Marketing Strategy and Plan: A Case Study of Mars Chocolate Brand

This report suggests a detailed marketing plan for Mars Chocolate Brand, focusing on enhancing brand awareness and product diversification. The report includes market analysis, competitor analysis, and marketing objectives. It also proposes strategies for achieving the objectives, such as product diversification and digital marketing. The report concludes with action and control measures for attaining the marketing objectives.

MARKETING STRATEGY AND PLAN: A CASE STUDY OF MARS CHOCOLATE BRAND
Name of the Student:
Name of the University:
Author’s Note:

EXECUTIVE SUMMARY
This report intends to suggest a detailed marketing plan for the enterprise Mars and
especially the chocolate bars offered by it. The report firstly offers an overview of the
business activities of the concerned enterprise and also undertakes a situational analysis of
the enterprise. The results of the situational analysis reveal that high competition and lack of
brand awareness are two of the major issues that the concerned enterprise and its chocolate
bars face in Singapore. Thus, enhancement of brand awareness and product diversification
had been taken as two marketing objectives for the attainment of these two objectives the
usage of the product diversification strategy and digital marketing strategies have been
suggested. Furthermore, the report also proposes detailed tactics that the enterprise needs
to follow through the usage of the tool of “7P’s of Marketing”. Lastly, the report concludes by
outlining the action and control measures that the enterprise needs to use for the attainment
of the marketing objectives.

Table of Contents
Introduction............................................................................................................................ 4
Overview of the business activities of Mars Chocolate Brand................................................4
Situational Analysis................................................................................................................5
Market Analysis..................................................................................................................5
Competitor Analysis............................................................................................................ 6
Company Analysis.............................................................................................................. 8
Segmentation, Targeting and Positioning of Mars Chocolate..........................................8
Marketing Objectives.............................................................................................................. 8
Marketing Strategies for the achievement of Marketing Objectives........................................9
Ansoff Matrix: Diversification...............................................................................................9
Digital Marketing Strategies..............................................................................................10
Implementation Plan............................................................................................................. 10
7P’s of Marketing.............................................................................................................. 10
Action..................................................................................................................................... 1
Control.................................................................................................................................... 1
Conclusion and Recommendations........................................................................................2
References............................................................................................................................. 3

Introduction
As opined by Baker (2016), the process of marketing management had gained a
substantial amount of prominence within the spectrum of the modern-day business world on
the score of the fierce rivalry or the competition that the business enterprises face. Bagozzi
et al. (2018) are of the viewpoint that the process of marketing management not only helps
the business enterprises to formulate effective marketing plans which are likely to help them
to market or promote their services or goods in an adequate manner but also to
implemented them as well. More importantly, the marketing plans that the business
enterprises formulate or design should take into account the requirements of the business
environment, the demands of the market, the kind of business competition that the
enterprises are facing and others (Baker and Saren 2016). In this regard, the idea that the
marketing plans or the strategies used by the business enterprises should focus on the
maximisation of the benefits from the opportunities offered by the business market and
mitigate the adverse effects of the threats offered by the same. This report intends to
formulate a marketing report for Mars Chocolate on the basis of the results of the situational
analysis of the same brand.
Overview of the business activities of Mars Chocolate Brand
The enterprise Mars founded by Forrest Mars in 1932 and headquartered in Slough,
England, is one of the leading chocolate manufacturing brands of the world
(Marschocolate.com 2019). As a matter of fact, it is seen that the concerned enterprise is
known for the high quality of the chocolate bars that it offers to the customers and this in turn
had enabled the enterprise under discussion here to gain a substantial amount of success
over the years (Washingtonpost.com 2019). More importantly, over the years it had been
seen that the concerned enterprise had focused only two varieties of chocolate bars which
consist of “caramel and nougat coated with milk chocolate” and is often considered to be a
replica of the Milky Bars which are sold in the nation of USA (Marschocolate.com 2019).
However, in the recent times it had been seen that the concerned enterprise taking the help
of the strategy of product diversification had substantially enhanced its product portfolio and
presently offers different varieties of chocolate bars like Mars Almonds, Mars Dark and Light,
Mars Gold, Mars Mini Eggs and others (Washingtonpost.com 2019). Furthermore, the
enterprise under discussion here taking the help of the process of globalisation had
expanded its business in the different nations of the world like Canada, USA, Australia, New
Zealand and others (Marschocolate.com 2019).

