Marketing Communications

Perfect Size also in the Netherlands

Mars Netherlands was confronted with the same trends

and problems as Mars Belgium. Therefore, the Perfect

Size concept was also launched in the Netherlands. The

approach was more or less the same, although small differ-

ences did exist. For example, Mars Netherlands did not have

a six-pack in the past, but a five-pack. With the new concept

it moved from a five- to a seven-pack. It did not move from a

ten- to a twelve-pack, but kept a ten-pack consisting of

smaller bars. As in Belgium, the supporting campaign mixed

and matched different communications tools such as adver-

tising, sales promotions, personal selling, point-of-purchase

communications, etc. The focus was also largely on the

seven-pack. Also in the Netherlands, differentiating bar

weight according to consumption and purchase moment

turned out to be a good move. Qualitative research pointed

to the same positive consumer reactions as in Belgium.

Consumers mentioned among others: ‘I want to be able

to snack in between; three meals a day is not sufficient

anymore’; ‘With smaller bars, I can more easily keep my

weight in balance’; and ‘ The new pack format increases my

value for money perception’.

Also, quantitative results were very positive. The Per-

fect Size concept led to a total sales increase of 6%.

Mars Netherlands lost two-person households (probably

because of the larger pack formats), but this was more than

offset by an increase in households with children. Indeed,

total penetration increased from 14.7% in period 3 of 2006

to 16.1% in period 3 of 2007. Further, both ‘promotion sales

value’ and ‘neutral sales value’ increased. Figure 12.18

shows the sales value that was realised with and without

sales promotion support. As in Belgium, the seven-packs

especially were very successful (see Table 12.7 for general

results for all three brands and Figure 12.19 for period-by-

period results for Twix). This is not surprising in view of the

fact that the campaign focused on this pack format.

Conclusion

By listening to consumers and carefully watching con-

sumption trends, Mars Belgium and Mars Netherlands

were able to tailor their products better to contemporary

consumer needs. According to a company official, ‘Big

brands have to progress with their consumers.’ With the

launch of the Perfect Size concept, Mars Belgium and

Mars Netherlands practised what the company preaches.

Knowing that a good concept will not sell itself, a massive

communications campaign helped activate the Mars,

Twix and Snickers bars. The campaign cleverly mixed and

matched different communications elements. Indeed, at

Mars Belgium and Mars Netherlands it is also common

knowledge that a full focus, or a 360° approach, combining

among other things advertising and sales promotions, is

much stronger than either advertising or sales promotions

alone. Tailoring bar weight to consumption moments

resulted in smaller bars, but larger bottom lines for both

subsidiaries. Most importantly, this was the case not only

during the marketing communications campaign, but also

in the longer term.

Figure 12.18 Customer sales value increases after launch of Perfect Size concept

Table 12.7 Positive results during non-promotion period for new pack formats in the Netherlands

Mars 7- vs 5-packs Snickers 7- vs 5-packs Twix 7- vs 5-packs

Sales in euros 15.00% 20.00% 27.00%

Sales in volume 4.30% 10.00% 8.30%

416 CHAPTER 12 BRAND ACTIVATION

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