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Altoids is an aging brand that is turning 100 years old. There are over 20 brands of breath mints, making this a
The company was first started by Smith Kendon, who highly competitive category. Altoids ranks third in breath
came up with the lozenge recipe in 1781. The company mint sales with $97 million. Following behind Tic Tac, at
has changed hands a few times since its introduction, number one, with $172 million in sales and Ice Breakers,
starting with Callard and Bowser, who bought it in the in second, with $130 million in total sales.
mid-1800s. It was later purchased by Wrigley Jr. Corp,
who later was purchased by Mars. Inc. The Ice Breakers brand is Altoids main competition.
Ice Breakers primary target is the younger segment of
Altoids didnt start out as a mint, but as a means of the market, with sales being significantly higher among
helping with stomach aches and intestinal problems. younger adults 18-24 and 18-34 compared with Altoids
Altoids first became popular in America in 1918 and more aged presence.
soon after they became popular they began to marketed
as more of a mint. In 1920 the mints started to be packed Altoids continues to be outspent by competitors in
in the iconic metal tin. It was soon after this in 1997 advertisement. Again, Ice Breakers, the number two
Altoids started to branch off from the one mint flavor brand, is attempting to increase its brand development
they had and released Wintergreen as a second Flavor. index. Ice Breakers spending has consistently been
Now between 30 and 50 million dollars per years when
Altoids can be seen an a amazing array of different Altoids at its most spent just over $13 million
flavors such as Spearmint, Cinnamon, Creme de
Menthe, Dark Chocolate, Cinnamon and Dark
Chocolate Creme de Menthe. In 2002 & 2003 Altoids
gum and hard candies were introduced with a variety of
flavors and all these variety are sold in the iconic tin can
just like their
predecessors
SWOT Marketing Goals
Strengths: Weaknesses: Goal One
Over recent years, Altoids sales have eroded down to
Well-known, Low share of voice $97 million. This erosion, paired with stiff competition
well-established brand due to low advertising with Ice Breakers, has lead to the creation of the primary
In the market for over Missing target marketing goal; brand revival.
100 years demographics, such
Parent company, Wm. as the 18-24 age group
Wrigley Jr. Corp, sells Advertises mainly in Goal Two
to 180 countries print, does not use To support the primary goal, sub-goals have been
mediums such as created. One of these sub-goals is to increase sales by
digital and video (in 20% next year.
cluding TV)
Goal Three
Work to increase brand awareness by 10% to a total of
Opportunities: 45%.
Threat:
Digital
Amazon (116), CNN.com (135), Ebay.com (113), Gmail.
com (115), Pandora.com (119).
Radio
Gospel (128), Urban (118).
11/29/2016 11/29/2016 Flowchart Flowchart
Flowchart Flowchart
Student:
Flow Chart
IanDangerfield Student: IanDangerfield
Professor: JeffHochstrasser Professor: JeffHochstrasser
Semester: Fall2016 Semester: Fall2016
AltoidsCampaign AltoidsCampaign
TargetDemo:AllWomenages2554
TargetDemo:AllWomenages2554
Medium Jan
Medium Feb Mar
Jan Apr
Feb May
Mar Jun
Apr Jul
May Aug
Jun Sep
Jul Oct
Aug Nov
Sep Dec
Oct Nov
TotalAcross Dec TotalAcross
NetCablePrime 20 NetCablePrime
21 2020 2121 2020 2021 2120 2020 2021 2120 2120 2121 GRPS:
21 21
246 GRPS: 246
$(000) 319.3 $(000)
335.2 319.3
319.3 335.2
335.2 319.3
319.3 319.3
335.2 335.2
319.3 319.3
319.3 319.3
335.2 335.2
319.3 335.2
319.3 335.2
335.2 COST:
335.2 3927.1
335.2 COST: 3927.1
NetRadioMorningDrive NetRadioMorningDrive
40 53 4040 5053 4040 4050 5040 4040 4050 5040 5040 5050 GRPS:
50 50
543 GRPS: 543
$(000) 148.3 $(000)
196.5 148.3
148.3 185.4
196.5 148.3
148.3 148.3
185.4 185.4
148.3 148.3
148.3 148.3
185.4 185.4
148.3 185.4
148.3 185.4
185.4 COST:
185.4 2013.4
185.4 COST: 2013.4
MagazinesWomens 34 MagazinesWomens
40 3434 4040 3434 3440 4034 3434 3440 4034 4034 4040 GRPS:
40 40
444 GRPS: 444
$(000) 257.4 $(000)
302.8 257.4
257.4 302.8
302.8 257.4
257.4 257.4
302.8 302.8
257.4 257.4
257.4 257.4
302.8 302.8
257.4 302.8
257.4 302.8
