AMA Case Competition Targets Millennials with Ice Breakers Chews

AMA INTERCOLLEGIATE CASE COMPETITION: COOL BLASTS CHEWS 1

American Marketing Association
Intercollegiate Case Competition
Ice Breakers Cool Blasts Chews
December 6, 2015


Table of Contents
Introduction………..…………………………….………………...………………………………3
Industry Analysis………………………………….……………...……………………………….4
Product Analysis…………………………………….………....………………………………….4
Competitive Analysis………………………..……………...……………………………………..5
Target Market…………………………………….……...…….…………………………………..5
SWOT Analysis…………………………….………...…………………………………………...6
Value Proposition………………………..…………...………....…………………………………7
Copy Platform & Creative Strategy………...……………………...……………………...............8
Product Strategy………………..………………………………………………………………….9
Marketing Plan Introduction...………………...……………………………………………...10-11
Communications and Promotions Mix………………...……………………………………..12-14
Partnerships.…………………………………………………..………………………..………...14
Distributions Mix and Trial………...……………..………………...…………...………………15
Sales Forecast…………………………………………..……………………..………………….16
Budget………………………………………………………………….…...……………………17
Appendix………………………………………….………….…………………..………………18
References……………………………………….……………...…………………..………..19-21


Introduction
Mission
By increasing accessibility and branding Ice Breakers Cool Blasts Chews as a quick and
easy method to obtain fresh breath without having to chew for a long period of time or
dispose of the product, Millennials will gain awareness of the benefits of Ice Breakers
Cool Blasts Chews and utilize them as a superior alternative to gum and mints.
Features of this marketing plan:
• A plan on how to introduce Ice Breakers Cool Blasts Chews into the breath
freshening industry
• Addition of coffee shops to distribution mix
• Modernized and sleek new packaging
• Appealing to Millennials, particularly in career and dating situations
• Positioning Cool Blasts Chews as their own unique product, but also part of the Ice
Breakers family
• Association of Cool Blasts Chews with supporting Millennials in their careers and
love lives
• Utilization of social media and other digital outlets to reach Millennials


Industry Analysis
When Wrigley first introduced gum, the product was marketed as a fun way to freshen up
and sales grew over fifty years (Giammona, 2015). Gum was marketed to a young audience of
18-34 year olds. It was also increasingly popular amongst smokers who needed a way to cover
tobacco breath. Sales have fallen 15% to $3.5 billion since 2009. Competitors, like Trident and
Wrigley, have tried to make gum more identifiable with Millennials, by creating new flavors and
sugarless alternatives, but Millennials have never developed the taste for gum (Giammona,
2015). However, the need for fresh breath is still a top priority for the public as mint sales
continue to grow, with an increase of about 20% over the past five years (Watson, 2014). Cool
Blasts Chews may be the hope to offsetting declining gum sales. Cool Blasts Chews is a new
product category and to be successful, Hershey’s must lure current gum and mint lovers to this
new product.
Cool Blasts Chews bring a whole new experience to breath refreshment that has not been
introduced to the industry before. Competition may be fierce in luring gum and mint lovers to
this new product, but Cool Blasts Chews may be the hope to offsetting declining gum sales. The
quick-dissolving chews provide people the need for immediate, long-lasting freshness that gum
and mint primarily advertises to do. So far, no other competing company has created something
as unique as Hershey’s has. Chews are better than mints or gum, uniquely positioned to offer
consumers a breath-freshening chewable candy that quickly dissolves, providing people
immediate, long-lasting freshness.
Product Analysis
Ice Breakers is revolutionary in the gum and mint industry. When Hershey’s purchased
Ice Breakers from Nabisco in 2000, it was the first gum with intense flavor crystals, a notable
feature in most of their current products. With the declining sales in chewing gum over the past
four years (Peterson, 2014), Hershey’s decided to develop Cool Blasts Chews under the already
well-established Ice Breakers brand.
While sales are in the gum and mint industry are decreasing, Hershey believes that this
new product will attract consumers, especially within the younger age demographic. Cool Blasts
Chews are advertised as a new product that will appeal to consumers who like mints and gum as
it “gives out a burst of mint after 10 chews” (Toesland, 2015). It utilizes Ice Breakers known
cooling crystals to offer a “fast acting and long-lasting” effect (Toesland, 2015) and caters to the
different needs of consumers, from a variety of needs, tastes, and discretion preferences of
consumers. Cool Blasts Chews combine the advantages of gums and mints into one product
while also eliminating the disadvantages of gums and mints, such as disposal.


