MK7040 Project 4000 words

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MARKETING IN A DIGITAL AGE AND CORPORATE SOCIAL RESPONSIBILITY SELECTED COMPANY: SNICKERS VEGAN BY MARS

Table of Contents Part 1: Effective Marketing Strategy in the Digital Age .................................................................. 3 1.1 Introduction ............................................................................................................................ 3 1.1.1 Overview of the report .................................................................................................... 3 1.1.2 Company Background .................................................................................................... 3 1.1.3 Proposed advertisement plan .......................................................................................... 4 1.2 Segmentation and Targeting .................................................................................................. 4 1.2.1 Segmentation .................................................................................................................. 5 1.2.2 Targeting ......................................................................................................................... 5 1.3 Positioning and Branding ...................................................................................................... 6 1.3.1 Positioning ...................................................................................................................... 6 1.3.2 Branding ......................................................................................................................... 8 1.4 Communication Strategy ....................................................................................................... 9 Part 2: CSR and Ethical Issues ...................................................................................................... 13 2.1 Ethical Issues ....................................................................................................................... 13 2.1.1 Overall efforts in sustainability and ethical practice .................................................... 13 2.1.2 Issues with Existing Practices ....................................................................................... 14 2.1.3 Recommendations for CSR practices improvement ..................................................... 16 Part 3: Conclusion .......................................................................................................................... 17 3.1 Overall Conclusion .......................................................................................................... 17 Reference list ................................................................................................................................. 19 2

Part 1: Effective Marketing Strategy in the Digital Age 1.1 Introduction 1.1.1 Overview of the report In this detailed marketing strategy report, the emphasis is on Snickers Vegan by Mars, a well- known firm acknowledged for its unique confectionery products. The purpose of this study is to provide a 12-month digital marketing plan. Adding Snickers Vegan to Mars' portfolio of products positions the company effectively to capitalize on consumer interest in vegan options. 1.1.2 Company Background This paper introduces Snickers Vegan and explores strategies to promote it to vegans. Nut milk and peanuts replace milk and eggs in original Snickers to provide necessary protein. This project established ways for marketing Snickers vegan-All leafy in the UK to appeal to vegans and vegetarians. The delightful vegan Snickers Vegan bar satisfies the growing demand for vegan and cruelty-free products. Mars, a market leader in the confectionery sector, is focused on providing customers with appealing confections that fulfill their changing demands. Mars' dedication to progress and preservation is evident in the development of Snickers Vegan. Figure 1: Snickers Vegan bar (Source: Created) 3

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1.1.3 Proposed advertisement plan The projected marketing strategy for Snickers Vegan by Mars is targeted in establishing a strong online presence over the course of the coming year. The intention is to communicate with the intended demographic by drawing attention to what makes Snickers Vegan special. Multiple visually appealing social media sites were used as the medium for this campaign. 1. Advertisement Type: Video Description of the Advertisement: A 45 seconds advertisement video for Snickers Vegan that highlights the deliciousness of eating the product and the satisfaction of knowing that it is cruelty-free. At the video's conclusion, there will be a call to action and a link that will lead customers to the Snickers Vegan website. Timeline: January 1, 2024 - December 31, 2024. Platforms: Instagram, Facebook, TikTok, and YouTube. 2. Advertisement Type: Image Description of the Advertisement: Impressive images of Snickers Vegan, showcasing its finest ingredients with its tagline, “Indulgence with Compassion.” Each image will include a direct link for online purchases, making it convenient for interested consumers to explore and buy the product. Timeline: January 1, 2024 - December 31, 2024. Platforms: Instagram, Facebook, Pinterest, and Google Ads. Snickers Vegan will be deliberately placed in digital places frequented by ethical and indulgent consumers in this multi-platform strategy. Video and visual ads attempt to present Snickers Vegan as a tasty and ethical confectionery option. 1.2 Segmentation and Targeting In the segmentation phase, Snickers Vegan identifies distinct consumer groups to tailor its marketing efforts effectively. The key segments include health-conscious consumers seeking alternative treats, ethical vegans prioritizing cruelty-free options, and individuals with lactose intolerance or allergies. Understanding these segments enables Snickers Vegan to craft messaging that resonates with the specific preferences and values of each group (Reese et al. 2023). Moving to targeting, the focus is on 10-40 years age groups, encompassing those who prioritize ethical choices, actively seek plant-based alternatives, and engage extensively on social media platforms. By honing in on this demographic, Snickers Vegan aims to deliver personalized 4

