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Edmund Siah-Armah,
Zarina Mukhamejanova
 Introduction
 Problem, Challenges and
Motivation
 Literature Background
 MARS: Company Objectives
 Strategy
 Market...
Mars company
 The world’s largest de-centralized
company
 Over 58 markets across 5 regions
 Philosophy of strong centr...
SNICKERS was losing market share
Total market  $85.5 billion
A 0.26% drop in sales  $222 million in value sales.
Figu...
Global advertising strategy (standardization, adaptation)
Factors influencing global advertisement campaigns
 PESTEL
 ...
 1. Reverse declining volume sales,
growing total Snickers volume
 2. Stem household penetration declines
and grow penet...
 Develop and promote a Global Brand
Idea
 One Communication Appeal applied for
each market
 Capitalize on Humor appeal ...
 Campaign planning was done at a global
level by core brand team
 SNICKERS DNA -> insight into a male
world
 A Qualitat...
3 TV commercials of
 USA
 China
 Russia
TV is an important tool, reaching a
higher proportion of light-buyers than
any...
Why SNICKERS can present highly
standardized campaign?
Whether it was successful or not and
why?
To which extend TV com...
CATEGORIES
CODING RULE
MAIN CATEGORIES SUB CATEGORIES
TEXT OF TV SPOT /
COMMERCIAL
LANGUAGE
THIS DESCRIBES THE MAIN LANGUA...
COUNTR
Y /
MARKET
TEXT OF TV SPOT / COMMERCIAL CENTRAL IMAGE
MUSIC APPEAL
SETTIN
G
(ACTIVIT
Y /
PLACE)
OTHER CHARACTERISTI...
ADAPTATION
(Tactical)
STANDARDIZATION
(Strategic)
12
HYPOTHESIS
Humor is a key communication appeal in all these TV commercials. Accepted
Males dominate (central characters) c...
 75% of global SNICKERS sales came from markets
running
these campaigns
 they contributed 94% of total value sales growt...
‘Think Global, and Act
Local’
SNICKERS brand rejuvenation
internationally across 58
markets.
Core creative assets, though...
LIMITATIONS of RESEARCH
 Unavailability of specialized software
 The classification of the categories and
subcategories...
 Alex Lewis BBDO, SNICKERS You’re Not You When You’re Hungry, URL:
http://intawards.vo.llnwd.net/o42/InternationlAwardS1/...
18
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Snickers Ad Campaign “You’re Not You When You’re Hungry”

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The results indicate that contingency approach followed by the global advertising strategy contributes to the powerful effect of advertising through the best delivery of the value to the consumers.

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Snickers Ad Campaign “You’re Not You When You’re Hungry”

  1. 1. Edmund Siah-Armah, Zarina Mukhamejanova
  2. 2.  Introduction  Problem, Challenges and Motivation  Literature Background  MARS: Company Objectives  Strategy  Marketing Plan  Methodology  Research Questions and Hypothesis  Coding Guidelines  Table of Results  Finding the Right Balance  Conclusion and Summary  Additional Information 1
  3. 3. Mars company  The world’s largest de-centralized company  Over 58 markets across 5 regions  Philosophy of strong central guidance aligned with a freedom to do what’s right locally (in product flavor, tastes)  Local marketing campaigns  Flagship product - SNICKERS SNICKERS  Introduced in 1930  Nut-filled chocolate bar  Average price worldwide – $1.4  First candy sent to outer space  No demographic, racial or socioeconomic boundaries  The worlds most loved chocolate bar 2
  4. 4. SNICKERS was losing market share Total market  $85.5 billion A 0.26% drop in sales  $222 million in value sales. Figure 1. Product Life Cycle 3
