Mars’ development prospects in China

First, the terminal market does not invest huge entrance fees and display fees;

Second, terminal promotion does not take the pursuit of short-term sales as the ultimate goal. The reason why Mars can adhere to these two principles and do outstanding terminal work is due to its famous "Mars Triangle" rule:

Rule 1: The company's total marketing expenses are limited. , the three corners of terminal costs, personnel wages and advertising investment must be balanced with each other, and the center of gravity of the triangle must be stabilized, that is, marketing expenses must be tilted towards the two corners of personnel wages and advertising investment;

Rule Two: In the market competition, the brand is the only thing that distinguishes itself from competitors. The brand is the biggest bargaining chip that can compete with retailers, and advertising investment is an important weapon in fast-moving consumer goods brand building. Therefore, by increasing investment in advertising and firmly establishing the industry's No. 1 brand position, you can gain an absolute advantage in negotiations with terminals. Mars ranks first in advertising investment in China's candy industry with an absolute advantage over the years. Each commercial is carefully planned and produced with unique creativity and unique production technology. M&M's "only dissolves in the mouth, does not melt" "Hands", Dove's "Listen to Dove's whispers", "Milk is fragrant and silky", and Maltesa's "Bite/chew/taste/grind/lick" are all amazing advertisements.

Rule 3: Mars believes that human resources are the most important strategic resource for a company to participate in market competition. Only first-class talents can do things that others cannot do and achieve first-class performance. Therefore, Mars always insists on recruiting the best sales staff with the highest salaries in the industry, and recruits fresh graduates every year from China's top universities with stricter and more stringent standards. Mars has five principles for selecting talents: Quality: "Customer first" is our belief; maintaining high quality is our job; making products value for money is our goal. Responsibility: As individuals, we require everyone to do their best; as colleagues, we support other colleagues in doing their part. Reciprocity: Reciprocity means sharing benefits; only benefits that can be shared will last. Efficiency: We make full use of all resources and never waste them; we strive to make the best use of people and materials. Autonomy: We need independence to shape our future; we need profits to remain independent. It is precisely because of this principle and the highest salary package in the consumer goods industry that all Mars sales staff are the elite among the elite of their peers.

Rule 4: Increasing personnel wages and advertising investment will inevitably lead to a reduction in terminal costs, but this does not mean that the quality of Mars terminal work will decline. First of all, Mars’ brand firmly occupies the first position in the minds of consumers. Mars’ sales staff are all first-class talents, so Mars can do what other competitors cannot do: Mars is in the process of entering any supermarket. , you never have to pay any entry fees and shelf display fees.

Rule 5: Mars believes that terminal operations should not rely too much on sales, but should be aimed at promoting brand building. Over-reliance on sales will only make terminal personnel use vicious competition to force sales from terminals, resulting in over-exploitation of terminals, especially price promotions such as price reductions and discount sales, which can only bring short-term sales growth and long-term sales growth. It will greatly damage the brand's image and performance, and is extremely damaging to brand building. Once the brand power is greatly reduced and the company loses its position at the forefront of the industry, the company will not only become worthless in front of the terminal, but also lose market competitiveness and even suffer disaster.

Market vividness: Mars terminal’s winning weapon

The so-called market vividness refers to all activities conducted at the point of sale that can influence consumers to purchase Mars products.

Mars has three principles for market vibrancy: wide distribution - available; obvious - visible; readily accessible - available.

1. The significance of animation work: animation is the life of candy

Candy and chocolate are impulse purchases;

Impulse purchase of candy and chocolate The rate is as high as 70%;

Consumers’ impulse spending at the terminal is as high as 11.4%;

90% of impulse buying interests fade after 10 seconds;

Consumers generally stay in front of the shelves for no more than 2 minutes.

2. The goal of vivid work

Strengthen point-of-sale advertising and increase visibility;

Attract consumers’ attention to Mars products;

Make it easier for consumers to see Mars products;

Stimulate consumers' impulse purchases;

Maintain the brand and product image in front of consumers and serve as ground advertising;

The best display location;

The best shelf location;

Regional display;

Multiple display surfaces;

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Display products correctly;

Correct and clear prices;

Use promotional materials as much as possible;

Strive for display at the checkout counter;

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Look for promotional display opportunities;

Places with high customer flow: visible places at the entrance directly opposite the door, in front of the direction of the flow of people and at dynamic intersections where the flow of people must pass (exits, entrances, corners , cashier counter, main aisle);

Close to fast-selling products: close to biscuits, instant noodles, drinks, bottled water, etc.

3. The best shelf position:

Shelf height: strive for a position parallel to people’s line of sight (70cm-170cm). If the sales index of a 10cm high shelf is 100, then the 70cm index is 169, 95cm is 208, 120cm is 129, and greater than 170cm is 90.