Situational Analysis
Market Analysis
Political Factors  The nation of Singapore has a very stable political
environment with very few political struggles which in fact
facilitates the conduct of trade and commerce and thereby
helps the business enterprise to conduct their business
operations in an effective manner (Gov.sg 2019).
 The liberal trade policies of the national government, low tax
rates, low borrowing rates and others have given rise to an
adequate market condition in the concerned nation wherein
the different business enterprises are able to conduct their
business operations in an adequate manner (Ibisworld.com
2019).
 The active trade relations that the concerned nation share with
the Asian nations and others act as a boon for the business
enterprises of the nation (Ibisworld.com 2019).
Economic
Factors
 Singapore has one of the fastest growing economies of the
world among the different developed nations and the different
industries of the concerned nation adequately support the
economy of the concerned nation (Ibisworld.com 2019).
 The business enterprises of the concerned nation had to pay
very low tariff charges, subsidies, import and export charges
and others for the conduct of their business operations in the
concerned nation (Ibisworld.com 2019).
 These lenient economic policies by the national government of
Singapore greatly supports the business activities of the
different business enterprises of the concerned nation.
Social Factors  The people of the concerned nation like to eat chocolates not
only as desserts but also as a favourite past-time food which
they like to eat at all times of the day
 Chocolate as a matter of fact forms an integral part of the daily
lives of the people of Singapore and it is seen that the meals
of the majority of the people are being followed by a bar of
chocolate (Ibisworld.com 2019)
 This high demand for the chocolate bars as a matter of fact
favours the business activities of Mars Chocolate which

specialises in the manufacture of chocolate bars.
Technological
Factors
 Singapore is one of the most technologically advanced nations
of the world and these technological advancements are being
used by the different business enterprises of the concerned
nation for the improvement of their business operations
(Ibisworld.com 2019).
 The high usage of internet by the people of the concerned
nation actually supports the e-commerce business model used
by the different business enterprises of the nation.
Legal Factors  Singapore had stringent corporate legislations related to
employee management, market regulations and others that
the different business enterprises of the concerned nation are
required to comply with for the purpose of conducting
business in the nation (Gov.sg 2019).
 The business enterprises operational in the concerned nation
are required to undergo different kinds of quality, safety and
other kinds of checks so as to procure the license which is
required for the purpose of transacting business in the
concerned nation.
Environmental
Factors
 Singapore is a signatory member nation of the Paris
Agreement of 2016 which requires the different business
enterprises of the concerned nation to reduce the amount of
harmful pollutants released by them by more than 2.1%
(Gov.sg 2019)
 There are other environmental regulations related to pollution,
waste management and others that the business enterprises
operational in the concerned nation are required to comply
with.
Competitor Analysis
Bargaining Power
of the Buyers
The buyers or the customers in the nation of Singapore had large
number of options related to the chocolate brands because of the
large number of chocolate manufacturing companies which are
there in the concerned nation like Aalst Chocolate, Cocoa, Fossa
Chocolate and others (Ibisworld.com 2019). This in turn had
significantly enhanced the bargaining power of the customers

related to the chocolate products.
Bargaining Power
of the Suppliers
In the particular context of the enterprise Mars, it is seen that the
bargaining power of the suppliers is very low because of the fact
that the concerned enterprise over the years had formulated its
own supplier system to ensure the timely delivery of raw materials
(Gornall 2015). More importantly, the concerned enterprise also
takes the help of the processes of e-procurement and time-based
competition for the improvement of the supply chain system which
it is presently using (Miazga-Bedrick and Miller 2017).
Threat from New
Entrants
The concerned enterprise on the score of the positive brand image
that it boasts of, its long past history, the wide array of chocolate
bars that it offers to the customers faces a very low level of threat
from the new entrants in the highly competitive chocolate industry
of Singapore (Wilner and Ghassan 2017). As a matter of fact, it is
seen that the new entrants find it very challenging to even retrieve
the cost of start-up that they spend for the establishment of their
business venture on the score of the high competition in the
concerned industry.
Threats from
Substitutes
The cost of brand switch in the chocolate industry is very low which
in turn had enhanced the brand switch tendencies on the part of
the customers (Ibisworld.com 2019). More importantly, it had been
seen that the customers at different points of time like to try out
new varieties of chocolates offered by diverse enterprises and it is
because of this the enterprise under discussion here faces a high
level of threat from substitution (Gallo, Antolin-Lopez and Montiel
2018).
Industry Rivalry A high level of rivalry or competition exists within the chocolate
industry of Singapore because of the presence of large number of
chocolate manufacturing companies like Aalst Chocolate, Cocoa,
Fossa Chocolate and others. Furthermore, it had been seen that
these enterprises are taking the help of competitive price
strategies, digital marketing strategies and others for the mitigation
of the high business competition that they face.

