trident xtra caremedia.dropr.com/pdf/uupejnxfnc64htlake01zq3ggz3ohii7.pdftrident’'s most...

Trident Xtra Care2015 Media Plan Trident Taylor Morrison Jeffery Smith Simon Milberg

Table Of Contents

1

2

Executive Summary

Situation Analysis - Brand + Industry Overview

- Product Analyis is

- Current Marketing Info

- Consumer Profi le

- Competit ive + Creative History

3 Media Objectives + Strategy - Target Audience

- Reach + Frequency

- Creative

- Media Choices

- Budget Allocation

- Geography

- Scheduling + Timing

- Integrated Marketing Communication

01

4 Conclusion

5 Appendix

02 - 05

06 - 15

16

17

Trident Xtra Care - Media Plan

01 - Trident Xtra Care

Trident Xtra Care, a brand within the Mondelez family, has recently fallen behind in focus compared to other Trident lines. Trident is currently #2 in sales behind Wrigley, which holds roughly 10% more of the market share than Mondelez. Through our marketing plan, we plan on closing this gap, creating higher brand awareness for the Xtra Care brand, and increasing sales for the 2014-2015 year. With our $50 million budget, we are confident that we can achieve our goals.

While Trident Xtra Care's current consumers are mostly women between the ages of 35 and 64, we plan on focusing our efforts on the new mil-lennial generation consisting of men and women between the ages of 18 and 34. These individuals will be busy leading an active and healthy lifestyle, which leads into the new message that we will promote. Tri-dent Xtra Care is a sugar-free gum, which is sold in minty flavors which gives people fresh breath.

Recaldent, a calcium supplement, also gives individuals who chew our product an added health supplement. Xtra Care is a great choice of a product for people who are looking to replace sugary foods with a healthy alternative. We plan on driving this point home in our ads.

Our target audience watches a lot of prime time and late night televi-sion, reads magazines, and is very active on social media. Therefore, we will be advertising through these outlets heavily, while also placing a small focus on in-store displays.

While we will be aiming to reach a national audience, we also plan on reaching out to 10 specific markets throughout the country. These mar-kets are the fastest growing job markets in the country, perfect for our target market that will be just starting their careers. Overall, we plan on achieving a reach of over 70% with a frequency of 7.5.

Executive Summary

26%


Situation Analyisis

Brand History Mondelez International first introduced our brand, Trident Xtra Care gums, in 2008. The brand’'s selling point is the use of Recaldent in the product. Recaldent, a form of cal-cium, is absorbed right into the tooth, strengthening areas attacked by plaque acids so the chewer can fight cavities while they use the product. The Xtra Care user can pick from four different flavors: Cool Citrus, Spearmint, Pep-permint, and Cool Mint. Each Xtra Care pack holds 14 piec-es of gum; each pack costs an average of $ 1 .49.

Industry History


Gum sales in the last 5 years have been decreasing across all brands, however, many chewing gum companies are fighting this by introducing new brands to appeal to more consumers. Many of these new brands appeal to the health conscious consumer. While there are countless sugar free gums, the appeal to the health conscious consumer has yet to fully be leveraged. The buzz word "sugar free" no longer holds the power that it did, that is why Trident needs to reinvent the category and carve out a more niche corner of the market, reinvigorating the health benefits that can be gained from gum.

Industry Timeline + TridentIntro of

Trident GumIntro of

Xtra Care Line

1964 2006 2009 2015

Recession = decline in gum sales

Refocus of Xtra Care Line

Market Share


Current Marketing Information

Current Positioning Trident' ’s current position in the chewing gum market is to provide a wide range of types of sugar free gum to people. This includes different shapes, flavors, colors and different benefits. They have a strong emphasis on more unique fruity flavors that are very apparent in their Layers and Splash product lines. However, the original mint flavor is still very much a part of their products.

Current Creative StrategyTrident’'s most recent campaign has focused on promoting their Layers Gum. The gum is a fruity, fun gum and this is exemplified in their campaign using very loopy, colorful and humorous ads. The most recent ads feature a young boy dressed as an extravagantly dressed person who obviously has a lot of money. Our proposal will shift the focus to the Xtra Care line.

