Mars International Travel Retail (MITR) says it is flying to TFWA Asia Pacific (N29) bolstered by strong sales results in the region during the past year. With an on-going mission to drive growth globally in confectionery sales, Mars says these figures highlight that MITR is well underway in achieving its ambition.
MITR plans to open new stores in Kuala Lumpur and Thailand KinMin in the coming months and is also re-developing its current Changi M&Ms store, focusing on its three key elements; innovation, activation and fun.
“We have seen high levels of success in this region, and with the planned openings of our new stores, the re-development of the Changi store, and our exciting program of 2014 activations, we are well on track for a very busy and successful year,” says MARS Marketing Director Lieke Duijmelings.
“Each of our new stores aim to entice both adults and children with elements of theatre and excitement. Getting travellers into the stores is our main objective, with confectionery being the most impulse driven category if we can attract footfall into the shop, then it is highly likely we can convert them into buyers.”
With a focus on the ‘fast moving’ family and informal gifting sub-categories, the key activation this summer will be the ‘Watch M Collection’. This exclusive limited edition gift-with–purchase consists of super fun, colourful watches; each comes with its own individual design to match the personalities of the famous M&Ms characters: Red, Yellow, Blue, Green and Orange.
“Available with every three Maxi M&Ms pouches purchased, the Watch M Collection is a great GWP for any keen young traveller,” says Duijmelings.
“Presented with eye-catching M&Ms POS materials, the collection aims to build the M&Ms brand as well as increasing in-store sales.”
The brand’s Jewels Gift Bag innovation – which is unique to the Middle East – offers a luxury gift bag filled with two 400g Jewels Caskets, while a Celebrations Gift Bag version holds two jars of the chocolate assortment.
“We can develop the appropriate tag line to suit the occasion – so it creates a point of difference for the retailer while helping travellers to enjoy their seasonal shopping,” adds Duijmelings.
Additional activities include: M Book – Available with every two Maxi pouches purchased, the M Book comes with a whole range of POS material to support the GWP promotion, and boost sales.
Snickers Shopping Bag – Designed to get customers ‘in the mood’ to ‘shop til they drop’ this GWP aims to stimulate sales and convert shoppers into buyers.
MITR will also be showcasing its three new lines at TFWA Asia Pacific, aimed at the souvenir/destination shopper. These include: Celebrations Big Sweet; MARS Maltesers Teasers and the M&Ms Wheels Dispenser.