Shelf level: The general shelf has 5 layers. Among them, the first and second floors should be placed for gift box series, the third layer for single packaging series, the fourth layer for enlarged packaging and family packaging, and the fifth layer. Place children's clothing and children's gift box series;

Shelf length: In the direction of people's movement, strive for 1/4 to 1/2 of the shelf position. If the sales index at the beginning of the shelf is 100, then the sales index at the 1/4 position is 106, the 1/2 position index is 104, the 3/4 position index is 101, and the last position is 98%.

4. Regionalized display:

Three centralized displays: brand concentration, specification concentration, and taste concentration. Products of different brands, specifications, and flavors are not allowed to be placed cross-wise;

The best shelf position is for the fastest-selling products;

Multiple display surfaces can increase the impulse buying rate: the purchase rate of a single display surface is 100, then 2 display surfaces The purchase rate is 123, 3 display surfaces are 140, and 4 display surfaces are 154;

All Dove, M&M's, Snickers, and Decos chocolates have at least 3 display surfaces, and the more, the better good.

5. Place products correctly

Place products with the front of the package facing consumers. Placing products on the side will cause a 25% drop in sales;

Different varieties Products should be arranged in different rows and placed separately, and different varieties should not be placed overlapping, otherwise the sales volume will decrease by 16%;

The placement of products in the same row should follow the "first in, first out" principle to ensure that the products For freshness, place products in the order of old goods in the front, mid-term stock in the middle, and new goods in the back;

Make sure the shelves are full of products and maintain sufficient inventory.

6. Correct and clear prices

All products have corresponding price tags;

Price tags must reflect accurate prices;

The price tag is clear and eye-catching;

The effect of promotional materials plus display is much stronger than that of separate display: sales volume is 1.8 times that of separate display;

Use the latest promotional materials;

Use promotional materials of the corresponding brand;

Update promotional materials regularly;

Use promotional materials in all places that can attract consumers: on shelves, promotional displays, In the store...;

Increase the use of promotional materials with reference to other products;

Types of Mars promotional materials: posters, hanging flags, stickers, plastic shelf signs, shelf signs, floating Hanging objects, display paper cabinets, Dove special display racks, checkout shelves, hot spot shelves, bulk shelves, etc.

7. Strive for display at the checkout counter

The checkout counter is the last sales opportunity;

Choose the appropriate checkout counter: a channel with high customer flow, Frequently opened aisles;

Display suitable products: small packages, fast-selling varieties, and the same varieties sold at each checkout counter;

Establish regional display: display the most in the best location Fast selling varieties.

8. Seek opportunities for promotional display

Promotional display can greatly promote product sales: floor-to-ceiling display alone can promote sales growth of 142%, floor-to-ceiling display plus posters can promote sales growth of 160% , floor-to-ceiling display plus posters and special price cards promote sales growth of 183%, floor-to-ceiling display plus posters and special price cards (indicate special price comparison with original price) promote sales growth by 225%;

Promotional display has an obvious life cycle, generally It should not exceed 15 days: the effect of promotional display is 100 in the first week, drops to 75% in the second week, and drops to 65% in the third week;

Choose the best display location: mainstream consumer channel , there is enough space;

Choose appropriate varieties: fast-selling varieties, seasonal products;

Highlight the key points: appropriate brands and varieties;

Yes Accurate and clear price tags;

Regional display;

Correct use of promotional materials: corresponding brand display racks, the latest posters...;

Consumers People who have diverse needs and like to choose: be sure to increase the number of distribution varieties as much as possible;

Product series principle: try to sell the entire series. If it is difficult, use the "Variety Sales Ranking" to give priority to the larger sales. Variety;

Candy and chocolate are fast-moving consumer goods, which are more price sensitive than durable consumer goods;

Candy and chocolate are fast-moving consumer goods, only if the price is reasonable and the price is good value, Consumers will buy;

Three principles of price consistency:

The price within the product series is consistent: for example, the price of all 47 grams is the same. The price within the product category is consistent: similar to competitors The price ratio of varieties should be consistent. The price of product categories within the store should be consistent: for example, the price ratio of Nestlé products should be consistent;

In order for consumers to buy, you must first let them see it: the number of distribution points must be as high as possible

Strive for maximum market coverage;

Strive for various sales channels;

Strive for the most distribution points;

The role of promotion : Promote sales, stimulate interest in the brand, provide reasons to ask for a larger display area in stores, and offset the impact of competitors' promotions;

Terminal promotion types: price discounts, winning grand prizes or draws, winning immediately, Repurchase rewards, promotional packaging;

Principles of promotion work: Store cooperation is key, explain to customers the benefits of promotion to them, place promotional displays in places with high passenger flow, strive for maximum opportunities, and use special promotion promotional materials , The product series on display should be reasonable, the prices should be clear, and the promotion results should be comprehensively reviewed with customers after the promotion.