This is the story of a programme that has reinvented marketing at Mars. Its impact can be seen in Mars marketing teams globally and in their marketplace success over the last 2 years. To give just two of many examples, using this approach has seen sales of Malteers in the UK grow by 20% and Snickers globally has grown by $376 million.
Despite the significant scale of marketing at Mars, there had never been a “Mars way of marketing”, or any alignment on common marketing principles. Practices were predominantly dependent on the skills of individuals and diagnostic guesswork. Mars brands needed to be managed on a more consistent global basis, but it was important to stay true to the Mars culture and to avoid becoming a ‘command and control’ organisation. Drawing on cutting edge marketing science,
Laws of Growth
Mars defined a far reaching new marketing philosophy, called the Laws of Growth. Within this, they identified 10 Growth Levers which although deceptively simple, were together proven to drive performance.
These formed the basis of a business tool to develop focused marketing strategies and gave Mars a set of metrics to measure the aspects of brand performance which really matter.To drive engagement and action, rather than just theoretical discussions,
Mars worked with brand and capability consultancy Triniti Marketing, to create a two year change programme with two key elements: training and embedding the Growth Levers and a bespoke global competencies framework to build the capabilities of individuals within the marketing team.
Beyond the clear business results, the programme has inspired the rest of the organisation and enabled marketing to lead the growth strategy for the whole business. With the Laws of Growth, for the first time in its history, the company has embraced a single approach to growth.
Judges' comments
The full case study is withheld due to confidential information.
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