Competitive Analysis
As a product that is the first of its kind, Ice Breakers Cool Blasts Chews do not have any
real, direct competitors. Cool Blasts Chews may, however, indirectly compete against
comparable products that the target demographic may use as a substitute, such as mint-flavored
gum or candy mints. Gum competitor brands include Trident, Orbit, Extra, Dentyne, 5, and
Eclipse and mint competitor brands include Altoids, Lifesavers, Tic Tac, and Mentos. However,
these similar products do not offer the same unique characteristics Cool Blasts Chews do. As a
hybrid combining the best features of gums and mints, Cool Blasts Chews offer a new and
supreme experience as a discrete breath freshener without the hassle of gum disposal. Compared
to competitors, Cool Blasts Chews appeal more to our target demographic of Millennials, who
like to socialize and are concerned about appearances. The on the go, discreet packaging, hip
design, dissolving feature, and long lasting refreshment are key features that attract our target
group the best.
According to the Euromonitor International (2014), the gum industry has been in steady
decline since 2010. Many consumers turn to mints as new alternatives, thus splitting the
marketplace for breath freshening products in two. Gum companies have desperately attempted
to reverse these declines through attractive packaging and innovative flavors in order to retain
their hold in the marketplace. Currently, Hershey holds 4% in the gum-buying industry through
its existing Ice Breakers gum products. In order to capitalize on the trending popularity of mints
with the classic textures of gum, Ice Breakers Cool Blasts chews offers a new option to
consumers who like both gum and mint products. Rather than forcing them to choose one or the
other, the Cool Blasts Chews uniquely position themselves to satisfy both wants.
Target Market
Ice Breakers’ Cool Blasts Chews are targeted to consumers between the ages of 18 and
34. This age group that is constantly on the go, needing something quick to freshen their breath
throughout the day. In addition, this product is targeted towards individuals who are also very
conscious about their dental health (Mercola, 2014). After all, excessive gum chewing has been
attributed to tooth damage over time (Mercola, 2014). Consumers who are between the ages 18
and 34 are likely to care a lot about the condition of their teeth, since they grew up when braces
and dental care in general was deemed very important (Mercola, 2014). Therefore, mentioning
that these Cool Blasts Chews only need to be chewed minimally will be beneficial to the
marketing plan. This way you can achieve minty fresh breath without damaging your teeth.
Social media marketing is an ideal means to reach the Millennial market. Research noted
in eMarketer (2015) provides evidence that using social media is more successful in reaching the
younger age groups than the traditional print and television forms of advertising. Powerful social
media tools, such as Facebook advertisements and social media interaction, can help spread the
word about this new type of product (eMarketer, 2015). Social media can reinforce messages
seen in other media or it can initiate interest in the product. Since Cool Blasts Chews are a new
product, Millennials have to be notified that the product exists, which will drive further interest
ideally leading to a purchase of the product.


