{"id":33738,"date":"2024-02-27T08:56:41","date_gmt":"2024-02-27T07:56:41","guid":{"rendered":"https:\/\/www.uva.de\/uncategorized\/mission-possible\/"},"modified":"2024-02-27T08:56:52","modified_gmt":"2024-02-27T07:56:52","slug":"mission-possible","status":"publish","type":"post","link":"https:\/\/www.uva.de\/en\/blog-en\/mission-possible\/","title":{"rendered":"Mission possible"},"content":{"rendered":"\t\t
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Can the traditional Mars brand still be saved for the German market? Yes, of course! Four UVA proposals for the Mars mission<\/h2>\n\n

Now it has happened: The Mars brand is flying off the German shelves. The management was unable to reach an agreement with the German food retail groups on the price development and consequently imposed a delivery stop.<\/p>\n\n

The end of the Mars mission is collateral damage that really hits the headlines, because would you have known what they produce? Not only chocolate, but also pasta and rice and: Cat and dog food! Now explain to them why there is suddenly something else in the bowl. Just because Putin is on the line and everything is getting more expensive. The dictator likes to pretend to be dog-friendly.<\/p>\n\n

Think strategically<\/h2>\n\n

What do we learn? A brand is a powerful and sometimes opaque construct. And either Mars can afford such escapades, or – or, you don’t know. Perhaps the Martians will soon be at the UVA door begging for a strategy meeting on brand management.<\/p>\n\n

Ask an office dog: UVA tips for brand management<\/h2>\n\n
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Office dog Emil and the (almost) empty bowl?<\/figcaption>\n<\/figure>\n\n

What advice would we give to Mars, a long-established company that was founded in the USA in 1911 and now has around 80,000 employees? Various scenarios are conceivable here. The great thing is: you can take part!<\/p>\n\n