WELCOMEWELCOMEThis Altoids strategy plan was created based o� of past data from demo-graphics, psychographics, MRI data, market data, and a general research and study of the Altoids brand. This advertising plan if followed correctly would be a pivtol piece to Altoids growth and would allow Altoids to take over the mint market with a projected increase of 20% in sales.

Exe

cuti

ve Sum

mar

y

1Executive Summary

Altoids is a classic brand, founded in 1780. Originally founded by Smith Kendon to relieve intestinal discomfort, Altoids switched their marketing message, positioning Altoids as a breath mint by 1918. Consumers perceive Altoids to be a premium brand. Today, Altoids is the third most successful brand within the breath mint category. Altoids has a loyal customer base, however that base has aged, and thus the brand’s image needs a shakeup. Sales within the category are projected to increase 25.4 percent between 2015-2020.Altoids plans to capitalize on this growth, increasing their advertising spending by 100 percent. This increase is expected to boost sales by 20 percent. Altoids anticipates earning this advertising investment back through sales within the next two years. Altoids envisions themselves returning to their glory days, atop the category. This campaign will position Altoids as a mint brand with a proven track record. Grandma’s may have used Altoids all along, but now it’s time for youth to embrace them. The campaign will be based on the tagline “not just your grandma’s mint.” The campaign will target a younger demographic, stealing market share from key competitor, Ice Breakers. The campaign will utilize media targeting this demographic, intentionally going after Ice Breakers. Radio, Television, and magazines will be used, as well as a heavy usage of digital media such as mobile and social media. This will help develop a connection with the target market, building top of mind awareness.

Altoids is a classic brand, with a great product. They developed a strong brand loyalty among those first to adopt breath mints, and will begin this process among current youth through this campaign. Altoids will gain market share by increasing sales 20 percent, setting the brand on track to conquer the category. Altoids will gradually gain market share, reclaiming their spot atop the breath mint category.Altoids is a classic brand, founded in 1780. Originally founded by Smith Kendon to relieve intestinal discomfort, Altoids switched their marketing message, positioning Altoids as a breath mint by 1918. Consumers perceive Altoids to be a premium brand. Today, Altoids is the third most successful brand within the breath mint category. Altoids has a loyal customer base, however that base has aged, and thus the brand’s image needs a shakeup.

Exe

cuti

ve Sum

mar

y2 Sales within the category are projected to increase 25.4 percent between 2015-2020.

Altoids plans to capitalize on this growth, increasing their advertising spending by 100 percent. This increase is expected to boost sales by 20 percent. Altoids anticipates earning this advertising investment back through sales within the next two years. Altoids envisions themselves returning to their glory days, atop the category. This campaign will position Altoids as a mint brand with a proven track record. Grandma’s may have used Altoids all along, but now it’s time for youth to embrace them. The campaign will be based on the tagline “not just your grandma’s mint.” The campaign will target a younger demographic, stealing market share from key competitor, Ice Breakers. The campaign will utilize media targeting this demographic, intentionally going after Ice Breakers. Radio, Television, and magazines will be used, as well as a heavy usage of digital media such as mobile and social media. This will help develop a connection with the target market, building top of mind awareness.

Altoids is a classic brand, with a great product. They developed a strong brand loyalty among those first to adopt breath mints, and will begin this process among current youth through this campaign. Altoids will gain market share by increasing sales 20 percent, setting the brand on track to conquer the category. Altoids will gradually gain market share, reclaiming their spot atop the breath mint category.

Con

tinue

d

1780

1918

1997

2001

2003

1920

Altoids was invented

Ad Campagin to PositionAltoids as a stomach reliever

2007 Introduced mints without a tin can

Love Mints added

2009 Mini mints added

Sold as Mints

New Flavors added

2009Cool honey mintsadded

Added breath strips and gum

History

In 1780 Smith Kendon founder of Smith & Co. developed the mint treat Altoids for the purpose to relieve intestinal discomfort. By 1918 Altoids positioned themselves as a breath remedy and began selling in Europe and America. In the 1920s Altoids started an advertising campaign that stated Altoids was an antidote to the poisons in the stomach. This campaign was called the Curiously Strong Mints. Wintergreen Altoids mints was introduced in 1997. In 2001, Love Altoids, a Valentine’s Day edition mint, was introduced and soon became the a popular favorite. In December of 2003 Altoids introduced breath strips and sugar free gum. Dark chocolate dipped mints were created in 2007 and were the first mints made by Altoids to not use a tin since the 1920’s. In 2009 Cool Honey mints were introduced and a year later, small Altoids mints were introduced in march. Today Altoids is the third most popular brand within the breath mint category.

Sit

uati

on A

naly

sis

3

His

tory

Sit

uati

on A

naly

sis

4The Market

Within the last year, the mint category as a whole reached $658 Million in sales. Altoids fell to 3rd in spending with $97 Million, $75 Million behind leading competitor, Tic Tac. This classic brand is at risk of falling even farther behind because of its infrequent ad spending within the last few years. Altoids greatest competitor is Ice Breakers, the number two brand, has outspent Altoids the past few years by an extensive $30-$50 Million. Ice Breakers is currently attempting to make an even greater move in the category, meaning that Altoids will have to greatly increase its ad spending to compete in the category.

