Altoids Campaign 2016

Jasmine Laury
Dasia Moore
I. Agenda
a) Product Overview
b) Product Range
c) Competitive Insights
d) MRI Analysis
e) Media Objectives & Strategy
f) 4 Cs
g) Media selection
h) Estimated Media Budget
i) Flow chart

II. Altoids Overview

a. Created in1780
b. 1918 Americans could purchase Altoids
c. 1920- Campaign Curious and strong mint
d. The big brand-Wrigley shop-Mars Inc.
e. 100 years old
f. Today- Altoids peppermint is the No. 1 mint in the U.S.
III. Competitive Insights
a. Other mint brands show more advertising
IV. Media Objectives
a. Engage consumers by allowing them to interact with
the brand and help shape promotions, which will
encourage brand loyalty and ultimately drive sales
b. Employ media strategy to maintain existing market
share by enforcing product quality in both traditional
and non-traditional media outlets
c. Improve brand awareness
d. Reinforce brand image in customers mind.
V. Media Strategy
a. To build the brand in mediums which will involve
consumers more actively in the process of marketing
Altoids
b. Extend amount of mediums to portray brand quality
c. To build brand awareness to guarantee subsequent
purchase of product
d. The media plan will generate interest by connecting to
the public.
VI. The Four Cs
a. Consumer wants & needs: bring back Altoids sours
and other fruity flavors
b. Cost: raise cost a little?
c. Listen to the consumers & have a voice on social
media
d. Convenience: easy to buy, online? Bulk?
VII. Media Selection
a. Broadcast media: TV & radio
b. Print: newspaper & magazines
c. Out of home: billboards & transit media
VIII. Budget
a. Overall -25 million
b. National- 17 million
c. Spot- 3 million
d. Savings- 5 million
IX. Spot Markets
a. Baltimore
b. Idaho
c. Ft. Lauderdale
d. Miami
e. New York
f. L.A.
 g. Grand Rapids, Michigan
h. Portland
i. Minneapolis, St Paul
j. Houston, TX
k. Detroit
l. Columbia, SC
m. Boise
IIX. Charts
a. Year at a glance
j) Year at a Glance
Reach Avg Freq GRPS $(000)
Balanc Balanc
Goal Est Goal Est Goal Est e Goal Est e
January 20.0 25.0 2.0 1.2 40 29 10 416.7 388.1 28.5
Februar
y 20.0 25.0 2.0 1.2 40 29 10 416.7 388.1 28.6
March 20.0 25.0 2.0 1.2 40 29 10 416.7 388.1 28.6
April 20.0 22.0 2.0 1.1 40 25 14 416.7 357.0 59.7
May 20.0 22.0 2.0 1.1 40 25 14 416.7 357.0 59.7
June 20.0 22.0 2.0 1.1 40 25 14 416.7 357.0 59.7
July 20.0 22.0 2.0 1.1 40 25 14 416.7 357.0 59.7
August 20.0 22.0 2.0 1.1 40 25 14 416.7 357.0 59.7
Septem
ber 20.0 25.0 2.0 1.2 40 29 10 416.7 388.1 28.6
October 20.0 25.0 2.0 1.2 40 29 10 416.7 388.1 28.6
Novemb
er 20.0 22.0 2.0 1.1 40 25 14 416.7 357.0 59.7
Decemb
er 20.0 22.0 2.0 1.1 40 25 14 416.7 357.0 59.7
Total 480 320 160 5000.0 4439.5 560.5
k) National Contingency $(000): 17,000
Spot Contingency $(000): 3,000
b. Goal Sheet
National Plan

National Plan Reach Freq GRPs %Share Est $(000)

January 15.0 1.0 15.0 3.1 156.3
February 15.0 1.0 15.0 3.1 156.3
March 15.0 1.0 15.0 3.1 156.3
 National Plan Reach Freq GRPs %Share Est $(000)
April 15.0 1.0 15.0 3.1 156.3
May 15.0 1.0 15.0 3.1 156.3
June 15.0 1.0 15.0 3.1 156.3
July 15.0 1.0 15.0 3.1 156.3
August 15.0 1.0 15.0 3.1 156.3
September 15.0 1.0 15.0 3.1 156.3
October 15.0 1.0 15.0 3.1 156.3
November 15.0 1.0 15.0 3.1 156.3
December 15.0 1.0 15.0 3.1 156.3
-------- -------- --------
National Media 180 37.5 1875.0
National Contingency 17000.0
Total National $$ 18875.0

Spot Plan

Spot Plan Reach Freq GRPs %Share Est $(000)

January 20.0 2.0 40.0 0.1 2.6
February 20.0 2.0 40.0 0.1 2.6
March 20.0 2.0 40.0 0.1 2.6
April 20.0 2.0 40.0 0.1 2.6
May 20.0 2.0 40.0 0.1 2.6
June 20.0 2.0 40.0 0.1 2.6
July 20.0 2.0 40.0 0.1 2.6
August 20.0 2.0 40.0 0.1 2.6
September 20.0 2.0 40.0 0.1 2.6
October 20.0 2.0 40.0 0.1 2.6
November 20.0 2.0 40.0 0.1 2.6
December 20.0 2.0 40.0 0.1 2.6
-------- -------- --------
Spot Media 300 62.5 3125.0
Spot Contingency 3000.0
Total Spot $$ 6125.0
 Spot Plan Reach Freq GRPs %Share Est $(000)
--------
Total Plan 25000