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.

1. Edmund Siah-Armah,
Zarina Mukhamejanova

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. 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. 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. 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.  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.  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.  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. 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. 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. 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. 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. ADAPTATION
(Tactical)
STANDARDIZATION
(Strategic)
12

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.  75% of global SNICKERS sales came from markets
running
these campaigns
 they contributed 94% of total value sales growth 14

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. 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.  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]
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