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Mars used Consumer Research to negotiate product placement with retailers
The Mars M&M’S® Tubes is a widely known and well-liked brand within the Brazilian market. In fact, it was the best-selling chocolate item within the M&M’S® portfolio for quite some time until the brand made some subtle product changes. The changes came with a price increase of the product which resulted in low sales numbers. The sales decline also caused the product to lose its strong in-store placements with key retailers as retailers argued that the product changes made had impacted its sales.
Mars M&M’s® Tubes, Brazil had to convince retailers that the changes made to the candy’s ingredient formulation and pricing structure were beneficial. In order to convince retailers and turn their market around they had gain knowledge and insights about their buyers to solve the problem.