Download - Mint O Fresh Case (1)
Mint-O FreshMarket Ko Karna Hai Impress
Nilesh Shep [0221/50]Ramneek Gupta [0284/50]Shrikant Kale[0338/50]Harshal Saner [0132/50]. Strategic Brand Management
Problems faced by the brand
Huge competition from established brands
Competition from local products due to highly fragmented market
Just for “time-pass” reputation of the product category
Minimal brand loyalty among customers. Mostly impulse purchase.
Competitive sales and distribution mechanism available to competitors
Advertising Strategy
Challenge of appealing two different groups Drama of Indian Feature films A theme that could connect with young adults
from different sections of society.
Communication on a common ground using popular Bollywood theme
Campaigns running on television as well as news paper
Other Promotional Activities
Merchandising, Jar schemes
Unique Brand Surround Ideas:
A] Sampled through Dabbawalas
B] Contest: ‘Dia Ko Karna Hai Impress’
C] Page 3 Pin-Up girl
Topical Press advertizements
Supported Aggressive Online
Advertisements
Brand Journey
One of market leaders in organized sector
Market share in confectionary up to 11.3%
Launched 2 more offerings in same space Mint-o-gal: “Chews” sub-segment. For both men and women. Orange
& mango flavours for wider appeal.
Ultra mintz: Sugar-free extra strong mint for health conscious.
Still making efforts to stay connected with youth across demographies.
ITC”s Total Revenue from Confectionery Industry[June 2014] : SMART MOVES THAT PAID OFF
Cat
erin
g to
Diff
eren
t Tar
get G
roup
A brand for young adults, mint-o GOL appeals to both men and women
Mint for a cool guy from Urban Flavours to attract both men
and women
Appealing to Health-conscious people
Has received encouraging customer response
Both SEC A and SEC B consumers
To appeal ‘cool dude’ as well as ‘desi cool’ guy
Target Consumers
Current Problems
Current Problems
Low Brand Loyalty
Innovative campaigns
from Competitors
Very low bargaining
power
Health Consciousne
ss Trend
Imported Confectionar
y
Westernized Taste
Innovative advertising campaigns all around in the segment such as “Dobara mat puchhna” for Chlormint and “Dimag ki batti jala de” for Mentos leading to higher brand recalls for other products
Brand loyalty still very low Very low bargaining power ITC Health consciousness is one trend that has
certainly caught the attention of all manufacturers
Cereal Bars:- Fastest growing category—Threat Share of imported confectionary-continue to rise Taste will continue to become more westernized
Potential solutions
Run ads which will also connect with youth from urban area, where sales are dwindling
Consider offering in different forms (For example Tic Tac offers small, hard mints which attracts youth)
Try out attractive packaging Owing to strong association between
tobacco products and mint products - leverage more from supply and distribution chain of tobacco products
Thank You