content through influencers, creating a connection that goes beyond the product, aligning with the values of its chosen audience. 1.2.1 Segmentation Demographic Age: 10-40 years Gender: All Income: Middle - High-income group Occupation: Diverse, Urban professionals, eco-conscious individuals, students Geographic Global Market Behavioral Traits Those who prioritize plant-based and vegan confectionery and cruelty-free options Psychographic Ethical consumers, health-conscious individuals, individuals with lactose intolerance or allergies Table 1: Positioning (Source: Created) 1.2.2 Targeting Segmentation Factors Targeted audience Reason for selecting this targeted audience Demographic segmentation Gender All Every gender, including children to adult young or elderly people, all are part of this targeting section of Mars. Age No such age bars, basically for every age of people. Mainly for 10-40 years. The focus on a broad age range caters to a diverse audience, capturing both the adventurous youth and health-conscious adults (White and McManus, 2018). Income Middle to High Income (USD$50,000 and above) Aligning with the premium positioning, targeting middle to high-income groups ensures accessibility to those valuing quality confectionery. 5

Occupation Business executives and Entrepreneurs They will be bothered about the price of the car. Psychographic segmentation Trend Followers Individuals who follow trends, appreciate innovation Targeting trend-savvy consumers ensures resonance with Snickers Vegan's innovative and unique positioning. Lifestyle Health-conscious, Ethical Consumers, and Vegans. Snickers Vegan caters to individuals valuing health, ethical choices, and veganism, aligning with the product's attributes (Kilian and Hamm, 2021). Geographic segmentation Country North America (United States and Canada), UK Initial market focus on North America, tapping into the growing demand for vegan alternatives in this region. Table 2: Targeting (Source: Created) 1.3 Positioning and Branding 1.3.1 Positioning Positioning is a strategic approach aimed at embedding a product within the consciousness of the consumer. When a product successfully occupies a prominent place in the consumer's mind, it is more likely to be chosen during the purchasing process. A well-crafted positioning strategy can cultivate a positive image of the product, influencing consumers to not only purchase but also actively engage with and advocate for the product. The perceived essentiality and distinctiveness of a product contribute to its competitive advantage in the market. For Snickers Vegan by Mars, the positioning strategy revolves around portraying the product as a guilt-free indulgence that transcends the traditional limitations of confectionery. The goal is to position Snickers Vegan as an essential choice for individuals seeking both delicious taste and ethical considerations in their snacks (Chocolate, 2023). The strategy draws on the rising consumer trend towards plant-based options and cruelty-free alternatives. 6

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Drawing inspiration from successful positioning strategies in related industries, Snickers Vegan will adopt a Hybrid Positioning approach. This approach combines Attribute Positioning, emphasizing the unique qualities of the product, and Benefit Positioning, highlighting the positive outcomes of choosing Snickers Vegan. By doing this, the company hopes to establish an image that is complex enough to satisfy the needs of the consumer's senses as well as their sense of ethics (Perez et al. 2020). Mars's larger aim for a more ethical and ecologically conscientious approach to food production is consistent with the company's dedication to sustainability and innovation, which is reflected in the marketing of Snickers Vegan. The company's goal is to position itself as more than simply another vegan alternative by appealing to the beliefs and tastes of today's consumers by providing them with a quality, ethical option. Snickers Vegan is attempting to win over customers in the highly competitive candy business by promoting themselves in this way. Position map Figure 2: Position Map (Source: Created in draw.io) 7