  5. 5. Global advertising strategy (standardization, adaptation) Factors influencing global advertisement campaigns  PESTEL  Basic human needs - Abraham Maslow’s hierarchy (food, affiliation and self-esteem)  Cultural differences (cultural misinterpretations and misunderstandings) Semiotics 4
  6. 6.  1. Reverse declining volume sales, growing total Snickers volume  2. Stem household penetration declines and grow penetration  „Unwritten‟ objective - To target niche male population worldwide Percentage Reporting Very Large Business Effect On: Average Of All Campaigns Reporting Hard Evidence Campaigns Aiming To Increase Penetration SALES 45% 62% MARKET SHARE 25% 35% PROFIT 23% 31% PENETRATION 23% 46% 5
  7. 7.  Develop and promote a Global Brand Idea  One Communication Appeal applied for each market  Capitalize on Humor appeal (watch, laugh and remember)  Likability o local celebrities  Inspire the local brand managers  drive sales in order to regain market share -> increasing penetration  First Commercial break during 2010 Super Bowl 6
  8. 8.  Campaign planning was done at a global level by core brand team  SNICKERS DNA -> insight into a male world  A Qualitative Research by MARS reveled that: There is always a universal code of conduct that needs to be abided by in order to stay part of the male pack (acceptance)  Relationship between hunger, behavior and the SNICKERS brand Big idea: “You’re Not You When You’re Hungry”  when guys get hungry, they’re actually not themselves and act feminine thereby loosing their role in a pack.  As a proper nut-filled chocolate bar, SNICKERS can sort out that hunger and restore yourself.  A creative and flexible story line for diverse markets. 7
  9. 9. 3 TV commercials of  USA  China  Russia TV is an important tool, reaching a higher proportion of light-buyers than any other channel  Content and Semiotics Analysis 8
  10. 10. Why SNICKERS can present highly standardized campaign? Whether it was successful or not and why? To which extend TV commercials are adapted? (Standardization vs. Adaptation) Which elements of this global advertising campaign were adapted? 1. Humor is a key communication appeal in these TV commercials. 2. Males dominate (central characters) chocolate TV commercials in USA, China and Russia 3. There are no significant differences in visual images in terms of the product (SNICKERS) among three TV commercials. 4. There are no significant differences in slogans applied among three TV ads. 5. Sound effects (music) are adapted to the cultural background. 9
  11. 11. CATEGORIES CODING RULE MAIN CATEGORIES SUB CATEGORIES TEXT OF TV SPOT / COMMERCIAL LANGUAGE THIS DESCRIBES THE MAIN LANGUAGE (WRITTEN AND SPOKEN), THE SLOGAN (ADD ON TO THE BRAND NAME) USED BY THE COMPANY AND THE MOST HIGHLIGHTED CAPTION OR KEYWORDS (EMPHASIZED WORDS) OF THIS TV SPOT SLOGAN / SCREEN CAPTION KEYWORDS NOTABLE PHRASES CENTRAL IMAGE PRODUCT THIS CATEGORY DEFINES WHAT THE CENTRAL AND HIGHLIGHTED IMAGE OF THIS COMMERCIAL IS / ARE PRODUCT PACKAGING TALENT / ACTOR(S) MUSIC THIS IDENTIFIES THE KIND OF BACKGROUNG MUSIC/TUNE IN THE TV SPOT APPEAL ADVERTISEMENT APPEALS SHOW ELEMENTS OF THE TV SPOT THAT STIMULATES EMOTIONS AND CATCHES ATTENTION SETTING/ACTIVITY/PLACE THIS ILLUSTRATES WHAT ACTIVITIES ARE BEING ENGAGED (FICTION / REALITY) AND WHERE THEY ARE OCCURING OTHER CHARACTERISTICS OF TV SPOT OTHER SIGNIFICANT CULTURAL ELEMENTS THIS SECTION REPRESENTS OTHER VALUES AND ATTITUDES WHICH DEFINES A SOCIETY OR INDIVIDUAL PERCULIARITIES LENGTH OF TV SPOT DESCRIBES HOW LONG THE COMMERCIAL LASTS NATIONAL SYMBOLS PRESENCE OF NATIONAL OR GOVERNMENT SYMBOLS, EMBLEMS AND COLOURS DEGREE OF ADAPTATION THIS SECTIONS SEEKS TO MEASURE THE EXTENT TO WHICH THE COMMERCIALS HAVE BEEN ADAPTED 10