Past and Current Advertising

Altoids has always created classic advertisements in which the brand presents itself as the original mint, but with humor and classiness.

It’s ranged from a large amount of clever taglines such as, “Makes other mints feel inadequate,” as the 1997 campaign said. Or a more recent advertising campaign, “Hall of curiosity,” playing off the original brand tag ling “Curiously strong mints.”

Ads for altoids have always been presented in an original format. The artwork, typography, videos, or print ads all look like they are from an older time and generation. Altoids does this to separate themselves from the competition emphasizing that they have always been there.

Altoids’ effort in today's advertising world has been a new launch of simple, educational and witty online commercials. The company's tagline is “curiously strong facts.” These facts are tell how influential the Altoids brand has been in the development and history of the United States. The facts range from the design of Central Park in Manhattan,to how Dutch settlers nearly bought Manhattan with a tin of Altoids. The ads were clever but again still communicating the original idea of Altoids and how it’s always been available.

The

Mar

ket &

Pas

t & C

urre

nt A

dver

tisin

g

Ice Breakers

Ice Breakers

26%

20%

Tic TacTic Tac35%

Listerine Pocketpacks

9%

10%Breathe Savers

Breathe Savers

Listerine Pocketpacks

AltoidsAltoids

2015 Share of Market

5Competition

Altoids primary competition based on last years sales is Ferrero USA Inc.’s Tic Tac, who had the highest sales of $172 million, and Hershey’s Ice Breakers who was second in sales with $130 million. Altoids was third in US sales with $97 millionAltoids has the most potential to catch up with Tic Tac and Ice Breaker’s. In 2014-2015 Ice Breakers and Breath Savers, both products of Hershey’s, had the highest sales increase. Altoids had the third highest sales increase from that year. The share of market for breath fresheners is mainly distributed between these three brands, Hershey (39.5%), Ferrero USA Inc. (27%), and Mars Inc. (18.5%). One reason Mars Inc.’s Altoids may be behind Ice Breakers and Tic Tac is because it spends most of its budget in the gum and mint markets. Gum products have seen a trend of consumers preferring breath fresheners over gum. Gum sales are in decline having dropped 16.7% between 2010-2014.

Sit

uati

on A

naly

sis

Com

petit

ion

& S

wot

SWOT

THREATS

Established brands with other demographicsOutspent by closest competitor (Icebreakers)Over 20 other brands of breath mints

STRENGTHS

Classic BrandBrand LoyalityStrong Taste

WEAKNESS

Old ImageOlder Demographic

OPPORTUNITIES

Thriving categoryGood productFew competitors spend large ad dollars

Mar

keti

ng G

oals

6 Marketing Goals

With mint sales projected to increase 25.4% between 2015-2020, Altoids wants to become a leading brand amongst mint buyers. Altoids plans to boost sales by 20 percent this year. In order to do this Altoids will double their advertising expenditures. Though the market is loaded with other renowned brands, Altoids is confident that with the right media mix and attention to the target audience will be able to make back what was spent within the next two years.

20% Increase

Targ

et A

uide

nce

7Target Audience

Demographics Altoids target audience is working females who have taken some college courses and are between the ages of 18-34 years of age. These women work with food preparation and serving, sales, office and administrative support. This target audience is single and makes between $50,000 - $79,999 per year. These women have kids between the ages of 12-17 years of age. The target audience is Black and Hispanic who rent in the pacific mountain region area.

Index Numbers for DemographicsWomen (105)Working Women (117)Some College (107)Age 18-24 (161)

Occupation: Food Preparation Serving Related Occupation (158) Sales and Related Occupation (127) Office and Administrative Support (102)

Income $50,000-$74,999 (106)Single (128)Parents (115) Children 12-17 Years (131)Race: Black (129) Hispanic Origin (120)Rent Home (113)Pacific-Mountain Region (106) Ta

rget

Aud

ienc

e

Targ

et A

udie

nce

8 Psychographics

The target audience is a woman who cares about her hygiene specifically when it comes to her teeth. This woman uses breath fresheners daily. She enjoys snacking on several different types of snacks but prefers chocolate and usually freshens her breath with a mint. When shopping she likes to wander through the store to find new products and finds shopping relaxing. She likes to spend her money rather than saving it and buys items that are popular at that moment. This woman expresses her opinions on goods and services through social media. During her free time she likes to listen to music and enjoys looking through magazines.

The index numbers below show that the target audience is a person who is carefree and likes to live in the moment. They enjoy the simple things in life and like to take their time relaxing. This target audience cares how they look and takes pride in their appearance. This person works hard but also plays hard. All the while making sure their breath is fresh for every moment.

