Marketing Mix Of Mentos - Mentos Marketing Mix and 4 P's of Marketing

Mentos is a subsidiary of its owner company Perfetti Van Melle. It is associated with the food industry and deals in making of pre-packaged mints. Mentos was launched in the year 1948 and is actually a chewy confectionery with a blend of chewing gum and candy. Some of its competitors are as follows –

Nestle Polo
Mint-O
Tic Tac
Icebreakers
Lifesavers

About Mentos

Type: Mint-flavored candies
Industry: Confectionery
Founded: 1932
Founder: William Knoll
Headquarters: Amsterdam, Netherlands
Area served: Worldwide
Key people: Eric Fosse (Chairman) and Philippe Vlerick (CEO)
Number of employees: 12,000

Table of Contents

Product in the Marketing Mix Of Mentos :

Mentos is a food brand dealing in manufacturing of scotch mints. It is a pre-packaged item sold in rolls with 14 mint-discs in each. One of the varieties Sour Mix has 11 discs whereas smaller variants have four or six discs in every roll. Product item Mint is oblate, small and spheroid shaped. It has a chewy and soft interior with a semi-hard exterior. Mentos are made in various flavours like mint, lemon, strawberry, orange, liquorice, green apple, cinnamon, mixed fruit, pear, water melon, blackcurrant, lemon yoghurt and grapefruit. Some sugar-free variants are also existing in few countries. Product kit of Mint includes –

Mentos NowMints Peppermint
Mentos NowMints Orange
Mentos NowMints Spearmint
Mentos NowMints Wintergreen
Mentos Fruit
Mentos Mint
Mentos Cinnamon
Mentos Rainbow
Mentos Strawberry
Mentos Spearmint
Mentos Green Apple
Mentos Breath mints-Wintergreen
Mentos Breath Mints-Peppermints
Mentos Caramel and Chocolate
Mentos Mini- Fruit Mix
Mentos Caramel & Mint Dark Chocolate
Mentos Breath Mints- Orange
Mentos Gum Pure Fresh – Fresh Mint
Mentos Gum – Red Fruit & Lime
Mentos Gum Pure Fresh- Bubble Fresh
Mentos Gum Pure Fresh- Spearmint
Mentos Gum Pure Fresh- Wintergreen
Mentos Gum Pure White – Sweet Mint
Mentos Gum – Tropical
Mentos Gum – bubble Fresh Cotton Candy
Mentos Gum – Ice Flurry
Mentos Strong
Air action Mentos
Mentos Sours
Air Mentos

Place in the Marketing Mix Of Mentos :

Mentos was first introduced in markets of Netherlands and with time spread its international presence to include product availability in nearly one hundred and thirty countries like United Kingdom, Greece, Canada, Poland, Turkey, Brazil, Philippines, Belgium, Germany, New Zealand, Australia, Indonesia, China, Japan, Malaysia, India, United States and Australia.

Price in the Marketing Mix Of Mentos :

Mentos has targeted youth from middle and upper-middle class as its potential customers. It offers qualitative consumable in a different and unique packaging. Mentos has adopted a reasonable pricing policy and kept its prices suitable for its target market.

The inexpensive products offer different flavours along with a good taste and fresh feeling thus keeping its customers happy. The brand also faces severe competition from rival brands and has kept its product prices marginally lower than its competitors. This helps in maintaining a competitive advantage in this cut-throat industry.

Promotions in the Marketing Mix Of Mentos :

Mentos is a recognised brand and has adopted several promotional policies to increase its brand visibility in the market. It has been a part of several sports and events, for instance, it released Brazilian Team Mentos during FIFA World Cup 2014 to show its support to the National Football Team.

Mentos has launched commercials with catchy taglines and jingles which stay in the minds of consumers. Most of its ads have a humorous element and some show people solving their day-to-day problems after having a Mentos. These ads are shown via television, radio, newspapers, magazines and billboards.

Mentos has also used social media to its advantage by launching ads and offering information about its product through Facebook, Twitter and YouTube. Some common and popular slogans of Mentos are Stay Fresh; The Freshmaker and Dimaag Ki Batti Jala De.