds most loved chocolate bar

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PROBLEM, CHALLENGE AND MOTIVATION

SNICKERS was losing market share Total market $85.5 billionA 0.26% drop in sales $222 million in value sales.

Figure 1. Product Life Cycle

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LITERATURE BACKGROUNDGlobal advertising strategy (standardization, adaptation)Factors influencing global advertisement campaigns PESTEL Basic human needs - Abraham Maslow’s hierarchy (food, affiliation and self-

esteem) Cultural differences (cultural misinterpretations and misunderstandings)Semiotics

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MARS OBJECTIVES 1. Reverse declining volume sales,

growing total Snickers volume 2. Stem household penetration

declines and grow penetration „Unwritten‟ objective - To target

niche male population worldwide

Percentage ReportingVery Large BusinessEffect On:

Average Of All Campaigns

Reporting Hard Evidence

Campaigns Aiming To IncreasePenetration

SALES 45% 62%MARKET SHARE

25% 35%

PROFIT 23% 31%PENETRATION 23% 46%

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STRATEGY Develop and promote a Global Brand

Idea One Communication Appeal applied for

each market Capitalize on Humor appeal (watch,

laugh and remember) Likability o local celebrities Inspire the local brand managers drive sales in order to regain market

share -> increasing penetration First Commercial break during

2010 Super Bowl

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MARKETING PLAN Campaign planning was done

at a global level by core brand team

SNICKERS DNA -> insight into a male world

A Qualitative Research by MARS reveled that:

There is always a universal code of conduct that needs to be abided by in order to stay part of the male pack (acceptance)

Relationship between hunger, behavior and the SNICKERS brand

Big idea: “You’re Not You When You’re Hungry”

when guys get hungry, they’re actually not themselves and act feminine thereby loosing their role in a pack.

As a proper nut-filled chocolate bar, SNICKERS can sort out that hunger and restore yourself.

A creative and flexible story line for diverse markets.

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METHODOLOGY3 TV commercials of

USA China Russia

TV is an important tool, reaching a higher proportion of light-buyers than any other channel

Content and Semiotics Analysis

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RESEARCH QUESTIONS AND HYPOTHESISWhy SNICKERS can present highly

standardized campaign?Whether it was successful or not

and why?To which extend TV commercials

are adapted? (Standardization vs. Adaptation)

Which elements of this global advertising campaign were adapted?

1. Humor is a key communication appeal in these TV commercials.

2. Males dominate (central characters) chocolate TV commercials in USA, China and Russia

3. There are no significant differences in visual images in terms of the product (SNICKERS) among three TV commercials.

4. There are no significant differences in slogans applied among three TV ads.

5. Sound effects (music) are adapted to the cultural background.

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CODING GUIDELINESCATEGORIES

CODING RULEMAIN CATEGORIES SUB CATEGORIES

TEXT OF TV SPOT / COMMERCIAL

LANGUAGETHIS DESCRIBES THE MAIN LANGUAGE (WRITTEN AND

SPOKEN), THE SLOGAN (ADD ON TO THE BRAND NAME) USED BY THE COMPANY AND THE MOST HIGHLIGHTED CAPTION OR

KEYWORDS (EMPHASIZED WORDS) OF THIS TV SPOT

SLOGAN / SCREEN CAPTIONKEYWORDS

NOTABLE PHRASES

CENTRAL IMAGEPRODUCT THIS CATEGORY DEFINES WHAT THE CENTRAL AND

HIGHLIGHTED IMAGE OF THIS COMMERCIAL IS / AREPRODUCT PACKAGINGTALENT / ACTOR(S)

MUSIC   THIS IDENTIFIES THE KIND OF BACKGROUNG MUSIC/TUNE IN THE TV SPOT

APPEAL   ADVERTISEMENT APPEALS SHOW ELEMENTS OF THE TV SPOT THAT STIMULATES EMOTIONS AND CATCHES ATTENTION

SETTING/ACTIVITY/PLACE   THIS ILLUSTRATES WHAT ACTIVITIES ARE BEING ENGAGED (FICTION / REALITY) AND WHERE THEY ARE OCCURING

OTHER CHARACTERISTICS OF TV SPOT

OTHER SIGNIFICANT CULTURAL ELEMENTS

THIS SECTION REPRESENTS OTHER VALUES AND ATTITUDES WHICH DEFINES A SOCIETY OR INDIVIDUAL PERCULIARITIES

LENGTH OF TV SPOT DESCRIBES HOW LONG THE COMMERCIAL LASTSNATIONAL SYMBOLS PRESENCE OF NATIONAL OR GOVERNMENT SYMBOLS,

EMBLEMS AND COLOURSDEGREE OF ADAPTATION   THIS SECTIONS SEEKS TO MEASURE THE EXTENT TO WHICH

THE COMMERCIALS HAVE BEEN ADAPTED10

TABLE OF RESULTSCOUNT

RY / MARKE

T

TEXT OF TV SPOT / COMMERCIAL CENTRAL IMAGE

MUSIC APPEAL

SETTING

(ACTIVITY /

PLACE)