Trident Xtra Care Product

$ 1 . 49 per pack

More subtle packaging

Focus on orginal Peppermint& Spearmint flavors.


Situation Analyisis


Current Consumer Profile

When researching current consumers for Tri-dent Xtra Care Gum, we used several on-line sources including MRI Plus Database. We learned that women were 20% more likely to purchase Trident gum than men. High MRI indexes revealed that these wom-en are between the ages of 35-64, live in the North East region, and are most likely married with children. Current consumers also have a household income of $75,000-$149,000 which is considerably higher than the national average. Research shows con-sumers with post-graduate education and currently in professional fields. With this information we have determined that the current consumers of Trident Xtra Care are highly educated and health conscience. The higher household income allows them more

buying power and able to splurge on wants rather than necessities. The data showed that your consumers are avid magazine readers especially to women’s, health, and food magazines. The websites visited by your consumers are closely related to the same magazine subjects but spend the most time viewing discount websites like Groupon.com. We know that the higher income level allows for more entertainment including cable television and you consum-ers are very interested in shows on demand and pay-per-view. Consumers up north are known to have a faster more hectic lifestyle but with the addition of children and a pro-fessional career, many don’t have the op-portunity to catch their favorite show as it airs.

Household income of

$75,000 - $149,000

20%Women are

more likely then

Mento buy gum

$$$


Situation Analyisis


Situation Analyisis

Competition History

Mars Inc. + Wrigley

One of Trident’'s biggest and true competitors is Mars Incorporated, who owns and operates The Wrigley Company has a dozen different brands of gums and mints that are a threat to the sales of Trident. The brands under the umbrella of Mars Inc. include 5 Gum, Altoids, Big Red, Double Mint, Excel, Lifesav-ers, Orbit, Extra, Eclipse, Freedent, Eclipse Ice and Winterfresh.

Market Share

Hershey Company

The Hershey Company, another one of the largest snack food manufactures in the world, is in direct competition with Trident. Hershey manufactures Breath Savers, a popular mint and Ice Breakers, a line of gum and mints.

Market Share

Advertising Expenditures (2014)

$454M $580M

Wrigley Hershey

$403M

Trident05 - Trident Xtra Care

36%

2%

Media Objectives & Strategy

Target Audience Our target audience for Trident Xtra Care gum is males and fe-males, ages 18- 3 4. We are targeting a group of college age and younger professionals who are health conscious in their diet and are also looking to promote themselves as a healthier person. This includes eating better, looking better, giving off a well put together and clean aura. It goes deeper than just having clean teeth and fresh breath; the people we are targeting are very aware of themselves and how they project themselves to other people and the world and start with a clean, healthy self. They can maximize their potential for making a good and lasting first impression whether it is meeting new people in a social setting or interviewing for a new job, our audience is self-aware of how they look and want to project a happy, positive and well put together self.

Males & Females 18 - 34

College Students & YoungProfessionals

Demographic Profile Psychographic Profile

Want to make great firstimpression

Live in target market (growing cities)

Have expendable income

Eat a healthy diet and maintain physical fitness

Promote themselves as well put together

Active on social media



Active and outgoing

Reach & Frequency




While we hope to reach a large amount of people, it is more important that our frequency is high for our campaign. Our target audience responds well to repetition and a calls to action. If the idea of a healthy, fresher gum is ingrained in our audience’s head multiple times, it is much more likely that they will remember Trident gum when it comes to the decision of purchasing gum. It is important they are not only getting a great product but we want to immerse the Trident experience into their lifestyle. A repeated and reinforced the message through social media and engaging TV ads, will be the most effective av-enue for our campaign.

Reach

Frequency7.5x

70%

CreativeWe intend to stick with Tridents colorful messages that they have created in the past. The difference in our new campaign is that we will be promoting the healthy sugar free brand to the public. We will use more trendy advertising to attract the young professionals. The creative goal will be to showcase Trident gum as a healthy alternative to other gums and snacks. We intend to increase consumer involvement through social media and posi-tion Trident as an active-trendy brand that young professionals can relate to. Trident’s new trendy personality will match our aggressive campaign with new television commercials, fun radio ads, and interactive social media events.


