Page 4: Penetrating the market
It is not always easy to penetrate an existing market. Although Mars has transformed the ice cream market, it had initially to compete against established relationships and vested interests in this market. The biggest stumbling block for Mars was in getting its Mars ice cream bars into retail outlets.
Walls, which had the giant's share of the impulse market (lollies and ice creams bought from shops for immediate consumption) and Nestlé's Lyons Maid, supplied freezers free of charge to small retailers and corner shops on condition that they stock only their ice cream in the cabinet. Not only did they supply freezers to shops; they also maintained and serviced them. The shop just had to pay the electricity bill.