SWOT Analysis
Strengths
• A totally new product, original and has no other competitors
• Ice breakers is already an established brand with their own following and loyal
consumers
• Distinctive packaging with slide-out tray
• Unlike gum, consumers do not have to worry about spitting it out and disposal
• Gum sales are already on the decline
• Demand for breath fresheners steady and still growing
Weaknesses
• Lack of knowledge about the product may discourage people from trying it
• New product of its kind, first on the market
• Competes with chewing gum and mints, which already have secured customer bases
• Consumed at a much quicker rate than chewing gum, which may deter customers
from repurchasing because it is possibly “not worth” it
• The packaging (if someone opens it upside down, all of the chews will fall out)
Opportunities
• As 1st of its kind, there is an opportunity to grab attention of target consumers
• Increase sales as younger Millennials will desire fresh breath as they begin their
careers and start seriously dating
• Incorporating more sampling campaigns will create more familiarity/name-
recognition to targeted consumers and gives more reason to trust and buy product
• Opportunity to increase in sales soon when more retailers can get Chews on their
shelves “due to varying schedules of when products are reviewed, ordered and
stocked” (Case Brief)
• Opportunity to partner up with colleges and coffee shops that target Millennials
• Opportunity to partner with college career fairs promoting Cool Blasts Chews’
functionality when used before interviews or meetings by giving out free samples
Threats
• Very saturated market in both the gum and mint industries
• Hershey's child labor fiasco, some people may have a negative view of the brand
(Haglage, 2015)
• Mars, and Cadbury are primary power competitors.
o Mars: 5 Gum, Life Savers, Altoids; Cadbury: Trident, Stride, Dentyne
• Increase in online shopping (discouraging to experiment with new products)
o Reduces the chances of impulse buys (Harwell, 2015), experimenting with new
products


Value Proposition
We used a convenience sample of 79 Millennials to examine their brand awareness,
purchase, and consumption behaviors of Ice Breakers. The data indicate that while most are
familiar with the brand, few actually purchase Ice Breakers products. Of those individuals who
buy Ice Breakers, most purchase them at convenience stores, like 7/11, or larger retailers, like
Target and Walmart. Additionally, we found that Millennials in our study were much more
interested in minty flavors, as opposed to other fruity flavors that Ice Breakers offers.
Furthermore, we discovered that individuals are most likely to pop a mint, gum, or chew right
before an important meeting, date or interview.
Ice Breakers Cool Blasts Chews is a revolutionary product which differs from both gum
and mint because it combines the unique properties of both: the chew-able texture of gum, with
the dissolvable properties of a mint. No similar product exists on the market. Hershey describes
the product as an alternative breath freshener, which releases a “cool blast of instant freshness.”
Chain Drug Review, a popular online news source for Drug store products, reveals that the Cool
Blasts Chews feature “cooling crystals which provide fast-acting and long-lasting freshening
effects” (Chain Drug Review, 2015). Hershey has released this product to satisfy a new demand
for change in the breath freshening industry in order to fit new tastes and preferences.
This new product leads the market by introducing a whole new category of breath
fresheners. Mints and gum are commonly seen as impulse purchases, placed strategically in the
check out lines of grocery and convenience stores that can be easily picked up. Cool Blasts
Chews are perfect to use when trying to make a good first impression and Millennials are
constantly meeting new people, especially in job interviews and dating. Along with grocery and
convenience stores, we suggest placing the product in coffee shops and in retail locations on
college campuses.
According to Hills (2015) from Confectionary News, customers can be enticed to buy
Cool Blasts Chews because to “some consumers, gum is unattractive because it is chewed for a
long time (a gesture considered to be uncouth or childish) and the Cool Blasts Chews provide a
‘minimal chew response’ as opposed to the chewing image that gum gives. Hills also notes that
Hershey’s new product helps create a “solution to the chew or not chew issue” because many
find gum chewing rude or disrespectful in certain situations. The use of mints or gum in a
business setting is a more acceptable way to freshen breath to make a good impression.
Another way Cool Blasts Chews is different from the other gum/mint products on the
market is the Cool Blasts Chews offer consumers to swallow the Chew without feeling the
negative effects of swallowing gum. The dissolving portion of the product is a new and which
will cause customers to be intrigued by the different take on an American classic candy. Ice
Breakers Cool Blasts Chews combine the best of both worlds of a gum and mint with a new twist
- consumers can chew on it while allowing it to discreetly dissolve.