1.3.2 Branding By combining technological advancement and moral principles, Snickers Vegan by Mars has positioned itself as an industry leader. The company's goal is to establish a unique identity in customers' thoughts while also catering to the growing need for vegan alternatives. Among the most popular candy bars, Snickers Vegan has gone up to ranking popularity in recent years (2023), showing Mars's determination to be in the forefront of innovation (De Boer et al. 2019). The brand's promise is to provide deliciousness without the accompanying guilt. Snickers Vegan, while adhering to a vegan philosophy, is intended to be more than simply an option; it is a quality, delightful treat that welcomes a wide range of consumers. Snickers Vegan is priced affordably so that it may reach a wider audience and solidify the brand's meaningful standing among mainstream consumers. Differential Strategy: Snickers Vegan's key differential strategy stems from its unique blend of ethical considerations and luxury enjoyment. The company takes a two-pronged strategy to set Snickers Vegan apart from other plant-based options: first, by highlighting the ethical source of ingredients; and second, by marketing the product as a sumptuous, tasty experience. In order to differentiate Snickers Vegan from its confectionery competitors, the company places a heavy emphasis on internet marketing and personalized commercials (Bai et al. 2022). Online Brand Awareness: Snickers Vegan takes a multipronged method to increase its web profile. Instagram and Facebook are used to promote the brand with video and picture ads that highlight the product's unique qualities, such as its smooth texture, healthy components, and eye- catching appearance. Instagram stories that are shared with the public are a great way to get people involved in the brand's backstory (Hamadi et al. 2020). Leveraging Google AdWords further enhances the reach, ensuring that Snickers Vegan is exposed to a large internet audience. Ambassadors/Brand Advocates: In accordance with Mars' strategic emphasis on product efficiency, Snickers Vegan prioritizes input from actual customers above celebrity endorsements. In order to build trust and win over an increasing number of moral shoppers, the company funds efforts to improve the product's entire user experience and uses video commercials using positive consumer testimonials to do so (Carodenuto and Buluran, 2021). This strategy coincides with the brand's dedication to authenticity and connecting with customers who share its beliefs. 8

1.4 Communication Strategy The SOSTAC model ( studied from study material 7 ) used to create the marketing plan's communication strategies. “Situation, Objectives, Strategy, Tactics, Action, and Control” are the six aspects of this model. 1. Situation Analysis SWOT Analysis Snickers Vegan by Mars embarks on its digital marketing journey with a comprehensive understanding of its internal and external landscape. Strengths (S) Weaknesses (W) Mars has a well-established reputation, providing Snickers Vegan a strong foundation. Snickers Vegan, like its non-vegan counterpart, aims to establish an emotional connection with consumers, turning the product into a symbol of indulgence (Mariatti et al. 2021). Mars holds a robust presence in the confectionery industry, specifically in the vegan and plant-based segments. The potential drawback lies in the higher pricing of vegan alternatives. This could pose a challenge in attracting price-sensitive consumers. Focusing solely on the vegan market may limit the product's reach to a broader audience (Glavee-Geo et al. 2020). Snickers Vegan might face challenges if there's insufficient focus on leveraging endorsements to enhance brand image. Opportunities (O) Threats (T) The rising demand for vegan products, evident from the substantial sales of plant- based alternatives, provides a significant growth opportunity (Calvo et al. 2021). Increased environmental awareness post- COVID-19 creates an opportunity for Snickers Vegan to position itself as a sustainable and ethical choice. The vegan confectionery market faces competition from various brands. Key competitors include other vegan candy producers and established vegan brands (Barišić et al. , 2020). Shifting consumer preferences and the emergence of new vegan products could pose a threat to Snickers Vegan's market share. Table 3: SWOT Analysis (Source: Created) 2. Objectives 9