Index Numbers for PsychographicsDental Rinse (117)Breath Fresheners ( 208)Boxed Chocolate (277)Mints (401)

Shopping is a great way to relax (116)Enjoy wandering store for new interesting products (120)Spender rather than a saver (118)Influenced by what's hot and what's not (132)Share opinions prod/ srvcs by posting online (129)Music (182)Magazines (121)C

ontin

ued

Med

ia O

bjec

tive

s

9Media Objectives

Reach- 85%

Altoids is an established brand which has been in the market since 1780. Their message has not changed much over time and they have maintained their image as a classic breath mint brand. With this campaign, Altoids will retain their classic image but will try to specifically reach out to a younger demographic, which they have not done previously. Many people need to be exposed to this message for the new campaign to be successful. For this reason, Altoids will at least reach 86 percent of the population each month. Ideally they will reach upwards of 90 in particularly heavy months, when people will be more likely to buy. The high reach will have a positive impact for Altoids, as more people are made aware of the campaign, and can act upon its message.

Frequency- 2.8%

As found through the Ostrow Model, the campaign will utilize a frequency of at least 2.8 percent. The campaign will have at least a frequency 2.8 percent nationally so it is at least effective on a minimum scale to everyone, however the higher the frequency, the more successful the campaign.

Cre

ativ

e10

Creative

From past advertising Altoids has done a good job at holding true to their classic brand image while still being edgy and unique. With our campaign’s new tagline our goal is to follow past examples, but still cater to our current consumers while reaching our new target audience. Altoids reach for our new demographic will be the use of our playful tagline.

Positioning Statement

Altoids is a mint that has lasted through the years keeping true to its form providing a quality mint that freshen the most foul of breath. Consumers can buy a tin of Altoids knowing that their breath will be fresh all day, while competitors will only last for a few hours.

Example…...Altoids is an original brand of breath mints, that have been popular in past generations, and work just as well today….. You can do much better though. I just can’t think right now.

TaglineNot just your grandma’s mint

mints.” mint.”“Not just your grandma’s

Media Strategy

One of the keys to this media strategy is the large number of spot markets. The campaign calls for 59 spot markets were chosen, accounting for 15.3 percent of the U.S. population. This was a very cost efficient way to reach a large number of people. The markets chosen held high BDI for Ice Breakers, while being lower (at least 15 percent less) for Altoids. These were the best markets for the most opportunity for brand growth. An Estimated value percentage would have been calculated for each market, if adequate information was supplied.

Through the campaign pulsing will be used to grow the brand. The campaign will start in May, since summer is the peak time to buy mints, and to reach a younger audience. Starting in May allows a month of introduction before the campaign is in full force during the summer months. It will allow the campaign to be effective, as the audience will already have been exposed before the summer months. Where increased frequency will drive individuals to buy.

Altoids desires a balanced media mix and as such, the campaign utilizes a variety of different media. The campaign leans heavy on digital, exceeding the minimum of $5MM suggested. This was largely in part because it is where the target market spends most of their time. According to MRI data, Altoids users are 19% more likely to use the medium while users of Ice Breakers, are also high with 14%.

The campaign calls for consistent use of Magazine. It is an expensive medium, but a considerable amount of the target audience engages with it, particularly heavy buyers (MRI Index 133). Altoids is no stranger to this medium, and will surely help keep their older demographic around.

The campaign utilizes shorter commercial times in radio and TV, as they are much more cost efficient. While these mediums may not have the same effect as longer ads, they are the best way to directly compete with Ice Breakers and their larger budget. With effective copy, these shorter ads will provide a great platform for Altoids to compete in. Although Altoids budget won’t allow for equal representation in the category’s share of spending, buying shorter spots will allow for a closer number of advertisements, especially in spot markets.

The campaign doesn’t focus on television as it is unpopular among both Altoids and Ice Breakers users, sporting high index numbers for light users of the medium. The campaign thus chooses to utilize spot cable and primetime network, as some of the vehicles within these medium are higher.

Radio is very popular among Altoids and Ice Breakers consumers, and as such will be targeted heavily. Ice Breakers scores an index number of 113 for heavy users , while Altoids 111 and 107 for users in category II and III. The focus on radio, will provide cheap GRPs that will reach the target audience, specifically users of Ice Breakers. As Altoids current consumers, score high for medium use of radio, they will be reached at the same time.

