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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.

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>