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ACADEMIA DE STUDII ECONOMICE DIN BUCURETI FACULTATEA DE COMER

Promotional campaign

-Orbit Tropical Madness-

Lungu Ana-MariaSeria A, Grupa 324, An II

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1. FlavourOur company chose to introduce a brand-new flavor of chewing gum, which we aresure that the kids, but also the adultconsumers will enjoy.Because summer is just around the corner

and fruits start to become more popular,our new flavor is best-described as aTropical Madness, containing both kiwiand papaya hints of taste.The two tropical fruits are known for thehigh amount of vitamins and their

refreshing taste

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2. Comparison with other

productsIn comparison with other similar brands ofchewing- gum, such as Hubba- Bubba,Airwaves or Juicy Fruit, Orbit is one of themost popular brand of chewing gum around the

entire world. It is a sugarfree chewing gum fromthe Wrigley Company.As for the new flavor, Tropical Madness, there isno other brand that produces an assortment ofchewing gum with these flavors.

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3. PackagingThe Tropical Madness assortment will be

packaged in all kinds of package that we presentour assortments in : cardboard boxes, blister

packs and also jars that will contain between 10and 60 pieces of gum.The package itself will be colored in green andorange and the classic logo of the company will

be written on the front with its traditional colors.

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4. NameThe name that we thought will fit better for this

product is Tropical Madness, because when wethink of its flavors, we think of a party of flavorsthat drive mad all the senses and freshens the

breath and the body.The tropical part is obviously given by the fruitsthat this product contains, papaya and kiwi, whichare both very healthy tropical fruits.

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5. ConsumersWith this product, our main target are young people, aged 20-35 and alsochildren and teenagers, aged 7-18. The wild and new combination offlavors will attract all the chewing gum consumers for sure, but we thinkthat young people and especially kids are more attracted to this kinds offruity flavors. Chewing gum has become a habit for all of us, disregarding

the age or personality, because we all want a fresh breath and healthylooking teeth. Also, it was clinically proven that chewing gum helps releasestress and makes some tasks more achievable, like the learning process orother tasks that require high-concentration and focus.

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6. PriceRegarding the price point, there will

be different prices, according to thenumber of pieces of gum that eachcontains.

The blister packs containing 10 pieces of gum will cost 0,50 centseach, or 2,5 lei.

The cardboard boxes containing15 pieces of gum will cost 1 or4,5 lei.

The jar containing 60 pieces ofgum will cost 2 or 9 lei.

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7. Promotional offer

There will be a promotional offer available during the firstmonth of release in all stores all-around the world.

When buying a jar containing 60 pieces of chewing gum,the consumer will choose between three kinds ofkeychains, as seen in the photos on the right side.When buying 3 packs of cardboard boxes of chewinggum, the consumer will receive a papaya keychain.When buying 5 packs of blister packaging chewing gum,the consumer will receive a kiwi keychain.

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9. TV commercial scriptThe commercial will be filmed on the beach, on a sunny day. The maincharacters are 4 friends that came to have fun under the sun and they areeating some fresh fruit-salad from a giant bowl : in the bowl are differentfruits, such as apples, oranges, bananas, kiwi, and, of course, papaya. Oneof the girls starts to laugh when she sees the kiwi and papaya in the bowland remembers that she saw an advertising panel on the beach the previous

day. She goes to the little store on the beach and purchases a jar of the newTropical Madness chewing gum and says to her friends : Now we canenjoy the freshness of these fruits in just one jar, we dont need a big

bowl! . Then she gives a piece of gum to everyone around and they allstart dancing on the beach, chewing gum and singing.

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10. Summary of decisions

In conclusion, launching the new chewing gum Tropical Madness isappropriate for the summer. This assortment targets around young peopleand promotes happiness and fun, as the TV commercial is described on the

beach with the characters dancing and singing after chewing a piece of thenew flavorful gum with hints of kiwi and papaya. The price-point is not toohigh, so the product can be bought by anyone, from kids to adults. The

promotional offer will attract teenagers who consider wearing keychains asfashionable accesories, especially because the keychains will be colorfuland small.