Case D6.5
How We Created a High Impact Mars University Brand
Maria Grigorova
Marketing College Director, Mars University
Robert Moffett
Customized Learning Director, Mars University
Background
In 1911, Frank C. Mars made the first Mars candies in his Tacoma, Washington, kitchen and established Mars' first roots as a confectionery company. In the 1920s, Forrest E. Mars, Sr., joined his father in business, and together they launched the MILKY WAY® bar. In 1932, Forrest, Sr., moved to the United Kingdom with a dream of building a business based on the objective of creating a “mutuality of benefits for all stakeholders.” This objective serves as the ...
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