  12. 12. COUNTR Y / MARKET TEXT OF TV SPOT / COMMERCIAL CENTRAL IMAGE MUSIC APPEAL SETTIN G (ACTIVIT Y / PLACE) OTHER CHARACTERISTICS OF TV SPOT DEGREE OF ADAPTATION Languag e Slogan / Screen Caption Keywords Notable Phrases Product Product Packaging Talent / Actor(s) Other Significant Cultural Elements Length National Symbols USA ENGLIS H YOU ARE NOT YOU WHEN YOU ARE HUNGRY; SNICKER S SATISFIE S HUNGRY; SNICKER S; YOU; NOT WE WILL WIN THIS FOR MOTHE R RUSSIA YES – FOCUSED NO – NOT FOCUSED YES - ROBIN JONES AND BOBCAT GOLDTHW AIT (TWO MATURED POPULAR AMERICAN ACTORS AND COMEDIAN S) - HUMOUR; YOUTHFULNES, PROMINENCE; EMOTIONAL; CULTURE/TRADITI ON; AGGRESSION; FRIENDLINESS; TESTIMONY SPORTS , REALITY , OUTDO ORS AMERICAN FOOTBALL; CHEERLEA DING 30 SECS - CHINA CHINES SE GET RID OF HUNGER - COME BACK TO YOURSEL F ENERG Y IS REALLY COMING YES - LIN DAIYU (A FICTIONAL FEMALE CHINESE CHARACTE R) CHINESS E MELODY MAIN ACTORS CLOTHING, HAIR STYLE AND MAKE-UP - RUSSIA RUSSIA N YOU ARE NOT YOU WHEN YOU ARE HUNGRY; DON'T YOU ARE NOT YOU WHEN YOU ARE YES - (A YOUNG FAMOUS RUSSIAN FEMALE ENGLISH RAP MUSIC BALLET SKIRT - 11
  13. 13. ADAPTATION (Tactical) STANDARDIZATION (Strategic) 12
  14. 14. HYPOTHESIS Humor is a key communication appeal in all these TV commercials. Accepted Males dominate (central characters) chocolate TV commercials in USA, China and Russia Rejected There are no significant differences in visual images in terms of the product (SNICKERS) among three TV commercials. Accepted There are no significant differences in slogans applied among three TV ads. Rejected Sound effects (music) are adapted to the cultural background Accepted 13
  15. 15.  75% of global SNICKERS sales came from markets running these campaigns  they contributed 94% of total value sales growth 14
  16. 16. ‘Think Global, and Act Local’ SNICKERS brand rejuvenation internationally across 58 markets. Core creative assets, though these were often adapted locally Effie Gold Award in 2011 15
  17. 17. LIMITATIONS of RESEARCH  Unavailability of specialized software  The classification of the categories and subcategories as global or local were generalized  Analysed TV Spots in this research range from the year 2010 to 2013 FUTURE RESEARCH  Compare global advertising campaign with a local and/or another international competitor in the respective markets  Incorporating 7 P’s into future research 16
  18. 18.  Alex Lewis BBDO, SNICKERS You’re Not You When You’re Hungry, URL: http://intawards.vo.llnwd.net/o42/InternationlAwardS1/187/445432-4.pdf, [date accessed: 01.05.2013]  Effie Worldwide Inc. (2011): Gold Effie Winner “You’re Not You When You’re Hungry”.  MediaCom, SNICKERS “YOU'RE NOT YOU WHEN YOU'RE HUNGRY”. URL: http://mediacom.co.uk/en/results/mediacom-case-studies/SNICKERS-youre-not- you-when-youre-hungry.aspx, [date accessed: 28.04.2013]  Mooij, M. (2010): Consumer Behavior and Culture. Consequences for Global Marketing and Advertising. 2nd ed., Califonia: Sage Publications Inc.  NBC news business (2012): America's favorite chocolate brand? Snickers. URL: http://www.nbcnews.com/business/americas-favorite-chocolate-brand-snickers- 678964 [date accessed: 10.06.2013] 17
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