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ITC Mint-O Marketing and Business development analysis
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ITC Mint-O Marketing and Business development analysis

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Candies are a fiercely contested space in India, and within Candies, Nestle Polo has a strong hold. Mint-O from ITC positioned itself uniquely targeting niche sensibilities and providing the necessary ...

Candies are a fiercely contested space in India, and within Candies, Nestle Polo has a strong hold. Mint-O from ITC positioned itself uniquely targeting niche sensibilities and providing the necessary thrust though its wide network of small cigarette shops. This presentation identifies possible growth areas for the brand.

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ITC Mint-O Marketing and Business development analysis ITC Mint-O Marketing and Business development analysis Presentation Transcript

  •  
  • Mint-O Fresh
    • Company
      • ITC, one of India’s biggest and most respected private corporations
      • Diversified presence in varied businesses
      • Rapidly gaining market share in fields like Packaged Foods & Confectionery, Branded Apparel, Personal Care and Stationery
    • Product
      • ITC has two products in the confectionery segment, Mint-O and Candyman
      • Mint-O was originally a Candico product, acquired by ITC in March 2002
      • Re-launched as Mint-O Fresh with a new packaging and product in October 2004
      • It is an active mint deposited candy available in two different flavors - Eucalyptus and Cool Green (milder and sweeter in taste).
  • Mint-O Fresh
    • Market space:
      • The 50 paisa cough lozenges category is one of the fastest growing sub-segments of the confectionery market
      • This sub-segment poses several challenges, perhaps the biggest of which is the presence of well-established brands like Chlormint (Perfetti), Halls (Cadbury) etc.
      • Adult hard boiled mint confectionery segment is dominated by impulse buying
    • Target Market: The target market for the Mint-O Fresh is primarily the urban-young-single-male-smoker who wants to keep his breath fresh after a cigarette and also impress his colleagues
  • 4Ps of Mint-O Fresh Product
    • Mint candy categorized as cough lozenge due to manufacturing process
    • Flavors:
      • Eucalyptus flavored: Mint-O Fresh Eucalyptus
      • Clove flavored: Mint-O Cool Green
    • Packaging:
      • Individual mints are packaged in plastic packets
      • Sold by the retailer in Pet Jars
      • Mint-O Fresh Eucalyptus packaged in a blue packet
      • Mint-O Fresh Green packaged in a green package
  • 4Ps of Mint-O Fresh Price
    • Smallest unit of currency, 50 Paisa, drives the price
    • Industry price is either Rs. 0.50 or Rs. 1.00 per unit
    • Mint-O Fresh is priced at Rs. 0.50
    • Price not being a differentiating factor thus minimal marketing focus on this aspect
    • A Pet-Jar with a maximum retail price of Rs. 425 contains 850 units with an additional 100 units free
  • 4Ps of Mint-O Fresh Place
    • Retail Outlets
      • Customers from these locations buy it as a general candy-mint
      • Mint-O Fresh is not marketed towards this market
    • Pharmacies
      • Pharmacies sell mints flavored cough lozenges.
      • Primary market for Mint-O Fresh is the smoking population, whose image is somewhat contrary to that of a pharmacy
    • Paan / Cigarette kiosks
      • Primary customers are cigarette smokers who use the mint to freshen the mount, to subdue cigarette odors.
      • ITC has a strong presence with cigarette kiosk retailers as distributors of ITC’s tobacco products
  • 4Ps of Mint-O Fresh Promotion
    • Advertising
      • TV advertisements tag line “ Agar laila ko karna ho impress, to khao Mint-O Fresh ” clearly targets the male youth of the country
    • Point-of-sale boards
      • ITC has promoted Mint-O Fresh prominently at the cigarette kiosks
    • Cigarette-kiosk retailer promotions
        • Foreign trips/Free products offered to vendors based on sales numbers
        • Free transportation for bulk delivery once a week
        • Vendors with exclusive sales contracts with ITC sell only Mint-O Fresh
  • Positioning
    • Member of the Mints category
      • The brand “Mint-O” identifies the core product offering
    • Provides fresher breath
      • Communicates brand benefits
    • Helps you impress
      • Targeting male youth conscious about their breath, typically smokers
  • Environmental Analysis
    • Presence of various multinational players
      • Perfetti, Cadbury, Nestle
    • Innovative advertizing campaigns
      • Chlormint – Dobara mat poochna
      • Mint-O (Normal) – Dimaag ki batti jala de
    • Mint is the fastest growing within confectionary
    • Most mints follow a mass market strategy
  • SWOT Analysis
    • Strength
      • Excellent distribution network
      • High market share
      • Clear segmentation
    • Weakness
      • Low industry pricing
      • Low brand salience
      • Relatively weak advertisement
    • Opportunity
      • Unmet needs of smokers
    • Threat
      • Competition from Perfetti – Also targeting smokers
      • Increasing input costs
  • Recommendations
    • Product Modification
      • Enable teeth tobacco-stain fighting properties
      • Package mint in classy tin boxes
    • Marketing Modification
      • Promote Mint-O Fresh in Bars
  • Recommendation 1 Stain preventing mint
    • Cigarette smokers known to be image conscious
    • Tobacco stains on teeth a concern for smokers
    • Marketing could emphasize that it’s easier to remove stains shortly after a smoke than later
    • Need to ensure growth profit greater than costs of implementing desired property
  • Recommendation 1 Survey results
    • 73% of mint users would like to use new mint
    • 56% of users who prefer non - Mint-O Fresh willing to switch to new mint.
    • 81% of those who want new mint willing to pay Rs . 1
  • Recommendation 2 Strong mints in tin boxes
    • Cigarette purchasers of packets might need a mint after every cigarette
    • Classy mint-boxes appeal to image conscious of cigarette smokers
    • Upscale image of boxes something for other mint buyers to aspire to
    • Potential to make boxes “collectable” items
  • Recommendation 3 Mints in Pubs & Bars
    • ITC has significant distribution channels in Bars and Restaurants (HORECA channel)
    • Use this strength in Bars to promote Mint-O Fresh into customers’ consideration set
    • Bars are a natural place where smoking related products synergize with the ambiance
    • Can be a venue to promote the boxed mint
  • Questions?
    • Thank you.