**Mars Wrigley Adapts to India’s Diverse Snacking Market**
Mars Wrigley is strategically navigating India’s complex consumption landscape, offering products ranging from impulse buys priced at ₹10 to premium gift boxes costing ₹599. In a recent interview, Nikhil Rao, Chief Marketing Officer of Mars Wrigley India, discussed the company’s dual-channel strategy, its adaptation to digital impulse buying, and the importance of emotional differentiation in a crowded snacking market.
One of the key challenges Rao identifies in the current marketing landscape is the overwhelming focus on health and wellness trends, such as reduced sugar and increased protein. He notes that while the Indian health market has grown significantly, consumers still prioritize taste and value. Mars Wrigley addresses this by incorporating functional benefits into its products, such as Snickers bars that contain 10% protein and sugar-free Orbit gum.
When asked about the company’s long-term strategy, Rao highlighted the diverse consumer base in India. The top 10% of consumers, approximately 150 million people, exhibit varied purchasing behaviors, often buying chocolate for themselves, their children, or as gifts. Mars Wrigley caters to this segment with premium offerings like Galaxy Fusions and Twix, while also providing affordable options like Snickers and Boomer, ensuring quality without compromise.
In a saturated market where many brands emphasize indulgence, Mars Wrigley distinguishes itself through clear messaging. Snickers, for instance, capitalizes on the relatable concept of hunger with its tagline, “You’re not you when you’re hungry.” The brand’s humorous campaigns resonate with consumers, effectively addressing the emotional aspects of snacking.
As consumer behavior shifts towards digital platforms, Mars Wrigley is adapting its strategies accordingly. Quick commerce platforms like Zepto and Blinkit have become essential for impulse purchases, with chocolate being a popular choice among first-time users. Rao noted that quick commerce now accounts for 10-15% of the company’s e-commerce sales, growing at over 60% year-on-year. Campaigns targeting specific craving moments, such as the “4 PM hunger” activation, are part of this strategy.
Mars Wrigley’s go-to-market strategies vary across different channels. Quick commerce has emerged as the strongest channel, while partnerships with modern trade players like D-Mart and Reliance allow for customized product offerings. This multi-faceted approach enables Mars Wrigley to effectively reach a broad audience across various retail environments.
In conclusion, Mars Wrigley is committed to navigating India’s diverse snacking landscape by balancing quality with affordability, leveraging emotional connections, and adapting to the evolving digital marketplace.
**FAQ**
**What strategies is Mars Wrigley using to adapt to the Indian market?**
Mars Wrigley is focusing on a dual-channel strategy that includes both premium and affordable products, leveraging emotional marketing, and adapting to digital impulse buying through quick commerce platforms.