OTHER CHARACTERISTICS OF TV SPOT

DEGREE OF ADAPTATIO

N

Language

Slogan / Screen Caption

Keywords

Notable Phrases

ProductProduct

Packaging

Talent / Actor(s)

Other Significant

Cultural Elements

Length National Symbols

USA ENGLISH

YOU ARE NOT YOU

WHEN YOU ARE HUNGRY; SNICKER

S SATISFIE

S

HUNGRY; SNICKERS; YOU;

NOT

WE WILL WIN THIS FOR

MOTHER

RUSSIA

YES – FOCUSED

NO – NOT FOCUSED

YES - ROBIN JONES AND

BOBCAT GOLDTHWAIT (TWO MATURED POPULAR AMERICAN ACTORS

AND COMEDIAN

S)

-

HUMOUR; YOUTHFULNES, PROMINENCE; EMOTIONAL;

CULTURE/TRADITION;

AGGRESSION; FRIENDLINESS;

TESTIMONY

SPORTS, REALITY

, OUTDO

ORS

AMERICAN FOOTBALL

; CHEERLEA

DING

30 SECS

-

CHINA CHINESSE

GET RID OF

HUNGER - COME

BACK TO YOURSEL

F

ENERGY IS

REALLY COMING

YES - LIN DAIYU (A

FICTIONAL FEMALE CHINESE

CHARACTER)

CHINESSE

MELODY

MAIN ACTORS

CLOTHING, HAIR

STYLE AND

MAKE-UP

-

RUSSIA RUSSIAN

YOU ARE NOT YOU

WHEN YOU ARE HUNGRY;

DON'T STOP - GRAB

SNICKERS

YOU ARE NOT YOU

WHEN YOU ARE

NOT IN SHAPE;,KISS MY BALLET-SKIRT

YES - (A YOUNG

FAMOUS RUSSIAN FEMALE BALLET

DANCER)

ENGLISH RAP

MUSICBALLET SKIRT -

LOCAL LOCAL GLOBAL GLOBAL GLOBAL GLOBAL LOCAL LOCAL GLOBAL GLOBAL LOCAL GLOBAL GLOBAL 38.46%

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FINDING THE RIGHT BALANCE

standardization

adaptation

ADAPTATION (Tactical)

STANDARDIZATION

(Strategic)

UNIVERSAL CultureDISTINCT Culture

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HYPOTHESIS TEST HYPOTHESIS

Humor is a key communication appeal in all these TV commercials. Accepted

Males dominate (central characters) chocolate TV commercials in USA, China and Russia

Rejected

There are no significant differences in visual images in terms of the product (SNICKERS) among three TV commercials.

Accepted

There are no significant differences in slogans applied among three TV ads. Rejected

Sound effects (music) are adapted to the cultural background Accepted

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CONCLUSION

75% of global SNICKERS sales came from markets running these campaigns they contributed 94% of total value sales growth worldwide

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Summary‘Think Global, and Act Local’SNICKERS brand rejuvenation internationally across 58 markets.Core creative assets, though these were often adapted locallyEffie Gold Award in 2011

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Additional InformationLIMITATIONS of RESEARCH

Unavailability of specialized software

The classification of the categories and subcategories as global or local were generalized

Analysed TV Spots in this research range from the year 2010 to 2013

FUTURE RESEARCH

Compare global advertising campaign with a local and/or another international competitor in the respective markets

Incorporating 7 P’s into future research

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References Alex Lewis BBDO, SNICKERS You’re Not You When You’re Hungry, URL:

http://intawards.vo.llnwd.net/o42/InternationlAwardS1/187/445432-4.pdf, [date accessed: 01.05.2013]

Effie Worldwide Inc. (2011): Gold Effie Winner “You’re Not You When You’re Hungry”.

MediaCom, SNICKERS “YOU'RE NOT YOU WHEN YOU'RE HUNGRY”. URL: http://mediacom.co.uk/en/results/mediacom-case-studies/SNICKERS-youre-not-you-when-youre-hungry.aspx, [date accessed: 28.04.2013]

Mooij, M. (2010): Consumer Behavior and Culture. Consequences for Global Marketing and Advertising. 2nd ed., Califonia: Sage Publications Inc.

NBC news business (2012): America's favorite chocolate brand? Snickers. URL: http://www.nbcnews.com/business/americas-favorite-chocolate-brand-snickers-678964 [date accessed: 10.06.2013]

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THANK YOU FOR YOUR ATTENTION!

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