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5S Objectives Sells: To increase sales of Snickers Vegan by 20% within the next 12 months. Serve: To develop an effective social media presence to improve customer satisfaction by 25%. Sizzle: To enhance Snickers Vegan's social media and website visit duration by 35%. Speak: To strengthen consumer engagement through active participation and communication on social media platforms. Save Goals: To optimize advertising costs and brand promotion through effective digital marketing strategies. 3. Strategies ● Segmenting, Targeting, and Positioning Segmentation: Using geographic, demographic, psychographic, and behavioral segmentation to understand and reach diverse consumer groups. Targeting: Focusing on geographic, demographic, and psychographic factors to customize marketing efforts effectively. Positioning: Adopting Mono-segment Positioning and Anticipatory Positioning strategies to position Snickers Vegan as a high-quality, affordable vegan indulgence. ● Online Value Proposition (OVP) Figure 3: OVP (Source: Created) 10

● Sequence In the digital era, Snickers Vegan by Mars' marketing approach relies on digital media to reach the target population. Social media networks including Facebook, Instagram, and TikTok were chosen due to their popularity. These channels reach a wide audience and match the demographics of the target market, mostly 10-40-year-old social media users. Prioritizing credibility before visibility in communication, ensuring that Snickers Vegan's ethical values are communicated authentically. ● Tools Their visual nature makes these platforms ideal for creating compelling and sharing content that connects with the intended audience. Content saturation and the necessity for inventive tactics to stand out in the digital throng are drawbacks. Snickers Vegan marketing emphasizes the product's guilt-free appeal for socially aware consumers by combining enjoyment with ethics. Communication expands beyond brand knowledge to promote ethical consumption in cause- related marketing. The message is emotional and moral, depicting Snickers Vegan as a delightful treat and a responsible option that supports environmental and social causes. Interactive surveys, challenges, and direct connection with influencers and customers are advised. In the competitive digital market, Snickers Vegan stands out by giving a unique, guilt-free treat that satisfies target audience values and tastes. 4. Tactics Snickers Vegan by Mars recognizes the paramount importance of an effective e-marketing mix, particularly through the integration of “Social Networking Sites” (SNS) . Social media has become an integral aspect of individuals' daily lives, offering a platform for sharing, engagement, and co-creation of content. Leveraging SNS for brand communication provides an avenue for meaningful interaction between the brand and its customers, presenting an opportunity to enhance marketing effectiveness, increase brand awareness, and foster online communities (Zainuddin and Yunus, 2022). Drawing on the cost-effectiveness and expansive reach of SNS, Snickers Vegan will establish a robust social media presence to connect with its target audience. The brand will adopt content marketing strategies, a key aspect of SNS communication, blurring the lines between brand communication and user-generated content. As suggested by Huda, (2021), the persuasive impact 11

of SNS communication is influenced by message characteristics, and the brand will strive to create engaging and authentic content (Huda, 2021). 5. Actions In pursuit of effective communication and the establishment of communication objectives, Snickers Vegan will implement market penetration strategies. The brand will engage both external and internal resources to enhance its SNS presence. ● External Agencies: Snickers Vegan will collaborate with third-party organizations specializing in digital marketing to elevate brand engagement on SNS. These agencies will bring expertise and innovative approaches to amplify the brand's online presence. ● Internal Resources: Recognizing the significance of a skilled in-house team, the brand will invest in training its existing marketing department. This training will empower the team to harness the full potential of digital marketing tools, ensuring a cohesive and effective SNS strategy (Blomster and Koivumäki, 2021). As part of market penetration strategies, Snickers Vegan will implement various promotional activities. Online campaigns, virtual events, and exclusive discounts on products will be offered, incentivizing customers to share their reviews of Snickers Vegan on SNS. This approach not only boosts engagement but also generates user-generated content, fostering a sense of community around the brand. 6. Control Objectives KPIs Measurement Tactics Time-bound Sells: To increase sales of Snickers Vegan by 20% within the next 12 months. Revenue and sales increase. Quarterly assessment of revenue and sales increase Quarterly Serve: To develop an effective social media presence to improve customer satisfaction by 25%. Customer satisfaction rate Monthly assessment of the increase in customer satisfaction rate (Boyter, 2023). Monthly 12

