6. Weaknesses
• Many aren’t familiar with the amount of flavors they offer
• They’ve dropped out of the market recently (not heavily
marketed in the UK)
• The tin can is all they have
• Product fails (gum & dark chocolate dipped mint, breath
strips)
• Stocked in relatively few stores
• Out-dated
7. Opportunities
Go Green: Altoids can are tin plate which is one of the most recyclable materials. This
may hit hard with environmentally friendly folk.
Personal "Me" aspect: Ask people to show what they hold in their cans..
Money Savers: Altoids Mints have a shelf life of 18 months, while their other products
have a 12 month life.
Romance: Actors often use breath mints before romance scenes in movies. You know
everyone wants to be like the stars!
New Kid Drug Scene: Kids these days are taking way more drugs and pills, especially for
their Wompy Womp Dubstep.
Variety: People love choices, it seems every mint and gum company is coming out with
new packaging and design, but how many are as cool as a tin can?!?
History in comfort: Altoids were originally made to relieve intestinal discomfort
Confidence: Fresh breath can always be a confidence booster. "I'm addicted to Altoids, I
call them acting-pills"-Harrison Ford
8. Threats
It may seem too old fashion, not up to date.
The competitors are making more flavors, changing up their
design, and keeping up with advertising for the most part.
Altoids isn’t the main highlight, what you see on TV is Ice
Breakers and Mentos. Altoids came dangerously close with
their last campaign on copyright issues which could hurt them
if they don’t do something new and exciting.
They have spent millions doing failed flavors such as the
chocolate covered mints.
There are so many different breath mints such as Tic
10. Target Analysis
Target’s Needs and Goals Publications They Read
Confidence Online news
Being prepared Groups They Belong To
What keeps them up at night? Professional organizations (Ad Club)
Not succeeding at life Special Events & Important Dates
The thought of failure Presentations for work/school
Places to Find Target Family – weddings, funerals
Public transportation Work lunches/dinners
Movie theatres Where They Look for Information
Music venues/concerts Google
People-centered events/organizations Facebook/forums online
Stores where they shop, places where they socialize Friends/word-of-mouth
Convenience stores
Grocery stores
Facebook
Pinterest
11. Target Analysis specific
22 years old- worries about the future- family, money, home
marketing student shops at forever 21, american apparel, thrift
stores
smoker
likes going to small concerts and shows
avid coffee drinker- morning breath plus coffee
breath plays volleyball for fun
interviewing with jobs- one on one always on the go
parties most weekends- doesn't always doesn't sleep much
remember a tooth brush
likes to read but doesn't have much time for
studious- study dates with partners pleasure reading
interns at a marketing firm favorite holiday is thanksgiving-
family,food, football
favorite food is pasta- Olive garden
exam week stress
loves hanging out with her friends
procrastinates by being on pinterest
likes visiting art galleries
works at Jimmie johns as a delivery girl- works for enjoys scrolling through wordpress
tips
