An advertising campaign for Doublemint

Date of Publication

2004

Document Type

Bachelor's Thesis

Degree Name

Bachelor of Science in Commerce Major in Advertising Management

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Enrique Vega Da Rosa

Defense Panel Chair

Milette L. Zamora

Defense Panel Member

Lito Maglutac

Abstract/Summary

THE confectionary, industry is said to be growing between 3% to 5 % annually, with approximately 50,000 tons of confectionary (about 65% are sugar and gum products) being consumed by Filipinos every year. Doublemint® has indeed benefited from this, taking about 21 % market share. Altough, recent market data show that Doublemint® has been losing sales. Since the second quarter of this year, Doublemint® sales have steadily decreased, losing to its competitors.

Sugar and gum products, being highly impulsive products due to the fact that loyalty seems to be rare virtue among consumers, simply reply on advertising and promotion to be continually patronized by their market. This paper aims to address this challenge through an effective ad campaign for Doublemint® chewing gum.

Doublemint® is currently positioned as the stimulant or booster of young working professionals. But in a recent market study, it has been gathered that there is a growing need among teenagers to bond with friends and love ones, and that chewing gums and candies best serve as aids or facilitators that answer this need. With this in mind, we propose to reposition Doublemint® to target the 13-19 age group.

To clearly define the direction of this paper, we aim to address the challenge of increasing the sales of Doublemint® through a full thematical campaign: 1. to regain market share leadership in the mint chewing gum category by getting 60% share in the market 2. To get 50% share from the hard candy/chewable market 3. To convince consumers that Doublemint® is the best alternative for brushing teeth 4. to reposition Doublemint® as the best aid/facilitator for bonding among friends especially to the 13 to 19 age group and, 5. to reach at least 80% of the target market within the period of 12 months.

To fulfill these objectives, this paper will recommend promotion on TV, radio and cinema, and other below the line advertising such as billboards and point of purchase materials.

With a P30 million recommended budget-18 % for radio, 42% for TV, and 15% for non-traditional media there would be a maximum reach of 80% and 17% share of voice.

Abstract Format

html

Language

English

Format

Print

Accession Number

TU16302

Shelf Location

Archives, The Learning Commons, 12F, Henry Sy Sr. Hall

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