Loading presentation...

Present Remotely

Send the link below via email or IM


Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.


Hubba Bubba

Marketing Overview & Rationale

Matthew Campbell

on 30 October 2012

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Hubba Bubba

Marketing Overview & Rationale HUBBA BUBBA • Reintroduce Hubba Bubba as the “to have” gum

• Increase market share by 3%

• Get Hubba Bubba into more stores

• Keep with gum NOT candy Marketing Strategies Previous Strategy
>Lack of Distribution
-Limited locations (store check)
>Low Visibility
- Hit or miss POSITIONING & RATIONALE Target Market Aged 12-18

Boys and Girls

Go to school Bigger the
The Better the Burst! Blow your biggest bubble today FOUR T’S

• Target – Children ages 12-18

• Task – Increase market share

• Time – Within the next 12 months

• Theme – The gum that makes the BEST bubbles Objective & Rationale • Objective:

– Increase the market share by 3% within the next
12 months

• Rationale:

– Since Hubba Bubba has a lower market share, it
must be increased in the next 12 months MAIN GOAL / STATEMENT - To get children 12-18 to perceive Hubba Bubba
as the gum that makes the best bubbles by
increasing the market share by 3% over the next
12 months. Rationale Marketing Objectives > All about the guarantee > Give Hubba Bubba a USP
> Most direct competition has a guarantee of some kind - Grade 8
- Chew gum 3-4
- Chew gum often - T.V. (101%)
-Mall (103%)
- Transit (122%) Visibility Strategy
> Simple
(window signage)
>Coca Cola Model
>Retail chains
(Macs, 711 etc.) Statements Marketing Strategy: Increase Market share by
- By increasing visibility and
vamping up on distributions Rationale: A more visible and accessible product
leads to customer satisfaction and convenience
ultimately leading to an increase in sales " We promise that you will
blow your best bubble ever,
with Hubba Bubbas best
bubble ever guarantee!" Position by Attribute /
Benefit > Make Hubba Bubba THE gum to blow bubbles. >Guarantee is tangible for the consumer Make the Bubble "COOL" > Amongst our target group 12-18 year olds

>Bubble blowing competitions at recess
Full transcript