Joshua S. Neeper

• Established in 1911 by Frank C. Mars

• International Confectionary Company

• Based in McLean, Virginia, Mars has net sales of more than $30 billion, six business segments including Chocolate, Petcare, Food, Gum & Confections, and Symbioscience, and more than 65,000 Associates

CandyM&M’sMilky Way3 Musketeers Mars BarMunch Bar SkittlesStarburstTwixDoveSnickers

GumExtraOrbitWrigleyDoublemintSpearmintJuicy Fruit

Pet ProductsCanin WhiskasRoyal Pedigree

Food &Beverage Flavia CirkuHealthSnickers Ice CreamTwix Ice Cream Uncle Ben’s Rice

Each brand also has several product lines that branch off.

Introducing Mars’s newest product, Starburst Performance drink to enter into a new market of product manufacturing but targeting most of the existing consumers that use Mars products while incorporating e-commerce marketing to increase sales for all brands.

Investment of $50 million

1. Market only has two competitors: Gatorade and PowerAde, that compete for the same target market but no attempt has been made to threaten their market share, until now.

2. Creates new online marketing strategies, international commercials, endorsements, and sporting event sponsoring3. Designed to track multiple realms of analytics in regards to:

• Online traffic• Sales• Awareness• Loyalty• Effectiveness

• Starburst Performance is a new performance drink that competes directly with Gatorade & PowerAde

• Developed by Mars’s Symbio-Science division• Engineered to optimize every athletes’ pre & post

game/ training• Duplicates the original Starburst flavors • Packed with amino acids, proteins, B12 vitamins

& Mars’s secret performance blend• Bottled and powered options available

(all information below attained from http://researchwikis.com/Sports_Drink_Market)

Sports Drink Market

• $300 billion sales worldwide in 2005

• North America accounted for roughly 49% consumption in 2005

• Asia Pacific region accounted for a 38% share in global consumption in 2005

• Japan ranked second to the U.S. in terms of per capita consumption, but China is assumed to overtake Japan as Asia Pacific's leading consumer by volume in year 2010

• 2003, Germany was the leading market for sports drinks in Western Europe followed by Italy then the U.K

(all information below attained from http://researchwikis.com/Sports_Drink_Market)

Global functional drink volume (millions of liters)

CATEGORY 2006 FORECAST 2011

SPORTS DRINKS 9,870.6 13,301.70ENERGY DRINKS 2,429.4 3,534.10ELIXIRS 320.7 366.10

TOTAL 12,620.7 17,201.9

Sports Beverage Market(Source: Euromonitor International, 2007)Wholesale Dollars (in US billion)

1997 $1.481998 $1.691999 $1.872000 $2.012001 $2.182002 $2.41

19%34%

47%

0

10

20

30

40

50

Cadbury Gatorade Powerade2006

Sports• Football http://blogs.loc.gov

“In 1985 there were 509 football teams in the NCAA and in 2008 the number had grown to 628 teams. During this same period of time attendance at these games increased by about 40% from 34,952,000 in 1985 to 48,839,000 in 2008.”

Soccer Facts from: http://usa.usembassy.de/sports-soccer.htm

• An estimated 18,188 women played soccer in the three college divisions in 2001, compared with 17,788 in track and field

• “Of the 18 million Americans who play soccer, 78% are under the age of eighteen. In the 1990s, soccer was recognized as the fastest-growing college and high school sport in the United States.”

• “The 300,000 soccer clubs worldwide are comprised of 240 million players, 30 million of which are women.”

• 1985 there were approximately 17 million golfers in the U.S. playing over 414 million rounds of golf, at over 12,000 facilities.

• 2003 the numbers had climbed to over 27 million golfers playing almost half a million rounds, at almost 16,000 facilities.

Golf Facts from: http://www.loc.gov/rr/business/BERA/issue3/golf.html

• 2002 the number of men playing was just over 6 million, compared to almost 5 million women players

Tennis Facts from: http://www.loc.gov/rr/business/BERA/issue3/tennis.html

General Facts• “In 2003, 58 percent of boys and 51

percent of girls in high school played on a sports team.”

• “About $1 billion in athletic scholarships are awarded through the National Collegiate Athletic Association (NCAA) each year. Over 126,000 student-athletes receive either a partial or a full athletic scholarship.”

General Facts from: http://usa.usembassy.de/sports-youth.htm

Targeted Sports

Soccer Baseball BasketballNascar BassmasterHockey Lacrosse Tennis Track & Field Football

All sports will be targeted and marketed: • Youth• Collegiate• Professional level

Psychographics• Physical Activity• Healthy Products• Modern Supplement• Relevant

Merchandise

AthletesAges from 5 to 50Jr. High High SchoolClub SportsCollegiate Minor LeagueProfessional Hobby

• They enjoy sports • They train/ workout regularly • Hard Working • Push the limit of the human

body every day• Come from all across the

world • Have passion• Have love• Intense workouts

Off-Line Behavior• Team Orientated – School, Professional, etc.• Look to satisfy needs:• Hydration• Natural Energy• An alternative to water, which is perceived as

bland• Healthy option for “re-fueling” during physical

activity• Require large amounts of fluid intake• Younger, venturesome, and recreational

