Mint-O Fresh

Market 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.

ITCs Total Revenue from
Confectionery Industry[June 2014] :
SMART MOVES THAT PAID OFF
C
a
t
e
r
i
n
g

t
o

D
i
f
f
e
r
e
n
t

T
a
r
g
e
t

G
r
o
u
p

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






Thank You