Company Analysis
Segmentation, Targeting and Positioning of Mars Chocolate
Mars for the chocolate that it offers to the customers focuses on customers related to
all age brackets as well as regions because of the high demand shown by the customers for
the chocolates over the years (Washingtonpost.com 2019). However, an interesting trend
seen in the present times is the fact that the concerned enterprise is specifically focusing on
the younger customers, particular the female teenagers for the chocolate that they offer. As
a matter of fact, it had been seen to make the concerned chocolate bars more appealing for
the customers related to this age bracket, the enterprise is taking the help of different
celebrities like Betty White and others (Marschocolate.com 2019). More importantly, over the
years it had been seen that the enterprise under discussion here had tried to create an
emotional appeal for the chocolate bars that they offer to the customers. Furthermore, over
the years it had been that the enterprise had substantially changed the positioning of the
chocolate bars offered by it through the usage of different advertisements. For example, in
the earlier times it was seen that the concerned enterprise tried to position the chocolate
bars offered by it as a candy bar however in the present times it is seen that it is trying to
position the chocolate bars as a hunger satisfying bar or for that as an instant source of
energy because of the high calorie intake of the chocolate bars which in the present times
had become the unique selling proposition of the concerned product (Washintonpost.com
2019). On the score of these, it can be said that the concerned enterprise had been largely
successful in gaining a unique position for the chocolate bars offered by it on the basis of the
quality of the chocolate bars.
Marketing Objectives
Objective 1: Enhancement of the brand awareness of the customers so as to mitigate the
adverse effect of the fierce business competition that Mars faces in the market of Singapore
for the chocolate that it offers.
Specific The specific goal that the enterprise Mars had formulated is to enhance
the brand awareness or the brand perception of the customers
Measurable This can be measured through an analysis of the extent to which the
customers are aware regarding the products offered by Mars and the
different aspects of the enterprise
Attainable This is a completely attainable goal provided the enterprise takes the help
of the right kind of marketing strategies or campaigns or advertisements
Relevancy This is a completely relevant goal since it is likely that the enterprise
through the enhancement of its brand awareness among the customers

would be able to mitigate the adverse effects of the fierce competition that
it faces in the nation of Singapore
Time-Bound 1 year
Objective 2: Enhancement of the product portfolio or the diversity of the chocolate bars
offered by the enterprise as a way to mitigate the high competition
Specific The specific measure that Mars intends to take is to enhance its diversity
in terms of the chocolate bars that it offers to the customers
Measurable This can be easily measured in terms of the calculation of number of
chocolate bars that the concerned enterprise offers
Attainable This is a completely attained goal provided the enterprise undertakes
adequate market research and uses the results obtained from the same
for the development of new chocolate bars
Relevancy This is a completely relevant goal since it is likely that the concerned
enterprise through the enhancement of the number of chocolate bars
would be able to mitigate the adverse effects of the business competition
that it faces
Time-Bound 1 year
Marketing Strategies for the achievement of Marketing Objectives
Ansoff Matrix: Diversification
Villeneuve and Pasquier (2017) have articulated the viewpoint that the product
diversification enables the business enterprises to enhance the range or the scope of their
product portfolio or the number of products or services offered by them to the customers. As
discussed by Wang, Van Fleet and Mishra (2017), for the enhancement of their range of
their product portfolio the business enterprises need to undertake effective marketing
researches so as to understand the needs or the requirements of the customers and thereby
integrate the same within the spectrum of the new products or services launched by them.
The objective of the enterprises behind the usage of this strategy is to cater to the needs of
different segments of the population and thereby substantially enhance their profitability or
mitigate the fierce competition that they are facing. Thus, it is likely that through the
adequate usage of this strategy the enterprise under discussion here on one hand would be
able to significantly enhance their product portfolio and on the other hand would be able to
increase their profitability or mitigate the adverse effects of the fierce competition by catering
to different segments of the population.

Digital Marketing Strategies
Bagozzi et al. (2018) are of the viewpoint that the usage of different kinds of digital
marketing strategies like social media marketing, content marketing, social media marketing
and others are not only cost-effective in nature but also help the enterprises in reaching out
to a much larger segment of the population in comparison to the traditional marketing or
promotional strategies. Recent researches have indicated the fact that the enterprises taking
the help of digital marketing strategies are not only able to enhance the brand awareness or
the perception of the customers but at the same time able to attain a higher level of success
as well in comparison to the enterprises which rely on traditional marketing strategies
(Chernev 2018). Thus, it is likely that through the adequate usage of the above-mentioned
marketing strategies the enterprise under discussion here would not only be able to enhance
the brand perception or the awareness of the customers but would also be able to effectively
market or promote the chocolate bars offered by it and thereby mitigate the adverse effects
of the business competition faced by in the nation of Singapore.
Implementation Plan
7P’s of Marketing
Product The chocolate bars offered by Mars are high in calorie content and
thus they can be used as instant sources of energy, food to
quench hunger and others (Marschocolate.com 2019).
Furthermore, over the years the Mars had been able to maintain a
positive brand image and also the packaging plastic which is being
used by it are made by used plastic (Washingtonpost.com 2019).
In this regard, it needs to be said that the enterprise would have to
diversify its product portfolio to appeal to the different sections of
the population.
Price Mars follows a mid-premium policy so as to maintain an adequate
level of quality and also to ensure that the majority of the segments
of the population are being able to purchase the chocolate bars
offered by it (Ibisworld.com 2019). However, the usage of the cost
leadership is likely to help the enterprise to grab a larger number of
customers.
Promotion Mars takes the help of the tagline “A Mars a day helps you work,
rest and play” to create a special appeal for the chocolate bars
offered by it (Marschocolate.com 2019). Furthermore, it had been
seen that over the years the concerned enterprise had relied
heavily on traditional promotional measures. However, it is likely

