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Sour Patch Kids Gum

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by

Taylor Wilkinson

on 4 March 2014

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Transcript of Sour Patch Kids Gum

Sour

Patch

Kids
Gum

Sour. Sweet...NOT Gone?
More Breaking News...
WHERE?
Mostly spotted at the checkouts in grocery stores, convenient stores, and gas stations (Walgreens, Target, SaveMart, etc.)
A Winning Combination
Sour Patch Kids:
Stride:
Created February 2005
"The Ridiculously Long Lasting Gum"
Created in 1985
#1 selling all sour candy in the U.S.
"Sour Then Sweet"
Mondelez International:
Global powerhouse in snacks (chocolate, biscuits, gum, candy and coffee)
Leader in this industry worldwide; offered in 165 countries
WHO?
Stride gum and Sour Patch Kids candy co-brand a new product
WHAT?
Sour Patch Kids Stride gum in Redberry and Lime flavors
WHEN?
The gum was first spotted on shelves in January 2014
WHY?
To reinvigorate Stride gum and capture the target audience with an exciting candy flavor
HOW?
Stride has spent years revamping their brand image
Created hype about Sour Patch Kids gum through "digital gum hunt"
THE COMPETITORS
Stride already targets teens and young adults - this new product flavor will expand into the youth market

Addition of younger teens increases customer base

Creates a sense of exclusiveness for the brand by adding a new generation
Market Segment/Target
Wrigley's dominates with 58% of the market share (includes brands such as Orbit and Extra)

Other challenges to the gum market:
- Tight budgets for teens and young adults
- Candy is first choice
- Skinny jeans (who would have thought?)
Potential Market Size
Younger demographic between ages 13-30

This age bracket is generally more health conscious

Here's a better alternative to candy - less calories and lasts longer
But Wait There's More...
Sugar free

Allows parents to give their young teens a better alternative than candy

Two highly recognized brands combined to create a unique flavor

Expanding flavors beyond the usual mint, bubblegum, or fruity creations

Promotional Objectives
FUN

HUMOR
INDEPENDENT
ENGAGING
PERSONALITY
Why not let the consumers get creative?
Stride
On.
Professional Rating
Market Share:




Brand Positioning/Equity:




Consumer Acceptance:




Competitive Position:
Digital campaign
:


Consumers create the designs for the next Stride package and vote for their favorite
Our Stride Design
What will you design?
Send it in
VOTE
WIN
Sources
http://deesays.com/2012/10/stride-id-gum-targeting-teens-but-great-at-any-age.html

http://www.bwcliffordcandy.com/stridegum.aspx

http://www.searchenginejournal.com/upgraded-extensions/61658/

http://www.mobilemarketer.com/cms/news/advertising/15243.html

http://www.candy.com/Stride-Gum_c_2052.html

http://www.theimpulsivebuy.com/wordpress/2014/01/21/review-stride-sour-patch-kids-gum-lime-and-redberry/

http://adage.com/article/news/kraft-s-slumping-stride-reboots-formula-campaign/228141/

http://www.prnewswire.com/news-releases/stride-and-sour-patch-kids-bring-the-iconic-sour-then-sweet-experience-to-gum-235244571.html

http://www.businessweek.com/articles/2014-02-14/sales-of-sour-patch-kids-and-swedish-fish-show-were-all-still-11-sometimes

http://www.mediapost.com/publications/article/215164/stride-bringing-pucker-and-pleasure-to-gum.html

http://www.confectionerynews.com/Manufacturers/Mondelez-s-Sour-Patch-Kids-gets-sugar-free-gum-makeover-and-wins-analyst-vote

http://www.marketwatch.com/story/stride-and-sour-patch-kids-bring-the-iconic-sour-then-sweet-experience-to-gum-2013-12-10

http://www.nytimes.com/2010/05/11/business/media/11adco.html?_r=0

http://www.euromonitor.com/gum-in-the-us/report

MK 188 - T, Th 2:00-3:50

New Product Evaluation By:
Taylor Wilkinson
Joshua Miller
Row#1
Full transcript