Mint-O Fresh <ul><li>Company </li></ul><ul><ul><li>ITC, one of India’s biggest and most respected private corporations </l...
Mint-O Fresh <ul><li>Market space: </li></ul><ul><ul><li>The 50 paisa cough lozenges category is one of the fastest growin...
4Ps of Mint-O Fresh Product <ul><li>Mint candy categorized as cough lozenge due to manufacturing process </li></ul><ul><li...
4Ps of Mint-O Fresh Price <ul><li>Smallest unit of currency, 50 Paisa, drives the price </li></ul><ul><li>Industry price i...
4Ps of Mint-O Fresh Place <ul><li>Retail Outlets </li></ul><ul><ul><li>Customers from these locations buy it as a general ...
4Ps of Mint-O Fresh Promotion <ul><li>Advertising </li></ul><ul><ul><li>TV advertisements tag line “ Agar laila ko karna h...
Positioning <ul><li>Member of the Mints category  </li></ul><ul><ul><li>The brand “Mint-O” identifies the core product off...
Environmental Analysis <ul><li>Presence of various multinational players </li></ul><ul><ul><li>Perfetti, Cadbury, Nestle <...
SWOT Analysis <ul><li>Strength </li></ul><ul><ul><li>Excellent distribution network </li></ul></ul><ul><ul><li>High market...
Recommendations <ul><li>Product Modification </li></ul><ul><ul><li>Enable teeth tobacco-stain fighting properties </li></u...
Recommendation 1  Stain preventing mint <ul><li>Cigarette smokers known to be image conscious </li></ul><ul><li>Tobacco st...
Recommendation 1 Survey results <ul><li>73% of mint users would like to use new mint </li></ul><ul><li>56% of users who pr...
Recommendation 2  Strong mints in tin boxes  <ul><li>Cigarette purchasers of packets might need a mint after every cigaret...
Recommendation 3  Mints in Pubs & Bars <ul><li>ITC has significant distribution channels in Bars and Restaurants (HORECA c...
Questions? <ul><li>Thank you. </li></ul>
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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 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

  1. 2. Mint-O Fresh <ul><li>Company </li></ul><ul><ul><li>ITC, one of India’s biggest and most respected private corporations </li></ul></ul><ul><ul><li>Diversified presence in varied businesses </li></ul></ul><ul><ul><li>Rapidly gaining market share in fields like Packaged Foods & Confectionery, Branded Apparel, Personal Care and Stationery </li></ul></ul><ul><li>Product </li></ul><ul><ul><li>ITC has two products in the confectionery segment, Mint-O and Candyman </li></ul></ul><ul><ul><li>Mint-O was originally a Candico product, acquired by ITC in March 2002 </li></ul></ul><ul><ul><li>Re-launched as Mint-O Fresh with a new packaging and product in October 2004 </li></ul></ul><ul><ul><li>It is an active mint deposited candy available in two different flavors - Eucalyptus and Cool Green (milder and sweeter in taste). </li></ul></ul>
  2. 3. Mint-O Fresh <ul><li>Market space: </li></ul><ul><ul><li>The 50 paisa cough lozenges category is one of the fastest growing sub-segments of the confectionery market </li></ul></ul><ul><ul><li>This sub-segment poses several challenges, perhaps the biggest of which is the presence of well-established brands like Chlormint (Perfetti), Halls (Cadbury) etc. </li></ul></ul><ul><ul><li>Adult hard boiled mint confectionery segment is dominated by impulse buying </li></ul></ul><ul><li>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 </li></ul>
  3. 4. 4Ps of Mint-O Fresh Product <ul><li>Mint candy categorized as cough lozenge due to manufacturing process </li></ul><ul><li>Flavors: </li></ul><ul><ul><li>Eucalyptus flavored: Mint-O Fresh Eucalyptus </li></ul></ul><ul><ul><li>Clove flavored: Mint-O Cool Green </li></ul></ul><ul><li>Packaging: </li></ul><ul><ul><li>Individual mints are packaged in plastic packets </li></ul></ul><ul><ul><li>Sold by the retailer in Pet Jars </li></ul></ul><ul><ul><li>Mint-O Fresh Eucalyptus packaged in a blue packet </li></ul></ul><ul><ul><li>Mint-O Fresh Green packaged in a green package </li></ul></ul>
  4. 5. 4Ps of Mint-O Fresh Price <ul><li>Smallest unit of currency, 50 Paisa, drives the price </li></ul><ul><li>Industry price is either Rs. 0.50 or Rs. 1.00 per unit </li></ul><ul><li>Mint-O Fresh is priced at Rs. 0.50 </li></ul><ul><li>Price not being a differentiating factor thus minimal marketing focus on this aspect </li></ul><ul><li>A Pet-Jar with a maximum retail price of Rs. 425 contains 850 units with an additional 100 units free </li></ul>