that through the usage of digital marketing strategies the enterprise
would be able to reach out to a larger customer base and also to
effectively promote the chocolate bars offered by it.
Place An important aspect of the enterprise Mars is the fact that over the
years it had established its business headquarters in the different
nations of operations and this in turn had helped it to develop a
“robust distribution channel” (Washingtonpost.com 2019).
Furthermore, the enterprise needs to take the help of the
processes of e-procurement, time-based competition and others to
make its supply chain more effective and efficient.
People Mars had an effective marketing team which formulates different
kinds of marketing campaigns or advertisements taking into
account the target market or the customer base that the enterprise
focuses on (Gornall 2015). In addition to this, the concerned
enterprise needs to develop an effective customer care
department, the phone number of which would be mentioned on
each of the chocolate bar wrappers wherein the customers can call
and get their queries resolved.
Physical Evidence The chocolate bars are being packed in wrappers which are
manufactured from used plastic and the presence of a robust sales
team ensures that the enterprise is being able to offer the right kind
of experience to the customers (Washingtonpost.com 2019).
Furthermore, the enterprise needs to create online portal or its
website wherein the customers would be able to order the
chocolate bars.
Process The chocolate bars offered by the enterprise are customer-focused
and business lead. More importantly, the concerned enterprise
needs to regularly undertakes market researches to improve the
quality of the chocolate bars offered by it and also to integrate the
requirements of the customers within the chocolate bars offered by
it.
The marketing budget for successful launch of Mars Chocolate Bar in the target
market is indicated in the table below. Monthly budget has been scheduled for allocating the
estimated amount of expenses that is deemed necessary in promoting the product and to
attain growth in the revenue and the market share by estimated growth rate of 10% within

the 12 months span of marketing plan implementation. From preparing the projected
marketing budget below it is gathered that the estimated budget set for launching marketing
campaign of the product successfully is $ 240040 in the 1st year of product launch.

