Extra-Final

The Propaganda Pandas

1. Why Extra?2. Situation Analysis3. Positioning Strategy4. Campaign Objectives5. IMC

Recommendations6. Conclusion

AGENDA

Positioning Strategy

Campaign Objective

s

IMC Proposals

Conclusion

Situation Analysis

Introduction

THE DILEMMA How is the brand currently positioned?

“Extra gum, Lasts Longer Than That™” Underpositioned—haven’t created

niche for themselves Why?

Target market is ambiguous Brand image: not meaningfully

differentiated Low brand equity: packaging/ads not

distinctive

Introduction

Positioning Strategy

Campaign Objective

s

IMC Proposals

Conclusion

Situation Analysis

Introduction

WHY EXTRA SHOULD REPOSITION

Loser brand No competitive advantage Doesn’t motivate consumers to

want brand Not an issue of awareness May have attractive features

customers may not be aware of

Introduction

Positioning Strategy

Campaign Objective

s

IMC Proposals

Conclusion

Situation Analysis

Introduction

RESEARCH Phase I: Focus Groups Phase II: Surveys Uncover: What attributes

important Enough to position on?

Introduction

Positioning Strategy

Campaign Objective

s

IMC Proposals

Conclusion

Situation Analysis

Introduction

SITUATION ANALYSISStrengths WeaknessPossess Positive Gum Experience Neutral Brand Personality54% of Respondents Satisfied with Extra’s Taste & Flavor

No Distinctive Brand Personality

76% of Respondents consider Taste & Flavor important-General

Seen as a gum for older generation

Situation Analysis

Curbs hunger17%

Enjoyment7%

Freshens breath53%

Oral Fixation7%

Taste13%

Other3%

What is your main purpose for chewing gum?

Fights cavities

Low calorie

Sugar-free

Teeth whitening

Not Important

Other

0%

10%

20%

30%

40%

50%

10% 20% 47% 30% 37% 3%

What health benefits are important?

Positioning Strategy

Campaign Objective

s

IMC Proposals

Conclusion

Situation Analysis

Introduction

SITUATION ANALYSISOpportunity Threats

Appeal our product to Potential Customer

The Third most Favored Gum Brand

20% of Respondents did not tried Extra

37%- Orbit, 33%-Trident, and 27% Extra

Chew Gum over Mint (Substitutes) Fiercer Competition

Situation Analysis

Dentyne

Double Mint

Eclipse

ExtraFive

Juicy Fruit

OrbitTrident

Winterfresh

No Preference

Other

0%

10%

20%

30%

40%

13% 10% 27% 27% 13% 13% 37% 33% 7% 7% 10%

What are your favorite gum brands?

Daily Weekly Montly Yearly Other0%

10%

20%

30%

40%

50%

60%

7% 20% 50% 10% 13%

On average, how often do you purcahse gum?

Positioning Strategy

Campaign Objective

s

IMC Proposals

Conclusion

Situation Analysis

Introduction

TARGETING OBJECTIVES Primary target audience: Males

and females ages 18-25 In college, or starting new

career Active, social lifestyle Concerned about breath/mouth

in social situations

Positioning Strategy

Positioning Strategy

Campaign Objective

s

IMC Proposals

Conclusion

Situation Analysis

Introduction

POSITIONING OBJECTIVES Extra will provide a unique gum-

chewing experience to 18-25 year olds. Extra will be positioned versus other popular gum brands as the one to give them confidence in social situations because of the fact that it has long-lasting flavor, provides fresh breath, and has health benefits.

Positioning Strategy

Positioning Strategy

Campaign Objective

s

IMC Proposals

Conclusion

Situation Analysis

Introduction

EFFECTIVE POSITIONING Extra’s current image

Outdated Irrelevant

Our target audience Confidence is a theme they can

relate to Position of competing brands

Attribute-based No point of differentiation

Positioning Strategy

Positioning Strategy

Campaign Objective

s

IMC Proposals

Conclusion

Situation Analysis

Introduction

MARKETING OBJECTIVES Length: 1 fiscal year

January 2010 to December 2010 45% trial by end of second

quarter 75% market share by end of

2010 Increase sales volume by 15%

Campaign Objective

s

Positioning Strategy

Campaign Objective

s

IMC Proposals

Conclusion

Situation Analysis

Introduction

COMMUNICATIONS OBJECTIVES

Already high awareness Focus on changing attitudes of

consumers and create emotional appeal Different approach than

competitors “Extra Long-Lasting Confidence”

Provided through existing benefits important to target audience

Campaign Objective

s

Positioning Strategy

Campaign Objective

s

IMC Proposals

Conclusion

Situation Analysis

Introduction

CREATIVE STRATEGY STATEMENT

Differentiate our advertising Stimulating emotion from

consumers Emotions that lead to confidence

“Extra long-lasting confidence.” IMC

Proposals

Positioning Strategy

Campaign Objective

s

IMC Proposals

Conclusion

Situation Analysis

Introduction

NEW PACKAGING

IMC Proposals

Positioning Strategy

Campaign Objective

s

IMC Proposals

Conclusion

Situation Analysis

Introduction

MEDIA PLAN/BUDGET

IMC Proposals

Positioning Strategy

Campaign Objective

s

IMC Proposals

Conclusion

Situation Analysis

Introduction

INTERNET Website

Product information Forum sections Contests & Events Blogs

Webisode Commercial plots Scenes with characters chewing Extra

gum Internet Banners

Zagat.com Hulu.com

IMC Proposals

Positioning Strategy

Campaign Objective

s

IMC Proposals

Conclusion

Situation Analysis

Introduction

TELEVISION

IMC Proposals

Positioning Strategy

Campaign Objective

s

IMC Proposals

Conclusion

Situation Analysis

Introduction

PRINT: MAGAZINES Cosmopolitan Sports Illustrated

IMC Proposals

Positioning Strategy

Campaign Objective

s

IMC Proposals

Conclusion

Situation Analysis

Introduction

OUTDOOR Bus Train

Billboards

Cab Tops

IMC Proposals

Positioning Strategy

Campaign Objective

s

IMC Proposals

Conclusion

Situation Analysis

Introduction

SALES PROMOTION University Career Fairs

Career fairs Information sessions Resume workshops

Sampling Gum in taxi cabs

Coasters Popular bars in selected cities

IMC Proposals

Positioning Strategy

Campaign Objective

s

IMC Proposals

Conclusion

Situation Analysis

Introduction

OTHER MEDIA Product Placement

The Hills

IMC Proposals

Positioning Strategy

Campaign Objective

s

IMC Proposals

Conclusion

Situation Analysis

Introduction

CONCLUSION/SUMMARY Current Positioning Research repositioning IMC recommendations

Conclusion

The Propaganda Pandas