2015-2016 American Marketing Collegiate Case Competition

Marketing Plan

A Fresh Burst
In a Cool Bite
Chew it. Feel it. Freeze it.
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Table 1. Cool Blasts Direct Competitiors. Most of the prices are based on the Retail Environment Appendices.

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 Figure 1.

Figure 2.

Figure 3.

Figure 4.

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Figure 5. Figure 6.

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Table 2. Cool Blasts SWOT Analysis.

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Table 3. Cool Blasts Pricing Strategy.

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Table 4. Cool Blasts Digital Media Overview.

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Table 5. Cool Blasts Master Marketing Budget.

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 Figure 7. United States Census Bureau, 2015.

Figure 8.

Figure 9. 2015 Google Trends for Cool Blasts’ Main Competitors.

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 Figure 10.

Figure 11. 2015 Bad Breath Interested Consumer Insights on Google Trends.

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 Figure 12. Cmg Google Trends.

Figure 13. 2015 CMG Google Trends. This figure shows the top cities that browse for mint content.

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Figure 14.

Figure 15.

Figure 16. Figure 17.

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 Figure 18.

Figure 19. Figure 20.

Figure 21.

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 Figure 23.
Figure 22.

Figure 24.

Figure 25.

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Figure 26. Ice Breakers Facebook Cover Page as of Figure 27. Comment made by a user on
September 17, 2015. Ice BreakersFacebook Page.

Figure 28. Amazon Customer Reviews on Cool Blasts.

Figure 29.

Figure 30.

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Cool Blasts
Mints

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 Figure 32. Picture taken at Walmart (Mass Merchandiser)
Figure 31. Picture taken at Costco. (Wholesaler) Most of the time, Walmart had Cool Blasts in the middle
No Ice Breakers products found. of these counters.

Figure 33. Picture taken at Stripes

(Convinience Store) Most expensive
price found.

Figure 35. Picture taken at Target

Figure 34. Picture taken at CVS (Mass Merchandise) Only retailer that
(Pharmacy) Sale Promotion found. placed product in Candy Aisle.

Figure 36. Picture taken at Target (Mass Merchandiser) Figure 37. Picture taken at Sam’s (Wholesaler)
Retailer accomodates product in corners. Only found Ice Breaker Mints.

Figure 39. Walmart (Mass

Figure 38. Picture taken at CVS (Pharmacy) Merchandiser) No product
Only Retailer to offer all Ice Breaker Products. found in Candy Aisle.

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 Figure 40. New Opening Indicating Right Side Up. Figure 41. “Intense” and “Bites” Packaging Label Updates.

Figure 42. Recycle Sign Relocation, and 6 Digit Code for Figure 43. Promotional Strategy for
Amazon’s Trial Activity. #BreakTheIce Campaign.

Figure 44. Picture taken at Dollar General (Dollar Store) Recommended POS Display for Distribution Strategy.

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