Marketing Communications

QUESTIONS

1. What are the advantages and disadvantages of the
   Perfect Size concept for (a) Mars Belgium and Mars
   Netherlands, (b) the consumers, (c) the trade partners?


2. What do you think was the main objective of the ‘big
   bang’ communications programme that supported the
   launch of the Perfect Size concept?


3. Mars Belgium used coupons. Would you have chosen
   another type of promotion? If so, which one and why?
   4. Looking at the integrated campaign, would you have mixed
   and matched different communications tools? Why (not)?
   5. How important do you think trade promotions versus
   consumer promotions were for introducing the new
   pack formats?
   6. Would you advise Mars Belgium and Mars Netherlands
   to continue to use sales promotions after the introduc-
   tory period? Which ones?
   7. How would you advise Mars Belgium and Mars Nether-
   lands to test the effectiveness of their sales promotions?

Source : Based on Information provided by Chantal Hendrickx, Trade Marketing Manager, Mars Belgium; http://www.mars.be ; http://www.mars.nl ; http://www.mars.com.

References

1 Alberts, P.G., ‘Th eory of Brand Activation’, http://www.brandac

tiva tion.nl (accessed July 2012).

2 Felgate, M., Fearne, A., DiFalco, S. and Garcia-Martinez,

M. (2012), ‘Using Supermarket Loyalty Card Data to

Analyse the Impact of Promotions’, International Journal

of Market Research , 54(2), 221–40.

3 Kardes, F.R., Cline, T.W. and Cronley, M.L. (2011),

Consumer Behavior: Science and Practice. Mason, OH:

South-Western Cengage Learning.

4 Duncan, T. (2002), IMC : Using Advertising and Promotion

to Build Brands. Boston, MA: McGraw-Hill/Irwin.

5 Felgate, M., Fearne, A., DiFalco, S. and Garcia-Martinez,

M. (2012), ‘Using Supermarket Loyalty Card Data to

Analyse the Impact of Promotions’, International Journal

of Market Research , 54(2), 221–40; Briggs, F. (2011), ‘Pro-

motions Fuel Supermarket Sales Lift s, Reports Nielsen’,

http://retailtimes.co.uk/promotions-fuel-supermarket-

sales-lift s-reports-nielsen/ (accessed July 2012); Raghubir,

P., Inman, J.J. and Grande, H. (2004), ‘Th e Th ree Faces

of Consumer Promotions’, California Management Review ,

46, 23–41; Del Vecchio, D. (2005), ‘Deal-Prone Consumers’

Response to Promotion: Th e Eff ects of Relative and

Absolute Promotions Value’, Psychology & Marketing , 22,

373–91.

6 Th e Nielsen Company (2012), ‘Marketing Eff ectiveness:

Getting the Right Returns from Brand Investments’,

http://www.nielsen.com/us/en/insights/reports-downloads/

2012/marketing-eff ectiveness.html (accessed July 2012);

Briggs, F. (2011), ‘Promotions Fuel Supermarket Sales Lift s,

Reports Nielsen’, http://retailtimes.co.uk/promotions- fuel-

supermarket-sales-lift s-reports-nielsen/ (accessed July 2012).

7 McDonald, C. (1992), ‘Finding Out How – Unleashing

the Power of Single-Source Data to Explain the Marketing

Mix’, Admap (December), 21–5; Pickton, D. and Broderick,

A. (2001), Integrated Marketing Communications. Harlow:

Financial Times/Prentice Hall.

Figure 12.19 Detailed results for Twix comparing sales before and after resize

REFERENCES 417

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