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5

GUM

Sorry for the lateness.. work has not been forgiving lately . Any feedback would be  greatly appreciated

 

Gum

Assumptions:

Chewing Gum is an impulse purchase which can be split into 2 purchases categories:

  1. Fruity flavored – Treats
  2. Mint Based – Hygiene and Freshness

The increasing  price of gum in the past years has put people off  purchasing of gum, as it is seen as wasteful.

Also (UK only maybe) negative social stigma attached to those publically seen chewing gum. There was a national uproar  when Caroline Middleton was seen chewing gum whilst talking to the Queen.

However, when you have gum. It GOES, as everyone always wants a piece.

Methodology:

 

  • 1 to 1 interviews
  • Survey
  • Secondary research

My 1 to 1 interview where among the age range of  25+ and therefore regrettable left  out a large sections of the consumer market.

Key Findings

Mint Gun

Chewing gums is offered as free samples at gyms as part of a healthy package for your teeth.

Sugar free gum has become widely available in 90’s when the health of teeth was also seen to become important.

If offered peers will always take a piece

Fruity Gum:

This is a more of a treat – As some people that I spoke to liked having a whole packet of Hubba Bubba in one go for the artificial  taste explosion.

This an occasional purchase  and not has highly sought after when offered to peers, as minty gum is.

 

5 gum

 

 

Assumptions:

Chewing Gum is an impulse purchase which can be split into 2 purchases categories:

  1. Fruity flavored – Treats
  2. Mint Based – Hygiene and Freshness

The increasing  price of gum in the past years has put people off  purchasing of gum, as it is seen as wasteful.

Also (UK only maybe) negative social stigma attached to those publically seen chewing gum. There was a national uproar  when Caroline Middleton was seen chewing gum whilst talking to the Queen.

However, when you have gum. It GOES, as everyone always wants a piece.

Methodology:

 

  • 1 to 1 interviews
  • Survey
  • Secondary research

My 1 to 1 interview where among the age range of  25+ and therefore regrettable left  out a large sections of the consumer market.

Key Findings

Mint Gun

Chewing gums is offered as free samples at gyms as part of a healthy package for your teeth.

Sugar free gum has become widely available in 90’s when the health of teeth was also seen to become important.

If offered peers will always take a piece

Fruity Gum:

This is a more of a treat – As some people that I spoke to liked having a whole packet of Hubba Bubba in one go for the artificial  taste explosion.

This an occasional purchase  and not has highly sought after when offered to peers, as minty gum is.

 

5 gum

Fruity gum was targeted and used by Young adults who see themselves as a confident individual.

Taste of the gum was long lasting with sophisticated and sleek packaging.

 

Implications:

Success of 5 gum was concentrated on limited section of population – the young adult consumer base.

Focus on a healthy mint gum would allow for a larger access to market base. As everyone I spoke is increasingly concerned about their health.

 If a gum can be combined with a chewable vitamin  it would bypass the ideas that gum is wasteful  and allow coincide with the need to chew gum after your meal whilst also taking in extra nutrients – which highly absorbed after meals as well.

 

Teeth+ gum+ maximum absorption  of vitamins= Winner!!

Packaging:

Clinical, Health aware, Stylish

Flavors

Mint

Positioning:

Mint with benefits

Ideal for the time poor, health conscious individual. 

 New material.

 

 

1. In one year, what do you want your brand to be known for?

An effective vitamin that can be combined a mint to kill two birds with one stone.

What people to be overjoyed with taste and length of minty taste.

It will be helping people  be more productive it a busy world.

2. The people who love your brand most care about:

Health. Vitality. Energy.

Making sure they make the most of life

 

3. Your brand is NOT:

Lazy

Overstated

 

4. Above all else, your brand stands for:

Impossible is 80% possible.

The understated person that works hard in all that they do.

 

WEEK 3

Objective (what is the goal of this branding project):

We want to become a cult based product for those informed and with their finger on the pulse of life.  Allowing people to squeeze the most out of everyday life- helping them  to realise that Impossible is 80% Possible.

Target (who is the brand trying to reach - demographic and mind set):

18- 25 year olds, who are becoming more health conscious.

24 plus adults who lead an active life and need a helping hand to get all nutrients into daily life

The understated person that works hard in all that they do. They may not always get it right but they try and try again.

Meet Jasmine, 28 year old urban dweller who works hard.  Average day consists of work, gym, family, friends and partner. There is a lot to get in and in order to keep this high activity going she needs to get in vitamins whenever she can.

Bulky vitamin tubs and pill boxes get heave yang weigh her down she needs some light, transportable and that can be picked all over town.

 

Insight (what deep consumer need is the brand trying to solve):

We want to stop gum being seen as wasteful. Limited action of just freshening breath is not something that can be attained during  times of austerity.

Combining it with vitamins allows us to eradicate the wastefulness of this and feed ourselves with valuable nutrients whilst on the go.

 

Key Idea (the core purpose of the brand - should be pithy & inspirational):

Getting every inch out of life.

Giving us easily absorbed vitamins for our lives on the go.

Facts about the Brand:

1. Gum will be an inch long and go with our tag line of ‘Getting Every Inch Out Of Life’

2. Will get endorsement from Athletes (not major players- but key leaders in obscure sports, such as tower running) and other industry leaders – more research needed.

3.  Inspirational quotes on all gum packets such as:

Word Peronality (the brand’s tone):

Understated. Full. Positive.

 Mood Board:

Clearly this is my first attempts at a mood board:

http://www.slideshare.net/pappabear756/chew

 

Many thanks for the knowledge Emily. I have learnt a lot.

Sending you lots of warmth durring the blizzard.

Sarah

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