Dove, Snickers, M&M’S, Rainbow Sugar, Yida, Baolu, Weijia … … You must have heard of these brands, their brand value is more than 1 billion US dollars, but perhaps you do not know that they belong to Mars.
It is the world’s largest private company. Since its inception, it has not been listed; it is also the world’s largest candy manufacturer and chocolate producer; but it is mysterious and low-key, rarely interviewed by the media, not willing Publish financial statements, even for banks.
How did Mars build a candy empire in 1911?
Father and son are not and are driven out of their homes
Mars is the first to rely on Selling chocolate started.
Founder Frank · Mars began to learn chocolate with her mother, and at the age of 19 she began to sell chocolate for a living. After marriage, Frank and his wife tried candy making and selling at home in the kitchen. Later, Frank also operated a number of candy companies, but all ended in failure. The wife also divorced him and took his son, Frost, to Canada.
After remarriage, in 1911, Frank founded a company called Mar-O-Bar, the predecessor of Mars, to produce a candy made from a mixture of caramel, nuts and chocolate.
But Frank’s business did not improve much until 1923, when Frank reunited with his 13-year-old son. Frist, who is only 19 years old, proposed to his father to make a chocolate malt drink into a portable product. Frank adopted his son’s advice, and this product later became Mars’ classic product & mdash; — & ldquo;
At the time, the candy was not easy to preserve, and the galaxy bar was covered with chocolate to keep the candy bar fresh. Moreover, the candy bar was cheaper to make, but the taste was not lost. “The Galaxy Bar is very popular, and Mars is beginning to emerge in the candy industry.
Forest · Mars
1927, Mar-O-Bar Officially renamed Mars, the factory moved from Minneapolis to the relatively low-cost Chicago West. Since then, Mars has produced Snickers and chocolate bars, and became the second largest candy manufacturer in the United States at the time.
Behind the prosperous, this father and son are full of contradictions. Because of the many failures that have been experienced before, Frank never thought that a small chocolate workshop could develop to such a scale, and it would become a little rich and comfortable, and live a comfortable life of champagne and caviar; Friest is the opposite, he Constantly persuaded his father to expand the scale and expand into Canada.
After many arguments, Frank finally couldn’t bear it. He expelled Forrest from the house and only gave him $550,000 and the overseas sales rights of the Galaxy.
Starting at $50,000 to produce chocolate beans for military service
In the 1930s, the European chocolate market was far more prosperous than the United States, and Forrest focused on the European market. .
In 1932, he went to the United Kingdom with $50,000 to create the Forrest · Mars Food Manufacturing Company; and based on the tastes of the British, he improved the formula of the Galaxy Rod and launched the British version. “Galaxy stick, named “Mars stick.” “Mars sticks a market, sales continue to soar, in just three years, the first bucket of gold earned by Forrest is several times the father’s industry. By 1939, Forest’s company had become the third largest candy manufacturer in the UK.
Subsequently, when World War II broke out, the British government began to impose high taxes on foreigners, foreign companies retreated, and Forest returned to the United States.
But with a keen business sense, Forest found business opportunities in the war.
He found that soldiers often eat a chocolate chip wrapped in thick icing, and the military chocolate is One of the US military standard rations. At that time, most of the chocolates sent to the US military were produced by Hershey, the world’s largest candy manufacturer at the time. These chocolates were very demanding for high temperature resistance because soldiers sometimes acted in the tropics or deserts, and the chocolate bars were placed. In a close pocket.
The average chocolate bar melts in a few minutes. The chocolate bars produced in good times have a certain high temperature resistance, but they will greatly affect the taste. So, Frost found the company’s president William · Mori, proposed to develop a chocolate that would not melt and taste good. William · Mori quickly agreed to fund 20% of the cooperation project, and sent his son Bruce · Mori to Fristed company to provide research and development technical support.
The two companies complement each other, one offering hard-shelled icing and one offering chocolate. In 1941, M&M’s chocolate beans wrapped in colored icing were jointly developed. M&M’s is the meaning of Mars and Murrie. During World War II, M&M’s beans were once required to be supplied only to the military.
In addition to the military, M&M&rSquo;s beans are not optimistic about the initial sales in the market. In order to promote this product, Forrest spent a lot of money to invite the famous advertising master Bernbach, a phrase “not dissolved in the hand, only the slogan in the mouth quickly made M & M & rsquo;s bean household name. Even after more than 50 years, this ad was also rated as “the first ad name in the United States”.
<;P&G in the food industry
Although M&M’s beans laid the foundation for Forester’s status in the candy industry, his most hope is to take over and take charge of his father. Mars company.
After the death of his father, the company’s innovation was declining. After the death of his father’s second wife, Issel, he transferred half of Mars’s shares to Forester. This is also the case, Forrest and other shareholders have launched a battle for corporate control, and finally, in 1964 was able to take full control of Mars.
During this time, Forester never stopped to start a new career.
The Uncle’s Rice
After M&M’S Bean’s success Forrest turned his attention to the processed rice market. At the time, the owner of a rice mill invented a “semi-ripe processed rice process” that would make the grain more nutritious and marketable.
