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.
TVC Of Mentos:- https://www.youtube.com/watch?v=By0S8NpLPH4
‘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…