Running head: MARKETING STRATEGY AND PLAN
JAN FEB MAR Q1 TOTALS APR MAY JUN Q2 TOTALS JUL AUG SEPT Q3 TOTALS OCT NOV DEC Q4 TOTALS
National Marketing $ 600.00 $ 700.00 $ 800.00 $ 2,100.00 $ 850.00 $ 900.00 $ 1,000.00 $ 2,750.00 $ 900.00 $ 950.00 $ 1,000.00 $ 2,850.00 $ 800.00 $ 850.00 $ 900.00 $ 2,550.00 10,250.00$
Banner Ads $ 600.00 $ 700.00 $ 800.00 $ 2,100.00 $ 850.00 $ 900.00 $ 1,000.00 $ 2,750.00 $ 900.00 $ 950.00 $ 1,000.00 $ 2,850.00 $ 800.00 $ 850.00 $ 900.00 $ 2,550.00 10,250.00$
$ - $ - $ - $ - -$
$ - $ - $ - $ - -$
Local Marketing $ 910.00 $ 1,050.00 $ 1,190.00 $ 3,150.00 $ 1,050.00 $ 1,190.00 $ 1,330.00 $ 3,570.00 $ 1,190.00 $ 1,330.00 $ 1,470.00 $ 3,990.00 $ 1,330.00 $ 1,470.00 $ 1,610.00 $ 4,410.00 15,120.00$
Newspaper $ 300.00 $ 350.00 $ 400.00 $ 1,050.00 $ 350.00 $ 400.00 $ 450.00 $ 1,200.00 $ 400.00 $ 450.00 $ 500.00 $ 1,350.00 $ 450.00 $ 500.00 $ 550.00 $ 1,500.00 5,100.00$
In-Store M arketing $ 250.00 $ 300.00 $ 350.00 $ 900.00 $ 300.00 $ 350.00 $ 400.00 $ 1,050.00 $ 350.00 $ 400.00 $ 450.00 $ 1,200.00 $ 400.00 $ 450.00 $ 500.00 $ 1,350.00 4,500.00$
POP $ 360.00 $ 400.00 $ 440.00 $ 1,200.00 $ 400.00 $ 440.00 $ 480.00 $ 1,320.00 $ 440.00 $ 480.00 $ 520.00 $ 1,440.00 $ 480.00 $ 520.00 $ 560.00 $ 1,560.00 5,520.00$
$ - $ - $ - $ - -$
Public Relations $ 2,800.00 $ 3,100.00 $ 3,400.00 $ 9,300.00 $ 3,100.00 $ 3,400.00 $ 3,700.00 $ 10,200.00 $ 3,400.00 $ 3,700.00 $ 4,000.00 $ 11,100.00 $ 3,700.00 $ 4,000.00 $ 4,300.00 $ 12,000.00 42,600.00$
Public Events $ 300.00 $ 350.00 $ 400.00 $ 1,050.00 $ 350.00 $ 400.00 $ 450.00 $ 1,200.00 $ 400.00 $ 450.00 $ 500.00 $ 1,350.00 $ 450.00 $ 500.00 $ 550.00 $ 1,500.00 5,100.00$
Sponsorships $ 400.00 $ 450.00 $ 500.00 $ 1,350.00 $ 450.00 $ 500.00 $ 550.00 $ 1,500.00 $ 500.00 $ 550.00 $ 600.00 $ 1,650.00 $ 550.00 $ 600.00 $ 650.00 $ 1,800.00 6,300.00$
Press Releases $ 450.00 $ 500.00 $ 550.00 $ 1,500.00 $ 500.00 $ 550.00 $ 600.00 $ 1,650.00 $ 550.00 $ 600.00 $ 650.00 $ 1,800.00 $ 600.00 $ 650.00 $ 700.00 $ 1,950.00 6,900.00$
Webinars $ 500.00 $ 550.00 $ 600.00 $ 1,650.00 $ 550.00 $ 600.00 $ 650.00 $ 1,800.00 $ 600.00 $ 650.00 $ 700.00 $ 1,950.00 $ 650.00 $ 700.00 $ 750.00 $ 2,100.00 7,500.00$
Conferenc es $ 550.00 $ 600.00 $ 650.00 $ 1,800.00 $ 600.00 $ 650.00 $ 700.00 $ 1,950.00 $ 650.00 $ 700.00 $ 750.00 $ 2,100.00 $ 700.00 $ 750.00 $ 800.00 $ 2,250.00 8,100.00$
Client Events $ 600.00 $ 650.00 $ 700.00 $ 1,950.00 $ 650.00 $ 700.00 $ 750.00 $ 2,100.00 $ 700.00 $ 750.00 $ 800.00 $ 2,250.00 $ 750.00 $ 800.00 $ 850.00 $ 2,400.00 8,700.00$
$ - $ - $ - $ - -$
Content Marketing $ 930.00 $ 1,100.00 $ 1,270.00 $ 3,300.00 $ 1,100.00 $ 1,270.00 $ 1,440.00 $ 3,810.00 $ 1,270.00 $ 1,440.00 $ 1,610.00 $ 4,320.00 $ 1,440.00 $ 1,610.00 $ 1,780.00 $ 4,830.00 16,260.00$
Sponsored Content $ 250.00 $ 280.00 $ 310.00 $ 840.00 $ 280.00 $ 310.00 $ 340.00 $ 930.00 $ 310.00 $ 340.00 $ 370.00 $ 1,020.00 $ 340.00 $ 370.00 $ 400.00 $ 1,110.00 3,900.00$
Landing Page $ 300.00 $ 380.00 $ 460.00 $ 1,140.00 $ 380.00 $ 460.00 $ 540.00 $ 1,380.00 $ 460.00 $ 540.00 $ 620.00 $ 1,620.00 $ 540.00 $ 620.00 $ 700.00 $ 1,860.00 6,000.00$
White Papers / ebooks $ 380.00 $ 440.00 $ 500.00 $ 1,320.00 $ 440.00 $ 500.00 $ 560.00 $ 1,500.00 $ 500.00 $ 560.00 $ 620.00 $ 1,680.00 $ 560.00 $ 620.00 $ 680.00 $ 1,860.00 6,360.00$
$ - $ - $ - $ - -$
Q3 Q4 FISCAL YEAR
TOTALS
CATEGORY Q1 Q2
