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 |HR/Financial | |Ferrero: constant growth of turnover (820M€ in 2009) |Ferrero does not yet have any experience in that field of action | |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) |Technology | |Innovative tastes to meet newest trends | | |Limited editions to boost sales |TicTac is the only company on the market that doesn’t offer | |Chemical aspect is not important to consumers when it comes to taste|different, more innovative formats like the at the moment very | |(refreshment is the most important criterium. |popular chewing gum boxes | | | | |Positioning | | |High recognition rate (97, 1%) | | |Great Brand image |...
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