Forest believes that selling this processed rice to a specific brand for sale can be set at a higher price. So he began to study the manufacturing technology of processed rice. Subsequently, it launched “Uncle Ben & rsquo;s Rice”, which is named after the owner of the rice mill.
Launched Rainbow Sugar in 1979 with a unique ad Marketing has become another popular candy after M&M’S Bean.
In addition, Mars is also moving into the pet food industry.
Royal Dog Food
When he was in the UK, Frost bought it. A dog food factory that produces canned minced meat, specializing in dog food. At the time, the United Kingdom did not have the special food for pet dogs and pet cats. They usually ate the leftovers of humans. From this, Forester saw business opportunities, bought factories, produced and sold canned pet foods, and focused on nutrition. Without a competitor, he quickly became a leader in the UK dog food market.
In 1967, Royal Pet Food Co., Ltd. was established, the first dog food designed for large dogs and puppies.
Up to now, Mars’ pet care brands include Weijia, Baolu, Xisha and Royal. At present, one third of the world’s pets are eating Baolu dog food and Weijia cat food every day.
The expanding Mars also does not forget to buy and buy.
In 1986, Mars brought Dove into his arms. After improving the purity and taste of Dove chocolate, he introduced new flavored chocolates such as milk chocolate and dark chocolate in the 1990s. These chocolates continue to be the legend of Dove, and are still popular today.
Although Frister died in 1999, the new head of the family also inherited his style of action. In 2008, Mars joined forces with Buffett to acquire Wrigley, the largest gum producer in the United States, for $26 billion. He surpassed Cadbury, the global candy industry leader, and took the throne of the global leader in the candy and chewing gum industry.
Mars Its brands
So far, Mars has more than 10 international brands with a brand value of more than $1 billion, including Snickers, M&M’s Bean, Rainbow Hall, Dove and Yida, etc. The brand is known as the “P&G” of the US food industry.
The success of the Candy Empire
I am not a candy maker, I want to build a candy empire. Forest has never concealed Mars’s ambitions, and most of Mars’ success is due to Forster’s vision and management style.
1.“Quality Control of Mars Monsters
Mars employees say that Forster is a Mars monster, which stems from his high quality requirements.
He asked the chocolate bean factory to scrub the floor thoroughly every 45 minutes; there were not more than 15 peanuts on each snicker.
It is said that one night in the middle of the night, he suddenly called the staff to ask for a batch of M&M’s beans to be removed from the shelf because he bought a package of the same batch of chocolate beans from the supermarket. I found that the package on the package was not clear enough.
2. Strict family business culture
Mars is a typical family business, but it has a strict family business culture.
After Mr. Forest’s full authority over Mars, he revolutionized the company. He cut off the management’s benefits, such as dining rooms, French cooks, oak picture frames, art collections, carpets and special helicopters; and canceled the management’s good title, not giving them a secretary, not a big office, every Individuals have to answer the phone themselves, copy themselves, and pour their own coffee; he also asks to include the Mars family.All employees, including members, must punch in to work, and deduct 10% of their salary when they are late.
3. Authorized to employees
Despite the harshness of family members, Forester delegates authority to employees. Today, people are praising the rules of the staff of Haidilao. In fact, Mars has done this long ago.
Frast pays high salaries to employees, so that every employee knows that they are important, giving them all the rights at work, and that employees in the factory production line are no exception. Every employee needs to know how to maintain the machine. If there is a problem with the product, any employee has the right to stop the operation of the production line.
4. Open up new genres of quirky ads
Most of Mars’ international brand advertisements are well-known, such as Snickers, Dove, Yida and Rainbow Sugar. Among them, the rainbow sugar is relying on the “alientic advertising” to open up a new genre of quirky advertising.
Brain Creative advertising of rainbow candy in the hole
Usually, people are used to connecting colorful rainbow candy with childhood, but Mars does not think so. The advertisement of the rainbow candy is often a big brain, such as regenerating the rainbow sugar and making a rainbow brain; the girl’s eyebrows grow a rainbow of sugar, and her teacher pulls the rainbow out of her eyebrows. Sugar eaten; also played intensive fear of the stem, a man because of the love of rainbow sugar, from the skin to the hair has become a dense array of rainbow sugar … …
no surprise, only more Surprising. For more than 40 years, the whimsical style of Rainbow Sugar has helped it create a distinctive brand image in the minds of consumers.
Life is like a box of chocolates
This annual sales exceeds $33 billion. The company has 72,000 employees worldwide. Its headquarters is just a two-story building with a capacity of 80 people. There is no logo at the door, only one brand with a private property.
Like this brand, Mars has not been listed yet. The decision-making layer believes that only in this way can Mars guarantee the independence of the company’s management and complete control over profits.
“Life is like a box of chocolates, you never know what the next piece will taste. After a hundred years of wind and rain, Mars changed its three generations of heads and still maintained its vitality; and with its persistence in quality and advertising innovation, Mars continued to create new surprises.
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