MENTOSMARKETING

I. Executive Summary

• Main objective of the Mentos Marketing Plan:

  • Strengthen brand market position.

  • Increase consumer engagement.

  • Boost sales.

• Focus on expanding reach and improving brand awareness in the competitive confectionery industry.

• Strategies include product innovation, pricing, distribution, and communication.

• Action plan with budget and control measures to ensure successful execution.

Objectives of Mentos Marketing Plan

• Implement strategic marketing activities.

• Increase brand awareness and consumer engagement.

• Expand product reach through new distribution channels.

• Offer high-quality and innovative flavors.

• Maintain positive brand perception and customer satisfaction.

• Improve sales and overall market share.

Product Offerings

• Mentos Mint: Classic refreshing mint.

• Mentos Fruit: A mix of fruity flavors.

• Mentos Rainbow: Assorted fun flavors.

• Mentos Sour: Tangy and exciting flavors.

• Mentos Chewy Dragees: Classic chewy experience.

• Mentos Gum: Long-lasting freshness.

Strategy Recommendations

• Strong brand positioning: Reinforce Mentos as the go-to candy for freshness and fun.

• Maintain budget-friendly pricing and wide availability.

• Continuous promotion via social media, digital marketing, and traditional ads.

• Expansion target market to young consumers, professionals, and health-conscious individuals.

• Product innovation to include new flavors and sugar-free options.

II. Mentos

A. Brief History of the Product

• Originated in 1932 in the Netherlands by Perfetti Van Melle.

• Introduced as a peppermint-flavored chewy candy.

• Expanded globally with a variety of flavors and formats.

• Gained popularity due to unique texture: crisp outer shell, chewy center.

B. Mission and Vision

• Mission: Provide refreshing, high-quality, enjoyable candy that brings excitement.

• Vision: Be the most innovative and recognized chewy candy brand globally.

C. Product/Service Offerings

• Classic Mint Mentos: Original peppermint flavor.

• Fruit Mentos: Fruity flavors (e.g., orange, strawberry, lemon).

• Sour Mentos: A tangy twist on the classic.

• Mentos Gum: Sugar-free gum option for freshness.

• Limited-Edition Flavors: Seasonal and regional flavors.

III. Macro-Environmental Analysis – Mentos

A. Economic Factors

• Economic landscape influences consumer spending, especially confectionery products.

• Despite economic downturns, Mentos remains affordable and accessible.

B. Politico-Legal Factors

• Strict compliance with food safety regulations.

• Quality control, labeling, and advertising guidelines ensure consumer safety.

C. Socio-Cultural Factors

• Consumer preferences shifting towards healthier alternatives; Mentos innovates with sugar-free and fruity options.

D. Demographic Factors

• Appeals to all age groups; popular among students, professionals, and travelers.

• Diverse flavors appeal to a wide demographic.

E. Technological Factors

• Digital marketing and e-commerce expand reach.

• Leveraging social media and influencer collaborations.

• Technological advancements for better packaging and production.

F. Natural Factors

• Commitment to sustainability through eco-friendly packaging practices.

• Responsible sourcing to minimize environmental impact.

IV. Opportunities and Threats

• Opportunities:

  • Market expansion.

  • Health-oriented product variants.

  • Growth of e-commerce.

  • Demand for on-the-go snacks.

• Threats:

  • Rising raw material costs.

  • Competition in the candy market.

  • Consumer trend towards healthier options.

  • Economic downturn impacts discretionary spending.

V. Micro-Environmental Analysis – Mentos

A. Company

• Focus on product quality and customer satisfaction.

• Financial management to maintain cash flow while keeping products affordable.

B. Suppliers

• Sourcing high-quality ingredients from reliable suppliers to ensure product consistency.

C. Marketing Intermediaries

• Collaborating with distributors and retailers for expanded reach.

• Utilizing both traditional and digital marketing strategies.

D. Customers

• Broad audience includes students, professionals, and travelers.

• Monitoring customer preferences to inform product development.

E. Competition

• Faces competition from various mint and candy brands.

• Differentiation through innovative flavors and marketing strategies.

F. Public

• Adaptation during the COVID-19 pandemic with increased digital marketing.

VI. Strengths and Weaknesses

Strengths:

• Strong brand recognition and global presence.

• Variety of flavors and formats.

• Affordable product with a robust distribution network.

• Innovative marketing strategies.

Weaknesses:

• High competition within the candy market.

• Dependency on consumer snacking habits.

• Seasonal demand fluctuations.

VII. The Market

A. Market Size

• Diverse market reach through various retail channels, including e-commerce.

B. Market Needs

• Seeking refreshing, tasty, convenient snacks; Mentos meets these demands.

C. Market Trends

• E-commerce growth is reshaping sales and marketing strategies.

VIII. Marketing Objectives

• Implement strategic marketing activities.

• Increase brand reach and profitability.

• Offer innovative flavors.

• Maintain strong customer satisfaction.

• Positive consumer ratings and feedback.

IX. Marketing Mix

A. Product

• Continue to innovate with flavors and packaging.

• Engage customers via digital platforms.

1. Target Market

• Appeals to broad demographics including students, professionals, and families.

2. Brand Positioning

• Positioned as a refreshing and enjoyable candy.

B. Price

• Pricing strategy attracts diverse consumers while ensuring profitability.

• Price ranges include different configurations, generally from Php 15 to Php 150.

C. Distribution

• Long distribution channels ensuring product accessibility.

• Utilizes wholesalers, distributors, and vending machines.

D. Communication

• Engages consumers through websites and social media.

X. Advertisement and Promotion

A. Print Advertisement

• Newspapers, magazines, and in-store promotions to enhance visibility.

B. Outdoor Advertisement

• Billboards, storefront displays, and custom vending machines.

C. Social Media

• Engages consumers through interactive content and influencer collaborations.

XI. Marketing Mix Action Plans – Mentos

Product Decisions

• New sugar-free and healthier variants.

• Limited edition seasonal flavors.

• Eco-friendly packaging initiatives.

Price Decision

• Promotional pricing during holidays and special occasions.

Distribution Decision

• Expansion in online and convenience channels.

Communication Decision

• Enhance social media engagement and influencer collaborations.

XII. Budget and Control

• Allocated budget for marketing activities from Php 2,000 to Php 15,000, focused on impactful campaigns.

XIII. Ratings and Feedback Controls – Mentos

• Continuous product improvement based on consumer feedback.

• Enhancing service availability and promotional engagement.

• Professional responses to consumer feedback to build loyalty.