Copy Platform & Creative Strategy
Objective of the Marketing Plan
To inform, persuade, and remind Millennials of the satisfying, convenient, and lasting
effects of Ice Breakers Cool Blasts Chews to refresh their breath in professional and romantic
settings.
Key Product Benefits and Product Features
The key benefit and feature of Ice Breakers Cool Blasts Chews is that it freshens breath
in a discreet, quick, and effective way without the distractions of a gum, and it lasts longer than a
mint.
Key Idea
The goal of Ice Breakers Cool Blasts Chews is to freshen breath quickly and effectively,
help form the foundation for connecting with people, and make a lasting first impression
particularly in professional and romantic settings.
Positioning Statement
The Ice Breakers Cool Blasts Chews is a cross between a gum and a mint. This product is
for on-the-go consumers who need to freshen up throughout the day in professional and romantic
settings so that they are able to leave a positive lasting first impression.
Message Strategy
Our message strategy will focus primarily on the benefits of Ice Breakers Cool Blasts
Chews for 18-24 year olds. In today's on-the-go society, the fact that Cool Blasts Chews dissolve
in a matter of seconds gives them the benefit of being a discreet yet still powerful choice for
breath freshening. The target demographic is at a time in their lives where first impressions are
of paramount importance - whether networking to make professional contacts, at a job interview,
or on a first date – it is important for Millennials to be able to put their best foot forward. While
bad breath can be a source of insecurity, Cool Blasts are especially beneficial to the young adult
on the go because they dissolve fast, while still offering a powerful blast of fresh.
Product Image in the Minds of Consumers
At first glance, Ice Breaker Cool Blasts Chews seem to be similar to both a gum and a
mint. However, they are better than both because Cool Blasts Chews create long-lasting fresh
breath without having to chew on something that has lost its taste and without needing to dispose
of the used product. First impressions are crucial on dates and interviews for Millennials, and
Cool Blasts Chews can offer a helping hand in ensuring fresh breath, allowing consumers to take
on the day with freshened breath. From the office interview to a first date, Cool Blasts Chews are
conveniently ready to quickly freshen up. Armed with reliable minty fresh breath, consumers
will be confident for every important moment in their lives.


Product Strategy
Product Design and Packaging
The current product design is busy, distracting, and using too many graphics. It can be
difficult for some to distinguish what these new Cool Blasts Chews are with such a crowded
design, which is particularly problematic as this is a very unique and new product. We want to
stick with the original blue and white theme, but replace the current blue with a metallic blue to
the design to make the package more eye-catching amongst the array of gum and mints already
in the market. The base color would be white and metallic blue specks would be sprinkled across
the package label, symbolizing the blue specks on the Cool Blasts Chews. Our goal is to create a
sleeker, simpler design, which emphasizes the idea that this gum and mint fusion is a new
product that’s unlike anything that has been done before. The current product packaging is a
thick, white plastic creating a chunky appearance. In order to represent the youthful generation, a
more minimalistic packaging should be utilized.
In order to make the product sleeker and easier to carry around, the dimensions should
adapt towards a smaller width and larger length and height. Current packaging is impractical in
that the product could be easily lost if opened while holding the package upside down, which
could happen as those preparing for job interviews and dates tend to be very nervous. A
resolution would be to create “to share” and “not to share” openings that are found on other Ice
Breakers products. The current tray feature would be labeled as “to share” on the tray edge as
those are easy to grab. On the opposite side of the package, we propose to add a new small latch
opening that will be labeled “not to share” for personal use. We believe that this will lessen the
possibility of someone accidentally pulling out the tray upside down and also adds the well-
known feature of other Ice Breakers products to the Cool Blasts Chews, further associating them
with the Ice Breakers brand.
Product Flavors and Names
The current flavors of Peppermint, Spearmint, and Wintergreen will remain in the
product line. We do not recommend any name changes for now as the Cool Blasts Chews are
still relatively new and if consumers are confused by a new product design before they are
familiar with the design introduced less than a year ago, they will likely not likely purchase the
product. We also believe that only mint flavors should be included in the Cool Blasts Chews
flavors as the marketing plan revolves around freshening consumers’ breath and those in our
survey were not as enthusiastic about fruity flavors as they were about mint.