Med

ia S

trat

egy

11

Med

ia S

trat

egy

12

Medium May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar AprNet TV-Prime 30 GRPS: 30

$(000) 465.7 COST: 465.7Net Cable-Daytime 55 50 60 40 60 60 60 60 40 60 60 80 GRPS: 685

$(000) 83.9 76.3 91.5 61.0 91.5 91.5 91.5 91.5 61.0 91.5 91.5 122.0 COST: 1044.6Net Cable-E Fringe 30 GRPS: 30

$(000) 103.6 COST: 103.6Net Cable-Prime 55 25 20 40 60 60 60 60 40 20 20 80 GRPS: 540

$(000) 505.9 229.9 184.0 367.9 551.9 551.9 551.9 551.9 367.9 184.0 184.0 735.8 COST: 4966.9Natl Syndication 40 20 20 40 50 50 50 50 40 20 20 80 GRPS: 480

$(000) 340.4 170.2 170.2 340.4 425.5 425.5 425.5 425.5 340.4 170.2 170.2 680.8 COST: 4084.8Net Radio-Morning Drive 20 10 10 10 10 10 10 10 10 10 10 GRPS: 120

$(000) 59.6 29.8 29.8 29.8 29.8 29.8 29.8 29.8 29.8 29.8 29.8 COST: 357.7Net Radio-Daytime 10 10 10 10 10 10 10 10 10 10 10 GRPS: 110

$(000) 27.5 27.5 27.5 27.5 27.5 27.5 27.5 27.5 27.5 27.5 27.5 COST: 302.4Net Radio-Evening Drive 40 40 40 40 40 40 40 40 40 40 40 40 GRPS: 480

$(000) 105.8 105.8 105.8 105.8 105.8 105.8 105.8 105.8 105.8 105.8 105.8 105.8 COST: 1270.1Magazines-Womens 20 20 20 20 20 20 20 20 20 20 20 20 GRPS: 240

$(000) 152.8 152.8 152.8 152.8 152.8 152.8 152.8 152.8 152.8 152.8 152.8 152.8 COST: 1833.6Digital National

- Ad Networks - Run Of Network

- Ad Networks - Demo Targeted

- Video Networks

- Publisher Video Sites

- Social

- Mobile 45 45 45 45 45 45 45 45 45 45 45 45 GRPS: 540$(000) 431.0 431.0 431.0 431.0 431.0 431.0 431.0 431.0 431.0 431.0 431.0 431.0 COST: 5171.9

Spot TV-Daytime 20 20 20 GRPS: 60$(000) 47.9 47.9 47.9 COST: 143.8

Spot TV-Early Fringe/News 20 GRPS: 20$(000) 77.0 COST: 77.0

Spot TV-Prime 20 20 30 30 20 GRPS: 120$(000) 117.4 117.4 176.1 176.1 117.4 COST: 704.4

Spot Cable 80 70 70 50 70 100 80 50 50 70 20 80 GRPS: 790$(000) 178.6 156.2 156.2 111.6 156.2 223.2 178.6 111.6 111.6 156.2 44.6 178.6 COST: 1763.3

Spot Radio-Morning Drive 20 20 20 20 20 GRPS: 100$(000) 27.1 27.1 27.1 27.1 27.1 COST: 135.4

Spot Radio-Daytime 40 50 30 60 40 40 40 40 60 50 40 GRPS: 490$(000) 54.8 68.5 41.1 82.1 54.8 54.8 54.8 54.8 82.1 68.5 54.8 COST: 670.8

Spot Radio-Evening Drive 60 50 30 60 60 60 60 60 60 50 50 60 GRPS: 660$(000) 70.5 58.8 35.3 70.5 70.5 70.5 70.5 70.5 70.5 58.8 58.8 70.5 COST: 775.5

Digital Spot

- Ad Networks - Run Of Network

- Ad Networks - Demo Targeted

- Video Networks

- Publisher Video Sites

- Social

- Mobile 94 40 54 54 94 79 79 94 94 39 97 99 GRPS: 917$(000) 103.9 45.0 59.0 59.0 103.9 90.0 90.0 103.9 103.9 43.0 106.7 107.9 COST: 1016.1

National Only AreaGRPS 255 230 225 245 295 295 295 295 245 225 225 425 GRPS: 3255$(000) 1619.8 1253.1 1192.6 1516.3 1815.8 1815.8 1815.8 1815.8 1516.3 1192.6 1192.6 2854.9 Cost: 19601.4Reach 74.5 75.1 73.5 76 78.6 78.6 78.6 78.6 76 73.5 73.5 86

Avg. Freq. 3.4 3.1 3.1 3.2 3.8 3.8 3.8 3.8 3.2 3.1 3.1 4.9Spot Only Area

GRPS 274 249 224 244 304 329 259 294 284 249 167 278 GRPS: 3157$(000) 407.7 432.5 436 350.3 550.7 662.5 393.8 564.8 395.2 470.9 210.1 411.7 Cost: 5286.4Reach 74 75.9 75 72.7 80.1 82.2 72.9 80.2 75.7 76.2 57.8 74.3

Avg. Freq. 3.7 3.3 3.0 3.4 3.8 4.0 3.6 3.7 3.8 3.3 2.9 3.8Spot + National

GRPS 529 479 449 489 599 624 554 589 529 474 392 703 GRPS: 6413$(000) 2027.5 1685.7 1628.6 1866.6 2366.6 2478.3 2209.6 2380.6 1911.5 1663.5 1402.7 3266.6 Cost: 24887.8Reach 90.6 91.1 90.6 90.7 92.6 93 91.3 92.6 91.3 90.9 86.7 93.2

Avg. Freq. 5.8 5.3 5.0 5.4 6.5 6.7 6.1 6.4 5.8 5.2 4.5 7.5

Total AcrossTarget Demo: All Women ages 18-49

National and SpotOne of the keys to this media strategy is the large number of spot markets. 59 spot markets were chosen, accounting for 15.3 percent of the U.S. population. This was a very cost efficient way to reach a large number of people. The markets chosen held high BDI for Ice Breakers, while being lower (at least 15 percent less) for Altoids. These were seen as the markets that had the most opportunity for brand growth.