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Sizzle: To enhance Snickers Vegan's social media and website visit duration by 35%. Social media posts about the brand and website traffic Monthly assessment of the increase in website traffic and social media posts Monthly Speak: To strengthen consumer engagement through active participation and communication on social media platforms. Word-of-mouth Monthly assessment of the increase in Word-of-mouth (Lim and Rasul, 2022). Monthly Save Goals: To optimize advertising costs and brand promotion through effective digital marketing strategies. SNS traffic directing Monthly assessment of the increase in website traffic through directing SNS. Monthly Table 4: Key performance Indicators of Sneakers vegan by Mars (Source: Created) Part 2: CSR and Ethical Issues 2.1 Ethical Issues 2.1.1 Overall efforts in sustainability and ethical practice Snickers Vegan by Mars has positioned itself as a trailblazer in the confectionery industry by integrating robust sustainability and ethical practices into its overall business approach. Snickers Vegan, a subsidiary of the well-known Mars, has implemented a number of measures to further integrate ethics and sustainability into its business practices (Ionova, 2018). Mars' Commitment to Sustainable Sourcing: Mars and Snickers Vegan are representatives in sustainable sourcing. The firm sources chocolate, palm oil, and nuts ethically. Mars sourced 100% certified sustainable cocoa by 2020 to reduce the environmental effect of cocoa agriculture. Such activities show the company's commitment to environmental sustainability and ethical agriculture. Environmental Impact Reduction: 13

Mars' environmental commitment is shown in Snickers Vegan. The corporation invests in energy-efficient production to save water and waste. Snickers Vegan helps Mars' Sustainable in a Generation Plan reduce greenhouse gas emissions by 27% by 2025 by using eco-friendly manufacturing methods (Mainwaring, 2020). Community Engagement and Social Responsibility: Mars, and by extension Snickers Vegan, actively engages in community-focused initiatives that uphold social responsibility. This includes supporting local communities in the regions where raw materials are sourced. By investing in initiatives like farmer training programs and community development projects, Mars ensures a positive impact beyond its immediate business operations (Indian Retailer, 2023). Snickers Vegan benefits from this broader commitment to social responsibility, enhancing its ethical standing in the market. Consumer Education and Ethical Transparency: Educating customers on the environmental and ethical benefits of Snickers Vegan is a top concern for the company. Through various marketing channels and product packaging, Mars communicates its dedication to ethical practices. For instance, Snickers Vegan packaging may include information about sustainably sourced ingredients, reinforcing transparency and building consumer trust. Measurable Impact: Mars regularly publishes sustainability reports that provide measurable insights into the company's impact on environmental and social dimensions. As of the latest available data, Mars has made significant progress in achieving its sustainability goals. Snickers Vegan, as part of the Mars portfolio, contributes to these achievements, reinforcing the brand's commitment to being a responsible player in the confectionery industry (Mars, 2021). Overall, Snickers Vegan's overall efforts in sustainability and ethical practices are deeply intertwined with Mars' corporate commitment to responsible business. By adhering to sustainable sourcing, reducing environmental impact, engaging with communities, and promoting transparency, Snickers Vegan exemplifies ethical practices that resonate with conscious consumers. The brand stands as a testament to Mars' dedication to creating a positive impact on the planet and society through its confectionery offerings. 14