Marketing Plan
An article based on Simon Sinek's book Start With Why suggests that most companies do
their marketing backwards: “they start with their ‘what’ and then move to ‘how’ they do it. Most
of these companies neglect to even mention why they do what they do. More alarmingly, many
of them don't even know why they do what they do” (Ratner, 2015). Sinek is an advocate for
inspiration and is a firm believer that, in order to do business well, a company must attract
people who share their core beliefs.
By first assessing the core beliefs of a company, one may then better decide how to
market to a certain audience. In this case, by assessing the core beliefs of Hershey’s we are able
to get a better sense of how to market to Millennials. And that is how lasting customers are
made: by attracting people who believe what your company believes. In the “About Us” section
of the Hershey’s website, there is an infographic containing “Hershey’s Vision.” These are the
core beliefs of the company, the vision that drives and inspire its work.
In order to create loyal customers out of Millennials, Hershey’s marketing professionals
must decide what values their company shares with the younger generation. To illustrate this, we
have created a Venn diagram outlining the values of Hershey’s and of Millennials, and the ones
they both share. This visual lays out a clear path for a successful marketing plan based on mutual
interest between the company and its target audience.


The diagram shows what Hershey’s values, what Millennials value, and what the Ice
Breakers Cool Blasts Chews’ marketing strategy should include as shared values. Millennials, as
a whole, desire belonging, recognition, and ease (Croke, 2014). With belonging comes a desire
to be socially conscious and fit in with their friends. Tom’s shoes is a great example, where the
company started a shoe trend that allowed customers to be socially conscious and also gain
higher social standing within their social circles. Recognition is also a very important aspect of
millennial inspiration. The younger generation likes to “humblebrag,” therefore, sharable social
media campaigns with hashtags and a fun backdrop are strongly preferred. Lastly, Millennials
have a “need for ease,” meaning that they follow the path of least resistance. As long as
supporting Hershey’s is easy and rewarding, Millennials will remain loyal customers (Croke,
2014).
Brand
Characteristics
and
Messages:
Hershey’s
Values
vs.
Millennials’

Values


Communications/Promotions Mix
Conventional Social Media
Social Media is a powerful platform that millions of Millennials in the US use every day,
multiple times a day. There are currently about 77 million Millennials in the U.S. with the
following statistics about their social media use (Egan, 2015):
• More than 85% own smart phones (Nielsen, as cited by Egan, 2015).
• 87% use Facebook, 53% use Instagram, 37% use Twitter, and 34% use Pinterest
(Pew Research Center, as cited by Egan, 2015).
• Five out of six connect with companies on social media networks (SDL 2014, as
cited by Egan, 2015).
• 66% follow a company or brand on Twitter and 64% like a company or brand on
Facebook to score a coupon or discount (University of Massachusetts Dartmouth,
as cited by Egan, 2015).
• 56% would share their location with companies to receive coupons or deals for
nearby businesses (USC Annenberg Center for the Digital Future, as cited by
Egan, 2015)
• 95% report that friends are the most credible source of product information
(SocialChorus, as cited by Egan, 2015).
As evidenced by these statistics, social media is a primary means to reach out to
Millennials. We suggest that Hershey’s take advantage of social media as a main component of
their marketing campaign for Ice Breakers Cool Blasts Chews. With most viewing
advertisements as very untrustworthy, we suggest the company focus more resources toward
improving their social media presence and following. Cool Blasts Chews should have Facebook,
Twitter, Instagram, and Snapchat accounts that are continually updated with content that garners
interest in Cool Blasts Chews and entertains Millennials. We recommend that the social media
accounts to be run by professional social media content writers who are in touch with Millennial
trends and interests. Additionally, we would set up a social media intern program for college
students. Through this, Ice Breakers would have their target market directly involved with the
brand and with making content. Prioritizing social media influence will be very cost efficient as
well as more credible to Millennials. Communicating the values of the Ice Breakers brand to
Millennials, and how these values match up with and help out Millennials will create lifelong
brand loyalty.
Within social media posts there should careful attention paid to hashtags, as they can be
very powerful and enable a post to go viral. Hashtags should be short and related to the product
or have a creative twist on the product’s name (Curtiss, 2014). To cater to Millennials’ desires to
be successful, a hashtag such as #chewonsuccess or #chewshappiness could be used. Another
hashtag like #sharingiscaring invites a positive theme where customers can post pictures of them
sharing their Cool Blasts Chews with others. Even hashtags like #blastoff and #blastoff2016 give
Ice Breakers a trendy way to inform consumers of events and scholarships (discussed later).