Social Media $ 2,350.00 $ 2,670.00 $ 2,990.00 $ 8,010.00 $ 2,670.00 $ 2,990.00 $ 3,310.00 $ 8,970.00 $ 2,990.00 $ 3,310.00 $ 3,630.00 $ 9,930.00 $ 3,310.00 $ 3,630.00 $ 3,950.00 $ 10,890.00 37,800.00$
Tw itter $ 300.00 $ 350.00 $ 400.00 $ 1,050.00 $ 350.00 $ 400.00 $ 450.00 $ 1,200.00 $ 400.00 $ 450.00 $ 500.00 $ 1,350.00 $ 450.00 $ 500.00 $ 550.00 $ 1,500.00 5,100.00$
Fac ebook $ 340.00 $ 400.00 $ 460.00 $ 1,200.00 $ 400.00 $ 460.00 $ 520.00 $ 1,380.00 $ 460.00 $ 520.00 $ 580.00 $ 1,560.00 $ 520.00 $ 580.00 $ 640.00 $ 1,740.00 5,880.00$
Pinterest $ 380.00 $ 420.00 $ 460.00 $ 1,260.00 $ 420.00 $ 460.00 $ 500.00 $ 1,380.00 $ 460.00 $ 500.00 $ 540.00 $ 1,500.00 $ 500.00 $ 540.00 $ 580.00 $ 1,620.00 5,760.00$
Instagram $ 400.00 $ 450.00 $ 500.00 $ 1,350.00 $ 450.00 $ 500.00 $ 550.00 $ 1,500.00 $ 500.00 $ 550.00 $ 600.00 $ 1,650.00 $ 550.00 $ 600.00 $ 650.00 $ 1,800.00 6,300.00$
Google+ $ 450.00 $ 500.00 $ 550.00 $ 1,500.00 $ 500.00 $ 550.00 $ 600.00 $ 1,650.00 $ 550.00 $ 600.00 $ 650.00 $ 1,800.00 $ 600.00 $ 650.00 $ 700.00 $ 1,950.00 6,900.00$
LinkedIn $ 480.00 $ 550.00 $ 620.00 $ 1,650.00 $ 550.00 $ 620.00 $ 690.00 $ 1,860.00 $ 620.00 $ 690.00 $ 760.00 $ 2,070.00 $ 690.00 $ 760.00 $ 830.00 $ 2,280.00 7,860.00$
Online $ 1,750.00 $ 2,000.00 $ 2,250.00 $ 6,000.00 $ 2,000.00 $ 2,250.00 $ 2,500.00 $ 6,750.00 $ 2,250.00 $ 2,500.00 $ 2,750.00 $ 7,500.00 $ 2,500.00 $ 2,750.00 $ 3,000.00 $ 8,250.00 28,500.00$
Blog $ 250.00 $ 300.00 $ 350.00 $ 900.00 $ 300.00 $ 350.00 $ 400.00 $ 1,050.00 $ 350.00 $ 400.00 $ 450.00 $ 1,200.00 $ 400.00 $ 450.00 $ 500.00 $ 1,350.00 4,500.00$
Website $ 300.00 $ 350.00 $ 400.00 $ 1,050.00 $ 350.00 $ 400.00 $ 450.00 $ 1,200.00 $ 400.00 $ 450.00 $ 500.00 $ 1,350.00 $ 450.00 $ 500.00 $ 550.00 $ 1,500.00 5,100.00$
M obile App $ 350.00 $ 400.00 $ 450.00 $ 1,200.00 $ 400.00 $ 450.00 $ 500.00 $ 1,350.00 $ 450.00 $ 500.00 $ 550.00 $ 1,500.00 $ 500.00 $ 550.00 $ 600.00 $ 1,650.00 5,700.00$
M obile Alerts $ 400.00 $ 450.00 $ 500.00 $ 1,350.00 $ 450.00 $ 500.00 $ 550.00 $ 1,500.00 $ 500.00 $ 550.00 $ 600.00 $ 1,650.00 $ 550.00 $ 600.00 $ 650.00 $ 1,800.00 6,300.00$
Email New sletter $ 450.00 $ 500.00 $ 550.00 $ 1,500.00 $ 500.00 $ 550.00 $ 600.00 $ 1,650.00 $ 550.00 $ 600.00 $ 650.00 $ 1,800.00 $ 600.00 $ 650.00 $ 700.00 $ 1,950.00 6,900.00$
$ - $ - $ - $ - -$
Advertising $ 2,120.00 $ 2,270.00 $ 2,420.00 $ 6,810.00 $ 2,270.00 $ 2,420.00 $ 2,570.00 $ 7,260.00 $ 2,420.00 $ 2,570.00 $ 2,720.00 $ 7,710.00 $ 2,570.00 $ 2,720.00 $ 2,870.00 $ 8,160.00 29,940.00$
Online $ 320.00 $ 350.00 $ 380.00 $ 1,050.00 $ 350.00 $ 380.00 $ 410.00 $ 1,140.00 $ 380.00 $ 410.00 $ 440.00 $ 1,230.00 $ 410.00 $ 440.00 $ 470.00 $ 1,320.00 4,740.00$
Print $ 380.00 $ 400.00 $ 420.00 $ 1,200.00 $ 400.00 $ 420.00 $ 440.00 $ 1,260.00 $ 420.00 $ 440.00 $ 460.00 $ 1,320.00 $ 440.00 $ 460.00 $ 480.00 $ 1,380.00 5,160.00$
Outdoor $ 430.00 $ 460.00 $ 490.00 $ 1,380.00 $ 460.00 $ 490.00 $ 520.00 $ 1,470.00 $ 490.00 $ 520.00 $ 550.00 $ 1,560.00 $ 520.00 $ 550.00 $ 580.00 $ 1,650.00 6,060.00$
Radio $ 470.00 $ 500.00 $ 530.00 $ 1,500.00 $ 500.00 $ 530.00 $ 560.00 $ 1,590.00 $ 530.00 $ 560.00 $ 590.00 $ 1,680.00 $ 560.00 $ 590.00 $ 620.00 $ 1,770.00 6,540.00$
Telev ision $ 520.00 $ 560.00 $ 600.00 $ 1,680.00 $ 560.00 $ 600.00 $ 640.00 $ 1,800.00 $ 600.00 $ 640.00 $ 680.00 $ 1,920.00 $ 640.00 $ 680.00 $ 720.00 $ 2,040.00 7,440.00$
$ - $ - $ - $ - -$
$ - $ - $ - $ - -$