TimingFirstly the campaign will start in May. Summer is a peak time to buy mints, and to reach the younger audience. Starting in May allows a month of introduction before the the campaign is in full force during the summer months. It will allow the campaign to be more effective, as the audience will already have been exposed before the important summer months, where increased frequency will drive individuals to buy.

Con

tinue

d

Med

ia S

trat

egy

13Flow Chart Breakdown

Altoids desires a balanced media mix and as such, the campaign utilizes a variety of different media. The campaign goes heavy on digital, exceeding the minimum of $5MM suggested. This was largely in part because it is where the target market spends most of their time. According to MRI data, Altoids users are 19% more likely to use the medium while users of Ice Breakers, are also high with 14%.

The campaign calls for consistent use of Magazine. It is an expensive medium, but a considerable amount of the target audience engages with it, particularly heavy buyers (MRI Index 133). Altoids is no stranger to this medium, and will surely help keep their older demographic around.

The campaign utilizes shorter commercial times in radio and TV, as they are much more cost efficient. While they may not have the same effect as longer ads, they are the best way to directly compete with Ice Breakers and their larger budget. With effective copy, these shorter ads will provide a great platform for Altoids to compete in. Although Altoids budget won’t allow for equal representation in the category’s share of spending, buying shorter spots will allow for a closer number of advertisements, especially in spot markets.

The campaign doesn’t focus on television as it is unpopular among both Altoids and Ice Breakers users, sporting high index numbers for light users of the medium. The campaign thus chooses to utilize spot cable and primetime network, as some of the vehicles within these medium are higher.

Radio is very popular among Altoids and Icebreakers users, and as such will be targeted heavily. Ice Breakers scores an index number of 113 for heavy users and Altoids 111 and 107 for users in category II and III. The focus on radio, will provide cheap GRPs that will reach the target audience, specifically users of Icebreakers. As Altoids current user's, score high for medium use of radio, they will be reached at the same time.

Con

tinue

d

Ice Breakers

Tic Tac

Mentos

Altoids

Tic Tac

16%

Ice Breakers

26%

Mentos

8%

Other0%

Share of Voice

30%Altoids

Tabl

e of

Con

tent

s

PAGE 1PAGE 2PAGE 3PAGE 4PAGE 5PAGE 6PAGE 7PAGE 8PAGE 9PAGE 10

TABLE OF CONTENTSWELCOME PAGE

- Executive Summary- Executive Summary- Continued- Situation Analysis - History- Situation Analysis - The market/ Past & Current Ads- Situation Analysis - Competition and SWOT- Marketing Goals- Target Audience- Target Audience - Continued- Media Objectives- Creative

PAGE 11 - Media StrategyPAGE 12 - Media Strategy - Continued PAGE 13 - Media Strategy - Continued PAGE 14 - Media ExecutionPAGE 15 - Media Execution - Continued PAGE 16PAGE 17PAGE 18PAGE 19PAGE 20

- Promotion- Budget- Appendix- Appendix- Appendix

Med

ia E

xecu

tion

14Media Execution

Media Vehicles/Programs/Publications and Index Numbers:

The specific media vehicles, programs, and publications planned to carry out the Altoids’ media strategy were chosen based on vehicle and channel index numbers and base projections.

The vehicle’s chosen had high index numbers or had high likelihood of being media habits by Ice Breaker’s consumers, which group was a target in our media strategy as well the target audience defined earlier in out report.

The media execution will target our audience while taking advantage of the vehicles and channels that have a high chance of reaching them.

The original goals with 86% reach and 2.8% frequency compared to our actuals Altoids will exceed those numbers every month through its media execution. TV Shows:*Academy Awards (Index: 120, Projection Base: 2972(000))*American Music Awards (Index: 144, Projection Base: 2147(000))*Big Band Theory (Index: 132, Projection Base: 2946(000))*(CBS – AFC-NFL Ftbll PO (Index: 110, Projection Base: 4168(000))*Criminal Minds Wkly (Index: 132, Projection Base: 2252(000))*Golden Globe Awards (Index: 132, Projection Base: 2070(000))*Grammy Awards (Index: 135, Projection Base: 3511(000))*NFL Network Reg. Seas. Gms. (Index: 113, Projection Base: 3729(000))*Super Bowl Post Game (Index: 134, Projection Base: 3861(000))*Super Bowl Pre-Game (Index: 124, Projection Base: 4326(000))

