Curiously strong Media PLan

Agency Overview.......................................4

Brand Analysis............................................8

Competitive Analysis............................20

Target Audience Analysis..............32

The Big Idea...................................................43

Objectives and Strategies...........45

Media Mix.............................................................48 Media Mix.............................................................48

Reach, Frequency, GRP........................62

Timing and Scheduling........................64

Budget...................................................................67

Appendix..............................................................70

The Altoids brand is now one hundred years old. The breath mints category is fairly popular among

U.S. consumers, with over 20 brands of mints and candies on the market. Altoids come in various

flavors ranging from peppermint, wintergreen, cinnamon, and spearmint. The main competitors for

Altoids are Ice Breakers, Tic Tac and Life Savers, based off sales and market share. Our twelve-month

campaign will run from December 2017 to November 2018 on a pulsing schedule. We will include

heavy-ups around the New Yearʼs and common professional hiring seasons in order to emphasize

using mints to not only enhance your breath, but also your possibilities in both your professional and

pepersonal lives. We will target the Single Socialites, who are men and women between the ages of 25

and 34, specifically those who are single. Our target does not currently buy breath mints that

regularly, but they are more likely to choose the competitors when they do. These people want to

succeed in all aspects of life, from work to their social life. Thus, we developed our big idea

“Everyday Enhancemints.”

In order to achieve our monthly reach and frequency goals, we will run a national campaign utilizing

mediums such as television, radio, magazine, and Internet based on high index numbers for our

target audience. The campaign will generate an average of 259 GRPs per month. The budget given

to us by our client is $25 million, and we plan to use it to increase sales by 20% in the United States

and increase Altoidsʼ brand recognition overall. Dynamic Media Solutions believes that through our

media plan, we can successfully achieve these goals and objectives.

Moving to the east coast, there are relatively-high shares of market as well as good market potential in New York City (116,101), Philadelphia, PA (114,100), Providence-New Bedford, RI-MA (110,100), and Miami-Ft. Lauderdale, FL (100,111). Washington D.C. (126,92) and Baltimore, MD (119, 93) areas have high market share but poor market potential for the category. Sales would also have to be monitored for declines. Overall, it appears that the DMAs with high market share and best potential lie in major cities on the west and east coasts.

There are many DMAs in the west coast that have potential for increased sales based on their high brand development index (BDI) and high consumer development index (CDI). Bakersfield, CA (103 BDI,123 CDI), Los Angeles, CA (109,108), San Diego (112,100), and Las Vegas, NV (101,112) index well for both brand and category development. Consumers in Bakersfield are 3% more likely to purchase Altoids than the average population and those same consumers are 23% more likely to purchase mints than the average population. Over-indexing for both BDI and CDI mean that those DMAs have high market share and good market potential. The San Francisco Bay Area (129,94) has a high market share, but a low CDI,CDI, which means that sales in that area would have to be monitored for declines. While consumers in the Bay Area are 29% more likely to purchase Altoids than the average population, those consumers are 6% less likely to purchase mints than the average population.In the southwest, Houston, TX (107,103), Laredo, TX (101,117) have both high market share and market potential as do Chicago, IL (111,101) and Detroit, MI (107,103) in the midwest. In the southwest, Houston, TX (107,103), Laredo, TX (101,117) have both high market share and market potential as do Chicago, IL (111,101) and Detroit, MI (107,103) in the midwest.

Altoids started its advertising spending in July, but focused the bulk of it from September through December. Altoids spent 35% of its total brand spend in September, 24% in October, 14% in November, and 26% in December. Ice Breakersʼ spending is active all year round, being very active in December, June, and August. Ice Breakers is tough competition because their spending totals are more than triple Altoidsʼ totals. However, it is worth noting that Altoids does have the second highest totals among their cocompetitors. Tic Tac spends less than Altoids, but they advertise more heavily during the spring and summer months. Our agency recommends Altoids maintain some form of advertising throughout the entire year, since their greatest competitor, Ice Breakers, currently dominates the spending.

Our agency collected primary and secondary research to determine the best segment to target for Altoids. We looked into demographic, psychographic and behavioral information in order to determine which audience to target. According to MRI demographic data, Altoidsʼ current market consists of 45-54-year-old women with professional careers and whose household income was $100,000 and more. Based on the 2014 GfK MRI data, adults ages 45-54 are 11% more likely to be Altoids consumers than the average population, compared to 25-34 year-olds being only 2% more likely to buy from the brand. InInstead of sticking with our current customer base, we decided to adopt an offensive strategy and target a segment that is relatively untouched. Adults 25-34 are 13% more likely to be Ice Breakers users; however Ice Breakers also over-index for every age group, especially the 18-24 range. They are our strongest competitor. Our new target age range under-indexes for Life Savers and Tic Tac. This gives us the opportunity to target adults ages 25-34 in an effort to convert them over from Ice Breakers and eventually earn loyal Altoids consumers. We chose to include both men and women in our target because their index numbers as heavy mint users wewere close enough in range (102, 98).

