Another Marketing Discussion .... Downsizing

Jodi - posted on 02/11/2011 ( 23 moms have responded )

3,562

36

3907

Mars Bar smaller, price stays the same 90 other chocolates will also be reduced Nutritionist welcomes the move



THE Mars Bar, Australia's biggest-selling snack, is becoming 11 per cent smaller -- and it's all in the interests of our health, its maker says.



The price, however, won't change.



In a move praised by a leading nutritionist and described as "cheeky" by a federal MP and anti-obesity campaigner, confectionery giant Mars Australia is announcing this weekend the reduced weight of its main chocolate bar brands, The Sunday Telegraph reports.



The Mars Bar has dropped in size from 60g to 53g, making it 11.6 per cent lighter, while 90 other chocolate products will also have their size reduced.





Start of sidebar. Skip to end of sidebar.

End of sidebar. Return to start of sidebar.



Mars Snackfood Australia general manager Peter West said the move was a direct response to Australia's obesity debate and the company's bars had too many calories.



"Big food is an issue - the portion size that people are eating, whether (it's) the muffin you buy, or the cake, or when you go to a restaurant, the size of the plate in front of you," Mr West said.



"We want to make sure we sell our portions in the right size."



Mr West said the price of Mars Bars (from $1.70) had not decreased, although some of the company's other brands would be cheaper.



All of Mars' 90 products will be downsized, including Milky Way, Snickers, Maltesers and Twix.



In advertisements today, Mars Snackfood says: "Our products are never going to be as healthy as a piece of fruit.



"But we also recognise that our consumers have become increasingly concerned about the nutritional content and portion size they eat."



The company says it will also provide clearer nutritional labelling and will remove artificial colours and flavours from Mars, Snickers and Milky Way.



Nutritionist and GP Manny Noakes welcomed the decision to slim down the bars.



"It's a tremendous move," he said. "It's all about portion control and paying the same for less is not a bad thing. I think we can still enjoy it."



Federal MP and anti-obesity campaigner Steve Georganas said the price of Mars Bars should also be reduced.



"They're just being cheeky," he said. "If they're reducing the size by 11.6 per cent then they should reduce the price by 11.6 per cent."



The Member for Hindmarsh will tomorrow unveil a national report into obesity, which will include a look into labelling regulations.



http://www.news.com.au/features/mars-bar...





Stemming from the McDonalds thread, I found this, and thought this is yet another interesting marketing strategy.



Do you REALLY believe they reduced the size of the bar in the interests of public health? Or was it about profits, and USING a public health issue to increase them?

MOST HELPFUL POSTS

Sharon - posted on 02/12/2011

11,585

12

1315

Bullshit.

They're looking to boost their profit margins. They don't give two fucks about anyones' weight.

What they've done is made the chocolate more expensive. but they began charging $1.50 per candy bar there'd be screaming fit to make your ears bleed. So instead, they reduced the amount of chocolate and left the price the same.

Wanna bet there won't be any new packaging saying "NOW! 25% smaller!" assholes

23 Comments

View replies by

Stifler's - posted on 02/13/2011

15,141

154

604

I never buy Mars bars, always Cherry Ripe! They're always on special.

Sal - posted on 02/13/2011

1,816

16

34

god now i'll have to buy extras for my mars bar slice....and then i'll have to eat the extra 89% from the extra bar, how is that heping my arse....

Jodi - posted on 02/12/2011

3,562

36

3907

Ah well, Cathy, for people like you, the theory is, you'll just buy 2 :D

Isobel - posted on 02/12/2011

9,849

0

286

I don't think it'll increase sales...It'll increase profit by lowering costs INSTEAD of by increasing sales...still brilliant

[deleted account]

I agree...it's pretty brilliant...and evil. Making the public think they care about health will increase sales thereby increasing profit. And giving less product for the same price will increase profit. It's a win win win for the company alone.

Isobel - posted on 02/12/2011

9,849

0

286

oh...I didn't read this properly...I thought this was about those "diet" chocolate bars with only a hundred calories that are the same price as normal ones.



but in fairness, the public won't notice an 11% difference and it'll have a huge impact on their bottom line...soooo, yes again, I am impressed with their answer to the problem all managers have with improving the bottom line of a product that can't REALLY change their share of the market

Isobel - posted on 02/12/2011

9,849

0

286

ARGH another one of my favorite topics...whoever came up with this idea deserves the million a year they are receiving, it's BRILLIANT!

If you can make people willing to pay the same price for a quarter of the product (for any reason), through packaging alone...HATS OFF!!

Krissy - posted on 02/12/2011

232

0

19

U know, I'm glad we are, as a society becoming health conscious, but are we trading financial wisdom in exchange?



If we don't want to eat a whole candy bar.... eat a half of bar... don't pay the big companies the same price for a smaller bar! Ridiculous. If they were really health conscious, they would make them in resealable packages so you don't HAVE to eat it all at once.



p.s. I think it would be funny if I told all my daycare parents that I was downsizing... I'm closing my doors 15% sooner.... your children will be waiting for you on the curb thank you!

Tara - posted on 02/12/2011

2,567

14

114

haha Petra, I have found many products have reduced their size without notifying the consumer.
Occasionally in the summer we will buy a box of frozen treats, fudgesicles, cream sicles etc.
The size of the box remains the same but the size of the treats contained within are now much smaller than they used to be. They almost seem like toys, lol. Even the kids mentioned it last summer.

Jodi - posted on 02/12/2011

3,562

36

3907

Awesome way to make some profit....downsizing by 11% but not charging any less.

I wonder how people would feel about us making their 10 minute go-kart rides only 8 minutes and cramming an extra set of customers in each hour....but still charging them the same. Hmmm, we could potentially make an extra $200 an hour with minimal additional overheads... off to have a chat to hubby about this downsizing trend that seems to be catching on.

Petra - posted on 02/12/2011

533

16

22

I think it's pretty clever, though (to me, at least) completely transparent. Even putting the idea out there that Mars cares about your health will lead to continued sales at the decreased "value". Increasing a profit margin under the guise of a concerned company - it's bound to work on some.

On a side note, I've been noticing for years that the eye cream I buy seems to shrink every time I purchase it. I used to buy it once every year or so, and now I'm up to a thrice-annual purchase. They don't even pretend to be decreasing the volume for my benefit, but I still buy that shit :-)

Jenn - posted on 02/12/2011

2,683

36

96

Aren't they just going back to the old ways? Chocolate bars and single size bags of chips used to be much smaller, then they made them super sized. It's about time they made them smaller again - I don't care the reason.

Tara - posted on 02/12/2011

2,567

14

114

I think it's a nice gesture, but driven by profits for the most part.
I do like the reduction in portion size, when most of the world is super sizing everything for the same or lower price, it's nice to see someone reducing portion size. BUT I don't really think it will do much for the obesity epidemic. People will just start buying two Mars bars, and consuming more calories and fat than they would have by eating one of the old sizes.
It's a double edged sword, the reduced sizes might help with the obesity epidemic but at the same time, it also looks like a convenient way for Mars to increase profits while reducing production costs while making themselves look good (or trying at least).

Stifler's - posted on 02/12/2011

15,141

154

604

Mars Red and making them smaller is a marketing thing just like Diet Coke and all other "diet" products. They're there so that ignorant people eat double the portion size thinking it's healthier than the original product... and pay more.

Join Circle of Moms

Sign up for Circle of Moms and be a part of this community! Membership is just one click away.

Join Circle of Moms