2.1.2 Issues with Existing Practices Despite Snickers Vegan by Mars showcasing commendable efforts in sustainability and ethical practices, a closer examination reveals certain areas that warrant attention and improvement. Packaging Sustainability: One prominent area of concern revolves around the sustainability of Snickers Vegan packaging. While the product itself aligns with ethical choices, the environmental impact of its packaging remains a challenge. The current packaging, although functional, might contribute to the plastic pollution crisis that the planet faces. According to recent studies by environmental organizations, approximately 8 million metric tons of plastic enter the oceans annually, posing severe threats to marine life and ecosystems (foodprint.org, 2023). The packaging industry is a significant contributor to this crisis, and Mars, as a responsible player in the market, should actively seek innovative and sustainable packaging alternatives. Research indicates that consumer attitudes are increasingly shifting towards eco-friendly packaging, with over 70% of consumers expressing a preference for products with sustainable packaging, as reported by a survey conducted by a leading market research firm. Therefore, the adoption of sustainable packaging not only addresses environmental concerns but also aligns with consumer expectations, potentially enhancing brand loyalty. Supply Chain Transparency: While Mars has implemented sustainable sourcing practices, there is room for improvement in supply chain transparency, particularly concerning Snickers Vegan. Consumers, now more than ever, seek authenticity and transparency from the brands they support. According to a global survey on consumer expectations, over 80% of respondents stated that they believe companies should disclose their supply chain information (Villena, 2020). The existing challenge lies in the communication of these sourcing practices to the end consumer. A more transparent supply chain, with detailed information on the origins of key ingredients for Snickers Vegan, would not only satisfy consumer curiosity but also build trust. Mars could consider adopting blockchain technology or a similar traceability system to provide a real-time, verifiable record of the product's journey from source to shelf. This approach has been successfully implemented by several companies, leading to increased consumer confidence and a sense of connection with the product's origins. End-of-Life Considerations: 15

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Snickers Vegan packaging end-of-life can be improved. Lack of a coordinated recycling program or clear disposal guidelines might harm the brand's sustainable reputation. Waste management authorities report that a lot of plastic packaging, especially confectionery packaging, ends up in landfills and takes several centuries to degrade. This is environmentally damaging (Ncube et al. 2021). Mars might use waste management data to create a sustainable Snickers Vegan package recycling program. Compostable packaging may also reduce the product's environmental impact. Snickers Vegan by Mars can improve its ethics and lead the candy industry in sustainability by solving these challenges. The brand can meet customer expectations and protect the environment by using data and statistics (Wang, 2022). 2.1.3 Recommendations for CSR practices improvement In advancing the Corporate Social Responsibility (CSR) practices for Snickers Vegan by Mars, a set of strategic recommendations is proposed, aiming to reinforce the company's commitment to sustainability and ethical considerations. 1. Innovative Packaging Solutions: To address the issue of packaging sustainability, Snickers Vegan should proactively invest in research and development to explore and implement cutting-edge packaging solutions. Statistics from the Ellen MacArthur Foundation's New Plastics Economy report highlight that only 14% of plastic packaging is collected for recycling globally, emphasizing the urgency for sustainable alternatives. Mars can collaborate with sustainable packaging innovators to design eco-friendly materials or leverage emerging technologies like mycelium-based packaging, which is not only biodegradable but also reduces reliance on traditional plastic (Russell, 2015). 2. Enhanced Supply Chain Transparency: Transparency in the supply chain is a key facet of ethical business practices. Mars should leverage technology to create a transparent supply chain platform for Snickers Vegan. Implementing blockchain technology, for instance, enables real-time tracking of raw materials from source to production. According to a report by Statista, 55% of surveyed consumers are willing to pay more for products from companies committed to transparency (Gaur, 2020). By providing consumers with easily accessible information about the sourcing of ingredients for Snickers Vegan, Mars can build trust and meet the expectations of an increasingly conscientious consumer base. 16

