Mars Canada Marketing Strategy

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1. New-Product Strategy
Mars Canada was established in late 1940's, now it is considered as one of the leading manufacturers in the Food industry in Canada.
In the market,there are different types of customers and these customers have different needs and want different products. In recent years, the changing consumer purchase patterns towards how products are produced in terms of their impact on environment and health are considered factors on which future market growth of chocolate. The trends of consumer are shifting from only fun and enjoyment food towards healthy safe food. For this reason, the chocolate market has started struggling to create products for healthy eating, health conscious community. Therefore, Mars need to develop new …show more content…

Idea Screening: description of the product
3.1. Features
- Fruit chocolate: cacao and dried raspberries, strawberries, pumpkins, pineapples, cranberries, blueberries, raisins.
- Real ingredients: 55% Organic Dark Chocolate, 20% milk and 25% dried fruits
- Add more flavours: chocolate with one type of dried strawberries, cranberries, blueberries, raisins, or mixed many dried fruits.
- A flavorful recipe also features 2 times more fiber than regular chocolate bars.
3.2. Benefits
- The quality dark chocolate with a high cocoa content, it is very nutritious. It contains vitamins and proteins which is a useful energy source. The combination of vitamins and cacao have a direct effect on cognitive functioning of the brain, and using regular can significantly improve memory and skin.
- The new fruit chocolate bar contains a decent amount of fiber and is loaded with minerals
- By themselves, dried fruits are nutritious and provide important nutrients consumers need for good health with low fats
- Choosing unsweetened dried fruit, which contains only healthy naturally occurring sugar and does not contain the unhealthy added sugar.

4. Target Market
Market Segments: the market is segmented in the following sectors:
Geographic

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