Interactive Social Media
In addition to conventional social media posts, we suggest using the power of interactive
social media campaigns and the influence of famous social media users. Interactive social media
spans a range of digital media platforms, which are all designed for interactive purposes with
hashtags, sharing, and tagging functions. These contribute to making posts viral and reaching a
large audience who are voluntarily seeking out the content. As Van den Beemt et al. (2011)
argued, interactive social media elicits a foundation for interaction and outreach, as well as a
learning environment that supports imagination and creativity. Research also suggests that
blogging and interactive websites contribute to higher readership popularity when readers have
the opportunity to manufacture and choose content that appeals to them (Du, 2014). This
establishes further online engagement, and users become active participants rather than passive
recipients.
Interactive elements might include games, quizzes, collaborative social media platforms,
and design technologies to name a few. For instance, OfficeMax launched an Elf Yourself
application for their holiday marketing campaign, and this proved to be very successful, because
users could interactively upload photos and create videos of themselves and their friends dancing
on an elf’s body (“Elf Yourself,” n.d.). Extra sponsored a Gum Wrapper Doodling Contest, in
which consumers were encouraged to take a photo of their doodled gum wrapper and submit it to
their online site. With these ideas in mind, the social media team should develop a variety of
interactive campaigns to engage with consumers. We suggest having some type of incentive to
drive participation, such as coupons or having their contribution published. In line with our
focus on Cools Blasts Chews supporting career success, a campaign could feature an interactive
job interview quiz designed to prepare Millennials for common interview questions. A video
could also be provided to illustrate appropriate work attire, and supply practical tips when it
comes to preparing for a job interview. Another option could be collaborative designs in which
consumers can submit design or product requests and the top choice would be produced and used
for a limited time. This acknowledges and values the consumer, creating positivity and loyalty.
In addition to interactive campaigns, we would hire ‘Instafamous’ and ‘VineFamous’
individuals to promote Ice Breakers Cool Blasts Chews on their accounts. Many companies are
finding success and boosts in their social media followings by paying ‘Instafamous’ users to
endorse their product through shout outs and photos (“Top Instagram,” 2015). This is another
very cost effective way to reach the target market through means that interest them.
Streaming Services
We suggest that Ice Breakers Cool Blasts Chews develop a strong online commercial
presence on streaming services such as YouTube, Amazon Video, Hulu, Spotify, and Pandora.
These sites are highly trafficked by Millennials and enable entertaining commercials to go viral.
Likewise, research has found that the ability to skip ads after 5 seconds, such as on YouTube,
substantially reduces the negative impacts of online advertising without sacrificing the value of
such advertisements to advertisers (Pashkevich et al., 2012). Additionally, viewing these
advertisements “affects later user behavior and causes users to pursue relevant search queries in
the future,” and that the effectiveness of the advertising is increased by engaging users and by
giving them the right to choose whether they view the ad (Pashkevich et al., 2012).