• They live a very busy life style, constantly working, training and being active

• Travel very heavily especially when the athletes get older

On-Line Behavior• Reliant on peers for information• Heavy users of social media• Appeal to loyalty/rewards

programs

• More convenience oriented• Stay up to date with sports • Avid ESPN viewers • Watch several sports videos

Competitive AnalysisOn-Line & Off-Line Competition

Pepsi, Co.• Gatorade

Coca Cola• PowerAde

Off-Line Marketing PlanObjectives • Launch Starburst Performance TV commercials in 5

international regions• Launch a Mars TV commercial in U.S. • Synergize all brands while associating them with

Mars• Highlight all the GOOD that Mars has done since its

beginning • Own the largest solar grid in the U.S.• Charity Donations

Mars’s 5 Principles •Quality•Responsibility •Mutuality •Efficiency•Freedom

• Awards

Goals

• Starburst Performance ($500,000,000 in first year sales)

• Increase overall sales of the company by 20%• Increase each brand’s sales by at least 3% world

wide• Generate Starburst Performance sales in 5 countries

within first yearo U.S.o Chinao U.Ko Russiao Australia

Off-Line Sales Force

Sales Force: Compiled of the company’s best

sales people In charge of:

o Distribution of sampleso University relations/sellingo Professional team liaisons

• Traveling up to 70% of the time

Crucial Off-Line Issue

Mars & Pepsi use the same company (BBDO) to create and design commercials.

Conflict of interests could be a problem.

On-Line Marketing PlanCreate Synergy between Mars’s Corporate website and all of their brandsObjectives

Synchronize all online presence for quicker publication Drive all traffic to the corporate web site Increase presence and brand association to Mars and all of their

products Create a Youtube, Facebook and Twitter page for Starburst

Performance

Goals Increase each brand’s sales by at least 3% world wide Generate a total 1,000,000 hits per day to the corporate website Generate no less than 300,000 hits per day for Starburst Performance Increase brand awareness and loyalty for all Mars Products

Advertising & Traffic DriversAll traffic drivers will include Google Business Solutions

Ad Words Ad Sense Analytics Website Optimizer

On-Line Measurements Stickiness

Conversion Rates Average Time on Site Brand Awareness Referring sites Geographical Areas

1. Facebook Each brand/product has their own Facebook page As far as we know they do not participate in Facebook Ads

2. Youtube Mars already has product commercials on Youtube We plan on making all of our TV commercials available for view on YouTube We will not spend money on advertising on Youtube such as: commercials before

videos start or pop up ads during videos

3. My Space will not be a part of our online campaign

4. Twitter Design Starburst Performance Twitter page. Fans can follow and receive instant news and updates when on the go

5. Mars.com (Corporate Website) Offer RSS feeds for fans These feeds will allow others to get the latest news and product info through e-mail,

mobile devices and/or your e-mail home page

Professional Team sponsorships University Sponsorships 2 Professional Athlete

Endorsementso 1 Maleo 1 Female

Saturated Online Advertising Targeted Sports Advertising

o TV Commercials E-commerce Team Sales Force Mars’s international presence

Marketing Campaign Budget Mars / Starburst Performance Total Budget: $ 50 Million

Professional Athlete Sponsorship

Male $ 7,500,000 Female $ 5,500,000

Total: $ 13,000,000

University Sponsorship Univ. of Texas $ 2,500,000

Penn. State $ 2,500,000 Univ. of So. Cal. $ 2,500,000

Univ. of Conn. $ 2,500,000 Total: $ 10,000,000

Professonal Team

Sponsorship

MLB Texas Rangers $ 3,000,000

NFL- Arizona Cardinals $ 3,000,000 Dallas Cowboys $ 3,000,000

MLS

N.E. Revolution $ 2,000,000 Chicago Fire $ 2,000,000

Portland Timbers $ 2,000,000

U.K Rugby England Elite $ 2,500,000

English Premier League ? Depending on Laws Austrailia – Rugby

National Team $ 2,500,000 Total: $ 20,000,000

Samples Universities $ 1,000,000

High-Schools $ 1,000,000 Total: $ 2,000,000

T.V. - :30spot U.S. - Starburst Comm. $ 450,000

U.S. - Mars Comm. $ 350,000 China Comm. $ 400,000

Russia Comm. $ 400,000 U.K. Comm. $ 400,000

Australia Comm. $ 500,000 Total: $ 2,500,000

Operations Expenses Sales Team $ 1,000,000

Travel Costs $ 500,000 E - Commerce Team $ 1,000,000

Total: $ 2,500,000 Total Budget: $ 50,000,000

The entire plan needs to go through the legal department since this area is not our specialty. Make decision regarding BBDO’s conflict of interests Endorsement contracts College/University Sponsorships Copy Right Issues Patents Nutrition USDA FDA Marketing Laws on an International Level

Closing Statements

- Enormous market and opportunity - 2 competitors: Gatorade and PowerAde - Gatorade does not have money or resources to compete with Mars or the Mars family regarding cash - Low manufacturing investment - Product distribution partnership with Budweiser