Minto fresh

The need to impress the

market.

Hamdan Shaikh 1356

Nishant pokle 1347
Swanand Vaze 1364
Rohan Haldankar 1322
Saish haridas 1324
Ankita Govekar 1321
Pooja parsekar1341

Challenge 1
Existence in de-growth category, whilst losing
market share.
- Lozenge category was divided into 2
segments, Cough lozenge and chews.
- Chews were expected to grow at over 20%
CAGR
- While CL faced a stationary growth at 6% for
the last 3 years.

Solution.
Brand is more male oriented, so
target the female audience.
Conduct a survey, to know which
flavors would interest the new target
audience.
Tagline- Jab Balma ko karna ho
impress, Toh khao, MINTO FRESH,
Bole toh ekdum fresh.

 Also initiate a new advertising

campaign. Where in the tagline will
be Agar bhagana ho STRESS, toh
khao minto fresh.

Challenge 2
Intense competition and need for alternative
avenues to connect with consumers.
- Lozenge category was characterized by stiff
competition from MNC and local players.
- Erratic communication was rampant and
superficial benefits formed core of
communication.

Solution
Target female segment. (survey for
flavors)
As per survey, fall in brand awareness
and low association, was due to low
availability and lack of variety of
flavors.
For this new flavors have to be
introduced in the market like
strawberry mint, kacha aam, imli etc.

 Attaching a Minto fresh on the

cigarette packets as sales promotion
strategy.
This would help us to make use of
ITCs effective supply chain.
Introduce candy Kiosk machines.
At various spots like railways stations
and bus stops etc.

 Increase the product size.

Introduce a new strip packaging, in
Rs 5 category in mint lozenges.
Introduce a new product category in
tooth decay, whitening and gum
problems.

 Thank you.