The document discusses the branding and marketing strategies of Mint-O Fresh, an Indian confectionery brand. It faces significant competition from established brands. To stand out, Mint-O Fresh aims to appeal to both young adults and different demographic groups through advertising campaigns using popular Bollywood themes. The brand has launched additional offerings like Mint-o-gal chews and sugar-free Ultra mintz to expand its target market and cater to health-conscious consumers. Through innovative strategies, Mint-O Fresh has become a market leader with over 11% market share in the confectionery category.
The document discusses the branding and marketing strategies of Mint-O Fresh, an Indian confectionery brand. It faces significant competition from established brands. To stand out, Mint-O Fresh aims to appeal to both young adults and different demographic groups through advertising campaigns using popular Bollywood themes. The brand has launched additional offerings like Mint-o-gal chews and sugar-free Ultra mintz to expand its target market and cater to health-conscious consumers. Through innovative strategies, Mint-O Fresh has become a market leader with over 11% market share in the confectionery category.
The document discusses the branding and marketing strategies of Mint-O Fresh, an Indian confectionery brand. It faces significant competition from established brands. To stand out, Mint-O Fresh aims to appeal to both young adults and different demographic groups through advertising campaigns using popular Bollywood themes. The brand has launched additional offerings like Mint-o-gal chews and sugar-free Ultra mintz to expand its target market and cater to health-conscious consumers. Through innovative strategies, Mint-O Fresh has become a market leader with over 11% market share in the confectionery category.
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.
ITCs Total Revenue from Confectionery Industry[June 2014] : SMART MOVES THAT PAID OFF C a t e r i n g
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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 categoryThreat 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