How A Product Localization Service Drove Mars Inc.’s Success

Linguistic and cultural barriers can pose significant barriers to international expansion unless you adapt your brand to the specifications of target markets. The tremendous growth of Mars Inc. demonstrates the importance of investing in an excellent product localization service to drive effective international business.

Mars Inc. And A Product Localization Service

Mars, the parent company to over 81 famous global brands and subsidiaries such as M&M’s and Eclipse gum, was founded by the Mars family over a century ago. With headquarters in Virginia, the successful family-run confectionery business generated over $47 billion in net annual sales for 2022. With their large number of brand creations and continuous acquisitions, the parent company now offers their snack, food & nutrition, and pet care products in over 170 countries across the world with more on the horizon.

How Do They Use A Product Localization Service?

To ensure their products are easily accessible to every target market, Mars aligns their marketing strategies with the distinctive linguistic and cultural aspects of their audience. For instance, to maintain their global brand, Mars implements website localization services. Out of the 35 different webpages for the products Mars offers, 24 provide a translated version of the website in that country’s official language, while 21 offer localized pages in their specific dialect of English.

Not only does Mars provide localization services online. They also provide consumers with label translations for some of their most popular products sold abroad. Wrigley’s Doublemint gum is one of the only American-made brands of chewing gum found outside of the U.S. This is due in part to providing product label translations for as many consumer markets out of the 140 countries where the product is now sold. More specifically, Wrigley’s Doublemint gum sold in markets such as China and Taiwan are sold with Mandarin and Traditional product labels, which feature different ingredient lists, nutrition facts, and company information. Label translations are also provided for other company products like the famous dog food brand Royal Canin, which is sold in over 64 countries. Clearly, Mars’ success within different global markets stems from its implementation of professional translation services to adapt their brand to local market needs.

Why Choose Language Connections?

Language Connections is one of the nation’s most recognized language service providers. Known for our wide array of professional linguistic services and competitive rates, we provide businesses with high quality services with the help of our vendor pool of over 4,000 certified linguists covering over 100 needed languages. Whether your brand needs business translation services in 1 or 10 languages, our dedicated project management team is ready to help expand your international reach.