The emperors of chocolate Inside the secret word of Hershey and Mars
Hershey and Mars have been in competition since 1911. They both want to be the number one market in the US. Hershey even accusing Mars of selling plastic, not chocolate. That is pretty harsh and did not take long for Mars get a hold of the rumor. These rumors came from Mars selling non melting candy. While the feud and completion took up a lot of the first three chapters, I would like to focus on how Mars faced a huge roadblock and succeeded.
Mars products faced a taunting time after expanding their business in the Persian Golf. Saddam Hussein decided to attack Kuwait. All of the Mars executives were in a frenzy trying to figure out how to keep their products in circulation. They came together and thought outside of the box. After a few days of working together, they came up with a marketing plan. The quickly went to all of their distributors, encouraging them that the bars would sell quickly, they would not have money tied up in inventory, and they would have the companies support during the crisis. Once orders began coming in, they then focused on the military supplying not on US troops but also Britain troops. They developed a bar that had 600 calories in it for the troops while also able to with stand 120 heat and water. All of these qualifications had to meet standards. “Mars was the only company to operate an air-conditioned distribution warehouse and control an enormous fleet of refrigerated supply trucks, a noon to the troops who were being scattered throughout the 400,000 square mile of Saudi Desert” (Brenner, pg8). Mars completely stepped outside of the box and not only found way to deliver their candy, came up with a way to have candy that will not melt in the desert, but they also helped the troops out during the process.
Though not exactly the same, we have faced many challenges this past year. COVID has affected my job making me think outside the box. I am the Development Coordinator at Lenoir Community College which means I do all the fundraising/events to raise money for scholarships. We have had to cancel many events, therefor losing a lot of money. We did not have an alumni program, so that is something I have started and am continually building, started marketing plan for the foundation and do more direct contact with donors. As a team, we are turning a hard situation into opportunities. Another example is our thank you notes that all of our scholarship recipients have to write. Normally we take group pictures and put them in the paper. This past year we took individual pictures of the recipients, sent their picture with the thank you and this left us with faces for marketing. It was a win-win for everyone.
Brenner, Joel G, 1999. The emperors of chocolate. Inside the secret world of Hershey and mars.