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

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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