Digital Online Ads
In the current digital era, online advertisement is a must to reach the Millennial audience.
Search engines such as Google, Bing, and Yahoo, are the primary websites for online
information searches as of November 2015 according to the eBusiness website. A study by
Ghose and Yang (2009) found that while it was important to invest in search engine
advertisement, it was equally important for the advertisers’ sites to appear organically, and it was
the combination of both paid and naturally appearing results that invited more clicks. To have
both paid and natural results, we suggest using search engine optimization, Google Adwords,
Yahoo Gemini and Bing Ads, and Facebook, BuzzFeed, and Instagram ads.
Television Ads
Although we suggest focusing on marketing methods that are the most efficient and
rewarding for our target market, we do not want to abandon all traditional forms of advertising.
The changing media landscape has taken viewers away from the traditional cable platform, but
there are still thousands of people watching television shows live. Many Millennials do still
watch cable, paying for it themselves, or because it is provided to them by their parents or
school. To take advantage of this, we suggest having Ice Breakers Cools Blasts Chews
commercials run during the new episodes of televisions series that are known to be very popular
with Millennials. This ensures that money is only being spent for slots that will have the intended
audience, and that they will be most likely watching live.
Partnerships
Scholarships
Many of the target audience are college students, thus scholarships are an attractive
incentive. Companies such as Coca-Cola and Dr. Pepper use scholarships as tools to market their
public image. By offering scholarships, Ice Breakers will cast itself in a very positive light,
giving back to the community and supporting its consumers. We believe consumers will respond
with positive sentiments and brand loyalty. Additionally, scholarship competitions will drive
social media interaction and website traffic. By offering scholarships, Ice Breakers can reach
new members of the target audience who may not have considered trying Ice Breakers Cool
Blasts Chews before, as well as fostering positive relationships with the existing customer base.
Sponsorships
We suggest that Ice Breakers Cool Blasts Chews sponsor job fairs and appear at
conventions, such as Comic-Con, and leadership conferences, such as Model UN conferences.
These events attract thousands of students and young adults and occur throughout the year.
Hosting, sponsoring, and participating in job fairs gives Ice Breakers another opportunity to
communicate their message of community building and career success and to gain the respect
and loyalty of consumers. Conventions are also a place for Ice Breaker Cool Blasts Chews to be
sampled by the target market.


Distributions Mix & Trial
Locations
Ice Breakers Cool Blasts Chews must be sold on college campuses and at shopping malls.
Student representatives/ambassadors will market the product to their peers through a variety of
activities, including distributing samples, tabling with games, and holding trial parties. Many
companies already have student ambassadors, such as Victoria’s Secret and Yelp. To reach
Millennials who are not in college, we propose kiosks or game setups in malls that feature Ice
Breakers products and specifically Cool Blasts Chews, giving the product away as prizes and
offering coupons.
Events
As seen in the Partnerships section, we would like to steer Cool Blasts Chews toward
college students and especially those who are in the job search. Ice Breakers will not only appear
at on-campus job fairs and career classes through student ambassadors, but the brand can also
sponsor these events. We suggest job fairs and conferences to target career-minded Millennials,
as well as conventions such as Comic-Con where hoards of Millennials gather.
Retailers
Ice Breakers products do very well in convenience stores and big stores like Walmart,
Target, and supermarkets. We suggest to continue with the current distribution channels, and to
add Cools Blasts Chews to coffee shops and college campus convenience stores. Millennials
consume between 2 and 3 cups of coffee each day (Ward, 2015). With the sleeker design
proposed, Cool Blasts Chews will fit in with the other products available at coffee shops and will
be seen by Millennials. Placing Cool Blasts Chews in Starbucks, Coffee Bean, and especially
local coffee houses near college campuses, will strategically hit a large part of the target
audience. Coffee shops are the location for many social engagements, such as dates, study
groups, and job interviews, all of which require fresh breath. By placing the chews near cash
registers, consumers will be drawn to buy a pack to quickly combat coffee breath.


