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.

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.

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.