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.
Different flavours are sold in different countries with some common flavours in most countries. Mentos has a strong distribution channel to market its products in every nook and corner of a place. It includes services of distributors, suppliers and retailers so as to reach consumer market as quickly as possible. Mentos is sold via vending machines and in stores like corner shops, discount shops, convenience stores and even super markets.
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.
Liked this post? Check out the complete series on Marketing Mix
