MARKETING PLAN 2013 FOR HALLS

SITUATION ANALYSIS

5Cs Company CompetitorsCustomersCollaborators Climate

PEST analysis for Climate the political the economic and the social environment technological analysis,which all affect the decision and the action of Halls.

SITUATION ANALYSIS CONTINUES

SWOT analysis:

• Strengths• Weaknesses• Opportunities and • Threats of the company.

Porter Model (5 Factors):

1.The entrance of new competitors in the sector2.The rivalry among the already existed businesses3.The power of consumers for negotiations4.The power of dealers for negotiations 5.The threat coming from by-products

SWOT ANALYSISStrengths:

• Sugar free caramels• Disposed on the market in 6 tastes•Consist the total brand of candies worldwide• Patent prize for the recipe menthol-eucalyptus•More than 50% sales on caramels for cough•Convenient package •Smaller form

Weaknesses:

•Hardly distinction of packaging •Deceived package• Mostly suitable for cough •All tastes(26) are not available in Greece•Identified mostly for sore throat

Opportunities:

•Pleasant breathing with a fruity taste•Successful campaign of the Halls Coolwave •Reliable brand name supports new products•Import of new tastes from abroad

Threats:

•The chewing gums for fresh breath•Prejudiced against Halls new products •Big competition (e.g.. Mentos)

Business ObjectiveTo promote the new products without downgrade the Original

Halls

1. Enjoyable caramels with medical character (Original Halls)

2. Suitable for any season and any mood (CoolWave Halls)

POSITIONING Halls plays the role not only of a “magician” who gives you the opportunity to vanish any inconvenient moment, but also the role of a protector who keeps an eye always on you.

“A deep breath and set go!”

TARGETINGHas not target groups based on age, sex, social-economic status and race .

Focuses on groups for -sore throat and - fresh breath

4Ps•Product: We bring new tastes, not change the original product (caramel)•Price: We keep the price stabilized as the product does not change.•Place: We still have as places for sales the kiosks and the supermarkets.•Promotion

NEW PACKAGES FOR HALLS ORIGINALNEW PACKAGES FOR HALLS ORIGINAL

NEW PACKAGES FOR HALLS COOLWAVENEW PACKAGES FOR HALLS COOLWAVE

NEW PACKAGES FOR HALLS HARMONYNEW PACKAGES FOR HALLS HARMONY

•PROMOTION-IDEAS FOR THE NEW TASTES:Introduce an interactive machine to promote the new tastes-> “Give me five”, Sponsorships in the concerts of cool music bandsOrganisation of competitions in the context of the already existent slogan “Take a deep breath and you get it”.Sponsorship in youth music shows

Indeed all these could be embodied in a timetable like the following:

September:September: beginning the new season in schools, unis, central places in towns with people dressed like caramels and share the new tastes.December:December: Events concerning the celebrations, similar to those that were organized during summer for the Coolwave onesFebruary:February: Holding events in view of Halloween such as masker’s parties and competitions for the best handmade uniform with the slogan “Take a deep breath and let your imagination lead you”April- May: April- May: Halls as a company to do the support on events that students will have organized. (e.g. Schoolwave)July- AugustJuly- August: Sponsorship to concerts in different places in the world !

Thank you for

your attention!

Teams co-operated:

•“4 kai kati”: Gewrgia Koumpoura Athina Mastoraki Nikos Danos Thanos Poulos Panagiwtis Theodwropoulos

•“Domino”: Myrsini Zarda Lilian Glarou Eirini Swpasoudaki