Case studies in Business Case Studies
Edition 8 Getting the right message across - the re-launch of Mars
This product launch case study explains the reasons why Masterfoods had to re-position the Mars bar. It also focuses on how it used public relations to gain the positive support of new and existing customers when it re-launched the Mars bar in March 2002.
Edition 4 Growing a brand through portfolio management
This product launch case study examines how Pedigree Masterfoods relaunched the Dolmio brand to regain the initiative in the competitive market in which it operates.
Edition 1 How Mars transformed the ice cream market
This marketing strategies case study focuses on a particular sector of the ice cream market - impulse ice cream - and outlines some of the challenges Mars has faced in entering this market.