Helping a mass market confectionery company become a specialist chocolatier.
The Challenge
Mars confectionery is close to the heart of many confectionery lovers. Its high quality products are firm favourites and have stood the test of changing times. But though the products have not lost their appeal, new market opportunities have opened up particularly in the specialised sector. Can a large confectionary company firmly rooted in family favourites create new opportunities?
The Opportunity
Working with some of the disruption marketeers from Mars the innovation team went through a thorough immersion process. Understanding the market, trends, exploring the supply chain, retailers, speciality retailers, mass market outlets. Understanding and distilling the future of such a big category, where opportunities lay and what barriers needed to be overcome became a huge logistical and strategic challenge.
The Solution
Working through a series of group sessions and in-depth consultative workshops across all stakeholders, new strategic opportunities were mapped out. Following further testing and research, a diversification strategy was implemented, not least of which were launches within and development of the Seeds of Change ethical range.
