Tic Tac : Integrated Marketing Communications - Personal Essay
Mémoire : Tic Tac : Integrated Marketing Communications - Personal Essay. Recherche parmi 300 000+ dissertationsPar dissertation • 16 Janvier 2013 • 1 534 Mots (7 Pages) • 2 774 Vues
Integrated Marketing Communications
Subject n°3: Identify a problem of a company you wish to study. Suggest one creative promotional method to solve the problem. You need to specify the target audience, objectives with creative and media commendations to achieve intended objective.
Tic Tac is the only Ferrero brand that is not made of chocolate and one of the first pocket sweets on the market.It is known for being a practical and a refreshing product but competitors are numerous. The problem is that, since 2007, the pocket sweets market has dropped by 5, 5% in value, by 4, 4% in volume and 60% of the sweets sold are sugar free. Tic Tac suffers from this decline and this hard competition and its market share dropped by 1, 1% between 2008-2009.
Moreover, people in the world are bigger gum consumers than sweet consumers and many competitors such as Cadburry Schweppes and Solinest offer sugar free, healthier, tastier or more innovative products.
How can Tic Tac keep its market share given the regression of pocket sweets consumption? What kind of creative promotional method should Tic Tac use to solve this problem?
Analysis of the Market
To stress and develop a new communication campaign, the first thing to do is to analyze the market in which Tic Tac makes is business. The market situation of Tic Tac is the pocket sweets market
Strengths Weaknesses
HR/Financial
Ferrero: constant growth of turnover (820M€ in 2009)
TicTac is profiting from Ferrero’s great reputation and its immense financial ressources
TicTac is a long existant brand (founded in 1971)
TicTac is a market pioneer
Technology
New formats to satisfy consumer needs →multipacks are the best selling formats, good rankings in weekly sales (e.g:TicTac Duox4)
Innovative tastes to meet newest trends
Limited editions to boost sales
Chemical aspect is not important to consumers when it comes to taste →refreshment is the most important criterium.
Positioning
High recognition rate (97, 1%)
Great Brand image
Well defined Brand positioning
Consumers refer to TicTac in a very positive way
HR/Financial
Ferrero does not yet have any experience in that field of action
Technology
TicTac is the only company on the market that doesn’t offer different, more innovative formats like the at the moment very popular chewing gum boxes
Positioning
Frequent repositioning over a longer period can become confusing for the customers
TicTac is not perceived as an useful, original or innovative brand
Consumers do not declare TicTac as an important product
Positioning of the individual products is vague → crucial promise is not clear
Opportunities Threats
Market/Needs
Pocket sweets account for 28% of the sweets market in terms of sales
Penetration rate in a lot countries is rather low and thus there is a big potential
Sales in hard discounters are increasing
Competition
97,1% of assisted recognition rate
Most appreciated product in the pocket sweets market compared with new products Market/Needs
The pocket sweets market dropped by 5,5% in value and by 4,4% in volume last year
60% of the sweets sold are sugar free
People are bigger gum consumers than sweet consumers
Competition
Cadburry Schweppes and Solinest are leaders on the pocket sweets market
Many competitors offer sugar free, healthier, tastier or more innovative products
The new positioning Of the Brand, Tic Tac should focus on:
First, it’s important to stress the target audience and the initial positioning of Tic Tac in the past which wasn’t really clear. Indeed, Tic Tac’s current target market is too big and heterogeneous. The positioning is not clear enough compared to Tic Tac’s main competitors, which are much more specialized. To be perfectly clear about the new marketing strategy, particularly the communication, Tic Tac should reposition the products.
Thus, I will divide the target audience in two main parts
• The 18 – 34 year olds who are mainly young workers, independent and dynamic. Moreover, they like fruity tastes of their childhood.
• The 35 – 49 who have been working for a long time. They are looking for refreshment and hygiene when they consume pocket
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