Sales Forecast
Below is a chart outlining sales projections for 2016-2020, which includes the time
during which the marketing plan will be implemented. Walmart, convenience stores, and Target
will have the greatest increases in sales and coffee shops will be added as another sales outlet.
Convenience stores will have a particularly high increase in sales as the ones on and near college
campuses have the opportunity to be heavily utilized by Millennials. Supermarkets, drug stores,
dollar stores, and “other” stores will see more modest increases, as the marketing campaign is
not geared toward increasing sales in those types of locations. Heller (2015) noted that
Millennials prefer shopping at Walmart compared to all other stores, so we expect a large
increase in sales at Walmart. The biggest jump in sales overall will occur in 2016 and 2017 as
the marketing strategy is fresh and the Cool Blasts Chews are a relatively new product.
As of
7/11/15
2016 2017 2018 2019 2020
Other $32,271 $35,498
(+10%)
$42,598
(+20%)
$46,858
(+10%)
$51,544
(+10%)
$56,698
(+10%)
Dollar $155,769 $186,923
(+10%)
$224,308
(+20%)
$246,739
(+10%)
$271,413
(+10%)
$298,554
(+10%)
Walmart $409,037 $511,296
(+25%)
$766,944
(+50%)
$1,150,416
(+50%)
$1,380,499
(+20%)
$1,656,598
(+20%)
Target $716,470 $895,588
(+25%)
$1,119,485
(+25%)
$1,231,434
(+10%)
$1,354,577
(+10%)
$1,490,035
(+10%)
Convenience
Store
$5,187,548 $6,225,058
(+20%)
$7,470,070
(+40%)
$8,964,084
(+20%)
$9,860,492
(+10%)
$10,846,541
(+10%)
Drug $820,506 $902,557
(+10%)
$1,083,068
(+20%)
$1,191,375
(+10%)
$1,310,513
(+10%)
$1,441,564
(+10%)
Supermarkets $1,572,468 $1,729,715
(+10%)
$2,075,658
(+20%)
$2,283,224
(+10%)
$2,511,546
(+10%)
$2,762,701
(+10%)
Coffee Shops - $30,000
(Est.)
$42,000
(+40%)
$54,600
(+30%)
$65,520
(+20%)
$78,624
(+20%)
Total $8,894,069 $10,516,635 $12,826,148.00 $15,170,748.00 $16,808,123.00 $18,633,335.00


Budget
Area Method Cost
Social Media Social Media Content Creators $105,000.00
Graphic Designers $85,000.00
‘Instafamous’ and ‘Vinefamous’ Endorsements $150,000.00
Interactive Social Media Manager $55,000.00
Interactive Campaign Costs $100,000.00
Intern Program $25,000.00
Streaming Services Hulu $400,000.00
YouTube $500,000.00
Spotify $500,000.00
Pandora $400,000.00
Cost to Create 4 ads for TV and Internet $1,200,000.00
Digital Ads SEO $80,000.00
Google Ads $710,000.00
Yahoo Gemini and Bing Ads $300,000.00
Facebook $330,000.00
BuzzFeed $300,000.00
Instagram $500,000.00
Television Ads 18 episodes $2,720,000.00
Partnerships Scholarship Campaign $1,100,000.00
Job Fairs $150,000.00
Conferences $150,000.00
Conventions $100,000.00
Distributions & Trail Student Ambassadors $20,000.00
On Campus Trials $10,000.00
Mall Trials $10,000.00
Total $10,000,000.00


Appendix
Survey Questions for Primary Research


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