Media Choices



TelevisionOur placement of ads to reach our demographic will rely heavily on TV ads, cable and network. We will focus our placement on TV shows that draw a large audience of our 18-35 year old audience and more specifically shows that have real content, unlike many ’reality’ shows. The demographic we are attempting to reach is an intelligent and aware group. We want to place ads on shows that will speak our target audi-ence and connect with them. We will brand Trident Xtra Care as healthy and luxurious brand. To achieve this we will be advertising in shows like witty Gossip Girl and Nashville as well as late night shows like Jimmy Fallon. We will allocate $30 million to reach our goals in television.

Magazines

Placing full-page ads in popular magazines that target 18-35 year olds will be anoth-er critical approach. We will further break our audience down by gender so we can more specifically target each group in select magazines. Men will be targeted in fashion

magazines like GQ, which promotes a high-er end lifestyle. Similar ads target towards females will appear in fashion magazines like Cosmo to have a similar effect. $20 million dollars will be allocated to print ads in national monthly magazines.




Media Choices (cont.)

Social MediaAnother aspect of our campaign will include an online approach. The Internet is a nec-essary approach to take, with the popularity of social media, when targeting our target audience. In order to reach this demographic, we looked at the most popular forms me-dia they use. This age group has a strong presence on Facebook and many other social media websites. We will create an active voice on Twitter, Facebook, Pinterest and Tumblr that provides relevant and original content driving traffic to Trident Xtra Care. The place-ment of these ads will be crucial. No one likes to be bothered by popup ads, but our target demographic grew up using computers and the idea of an obtrusive ad would au-tomatically put them off from a product. We will place internet ads in creative and clever ways that will seem like they belong with the content of the page and not just sticking out like a sore thumb. Facebook ads can be incorporated into people’s ’news streams’ by offering job-interview tips or ways to stay healthy with Trident.

YouTubeUse Youtube as a platform for launching new ads.

LinkedInReach out to LinkedIn users to help promote themselves with resume advice

TwitterCreate a fun, relatable voice on Twitter to reach out and create conversations with target demographic.

FacebookUse Facebook as a platform for pro-motions and continuing conversations with pictures and intersting stories.




Budget Allocation

Television$30 Million

In Store$5 Million

Print$10 Million

Online$5 Million


Geography

Our campaign is directed towards an educated professional target audience. They are in the job market and trying to find a job, whether it’s a new career or to further their professional experience. We have selected 10 spot markets located in the cities that currently have the most opportunities for job seekers.





Scheduling & Timing


According to reports posted to the Mondelez website, the weakest quarter for the compa-ny was the first quarter, consisting of January, February, and March, with a net revenue of $8.7 billion. While quarters 2 and 4 only had slight increases from the previous months, the third quarter had nearly a 2% increase in revenue.

As a result of these reports, we want to allocate about 75% of our budget towards the first half of the year. By doing so, we hope that our weakest months of the year will equalize with our strongest. Furthermore, our target audience is primarily young adults who might be beginning their job search or are looking to move on to bigger roles. We believe that fresh breath gives you more confidence, something that is vital to a job search. By placing emphasis on our product in the first two quarters, our audience will be more aware of Trident Gum in the months leading up to college graduation. A third reason for our focus-ing on the first half of the year is health. The beginning months of the year are often the times when people put more focus on getting fit and healthy, whether it be as part of a New Years Resolution or simply to get their summer body ready. Since Trident Gums are all low in calories and sugar-free, the product can be a great replacement for a snack in a diet. By constantly reinforcing our product during this time, we hope that consumers will be more likely to lean towards Trident Gums over our competitors.

(Larger scale chart in Appendix)




Quarter 1 Quarter 2 Quarter 3 Quarter 4

5

10

15

20$ (Millions)Television Print Online & Instore

Our strategy will revolve around the months we focus on emphasizing. We will push out more marketing and advertising efforts in the early months of the year when more people are looking to get in shape or move on in their professional lives. There will be a sharp increase in advertising entering the beginning months of the year with a plateau going through the first two quarters followed by a gradual decline in spending through-out the rest of the year.

By the end of the first two quarters, we will have planned for our audience to gain a loy-alty to Trident Gums. Therefore, we will use the last 25% of our budget to reinforce the advertising we will have completed earlier in the year.

