too large, too chunky, too sticky? Doh! With reference to 'emotional
ergonomics'Mars could respond by suggesting to its customers that they dont
have to eat it all in one go!
-----Original Message-----
From: R. Allan Reese [mailto:[log in to unmask]]
Sent: 18 March 2002 10:54
To: [log in to unmask]
Subject: Design, styling and marketing
A really nice example of "responsive marketing" as reported on the BBC
R4Today programme this morning. Mars, one of the largest companies in UK
confectionary, have discovered that their flagship product, the Mars bar,
is perceived as too large, too chunky and too sickly - presumably by
people who do not buy them.
The company spokesman reported this by saying that "customers wanted the
product to have a lighter feel." Hence the redesign: the new product will
be smaller (ie weigh less) and in a tighter wrapper (apparently more
attractive to females). It will cost the same. After some prompting, the
spokesman admitted this might be seen as a price rise.
NB: for those inhibited by the size, Mars already sell the product in
at least three sizes: fun-size, regular and king-sized.
R. Allan Reese Email: [log in to unmask]
PS1: They are also changing the slogan, but not to "a Mars a day makes you
obese and toothless."
PS2: I have no connection with Mars PLC but do occasionally buy the
product.
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