Cable Networks PST 7 DAYS:*ABC Family (Index: 119, Projection Base: 4007(000))*Animal Planet (Index: 110, Projection Base: 3717(000))*Food Network (Index: 116, Projection Base: 4365(000))*BET (Index: 139, Projection Base: 2080(000))*FX (Index: 118, Projection Base: 3232(000))*Lifetime (Index: 112, Projection Base: 3125(000))*Spike TV (Index: 127, Projection Base: 3069(000))*TBS (Index: 111, Projection Base: 4709(000))*TNT (Index: 109, Projection Base: 4775(000))*USA Network (Index: 116, Projection Base: 4420(000)) CABLE PROGRAMS WATCHED PAST 7 DAYS:*A&E Storage Wars (Index: 134, Projection Base: 1615(000))*Food Network-Chopped (Index: 136, Projection Base: 1186)*Food Network-Diners Drive-ins and Dives (Index: 124, Projection Base: 1592)*History Channel- Swamp People (Index: 130, Projection Base: 1034(000))*ION-Criminal Minds (Index: 137, Projection Base: 1128(000))*TBS-The Big Bang Theory (Index: 114, Projection Base: 1927(000))*TBS-Family Guy (Index: 153, Projection Base: 1299(000))

Med

ia E

xecu

tion

15

Con

tinue

d

SPANISH LANGUAGE NETWORKS:*Telemundo (Index: 143, Projection Base: 1606(000))*UniMas (Index: 148, Projection Base: 1467(000)*Univision (Index: 133, Projection Base: 1814(000)) RADIO FORMATS:*Adult Contemporary (Index: 120, Projection Base: 3127(000))*CHR (Index: 126, Projection Base: 3798(000))*Country (Index: 106, Projection Base:3240(000))Hispanic (Index: 116, Projection Base: 1189(000))*Urban (Index: 130, Projection Base: 2280(000))

MAGAZINE TYPES:*Epicurean (Index: 116, Projection Base: 3056(000))*Men (Index: 122, Projection Base: 2946(000))*News and Entertainment Weeklies (Index: 114, Projection Base: 5788(000))*Sports (Index: 128, Projection Base: 2636(000))*Women (Index: 114, Projection Base: 6607(000))*Women’s Fashion (Index: 134, Projection Base: 2061(000)) PRINT TITLES:*Better Homes & Gardens (Index: 102, Projection Base: 2492(000))*Conde Nast Package @m (Index: 116, Projection Base: 6868(000))*Meredith Mag Group (Index: 111, Projection Base: 8054(000))*People (Index: 114, Projection Base: 3176(000))*Rodale Mag. Network (Index: 120, Projection Base: 2875(000))*US Weekly (Index: 134, Projection Base: 1140(000))

WEBSITES PAST 30 DAYS:*Gmail (Index: 112, Projection Base: 5448(000))*iTunes.com (Index: 132, Projection Base: 2905(000))*Pandora.com (Index: 123, Projection Base: 3434(000))*eBay.com (Index: 117, Projection Base: 3386(000))*Facebook (Index: 110, Projection Base: 9290(000))*YouTube (Index: 116, Projection Base: 7858(000))

Pro

mot

ions

& N

on -

16Tr

adit

iona

l Eff

orts

Promotions

The “Not just your Grandma’s Mint” campaign will target a younger demographic. The following promotions are intended create excitement among this demographic, and ultimately switch them from other brands, namely Ice Breakers, to Altoids.

Because of our new demographic, we are interested in reaching the younger generation. With that target audience our goals for promotion is to focus on exciting new age advertising techniques.

An interactive social media campaign: Younger people live on their cell phones. This non-traditional tactic will utilize creative, edgy, and interesting images/video to display on SnapChat, Instagram, Facebook, Twitter, Youtube, Pinterest, and Vine. This will increase Altoids’ exposure on these platforms, introducing the new message and reinforcing the idea that Altoids are for youth.

Run a Contest: Mid-campaign, individuals will be encouraged to send in selfies while enjoying Altoid mints with a grandma. This allows Altoids to interact with this new demographic, as well as the current one. Altoids are meant to be shared between generations.

Outdoor: An interactive Altoid box where those in the area can reach into the box and receive a prepackaged sample. This strategy will garner attention on social media reaching the younger demographic. The left over budget amount of $112,200 will go towards this display.

Word of Mouth: With all the advertising strategies combined with classic media buys “word of mouth” technique will take place. The general idea is to have Altoids brand to become popular or trending to help pass the message along to consumers.

The main idea for the promotional ideas is to make Altoids create different advertising. With an extended budget there is more money to engage and be unique. Because of the unique tagline, Altoids will not only be different but be fresh and new.

Bud

get

17Budget

Altoids primary marketing goal is to grow within the category, specifically taking market share away from Ice Breakers, their closest competitor. For this reason, the campaign will focus extensively on Ice Breakers. The campaign will distribute the given $25 million budget, the same way that Icebreakers does. Although, this strategy is sometimes risky, as one cannot be sure that the competition is using media as effectively as possible, it is the best way to steal share of voice away from Ice Breakers while making a direct impact for Altoids. The per month allotment for Ice Breakers and Altoids’ campaign is shown below.

