MARS – Crafting success through marketing and category leadership at Mars Kazakhstan

As part of the ongoing series of presentations, Mars experts recently shared their insights into the impact of marketing and category leadership on the successful launch of new products. The presenters included:


  • Andrey Timofeev, Marketing Head for Central Eurasia, Belarus, and Turkiye, boasting 13 years of experience in brand marketing.
  • Aliya Kunyazova, Head of Category Leadership and Customer Marketing, bringing 10 years of experience in the FMCG sector.


During a guest lecture at DMUK, the company unveiled the key principles of its brand philosophy, delved into category leadership strategies, and provided valuable insights into brand marketing. The speakers also explored the speed at which products can fade from consumer memory and elucidated on the crucial role of category leadership in today’s business landscape.


The lecture placed particular emphasis on methods to achieve the ‘triple win’ for consumers, customers, and Mars, showcasing real category leadership projects in retail environments. This event served as a source of inspiration and practical knowledge for the students in attendance.

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