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Mint O Fresh: ITC's Confectionery Strategy

The document discusses the Mint-O Fresh product from ITC. It provides background on ITC and describes how Mint-O was originally launched in 2002 and then relaunched as Mint-O Fresh in 2004 with new packaging. Mint-O Fresh targets young urban male smokers looking to freshen their breath after cigarettes. It positions itself as a mint product that provides fresh breath and helps users impress others. The document performs a SWOT analysis and discusses the competitive landscape and strategies used, including leveraging psychology around social confidence and overcoming adversaries. Within 3 months of launching, brand awareness scores were ahead of benchmarks for new FMCG brands.

Uploaded by

TAWHID ARMAN
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Topics covered

  • Marketing Recommendations,
  • Mint Packaging,
  • Market Leadership,
  • Market Segmentation,
  • Brand Messaging,
  • Product Differentiation,
  • Confectionary Market,
  • Target Audience,
  • Product Innovation,
  • Cigarette Smokers
94 views12 pages

Mint O Fresh: ITC's Confectionery Strategy

The document discusses the Mint-O Fresh product from ITC. It provides background on ITC and describes how Mint-O was originally launched in 2002 and then relaunched as Mint-O Fresh in 2004 with new packaging. Mint-O Fresh targets young urban male smokers looking to freshen their breath after cigarettes. It positions itself as a mint product that provides fresh breath and helps users impress others. The document performs a SWOT analysis and discusses the competitive landscape and strategies used, including leveraging psychology around social confidence and overcoming adversaries. Within 3 months of launching, brand awareness scores were ahead of benchmarks for new FMCG brands.

Uploaded by

TAWHID ARMAN
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Topics covered

  • Marketing Recommendations,
  • Mint Packaging,
  • Market Leadership,
  • Market Segmentation,
  • Brand Messaging,
  • Product Differentiation,
  • Confectionary Market,
  • Target Audience,
  • Product Innovation,
  • Cigarette Smokers

MINT-O FRESH

Mint
Company: ITC (Indian Tobacco Limited)
O Fresh
 A leading Indian multinational company.
 A diversified presence across industries.
 Completed 100 Years in2010.
 Rapidly gaining market share in field of packaged food and confectionary market.

Product: Mint O Fresh


 ITC has two product in the confectionary market one is Mint O Fresh and another is Candyman.
 Mint O is a candico product lunched by ITC in
2002.
 In 2004 ITC re-lunched this product with new packaging and product named Mint O Fresh.
 It’s a active mint deposited candy available in two different flavors, one is Eucalyptus another is
cool green.
Mint O Fresh

Market: cough lozenges in 50 paisa is the fastest growing sub segments of the
confectionary market.
Adult hard boiled mint confectionary segment is dominated by impulse buying.
Targeting:
Mint O Fresh primarily target the young-Urban male smoker who wants to keep
their breath fresh after a cigarette and also impress his colleges.

The people who need any mouth freshener.

The people who want to become fresh after having meal.

Positioning:
Member of the mint category.
Mint O Fresh identifies the core product offering.
Provide freshener breath
Communicates brand benefits.
Helps to impress
Targeting male youth conscious about their breath typically smokers.
Situation

SWOT
Strength Opportunity

 Excellent Distribution  Unmet needs of smokers


Network
 High market share
 Clear segmentation

Threat
Weakness
 Competition from perfetti
 Low industry pricing (also targeting smokers)
 Low brand salience  Increasing input cost
 Vics, Strepsils, Halls,
Clorests,Chlormint and
Mentos offer the same value
for the consumer
Competition

 Vics and Strepsils were promoted for throat irritation.


 Halls had been promoted for the throat and nose after that they move to the mouth
freshness.
 Clorests have been lunched for mouth freshener after meal.
 Chlormint from Perfetti positioned as a mouth freshener with a special ingredients.
 Mentos was promoted as fun mint chew.
Objective

After established a strong position in confectionary market by polo and Mint O Rolls.
ITC wanted to take a new brand into new territories.
They knew that their new offering product didn't touch their another product like Mint O
Rolls.

ITC wanted to move into a leadership position.


Strategy

psychology
The Team knew,
the young adult and teen want to be popular, increase social confidence and
get noticed.
The most manifestation of this social confidence is in attractive to the
opposite sex.
The researcher knew “Winning” was no longer a strength enough
motivation.
Motivation become stronger when a person challenged by adversary and
managed to overcome him.
Strategy

How they thought to make a TVC according to this psychology concept ?

Most of the film, boys meet girls, woos the girl then the villain arrive and the villain is
powerful (Adversary). In the end of the film hero overcome the villain.
They creatively relater the psychological concept to the film scene for creating advertising.

The advertisement.
There was one area where the entire country, irrespective of age, class, caste,
creed or language, seem to come together—the drama of Indian feature films.
Interestingly, the ‘grammar’ of most films made in India is around the same
theme—boy meets girl; woos the girl; then there is a villain, an adversary
who is mean and powerful; and the climax of the film usually ends with the
hero overcoming the villain.
Result:
Within three months the brand awareness scores ahead of IMRB’s benchmark awareness scores
for new FMCG brands.

Being a new product the awareness scores of this is cooperatively high.


Recommendation:

Strong mint in tin box.

Cigeratte purchasers might need a mint after every cigarette.


Classy mint-boxes appeal to image conscious of cigarette smokers

Stain preventing mint

Tobacco stains on teeth a concern for smokers.


Marketing could emphasize that it,s easier to remove stain shortly after a smoke than later.
Learning from the case:

When we want to create a good position in market or want to become a leader in market we
should focus on customer mind.

What’s the product, Whats its quality, before maintaining them we should select the best way,
how can we represent our product.

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