2. The real reason why Mars enterprises have been developing for a hundred years is that they are still thriving is their unique corporate culture-the five principles of Mars. These five principles are: quality, responsibility, mutuality, efficiency and freedom.
Quality: "customer first" is our belief; It is our job to maintain high quality; It is our goal to make the products value for money.
Responsibility: as individuals, we ask everyone to do their best; As colleagues, we support other colleagues to do their part.
Reciprocity: Reciprocity means sharing benefits; The benefits that can be shared will last.
Efficiency: We make full use of all resources and never waste them; To make the best use of people and materials. Autonomy: We need independence to shape our future; We need profits to stay independent.
Mars believes that once the brand power is greatly weakened, any powerful company will become "worthless" in front of the terminal. Mars' terminal management always adheres to two principles: First, the terminal market does not invest huge sums of money.
Fees and exhibition fees: Second, terminal promotion is not aimed at pursuing short-term sales. Mars' terminal operation does not rely too much on sales, but the ultimate goal is to promote brand building.
The combination of the unique brand logo and the pleasant sense of taste has made Mars both "comprehensive" and "outstanding" in the past 100 years, firmly grasping the essence of the changes in the chocolate age. Mars company formulates the core functions of products according to the needs of different consumers and responds to the different needs of consumers. Different consumers can choose Mars products according to their own needs.
Brand positioning: energy, exercise, sweeping hunger.
Chocolate is the main product of Mars enterprises. Mars chocolate business is headquartered in Mount Olive, New Jersey, USA. As one of the top chocolate manufacturers in the world, M& Chocolate has 1 10 global brands including: M&; M'S, SNICKERS Snickers, DOVE Dove, GALAXY, MARS, MILKY WAY and TWIX, etc.
Snickers: (English: snickers) is a kind of chocolate bar, which contains nougat composed of roasted peanuts and caramel, and is wrapped with milk chocolate [1]. It can sweep away hunger anytime and anywhere, replenish energy, and bring great satisfaction to consumers.
1. Hungry, eat it-eat it. Hungry, eat it-eat it-Snickers!
The phrase "Eat it", with repeated rhetoric, reflects the deliciousness of the product in a strong but lively tone. Again, with rhetorical questions and repeated rhetoric, the overall atmosphere is more intense, which sets off a full atmosphere. As if the reader were there, he can't help feeling that he wants to eat it.
2. Snickers, sweep away hunger and be yourself;
Snickers, sweeping hunger, infinite vitality;
Snickers, really exciting.
The product positioning of Snickers is directly expressed by declaratory means, and it is used in video advertisements to deepen consumers' deep understanding of the function of Snickers.
① product slogan? Expression style
1. Short sentence: Are you hungry?
2. Short sentences: Snickers arrive, and you wait for the hungry bully to return to his place quickly? (poetic)
3. Corporate brand+single sentence: Snickers, fill your stomach (statement)?
② the source of advertising language creation
1. Are you hungry?
Snickers brand positioning focuses on: energy, sports, sweeping hunger. And my creation-are you hungry? ! Choosing a colloquial expression can directly point to people's hearts, and people's impression of being hungry is directly associated with Snickers. Is the question mark asking if you are hungry? The exclamation point is amazing. You must be hungry.
2. Snickers arrive, and you will return to your place quickly.
The creation mainly comes from the reverie about "hunger", which is associated with the bully-"hungry bully".
This creation adopts anthropomorphic and homophonic methods to arouse people's imagination, which makes Snickers vividly displayed as a hero image to eliminate hunger, which makes people laugh and deepen their goodwill towards Snickers.
3. Snickers, fill your stomach.