Web $ 680.00 $ 800.00 $ 920.00 $ 2,400.00 $ 800.00 $ 920.00 $ 1,040.00 $ 2,760.00 $ 920.00 $ 1,040.00 $ 1,160.00 $ 3,120.00 $ 1,040.00 $ 1,160.00 $ 1,280.00 $ 3,480.00 11,760.00$
Development $ 180.00 $ 220.00 $ 260.00 $ 660.00 $ 220.00 $ 260.00 $ 300.00 $ 780.00 $ 260.00 $ 300.00 $ 340.00 $ 900.00 $ 300.00 $ 340.00 $ 380.00 $ 1,020.00 3,360.00$
Pay-Per-Clic k M arketing $ 220.00 $ 270.00 $ 320.00 $ 810.00 $ 270.00 $ 320.00 $ 370.00 $ 960.00 $ 320.00 $ 370.00 $ 420.00 $ 1,110.00 $ 370.00 $ 420.00 $ 470.00 $ 1,260.00 4,140.00$
SEO $ 280.00 $ 310.00 $ 340.00 $ 930.00 $ 310.00 $ 340.00 $ 370.00 $ 1,020.00 $ 340.00 $ 370.00 $ 400.00 $ 1,110.00 $ 370.00 $ 400.00 $ 430.00 $ 1,200.00 4,260.00$
$ - $ - $ - $ - -$
$ - $ - $ - $ - -$
Market Research $ 350.00 $ 440.00 $ 530.00 $ 1,320.00 $ 440.00 $ 530.00 $ 620.00 $ 1,590.00 $ 530.00 $ 620.00 $ 710.00 $ 1,860.00 $ 710.00 $ 3,280.00 $ 710.00 $ 4,700.00 9,470.00$
Surveys $ 200.00 $ 240.00 $ 280.00 $ 720.00 $ 240.00 $ 280.00 $ 320.00 $ 840.00 $ 280.00 $ 320.00 $ 360.00 $ 960.00 $ 360.00 $ 1,680.00 $ 360.00 $ 2,400.00 4,920.00$
Impac t Studies $ 150.00 $ 200.00 $ 250.00 $ 600.00 $ 200.00 $ 250.00 $ 300.00 $ 750.00 $ 250.00 $ 300.00 $ 350.00 $ 900.00 $ 350.00 $ 1,600.00 $ 350.00 $ 2,300.00 4,550.00$
$ - $ - $ - $ - -$
Sales Campaigns $ 1,050.00 $ 1,220.00 $ 1,390.00 $ 3,660.00 $ 1,220.00 $ 1,390.00 $ 1,560.00 $ 4,170.00 $ 1,390.00 $ 1,560.00 $ 1,730.00 $ 4,680.00 $ 1,560.00 $ 1,730.00 $ 1,900.00 $ 5,190.00 17,700.00$
C ampaign A $ 180.00 $ 200.00 $ 220.00 $ 600.00 $ 200.00 $ 220.00 $ 240.00 $ 660.00 $ 220.00 $ 240.00 $ 260.00 $ 720.00 $ 240.00 $ 260.00 $ 280.00 $ 780.00 2,760.00$
C ampaign B $ 200.00 $ 220.00 $ 240.00 $ 660.00 $ 220.00 $ 240.00 $ 260.00 $ 720.00 $ 240.00 $ 260.00 $ 280.00 $ 780.00 $ 260.00 $ 280.00 $ 300.00 $ 840.00 3,000.00$
C ampaign C $ 210.00 $ 250.00 $ 290.00 $ 750.00 $ 250.00 $ 290.00 $ 330.00 $ 870.00 $ 290.00 $ 330.00 $ 370.00 $ 990.00 $ 330.00 $ 370.00 $ 410.00 $ 1,110.00 3,720.00$
C ampaign D $ 220.00 $ 270.00 $ 320.00 $ 810.00 $ 270.00 $ 320.00 $ 370.00 $ 960.00 $ 320.00 $ 370.00 $ 420.00 $ 1,110.00 $ 370.00 $ 420.00 $ 470.00 $ 1,260.00 4,140.00$
C ampaign E $ 240.00 $ 280.00 $ 320.00 $ 840.00 $ 280.00 $ 320.00 $ 360.00 $ 960.00 $ 320.00 $ 360.00 $ 400.00 $ 1,080.00 $ 360.00 $ 400.00 $ 440.00 $ 1,200.00 4,080.00$
$ - $ - $ - $ - -$
Other $ 1,370.00 $ 1,510.00 $ 1,650.00 $ 4,530.00 $ 1,510.00 $ 1,650.00 $ 1,790.00 $ 4,950.00 $ 1,650.00 $ 1,790.00 $ 1,930.00 $ 5,370.00 $ 1,790.00 $ 1,930.00 $ 2,070.00 $ 5,790.00 20,640.00$
Premiums $ 300.00 $ 330.00 $ 360.00 $ 990.00 $ 330.00 $ 360.00 $ 390.00 $ 1,080.00 $ 360.00 $ 390.00 $ 420.00 $ 1,170.00 $ 390.00 $ 420.00 $ 450.00 $ 1,260.00 4,500.00$
C orporate Branding $ 320.00 $ 350.00 $ 380.00 $ 1,050.00 $ 350.00 $ 380.00 $ 410.00 $ 1,140.00 $ 380.00 $ 410.00 $ 440.00 $ 1,230.00 $ 410.00 $ 440.00 $ 470.00 $ 1,320.00 4,740.00$
Business C ards $ 350.00 $ 390.00 $ 430.00 $ 1,170.00 $ 390.00 $ 430.00 $ 470.00 $ 1,290.00 $ 430.00 $ 470.00 $ 510.00 $ 1,410.00 $ 470.00 $ 510.00 $ 550.00 $ 1,530.00 5,400.00$
Signage $ 400.00 $ 440.00 $ 480.00 $ 1,320.00 $ 440.00 $ 480.00 $ 520.00 $ 1,440.00 $ 480.00 $ 520.00 $ 560.00 $ 1,560.00 $ 520.00 $ 560.00 $ 600.00 $ 1,680.00 6,000.00$
$ - $ - $ - $ - -$
$ - $ - $ - $ - -$
TOTALS 14,910.00$ 16,860.00$ 18,810.00$ 50,580.00$ 17,010.00$ 18,910.00$ 20,860.00$ 56,780.00$ 18,910.00$ 20,810.00$ 22,710.00$ 62,430.00$ 20,750.00$ 25,130.00$ 24,370.00$ 70,250.00$ 240,040.00$