3. End-of-Life Management: Product environmental impact is reduced by effective end-of-life management. Mars can create a strong Snickers Vegan package recycling program with waste management organizations. The World Economic Forum finds that just 14% of plastic packaging gets recycled worldwide, highlighting the necessity for extensive recycling program. Mars may promote circular economy by setting Snickers Vegan package collection and recycling objectives (World Economic Forum, 2023). The brand's environmental goals include investigating biodegradable packaging. Nielsen found that 73% of customers would adjust their consumption patterns to decrease their environmental effect, indicating an increasing need for eco-friendly packaging. Mars can improve Snickers Vegan's CSR and contribute to the sustainable and ethical business debate by following these steps. These proactive initiatives meet the changing demands of ecologically aware customers and position Snickers Vegan as a pioneer in ethical and sustainable confectionery. Part 3: Conclusion 3.1 Overall Conclusion In conclusion, the comprehensive marketing strategy developed for Snickers Vegan by Mars underscores a strategic approach to capitalize on the growing trend towards plant-based alternatives in the confectionery industry. The introduction of Snickers Vegan aligns seamlessly with Mars' commitment to innovation and sustainability. The marketing plan, rooted in well- established theories and concepts, provides a roadmap for success in the digital age. The segmentation and targeting process, guided by consumer behavior theories, meticulously identifies key segments such as health-conscious consumers, ethical vegans, and those with specific dietary needs. This strategic approach allows for precise targeting, ensuring the resonance of Snickers Vegan with the identified consumer groups. Positioning and branding strategies, influenced by concepts such as brand image and differential positioning, establish Snickers Vegan as a guilt-free indulgence that seamlessly integrates taste with ethical considerations. Leveraging influencers and online platforms, the brand aims to create a modern and socially conscious identity, reflecting the evolving preferences of the target audience (Adıgüzel, 2020). The communication strategy, incorporating social media as the primary platform, aligns with the shift in consumer behavior towards digital engagement. The tactics and actions outlined, 17

supported by the e-marketing mix and market penetration strategies, underscore the dynamic and interactive nature of the chosen communication channels. The KPIs established for controls provide a structured framework for continuous evaluation, ensuring the marketing strategy's effectiveness (Rehman et al. 2022). On the CSR front, Snickers Vegan showcases Mars' commitment to ethical practices and sustainability. The analysis of existing practices revealed commendable efforts, but also identified areas for improvement, particularly in packaging sustainability, supply chain transparency, and end-of-life considerations. The recommendations presented, grounded in industry data and CSR principles, offer strategic pathways for Snickers Vegan to further enhance its ethical standing and contribute positively to environmental and social concerns (Boffa, 2022). Overall, the marketing strategy and CSR recommendations outlined in this report leverage a synthesis of marketing theories, consumer behavior insights, and CSR concepts. The amalgamation of these elements positions Snickers Vegan as not just a product but a conscientious brand that resonates with the values of its target audience while contributing to a more sustainable and ethical future. 18

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Russell, S., 2015. Too Valuable to Waste: Rethinking Plastics. Plastics Engineering 71 (5), 42– 44. http://dx.doi.org/10.1002/j.1941-9635.2015.tb01357.x . Villena, V. H., 2020. A More Sustainable Supply Chain Harvard Business Review. https://hbr.org/2020/03/a-more-sustainable-supply-chain . Wang, Z., 2022. The Analysis of the Marketing Strategy of MARS Regarding Social Media and Decision-Making Aspect BCP business & management. https://doi.org/10.54691/bcpbm.v34i.3045 . White, P. H. and McManus, M., 2018. Investing in the Health and Well-Being of Young Adults. Journal of Adolescent Health 57 (1), 126. http://dx.doi.org/10.1016/j.jadohealth.2015.04.005 . World Economic Forum, 2023. Accelerating reuse models to achieve a world free of plastic waste World Economic Forum. https://www.weforum.org/agenda/2023/06/smart-shopping- consumers-fight-plastic-waste/ Zainuddin, F. N. and Yunus, M. M., 2022. Sustaining Formal and Informal English Language Learning through Social Networking Sites (SNS): A Systematic Review (2018–2022) Sustainability. https://doi.org/10.3390/su141710852 . 22

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