302.8 COST:
302.8 3361.1
302.8 COST: 3361.1
DigitalNational 61 DigitalNational
72 6161 7272 6161 6172 7261 6161 6172 7261 7261 7272 GRPS:
72 72
794 GRPS: 794
AdNetworksRunOfNetworkAdNetworksRunOfNetwork
352.2 416.0 404.0
352.2 416.0
416.0 404.0
404.0 404.0
416.0 416.0
404.0 404.0
404.0 404.0
416.0 416.0
404.0 416.0
404.0 416.0
416.0 COST:
416.0 4868.2
416.0 COST: 4868.2
AdNetworksDemoTargetedAdNetworksDemoTargeted
VideoNetworks VideoNetworks
PublisherVideoSites PublisherVideoSites
Social Social
Mobile Mobile
$(000) $(000)
SpotTVPrime 20 SpotTVPrime
25 2020 2525 2020 2025 2520 2020 2025 2520 2520 2525 GRPS:
25 25
270 GRPS: 270
$(000) 397.7 $(000)
497.1 397.7
397.7 497.1
497.1 397.7
397.7 397.7
497.1 497.1
397.7 397.7
397.7 397.7
497.1 497.1
397.7 497.1
397.7 497.1
497.1 COST:
497.1 5368.9
497.1 COST: 5368.9
SpotRadioMorningDrive SpotRadioMorningDrive
40 53 4040 5253 4040 4052 5240 4040 4052 5240 5240 5252 GRPS:
52 52
553 GRPS: 553
$(000) 178.0 $(000)
235.8 178.0
178.0 231.4
235.8 178.0
178.0 178.0
231.4 231.4
178.0 178.0
178.0 178.0
231.4 231.4
178.0 231.4
178.0 231.4
231.4 COST:
231.4 2460.8
231.4 COST: 2460.8
NationalOnlyArea NationalOnlyArea
GRPS 154 GRPS
185 154
154 182
185 154
154 154
182 182
154 154
154 154
182 182
154 182
154 182
182 GRPS:
182 2,027182 GRPS: 2,027
$(000) 1077.2 1250.6
$(000) 1129.0
1077.2 1239.4
1250.6 1129.0
1129.0 1129.0
1239.4 1239.4
1129.0 1129.0
1129.0 1129.0
1239.4 1239.4
1129.0 1239.4
1129.0 1239.4
1239.4 Cost:
1239.4 14169.9
1239.4 Cost: 14169.9
Reach 64.7 Reach
68.9 64.7
64.7 68.6
68.9 64.7
64.7 64.7
68.6 68.6
64.7 64.7
64.7 64.7
68.6 68.6
64.7 68.6
64.7 68.6
68.6 68.6 68.6
Avg.Freq. 2.4 Avg.Freq.
2.7 2.4
2.4 2.7
2.7 2.4
2.4 2.4
2.7 2.7
2.4 2.4
2.4 2.4
2.7 2.7
2.4 2.7
2.4 2.7
2.7 2.7 2.7
SpotOnlyArea SpotOnlyArea
GRPS 60 GRPS78 6060 7778 6060 6077 7760 6060 6077 7760 7760 7777 GRPS:77 823 77 GRPS: 823
$(000) 575.7 $(000)
733.0 575.7
575.7 728.5
733.0 575.7
575.7 575.7
728.5 728.5
575.7 575.7
575.7 575.7
728.5 728.5
575.7 728.5
575.7 728.5
728.5 Cost:
728.5 7829.8
728.5 Cost: 7829.8
Reach 33.3 Reach
38.4 33.3
33.3 38.2
38.4 33.3
33.3 33.3
38.2 38.2
33.3 33.3
33.3 33.3
38.2 38.2
33.3 38.2
33.3 38.2
38.2 38.2 38.2
Avg.Freq. 1.8 Avg.Freq.
2.0 1.8
1.8 2.0
2.0 1.8
1.8 1.8
2.0 2.0
1.8 1.8
1.8 1.8
2.0 2.0
1.8 2.0
1.8 2.0
2.0 2.0 2.0
PlanTotal PlanTotal
GRPS 214 GRPS
263 214
214 259
263 214
214 214
259 259
214 214
214 214
259 259
214 259
214 259
259 GRPS:
259 2,850259 GRPS: 2,850
$(000) 1652.9 1983.5
$(000) 1704.7
1652.9 1968.0
1983.5 1704.7
1704.7 1704.7
1968.0 1968.0
1704.7 1704.7
1704.7 1704.7
1968.0 1968.0
1704.7 1968.0
1704.7 1968.0
1968.0 Cost:
1968.0 21999.7
1968.0 Cost: 21999.7
Reach 75.4 Reach
79.5 75.4
75.4 79.3
79.5 75.4
75.4 75.4
79.3 79.3
75.4 75.4
75.4 75.4
79.3 79.3
75.4 79.3
75.4 79.3
79.3 79.3 79.3
Avg.Freq. 2.8 Avg.Freq.
3.3 2.8
2.8 3.3
3.3 2.8
2.8 2.8
3.3 3.3
2.8 2.8
2.8 2.8
3.3 3.3
2.8 3.3
2.8 3.3
3.3 3.3 3.3
DeerCreekSoftware,Provo,UT
DeerCreekSoftware,Provo,UT
Budget Appendix
Altoids spent $7.2 million in advertising in their last Ostrow Model
documented year, 2014. Our budget for the 2017 year
will be $25 million as is the wishes of the Altoids brand
manager.
Frequency: 2.4
Websites Meet the Team
ALTOID Data:
http://mediaflightplan.com/student/gs.php# Haley McGlothin, a senior at BYU-Idaho, is
from Gilbert, AZ. She is studying
Media Mark University Reporter: Communications with an emphasis in
https://www.gfkmrismartsystem.com/UniversityReport- Advertising, and is set to graduate in April
er/Report.aspx 2017. Haleys focus is on social media cam-
paigning, and she is constantly seeking op-
Flow Chart: portunities to build her portfolio by assisting
http://mfpapp.mediaflightplan.com/app/launch/b9pu- companies and organizations in reaching a
vf507sct4b7gc3tjaqcnj2 larger audience with memorable and influential
campaigns.
History Data:
https://www.leaf.tv/articles/the-history-of-altoids/
http://www.wrigley.com/global/brands/altoids.aspx Ian Dangerfield, is a senior at BYU-Idaho
studying Communications Advertising. Most
recently from Kalispell, Montana, Ian has lived
all over the western United States. When it
comes to advertising Ians strengths are target
audience identification and ad copy.