1MARKETING STRATEGY AND PLAN
Action
Mars for the effective attainment of the above-mentioned tactics needs to take
different actions for each of the tactics which are listed below-
Product Mars needs to take the help of the product diversification
Price Usage of cost leadership strategy
Promotion Usage of digital marketing strategies
Place Usage of e-procurement, time-based competition
People Development of an effective customer care department
Physical
Evidence
Creation of an online portal from where the customers would be able to
order the chocolate bars offered by the enterprise
Process Usage of the processes of market researches to improve the quality of
the chocolate bars offered by it.
Control
The two key performance indicators (KPIs) that the enterprise Mars needs to
formulate on the basis of the marketing objectives that have been formulated are listed
below-
 Collection of customer feedback: This is likely to enable the enterprise to
understand the extent to which the customers have become aware of the concerned
enterprise and also the chocolate bars offered by it. Thus, the results of the feedback
would help the enterprise to know the extent to which the customers have become
aware regarding the enterprise and the services offered by it.
 Analysis of customer acquisition: The product diversification will be used by the
enterprise to enhance its customer base. Thus, an analysis of the new customers
that the concerned enterprise had been able to acquire in 6 months would give an
idea about the success of the usage of the strategy.
KPI Month
1
Month
2
Month
3
Month 4 Month
5
Month
6
Collection of customer
feedback
5% 10% 25% 40% 55% 80%
Analysis of customer
acquisition
10% 15% 20% 25% 35% 50%

2MARKETING STRATEGY AND PLAN
Conclusion and Recommendations
To conclude, the process of marketing management had become an important one
that the different business enterprises needs to use for the attainment of the desired level of
success. Furthermore, for the effective usage of this process the business enterprises need
to formulate different marketing objectives on the basis of the results that they have got from
the analysis of the external environment of their business operations. More importantly, the
enterprises are also required to formulate or design strategies or tactics for effective
attainment of the marketing objectives that they have formulated. In addition to these, the
enterprises also need to take the help of adequate control measures and also formulate
KPIs to analyse the success that they have attained. These aspects of the process of
marketing management become apparent from the above analysis of the enterprise Mars
and the chocolate bars that it offers. Two of the most important measures that the enterprise
can use for the enhancement of its business prospects in Singapore are listed below-
 Mars can take the help of the product diversification strategy to enhance the variety
of chocolate bars offered by it which in turn will enable it to attract more customers
and thereby overcome business competition in Singapore.
 Mars can take the help of different digital marketing strategies for effectively
promoting the chocolate bars offered by it which in turn would enable it to mitigate
the adverse effects of the fierce business competition in Singapore.

3MARKETING STRATEGY AND PLAN
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4MARKETING STRATEGY AND PLAN
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