Académique Documents
Professionnel Documents
Culture Documents
Table of Contents
2
SWOT
Analysis
3
4 Cs of
Marketing
4
Strategy
5
Executive
Sumary
.6
Cited
Sources
7
3
SWOT Analysis
1. Analysis of Marketing Objectives and Strategies
a. Print advertising has been used in the past. Altoids does not have
a strong presence with digital media
2. Competitive Considerations
d. Users like the strength of the mints and the nostalgia of what
they represent. Many people associated the product with
grandparents, parents and holidays
4. Target Audience
a. Ages 18-35
5. Geographic Questions
a. National distribution
7. Media Mix
ii. Altoids can use the sound of their mints shaking in the tin
to provoke nostalgic feelings
5
iii. The digital media will reach the younger target market and
help increase the brand awareness
Consumer Wants and Needs: Want a product thats reliable, easy to access,
time-tested and familiar.
Cost: fiscal cost, pay for quality, time for purchase (usually at checkout
stand), research time (time spent watching advertisement), less kid friendly,
and less candy-like (giving up sweetness)
Communication: Digital, social media, magazine print ads, spot radio, spot
television, banners and localized sports marketing. Communicating what
separates them from the other competitors in the market.
Strategy
6
Altoids target audience will be 18-35 year olds will a heavy push on social
media and spot media to help push the brand to an overall 45% brand
awareness as well as give the mint a 20% increase in sales over the next
year. Spot marketing will be using in pulsing marketing for the month of
March and mens and womens magazines will also see an increase in ad
exposure.
Mens health as well as womens health will be targeted for the older segment
of the target audience that we are trying to reach. Business magazines will
also be marketed to since personal hygiene is a critical part to any successful
businessman and Altoids wants to make its brand associated as the best
option for that.
Spot radio and television will be localized before the frozen Four takes place
at each of the universities as well as an increase of digital and social media
to cornerstone the tour campaign. Students and fans of each of the teams
can participate in. A portion of the $25 million budget will be dedicated to
this tour.
During pulsing months of February, March, November and December there
will be a goal to reach a frequency of 4.5 with a reach of 85 since these are
holiday months and family members will be gathering together as well as in
March when the hockey tournament takes place. The rest of the year will be
a stead reach of 65 and a frequency of 2 so Altoids is able to continuously
keep its message in the back of peoples minds
Altoids will be advertised both nationally as well as certain times of spot
media marketing. A national marketing campaign is the best option that to
effectively get our rebranding message to the largest amount of people over
the longer amount of time. Spot marketing will only be used locally wherever
the Frozen Four happens to take place. This spot marketing will be used for
the radio stations that broadcast the games as well as local television
stations to get air time of the Altoids team being present at each of the
games.
Monthly media allocation will consist of $1,952,183 per month with an
increased amount during our pulsing months.
The time of the marketing campaign will be a continuous one with segments
of pulsing marketing. Keeping the new and up to date advertisements that
the Altoids marketing team come up with will be key to making Altoids a
more successful mint when compared to its competitors. The Campaign will
start in January and continue through December. The only difference
7
between the months will be the reach and frequency goals for the certain
month.
Executive Summary
Media Mix: Since we are not introducing a new brand to the general public,
rather rebranding an already established brand heavy marketing will be used
on certain social media as well as targeted websites in an order to show our
target market that Altoids are the best old mint available. Magazines
geared towards men and women specifically as well as businessmans
magazines and spot market media with the hockey tournament will also help
give Altoids its final push towards its fiscal goals.
Sales Goals: The Altoids team will hit the road for the Frozen Four hockey
tournament that takes place every March. The team will be split into three
groups, one will be sent to each of the universities that is hosting one of the
games and the team will tailgate before the game to hand out free samples
as well as some sponsored team merchandise. The last team will be in
charge of the marketing that will take place inside both of the arenas. They
will be given a spending budget of XXX to buy ad space along the boards as
well as ads that will pop up on the jumbo Tron during commercial breaks.
Cited Sources
1. An application for the trademark "ALTOIDS" has been filed by wm. wrigley jr.
company. (2014). Food Weekly News, , 515.
2. Baar, A., & Beirne, M. (2002). Altoids seeks to stay fresh: Web film, strips among
ideas as brand faces stiff competition. ADWEEK Midwest Edition, 43(49),
3. Judy McDermott & Joy Ferguson. (2004). Wrigley plans new deal for life
Savers/Altoids purchase. Bank Loan Report, , 1.
4. Wrigley jr co. (2005). Euroweek, , 1.