JanFebMarAprMayJunJulAugSepOctNovDec

8%7%

6%

7%

10%

10%9%10%

8%

6%

5%

14%

Ice Breakers Monthly Spending

JanFebMarAprMayJunJulAugSepOctNovDec

8%7%

6%

7%

9%

10%9%10%

8%

7%

6%

13%

Altoids Monthly Spending

Net Tv PrimeNet Cable - DaytimeNet Cable-E FringeNet Cable - PrimeNet SyndicationNet Radio- Morning DriveNet Radio - DaytimeNet Radio - Evening DriveMagazines WomenNational Digital

1%2%

5%

25%

21%

2%2%

7%

9%

26%

National Budget Breakdown

Spot TV- Early Fringe/NewsSpot TV - PrimeSpot CableSpot Radio - Early DriveSpot Radio - DaytimeSpot Radio- Evening DriveDigital SpotOutdoor SpotSpot TV - Daytime

Spot Budget Breakdown

2% 3% 1%

13%

33%

3%

12%

14%

19%

19,601.4 (000) 5,398.6 (000)

18A

ppen

dix

19

App

endi

x

StudentProfessorSemester

Market Name Rank %USMedford, OR 140 0.15Bakersfield, CA 125 0.19

Albuquerque, NM 44 0.6Yuma-El Centro 165 0.1

Bowling Green, KY 183 0.07Jonesboro, AR 182 0.07Jackson, MS 90 0.3Meridian, MS 186 0.06

Hattiesburg-Laurel 168 0.09Tyler et al, TX 111 0.23

Wausau-Rhinelander, WI 134 0.16Montgomery-Selma, AL 118 0.22

Little Rock, AR 57 0.49Huntsville et al, AL 83 0.34

Columbus-Tupelo, MS 133 0.16Abilene-Sweetwater, TX 164 0.1

Sherman-Ada 161 0.11Panama City, FL 154 0.13

Greenwood-Greenville, MS 184 0.07Alexandria, LA 180 0.08Lafayette, LA 123 0.2Jackson, TN 174 0.09

Harlingen et al, TX 88 0.3Paducah et al, KY-IL 79 0.35

Ottumwa-Kirksville, MO 200 0.05Monroe-El Dorado, LA 136 0.16Wichita Fls et al, OK-TX 149 0.14Shrvprt et al, AR-LA-TX 82 0.34

Dothan, AL 172 0.09Joplin-Pittsburg, KS-MO 145 0.14

Clarksburg-Weston, WV 166 0.1Parkersburg, WV 190 0.06

Terre Haute, IN 151 0.13Chattanooga, TN 86 0.31

Johnstown-Altoona, PA 99 0.26Roanoke-Lynchburg, VA 67 0.4

Myrtle Beach-Florence 103 0.25Greenville et al, SC-NC 36 0.74Charleston et al, WV 65 0.42

Bluefield et al, WV 155 0.13Knoxville, TN 58 0.47

Wheeling et al, WV-OH 159 0.12Marquette, MI 179 0.08

Presque Isle, ME 205 0.03Greenville et al, NC 105 0.24Lexington, KY 64 0.43

Traverse City et al, MI 116 0.22Tampa-St Pete, FL 13 1.58

Bangor, ME 152 0.13Youngstown, OH 106 0.24

Market ListMark Gustafson

Jeff HochstrasserWinter 2016

Tri-Cities, TN-VA 91 0.29Tallahassee et al, FL 108 0.24

Miami-Ft. Lauderdale, FL 16 1.36Utica, NY 169 0.09

Columbus, GA 128 0.18Augusta, GA 115 0.22

Greensboro et al, NC 46 0.6Savannah, GA 97 0.27

Macon, GA 121 0.21

59 Markets Chosen, covering 15.38% of US households.

StudentProfessorSemester

Medium May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar AprNet TV-Prime 30 GRPS: 30

$(000) 465.7 COST: 465.7Net Cable-Daytime 55 50 60 40 60 60 60 60 40 60 60 80 GRPS: 685

$(000) 83.9 76.3 91.5 61.0 91.5 91.5 91.5 91.5 61.0 91.5 91.5 122.0 COST: 1044.6Net Cable-E Fringe 30 GRPS: 30

$(000) 103.6 COST: 103.6Net Cable-Prime 55 25 20 40 60 60 60 60 40 20 20 80 GRPS: 540

$(000) 505.9 229.9 184.0 367.9 551.9 551.9 551.9 551.9 367.9 184.0 184.0 735.8 COST: 4966.9Natl Syndication 40 20 20 40 50 50 50 50 40 20 20 80 GRPS: 480

$(000) 340.4 170.2 170.2 340.4 425.5 425.5 425.5 425.5 340.4 170.2 170.2 680.8 COST: 4084.8Net Radio-Morning Drive 20 10 10 10 10 10 10 10 10 10 10 GRPS: 120

