Mars brings successful sales figures and a raft of exciting new activations to TFWA Asia Pacific

 Mars International Travel Retail (MITR) comes to TFWA Asia Pacific (N29) with strong sales results in the region during the past year. With an on-going mission to drive growth globally in confectionery sales, these figures highlight that MITR is well underway in achieving its ambition. 

MITR is one of the strongest confectionery companies in the Asia region, and with planned new store in store openings in Kuala Lumpur and Thailand KinMin, its ongoing success in the region is guaranteed. MITR is also re-developing its current Changhi M&Ms store, focusing on its three key elements; innovation, activation and fun. The Changhi store will aim to captivate travellers, providing them with an element of theatre, on their otherwise unadventurous journeys.

‘We have seen high levels of success in this region, and with the planned openings of our new stores, the re-development of the Changhi store, and our exciting program of 2014 activations, we are well on track for a very busy and successful year. 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,’ says MARS Marketing Director Lieke Duijmelings.

MITR is continuing to drive its confectionery sales growth with a number of category exclusive activations. With a focus on the fast moving family and informal gifting, 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. Presented with eye-catching M&Ms POS materials, the collection aims to build the M&Ms brand as well as increasing in-store sales,’ says Duijmelings.

The ability of retailers to customise a promotion is seen as key in enabling airport differentiation and MITR is offering two concepts this year which allow just that. The Jewels Gift Bag innovation for example - 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 this highly popular chocolate assortment. Designed to stimulate chocolate gifting and help celebrate a special occasion (Ramadan/Christmas), the beauty of this idea is that MITR can work with individual retailers to develop the theme and timing of the mechanism. ‘The gift bags are very versatile and can be used for many different seasonal celebrations such as Valentine’s, Chinese New Year, Mother’s Day,

Ramadan etc,’ continues Duijmelings. ‘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.’

Additional activities include:

M Book A marvellous gift that’s both relevant and functional, the M Book is an unforgettable new gift-with-purchase. Ideal for storing thoughts, experiences and those special moments, the M Book is the perfect travel companion. 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 A travel retail exclusive Big Sweet is a perfect gifting story. Available in 310g, it has been designed to represent a giant gift-wrapped chocolate. Customers can choose boxes with one of three appropriate gift tags- heart, gift box or star shaped- allowing them to write their own personal message.

MARS Maltesers Teasers Exclusive to travel retail, the most popular chocolate in the Celebrations mix is now offered in its own right, available in pouch, sharing bag and bucket formats.

M&Ms Wheels Dispenser Exclusive to travel retail, this design perfectly meets customer's needs. With great shelf appeal, this conveniently boxed dispenser is perfect for shelf display with easy to read ingredients and instructions on the decorative box.

'These new product innovations and renovations, alongside our existing product offer, are complemented by a really exciting program of activations for this year which we are looking forward to introducing to our clients in Singapore,’ continues Duijmelings,. ‘For us the mission is to capture travellers as they pass through the airport with engaging theatre, fun and excitement – this is definitely guaranteed for 2014!’