Altoids consistently falls in third place among its competitors with regards to share of market and share of voice, behind Tic Tac then Ice Breakers. The leading competitor, Ice Breakers, spread their advertising across seven different mediums, while Altoids only advertised across three from 2012-2015. Tic Tac utilized 10 different mediums for advertising. Based on these category trends, it is clear that Altoids should increase their media spending dollars and the number of mediums they advertise on while also spreading their spending more consistently throughout the months of the year.AlAltoids would also benefit by getting more involved on social media, particularly Twitter and Instagram. It is important for brands to be active on social media because of consumer relationship-building; not only can you get an insight into your customers lives, but feedback on your product as well. With Altoidsʼ competition being more socially active, Altoids should make an effort to grow their social following and engagement.

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How I Met Your Mother is an American sitcom that revolves around Ted Mosby and his group of friends in Manhattan. It takes place in 2030, and each episode is a story that he tells to his kids about how he met their mother. This is a very popular television show within our target market, having an index of 125.

American Dad! is an adult animated sitcom. This show follows the former CIA agent, Stan Smith, and his family around a fictional Washington D.C. suburb. The show has an index of 197, proving that it is widely popular with our target market.

Once Upon A Time in order to prevent anymore “happily ever afters,” the Evil Queen Regina casts a curse on all of the fairy tale characters, which traps them in the modern world. Among our target market, this show has an index of 137.

Modern Family is a mockumentary exploring the different types of families through following the stories of a gay couple, a straight couple, a multicultural couple, and their families. Our demographic of 25-34 year olds over-indexed for watching Modern Family (133).

The Simpsons has an index of 174 among 25-34 year olds. This show is an American animated television sitcom that takes place in the fictional town of Springfield, starring the Simpsons family: Homer, Marge, Bart, Lisa, and Maggie. It is a parody of society and American culture.

We chose to utilize television as one of our advertising mediums. Television will allow us to obtain a high reach and frequency, as well as advertise creatively and effectively. Based off Simmons data, our target audience is about as likely as the average population to own a TV (99.) We also found that the TV shows with the highest index numbers for the 25-34 age demographic were Modern Family, The Simpsons, Once Upon A Time, American Dad and How I Met Your Mother. We chose to run 30 second advertisements during these programs. Most of these shows aired on primetime, so the audience we are targeting will most likely be watching TV. We chose syndicachose syndicated television programs to help limit our spending, and so that we can still show the shows with high viewership and high ratings.

Amazon is the largest internet-based retailer in the world that sells a variety of goods and services that customers order to be delivered to their doorstep. The Simmons data suggests that Altoids users indexed high for visiting Amazon between six and fifteen times in the past seven days (152, 149). We will be using Amazon s̓ sponsored ads to take our customers to the product detail page if they click on the ad. This is a smart choice for us, because it will deliver relevant ads to targeted shopper searches, promote Altoids, perhaps on page one of Amazon search results, and we will be able to measure our return on investment and optimize our spending.

Placing advertisements on the Internet allows for versatility, creativity, and audience engagement. Based on the data found on Simmons, Altoids̓ target market (men and women ages 25-34) indexed high for Internet use at home, especially from 11:00 p.m. to 2:00 a.m. (193, 119). When we took a closer look, we found that our target market specifically clicks on email ads that lead to purchases (197), clicks on webpage links that lead to purchases (117), and uses social media three or more times a day (230). This data proves that the Internet will serve as a favorable medium to advertise on.

YouTube is a video sharing website where users can upload content for millions of viewers around the world. Our target audience indexed high for visiting YouTube sixteen times within the past seven days (193). Based on this information, we know that our target market are frequent viewers, so it would be in our best interest to advertise here with pre-roll videos.

Google is a multinational technology company specializing in internet-related services and products that include online advertising, technologies, search, cloud computing, software, and hardware. Our target market indexed high for using Google in the past seven days (170). This is a perfect medium for Altoids to place search and display advertisements aimed at those in our target market.

Pandora is free, personalized internet radio where users enter an artist name or genre, and a personalized playlist is created for them. Based on the data we gathered from Simmons, 25-34 year olds indexed high for using Pandora in the past seven days (162). This medium allows us to advertise with a commercial break or a pop-up advertisement.

Based on data gathered from Simmons we discovered that 25-34 year olds indexed high for enjoying posting videos, songs, and other content on social networking/community websites (202, 130). Because our target demographic spends a lot of time interacting and sharing content on the Internet, theyʼve become quite experienced with the medium, logging 6 or more years on these platforms (269, 183). As a form of earned media, we hope that our campaign will generate increased engagement and following for Altoids on social media. We will use Altoids̓ social media accounts to repost photos of advertisements from the campaign and to also promote our promotional events and activations.

