Business Wars Hershey vs Mars - Mars Attacks! | 4
Nov 6, 2019
In 1965, Forrest Mars gears up to challenge Hershey in a fierce battle for candy supremacy. With Hershey stuck in its traditional ways and lacking a marketing department, Mars seizes the opportunity to outmaneuver its rival. New strategies emerge as Hershey grapples with operational struggles and pivots toward innovation in marketing. Meanwhile, Mars employs aggressive tactics to dominate the market, highlighting the escalating tension in this sugar-fueled showdown. Who will emerge victorious in the clash of these candy titans?
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Mars's Chocolate Independence
- In 1965, Forrest Mars informed Hershey that he would stop using their chocolate.
- This shocked Hershey executives, who hadn't anticipated Mars's shift from ally to competitor.
Hershey's Need for Marketing
- Hershey's lack of a marketing department and outdated sales targets revealed their complacency.
- John Raleigh, Hershey's first marketing head, realized the need for external expertise to modernize the company.
Dowd's Hershey Interview
- Jack Dowd, a marketing executive, was interviewed for a position at Hershey.
- He pointed out Hershey's declining market share, unsuccessful new products, and declining popularity with children.