Scheduling & Timing



Integrated Marketing Communication

We aim to increase brand recognition through our integrated communication strategy. Our target audience has an extremely high reliance on social media. Therefore, we aim to fo-cus on getting our audience’s attention through use of social media platforms like Twitter, Facebook, and Instagram. By reaching out to those within our age range, we will be re-inforcing the advertising we do outside of the social media sphere. Furthermore, using social media is virtually free.

Our integrated communications strategy is to create an active social media presence similar to that of Netflix and DiGiorno Pizza. We want to create a personality for our brand and consistently utilize it when communicating with customers. Our Twitter account will consis-tently respond to twitter users who tweet at us or about our brand. By doing so, we plan on establishing a sense of character and create a friendly relationship with our customers. Furthermore, we also plan on playing off of current events to draw attention to our brand. This strategy is already proven to work as DiGiorno has used it during the Live Sound of Music event and the Super Bowl.


Conversations Re-Tweets

+Impressions



Integrated Marketing Communication



Conclusion + Reccomendations


Our 2015 media plan for Trident Xtra Care is expected to increase over-all GRP’s and present a brand young professionals can rely on. The target audience, men and women ages 18-34, will know Trident Xtra Care as a healthy alternative to other snacks and as an asset in successful interview situations.

Our online interview coaching and great first impressions with fresh breath, will provide our consumers the confidence they need and loyalty to the Trident Xtra Care brand. Our high reach and frequency predictions will help inform and persuade consumers to remember your brand at point-of-purchase and increase over-all sales. We have complete confidence in our media choices and believe they are the right vehicles for Trident Xtra Care. The national and spot markets were chosen specifically for this brand and target audience and our forecasts show increased GRP’s across the map.

Our IMC project will increase awareness exponentially with the twit-ter followers reposting and sharing Trident’s tips and news. This $50 million dollar campaign is a wise investment and the scheduling fore-cast is a step in the right direction for Trident Xtra Care.


Appendix

"Brand Family." Brand Family. N.p., n.d. Web. 29 Apr. 2014.

"Gum Industry." Wikipedia. Wikimedia Foundation, 15 Mar. 2014. Web. 29 Apr. 2014. <http://en.wikipedia.org/wiki/Gum_industry>.

"Gum Market Research." Chewing/bubble Gum Industry Market Share, Trends, Statistics. N.p., n.d. Web. 29 Apr. 2014. <http://www.euromonitor.com/gum>.

"Mondel’z International, Inc. - Home." Mondel’z International, Inc. - Home. N.p., n.d. Web. 29 Apr. 2014. <http://www.mondelezinternational.com/>.

"Mondelez International Reports 2013 Results." (NASDAQ:MDLZ). N.p., 12 Feb. 2014. Web. 29 Apr. 2014.

"Mondelez International Reports First Quarter 2013 Results." (NASDAQ:MDLZ). N.p., 07 May 2013. Web. 29 Apr. 2014.

"Mondelez International Reports Third Quarter 2013 Results." (NASDAQ:MDLZ). N.p., 06 Nov. 2013.

"Trident: See What Unfolds." Trident: See What Unfolds. N.p., n.d. Web. 29 Apr. 2014. <http://www.tridentgum.com/>.

Yue, Lorene. "Pop! How Mondelez Lost Millennial Gum Chewers." Crain's Chicago Business. N.p., 20 May 2013. Web. 29 Apr. 2014. <http://www.chi-cagobusiness.com/article/20130518/ISSUE01/305189959/pop-how-monde-lez-lost-millennial-gum-chewers>. Web. 29 Apr. 2014.

Washicko, Cynthia. "The 10 Best Cities to Find Jobs - US News." US News RSS. N.p., 17 June 2013. Web. 29 Apr. 2014. <http://money.usnews.com/money/careers/slideshows/the-10-best-cities-to-find-jobs>.

"Wrigley | Popular Chewing Gum and Confections: Orbit, Extra, Skittles and More | Mars." Mars.com. N.p., n.d. Web. 28 Apr. 2014.


Appendix


trident xtra caremedia.dropr.com/pdf/uupejnxfnc64htlake01zq3ggz3ohii7.pdftrident’'s most...

Documents