Altoids Case Study
Altoids Case Study
Seattle should have been included in the marketing campaign because of the following reason:
1. There would be a uniformity in the marketing campaigns and a clear picture of the brand positioning. The company would not have to waste budget, energy and time creating, distributing and monitoring two marketing campaigns.
2. Two different campaigns will confuse the customers and will send a mixed message and the response may be negative for customers who have seen both the advertisements targeted for Seattle and rest of USA. Consistency is the key to establishing brand recognition and to developing loyalty among the consumer base.
3. The Seattle people have a very strong brand association with altoids and are less likely to change their consuming habits.
Three appeals which differentiates the baby boomers with the 2000s are:
1. Taste: Baby boomers had a strong affinity towards strong mint taste whereas generation-Y prefer a wide variety of flavors. Altoids have made a significant effort to launch new flavors especially for people who are non-mint users to convert them into entry level users.
2. The appearance of the brand which was a distinct red and white during 1970s has changed to multicolored packaging in 2000s.
3. The target customers were more lifestyle centric in 1970s whereas in 2000s the customers are ready to try out new experiences.
Psychographic based promotional strategy would work over benefits based strategy as psychographic based strategies is more flexible and targets a larger customer’s base that bear similar lifestyle, attitude, opinion and interest.
Pros: Psychographic segmentation gives a much better insight and understanding of the consumer, which leads to the identification of underlying needs that creates more valid and responsive segments and subsequent marketing programs.
Cons: This approach by altoids will requires the detailed data/research on the consumer and there are also some concerns regarding
Seattle should have been included in the marketing campaign because of the following reason:
1. There would be a uniformity in the marketing campaigns and a clear picture of the brand positioning. The company would not have to waste budget, energy and time creating, distributing and monitoring two marketing campaigns.
2. Two different campaigns will confuse the customers and will send a mixed message and the response may be negative for customers who have seen both the advertisements targeted for Seattle and rest of USA. Consistency is the key to establishing brand recognition and to developing loyalty among the consumer base.
3. The Seattle people have a very strong brand association with altoids and are less likely to change their consuming habits.
Three appeals which differentiates the baby boomers with the 2000s are:
1. Taste: Baby boomers had a strong affinity towards strong mint taste whereas generation-Y prefer a wide variety of flavors. Altoids have made a significant effort to launch new flavors especially for people who are non-mint users to convert them into entry level users.
2. The appearance of the brand which was a distinct red and white during 1970s has changed to multicolored packaging in 2000s.
3. The target customers were more lifestyle centric in 1970s whereas in 2000s the customers are ready to try out new experiences.
Psychographic based promotional strategy would work over benefits based strategy as psychographic based strategies is more flexible and targets a larger customer’s base that bear similar lifestyle, attitude, opinion and interest.
Pros: Psychographic segmentation gives a much better insight and understanding of the consumer, which leads to the identification of underlying needs that creates more valid and responsive segments and subsequent marketing programs.
Cons: This approach by altoids will requires the detailed data/research on the consumer and there are also some concerns regarding