Wednesday, June 24, 2015

Mentos : "Dimag Ki Batti Jalade" (Lights on the brain) - Brand Personality

It is needed to change the brand personality across the Mint based candy market in India because candy buying pattern is much difference by different age group of consumers.

Key Highlights of Mint based Candy Buying Pattern & Consumption:  

Mainly any Candies, Peppermint or Chocolates are consuming during the relaxation, fun, celebration & Gossip.
(1) Adult (including corporate people) consumption ratio is more than children. Moreover Children are likely to prefer peppermint (Flavor based candy) or chocolate rather than mint candy.

(2) Consumers (Adult & Children) are not much brand loyal in Mint candy except ‘Chlor-Mint & Halls’. Those adult consumers who are chain smokers; they are willingly buying with brand name & using Mint Candy as a mouth freshener.

(3) Consumers are also ready to buy effortlessly substitute Mint candy if desire brand is not available.

(4) Duration & Place where Mint Candy is being used by Adult, corporate people & Family:-
For Adult 18-24:- (i) Every time After Smoke (ii) During the college either in canteen or gossip in garden/class

For Corporate People Age 25+:- (i) Every time after smoke, (ii) Gossip in group  after lunch & during the evening period – Marketing /Field person  (iii) In night between 10.00 pm to 11.30 pm both age group 18-24 & 25+.

For Family: - (i) During the Picnic & Travel Journey – widely using Polo, Mentos, Halls, Mint-O, Chlor Mint.

(5) All sorts of candies are being used by retailers during the change in money

This research & analysis is evidently showing that there is no any precise segment / target market, brand personality & product positioning despite of existence of Mint candy market. Consumer buying behavior & pattern is varying for each segment Adult, Corporate people & Family/Children. Hence, brand communication strategy should be accordingly during the campaigning.

Recently, Mentos has launched new TVC featuring with #FarakPadega (Do it care) and communicating message - Bigger, Softer & Better. Being a consumer perception, this message is self-explanatory that earlier Mentos was harder, smaller & not better. Though TV commercial is funny but it is impacting on brand personality due to lack of proper brand communication and it seems like re-launch Mentos when Voice over communicating message.






‘Word’ is extremely powerful tool in order to build strong brand personality and it can enable to change the consumers’ psyche & perception level. Consumer are remember such type of products by funny words / jingle / tagline and especially, for a longer period children are frequently remembering such categories of brand from the words or jingle only rather than any symbol or sign. Hence, need to well-plan of “Word of Mouth Communication Strategy.    


Develop ‘Word’ Sustainability, Build Strong Brand Personality…

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