  5. 6. 4Ps of Mint-O Fresh Place <ul><li>Retail Outlets </li></ul><ul><ul><li>Customers from these locations buy it as a general candy-mint </li></ul></ul><ul><ul><li>Mint-O Fresh is not marketed towards this market </li></ul></ul><ul><li>Pharmacies </li></ul><ul><ul><li>Pharmacies sell mints flavored cough lozenges. </li></ul></ul><ul><ul><li>Primary market for Mint-O Fresh is the smoking population, whose image is somewhat contrary to that of a pharmacy </li></ul></ul><ul><li>Paan / Cigarette kiosks </li></ul><ul><ul><li>Primary customers are cigarette smokers who use the mint to freshen the mount, to subdue cigarette odors. </li></ul></ul><ul><ul><li>ITC has a strong presence with cigarette kiosk retailers as distributors of ITC’s tobacco products </li></ul></ul>
  6. 7. 4Ps of Mint-O Fresh Promotion <ul><li>Advertising </li></ul><ul><ul><li>TV advertisements tag line “ Agar laila ko karna ho impress, to khao Mint-O Fresh ” clearly targets the male youth of the country </li></ul></ul><ul><li>Point-of-sale boards </li></ul><ul><ul><li>ITC has promoted Mint-O Fresh prominently at the cigarette kiosks </li></ul></ul><ul><li>Cigarette-kiosk retailer promotions </li></ul><ul><ul><ul><li>Foreign trips/Free products offered to vendors based on sales numbers </li></ul></ul></ul><ul><ul><ul><li>Free transportation for bulk delivery once a week </li></ul></ul></ul><ul><ul><ul><li>Vendors with exclusive sales contracts with ITC sell only Mint-O Fresh </li></ul></ul></ul>
  7. 8. Positioning <ul><li>Member of the Mints category </li></ul><ul><ul><li>The brand “Mint-O” identifies the core product offering </li></ul></ul><ul><li>Provides fresher breath </li></ul><ul><ul><li>Communicates brand benefits </li></ul></ul><ul><li>Helps you impress </li></ul><ul><ul><li>Targeting male youth conscious about their breath, typically smokers </li></ul></ul>
  8. 9. Environmental Analysis <ul><li>Presence of various multinational players </li></ul><ul><ul><li>Perfetti, Cadbury, Nestle </li></ul></ul><ul><li>Innovative advertizing campaigns </li></ul><ul><ul><li>Chlormint – Dobara mat poochna </li></ul></ul><ul><ul><li>Mint-O (Normal) – Dimaag ki batti jala de </li></ul></ul><ul><li>Mint is the fastest growing within confectionary </li></ul><ul><li>Most mints follow a mass market strategy </li></ul>
  9. 10. SWOT Analysis <ul><li>Strength </li></ul><ul><ul><li>Excellent distribution network </li></ul></ul><ul><ul><li>High market share </li></ul></ul><ul><ul><li>Clear segmentation </li></ul></ul><ul><li>Weakness </li></ul><ul><ul><li>Low industry pricing </li></ul></ul><ul><ul><li>Low brand salience </li></ul></ul><ul><ul><li>Relatively weak advertisement </li></ul></ul><ul><li>Opportunity </li></ul><ul><ul><li>Unmet needs of smokers </li></ul></ul><ul><li>Threat </li></ul><ul><ul><li>Competition from Perfetti – Also targeting smokers </li></ul></ul><ul><ul><li>Increasing input costs </li></ul></ul>
  10. 11. Recommendations <ul><li>Product Modification </li></ul><ul><ul><li>Enable teeth tobacco-stain fighting properties </li></ul></ul><ul><ul><li>Package mint in classy tin boxes </li></ul></ul><ul><li>Marketing Modification </li></ul><ul><ul><li>Promote Mint-O Fresh in Bars </li></ul></ul>
  11. 12. Recommendation 1 Stain preventing mint <ul><li>Cigarette smokers known to be image conscious </li></ul><ul><li>Tobacco stains on teeth a concern for smokers </li></ul><ul><li>Marketing could emphasize that it’s easier to remove stains shortly after a smoke than later </li></ul><ul><li>Need to ensure growth profit greater than costs of implementing desired property </li></ul>
  12. 13. Recommendation 1 Survey results <ul><li>73% of mint users would like to use new mint </li></ul><ul><li>56% of users who prefer non - Mint-O Fresh willing to switch to new mint. </li></ul><ul><li>81% of those who want new mint willing to pay Rs . 1 </li></ul>
  13. 14. Recommendation 2 Strong mints in tin boxes <ul><li>Cigarette purchasers of packets might need a mint after every cigarette </li></ul><ul><li>Classy mint-boxes appeal to image conscious of cigarette smokers </li></ul><ul><li>Upscale image of boxes something for other mint buyers to aspire to </li></ul><ul><li>Potential to make boxes “collectable” items </li></ul>
  14. 15. Recommendation 3 Mints in Pubs & Bars <ul><li>ITC has significant distribution channels in Bars and Restaurants (HORECA channel) </li></ul><ul><li>Use this strength in Bars to promote Mint-O Fresh into customers’ consideration set </li></ul><ul><li>Bars are a natural place where smoking related products synergize with the ambiance </li></ul><ul><li>Can be a venue to promote the boxed mint </li></ul>
  15. 16. Questions? <ul><li>Thank you. </li></ul>

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