$(000) 59.6 29.8 29.8 29.8 29.8 29.8 29.8 29.8 29.8 29.8 29.8 COST: 357.7Net Radio-Daytime 10 10 10 10 10 10 10 10 10 10 10 GRPS: 110

$(000) 27.5 27.5 27.5 27.5 27.5 27.5 27.5 27.5 27.5 27.5 27.5 COST: 302.4Net Radio-Evening Drive 40 40 40 40 40 40 40 40 40 40 40 40 GRPS: 480

$(000) 105.8 105.8 105.8 105.8 105.8 105.8 105.8 105.8 105.8 105.8 105.8 105.8 COST: 1270.1Magazines-Womens 20 20 20 20 20 20 20 20 20 20 20 20 GRPS: 240

$(000) 152.8 152.8 152.8 152.8 152.8 152.8 152.8 152.8 152.8 152.8 152.8 152.8 COST: 1833.6Digital National

- Ad Networks - Run Of Network

- Ad Networks - Demo Targeted

- Video Networks

- Publisher Video Sites

- Social

- Mobile 45 45 45 45 45 45 45 45 45 45 45 45 GRPS: 540$(000) 431.0 431.0 431.0 431.0 431.0 431.0 431.0 431.0 431.0 431.0 431.0 431.0 COST: 5171.9

Spot TV-Daytime 20 20 20 GRPS: 60$(000) 47.9 47.9 47.9 COST: 143.8

Spot TV-Early Fringe/News 20 GRPS: 20$(000) 77.0 COST: 77.0

Spot TV-Prime 20 20 30 30 20 GRPS: 120$(000) 117.4 117.4 176.1 176.1 117.4 COST: 704.4

Spot Cable 80 70 70 50 70 100 80 50 50 70 20 80 GRPS: 790$(000) 178.6 156.2 156.2 111.6 156.2 223.2 178.6 111.6 111.6 156.2 44.6 178.6 COST: 1763.3

Spot Radio-Morning Drive 20 20 20 20 20 GRPS: 100$(000) 27.1 27.1 27.1 27.1 27.1 COST: 135.4

Spot Radio-Daytime 40 50 30 60 40 40 40 40 60 50 40 GRPS: 490$(000) 54.8 68.5 41.1 82.1 54.8 54.8 54.8 54.8 82.1 68.5 54.8 COST: 670.8

Spot Radio-Evening Drive 60 50 30 60 60 60 60 60 60 50 50 60 GRPS: 660$(000) 70.5 58.8 35.3 70.5 70.5 70.5 70.5 70.5 70.5 58.8 58.8 70.5 COST: 775.5

Digital Spot

- Ad Networks - Run Of Network

- Ad Networks - Demo Targeted

- Video Networks

- Publisher Video Sites

- Social

- Mobile 94 40 54 54 94 79 79 94 94 39 97 99 GRPS: 917$(000) 103.9 45.0 59.0 59.0 103.9 90.0 90.0 103.9 103.9 43.0 106.7 107.9 COST: 1016.1

National Only AreaGRPS 255 230 225 245 295 295 295 295 245 225 225 425 GRPS: 3255$(000) 1619.8 1253.1 1192.6 1516.3 1815.8 1815.8 1815.8 1815.8 1516.3 1192.6 1192.6 2854.9 Cost: 19601.4Reach 74.5 75.1 73.5 76 78.6 78.6 78.6 78.6 76 73.5 73.5 86

Avg. Freq. 3.4 3.1 3.1 3.2 3.8 3.8 3.8 3.8 3.2 3.1 3.1 4.9Spot Only Area

GRPS 274 249 224 244 304 329 259 294 284 249 167 278 GRPS: 3157$(000) 407.7 432.5 436 350.3 550.7 662.5 393.8 564.8 395.2 470.9 210.1 411.7 Cost: 5286.4Reach 74 75.9 75 72.7 80.1 82.2 72.9 80.2 75.7 76.2 57.8 74.3

Avg. Freq. 3.7 3.3 3.0 3.4 3.8 4.0 3.6 3.7 3.8 3.3 2.9 3.8Spot + National

GRPS 529 479 449 489 599 624 554 589 529 474 392 703 GRPS: 6413$(000) 2027.5 1685.7 1628.6 1866.6 2366.6 2478.3 2209.6 2380.6 1911.5 1663.5 1402.7 3266.6 Cost: 24887.8Reach 90.6 91.1 90.6 90.7 92.6 93 91.3 92.6 91.3 90.9 86.7 93.2

Avg. Freq. 5.8 5.3 5.0 5.4 6.5 6.7 6.1 6.4 5.8 5.2 4.5 7.5

Total Across

Default Flowchart TitleDefault Flowchart SubTitle

Mark GustafsonJeff Hochstrasser

Winter 2016Target Demo: All Women ages 18-49

20A

ppen

dix

Sources

Mintel Academichttp://academic.mintel.com.byui.idm.oclc.org/display/716702/http://www.wrigley.com/global/brands/altoids.aspx