(Content) Marketing in practice – Marketing at Mars
Being the biggest chocolate manufacturer in the world, Mars has been practicing marketing for about 100 years already. The Mars marketing principles are based on the (scientific) theories of Byron Sharp, Professor of Marketing Science at the Ehrenberg-Bass Institute.
This masterclass will start by guiding you through the Mars Laws of Growth, which are used globally by Mars associates in daily practice. Of course we will also show you how these theories are used in our (day to day) brand communication and marketing campaigns.
Afterwards we’ll dive deeper in some campaigns of M&M’s and Snickers, which were specifically created to target a younger audience. These campaigns used new media and unique content in order to address this – hard to reach – target group
We are Mars
Mars was founded in 1911 when Frank C. Mars started selling home-made candy in Tacoma, Washington, USA. Our family-owned business moved to the UK and in 1962 Forrest Mars Jr. built the biggest chocolate bar factory in the world in Veghel, the Netherlands. Today we are one of the largest privately owned businesses in the world with net sales of over $33 billion! We operate in 74 countries with more than 346 locations and own many household name brands. The biggest brands internationally are PEDIGREE®, ROYAL CANIN®, M&M’s®, SNICKERS® and DOVE®.
Mars, Incorporated is one of the world’s leading branded manufactures. All the choices we make are guided by our Five Principles: Quality, Responsibility, Mutuality, Efficiency and Freedom. We refer to our people as Associates instead of employees, because we ask people to govern the business as if it is their own, to make quality decisions, to be accountable for upholding our values and high standards and to treat others appropriately. Our goal is to create growth we are proud of by being the most mutual company in the world.
Not just right for the role, but right for Mars
A fundamental belief that acts as a foundation of recruitment at Mars is “Not just right for the role, but right for Mars”. We have the intention to create long-term mutual relationships, not just a job that fits for the short-term. Next to having the right functional or technical competencies for a job it is critical to select Associates that fit a combination of culture, leadership and calibre.
Mars offers internships in sales, marketing and category management. Based on mutuality you have the responsibility to perform certain daily tasks and the freedom to work on your thesis. It is a great opportunity to learn and grow.
Our talent philosophy says: “Our goal is to promote from within and fill leadership positions internally. Therefore we focus on recruitment at an early career stage and on developing potential leaders for the present and the future.”
Recruitment team: +31 (0) 413383730.
Associates: 1.500 Associates in the Netherlands, more than 100.000 Associates globally
Location headquarters: Veghel, the Netherlands
Starters: 25 university starters each year
Internships: 12 per year