We utilized radio because it is a very cost-effective medium that optimizes frequency. The Single Socialites showed high index numbers for listening to the radio, especially from 7:00 p.m. - 12:00 a.m. (197, 126), and the average time spent listening was half an hour (119, 134). The most popular types of stations among our target audience were contemporary hit and urban. Contemporary hit music stations indexed high for morning drive as well.

Dynamic Media Solutions

utilized the Ostrow Model

to determine a minimum

effective frequency goal of

3.7. During our heavy-up

months, we plan on

maintaining an effective

frfrequency of 5 in order to

break through the clutter,

especially during the

holiday season. We set the

average reach for the

campaign at 70, which

leaves 259 average

monthmonthly GRPs. The reach

will increase to 75 during

heavy up months,

generating 375 GRPs

during those months.

For this campaign we will target the DMAs with high market share and best potential which lie in major cities on the

west and east coasts. These cities include Los Angeles California and New York City, Los Angeles has a BDI and CDI of

109 and 108 while New York City has a BDI and CDI of 116 and 101. These two major cities present an opportunity for

Altoids to increase sales since they have high BDI and CDI. Los Angeles having the higher CDI while New York City has

the higher BDI as well as the larger population. So a successful and well executed promotional campaign targeted to

thesethese areas will certainly do well for Altoids and help them edge out their competitors such as Tic Tac and LifeSavers.

Besides those two major cities on the west and east coast there are some options in the midwest that could help Altoids

increase sales. Specifically Houston Texas with a BDI and CDI of 107 and 103 respectively. Detroit Michigan also has

the same BDI and CDI numbers as Houston. These two midwestern cities could also help Altoids increase it sales if a

campaign was run in those areas. Based off of the index numbers provided it's safe to assume that all cities mentioned

wwould help Altoids increase sales in some way. It would be smart to activate some sort of sales promotion campaign in

these areas to further increase sales.

http://bi.galegroup.com.ezproxy.ithaca.edu:2048/essentials/article/GALE%7CA437755826/13a19f0d8114d0414a

86f1c02a596f3b?u=nysl_sc_ithaca

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1c28a8

http://www.forbes.com/sites/susanmcpherson/2016/01/08/5-csr-trends-that-will-blossom-in-2016/#75c73330742a

http://www.mslgroup.com/news/2014/20140916-future-of-biz-citizenship.aspx

http://wwhttp://www.forbes.com/sites/brucemccain/2016/07/26/4-economic-trends-that-will-matter-in-the-second-half-of-20

16/#55579c8c7945

http://adage.com/article/cmo-strategy/tic-tac-big-work-martin-agency/300853/

http://www.candyindustry.com/articles/85149-life-savers-gives-back-at-100

http://www.adweek.com/agencyspy/cpb-breaks-through-with-a-helpful-unicorn-in-its-first-campaign-for-ice-breakers/

106554

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34659e20856e7f?u=nysl_sc_ithaca

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aad301a1049e45?u=nysl_sc_ithaca

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http://www.wrigley.com/global/brands/altoids.aspx

(http://adage.com/article/news/a-tale-mints-curiouser-curiouser-breath-mint-category-segment-leader-tic-tac-continu

es-stick-marketing-guns-rival-altoids-stronger-stronger/60053/)

(https://www.leaf.tv/articles/the-history-of-altoids/)

(http://www.wrigley.com/global/brands/altoids.aspx#panel-1)

(http://ww(http://www.bloomberg.com/news/articles/1997-04-20/altoids-curiously-strong-ad-campaign)

http://altoidsads.com/img/portfolio/thumbs/98TonguePiercingSmall_t.gif

https://www.pinterest.com/anastasiailiadi/bodybuilder/

http://altoidsads.com/img/portfolio/thumbs/98NumbNumber_t.gif

http://www.newswise.com/articles/food-technology-magazine-editors-share-top-10-food-trend-predictions-for-2016)

http://www.prnewswire.com/news-releases/top-food--beverages-trends-for-2016-clean-eating-trend-inspires-a-back-to-

basics-approach-300180069.html (Innova Market Insights̓ Top Trends for 2016)

http://wwhttp://www.foodingredientsfirst.com/news/Top-Ten-Trends-for-2016-Clean-Eating-Trend-Inspires-a-Back-to-Basics-Appr

oach.html

http://www.candyusa.com/news/confectionery-trends-shaped-2015/

http://www.globalfoodforums.com/food-news-bites/2016-food-trends/

http://www.brandlective.com/brandlective-reveal-top-6-digital-trends-for-2016/