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AltoidsTana Bolinger, Courtney Black, Kathryn Hyer, Ariel Vogan, Emmaline Neubert, Calli Morris
Altoids Media PlanTana Bolinger, Kathryn Hyer, Calli Sprenkle, Courtney Black, Emmaline Neubert, Ariel Vogan
• 1780, Smith Kendon, Smith & Co. in London
• Became part of Callard and Bowser (19th century)
• 1918, popularity in America
• Terry’s of York (1982), Kraft/Phillip Morris (1993), Wrigley (2004)
• Currently owned by Mars Inc.
• Current Tagline: “Curiously Strong”
Situational Analysis - History
3rd place in breath fresheners
Situational Analysis – SOM
Situational Analysis – Comp.
Past and Current Advertising:
• Original Mint/Classic
• Curiously Strong Facts
• Traditional Print
• Classic/Old English Commercials
Competition:
SWOT
Strengths:
• Established reputation
• Iconic and unique packaging
• Premium quality
• High brand awareness
• Effective breath enhancers
Weaknesses:
• Unfamiliar with various flavors offered
• Out-dated
• Packaging is not easy to carry
SWOT Cont. Opportunities:
• Last longer than normal mints
• Originally made to reduce stomach discomfort
• Fresh breath builds confidence
Threats:
• Competitors change flavors constantly
• Other designs
• Dust on fingers from tin container
• Little digital presence
• Many other brands of breath mints
Market Goals
• Estimated to increase by 55.2% by 2020
• Altoids must increase their distribution in order to take second when it comes to SOM
• SOM goal to 28%
• Brand awareness goal to 45%
Target Audience
Gender: Women (Index:108)
Race: Caucasian (Index: 100)
Age: 35-54 (Index: 115)
Education: Post-Graduate (Index:124)
Occupation: Professional and related occupations (Index: 117); Sales and office occupations (Index: 113)
Location: Pacific-MKTG REGN (Index: 123) and South East (Index: 94)
Income: $75,000- $150,000+ (Index: 139)
Marital status: Married (Index:100)
Children: 1 (Index:112) or 2 (Index: 103). Most likely between the ages of 6-17 (Index: 104)
Media Objectives
• Reach & frequency increased
• Average pulse in November, December, January, February, June, and September.
National Reach GoalsYearly: 78.0Pulse: 83.0
National Frequency GoalsYearly: 3.1Pulse: 3.6
Spot Reach GoalsYearly: 80.0Pulse: 85.0
Spot Frequency GoalsYearly: 3.5Pulse: 4.0
Creative
• Positioning Statement: The perfect “go-to” in any life situation
• Tagline: “Power through life.”
• Reasoning: Anything can be accomplished with that little, red tin in your pocket!
Past and Current Advertising
Altoids Gum Commercial
Altoids Central Park Commercial
Media Strategy
1. Portland-Auburn, MEBDI: .28CDI: .312. New York, NYBDI: 7.9CDI: 6.83. Binghamton, NYBDI: .09CDI: .11
4. Macon, GABDI: .16CDI: .225. Philadelphia, PABDI: 2.9CDI: 2.576. Detroit, MIBDI: 1.64CDI: 1.57
7. Boston (Manchester)BDI: 2.53CDI: 1.938. Savannah, GABDI: .24CDI: .39. Pittsburgh, PABDI: .88CDI: .91
10. Ft. Wayne, INBDI: .21CDI: .22
Geographic Location (BDI and CDI)
Promotions, Social and Non-traditional
• Social media
• Charities
• Trending hashtag
• Local artists on tin design
• Continually mixing the media
Media Execution
Targeted Internet: (Heavy)
• ABCnews.com (Index 144)
• HuffingtonPost.com (Index 143)
• Travelocity.com (Index 143)
• Wsj.com (Index 138)
Targeted Magazines: (Heavy)
• Consumer Reports (Index 138)
• Cosmopolitan (Index 138)
• Vogue (Index 166)
• Travel (Index 129)
Media Execution Cont.
Target Broadcast TV: (Moderate)
• Awards-Specials Index: 128
• Game Shows-PrimeTime Index: 136
Targeted Cable TV: (Moderate)
• BET: Index 126
• Lifetime: Index 116
• Oxygen: Index 119
Targeted Radio: (Moderate Heavy)
• Urban: Index 117
• CHR:Index 112
Budget
Total Spent: 24,208,000
Appendix
Ostrow Model
Marketing Factors That Affect Frequency: 0
Copy Factors That Affect Frequency: -0.4
Media Factors That Affect Frequency: -0.1
0+-0.4+-0.1= 2.5 Frequency
70 x 2.5 = 175 GRP