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• Originally made to reduce stomach discomfort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