Final exam topic research project on consumer behaviour

USP Mentos: Refresh - brings a feeling of freshness from the inside, fresh taste from fruit Problem of Mentos brand: Business Challenge: Mentos Candy growth is positive but Mentos Gum gr

UNIVERSITÉ DE ROUEN NORMANDIE

HO CHI MINH CITY OPEN UNIVERSITY

Me TRƯỜNG ĐẠI HỌC MỞ TP HỒ CHi MINH

HO CHI MINH CITY OPEN UNIVERSITY

FINAL EXAM

TOPIC: RESEARCH PROJECT ON CONSUMER BEHAVIOUR

Class: 21ROVN

Course: Customer Behavior

Lecture: Ms Do Khac Xuan Diem

Group Members: Thang Ngoc Khoi Nguyen

Pham Nguyen Quynh Vy

e Functional theories of attitudes ( utilitarian funcfion ) - - - - - TT n ng ng TH vs L- iOhcsv4ớớớÁ'Ý

e Traits Theory ( Personality Traits )

Introduction_

Introduce Mentos

Aglobal brand :Mentos comes in a lot of different shapes, flavors and sizes, Mentos has something to offer for every taste This well-known and well-loved brand offers a fresh way to connect with each other

Mentos has three different types of candy such as: Soft candy, compressed candy and gum These are already Hproduced and introduced in Vietnam’s market

History

Mentos was first invented in 1932 by a Dutch confectionery company called Van Melle The company was founded in 1900 by brothers Izaak and Gerard Van Melle and started off making caramel sweets However, in the 1930s, they decided to shift their focus to creating a new type of candy And thus, Mentos was born Initially, Mentos came in just two flavors — mint and fruit The candy had a hard shell with a chewy center and was marketed as a breath freshener.Over the years, Mentos has expanded its range of flavors, introducing new and exciting options like green apple, strawberry, and

grape Today, Mentos is sold in over 130 countries

USP Mentos: Refresh - brings a feeling of freshness from the inside, fresh taste from fruit

Problem of Mentos brand:

Business Challenge: Mentos Candy growth is positive but Mentos Gum growth is slowing down

advertising campaigns of mentos were 5 years ago, quite a long time In that moment, competitors overwhelmed Mentos, rather than places frequented by Gen Z That absence, does not prompt the user Although the awareness is high, it is used as if it has been temporarily forgotten by consumers when there is a need to buy that product

=> The solution is: Our mission is to bring Mentos back to the race, remind the brand to the customer group, build a younger brand image, closer to the Gen Z target group, increase the presence of mentos in gen Z life Our task is to bring Mentos back to the race, recall the brand to the customer group Build a younger brand image, closer to the Gen Z target group

- In 2003, Mentos came to Vietnam and launched many new advertising campaigns, attracting the attention of young people and becoming a famous brand But with the emergence of many major competitors in the same industry with outstanding marketing campaigns such as Cool Air, Double Mint, Lotte Xylitol, Mentos is gradually weakened, forgotten by consumers, less considered when there is a need to buy that product

e Mentos’s present opportunities:

Confectionery Market: Revenue in USD million,

In addition, the health factor is increasingly favored by customers and considered a trend in choosing confectionery products

— Opportunity for Mentos, known for its variety of flavor in each candy bar and mint flavors, to bring coolness to users and still ensure oral health from sugar-free candy products

Theoretical use in this research:

Functional theories of attitudes ( utilitarian function )

Balance Theory

Social identity theory

Traits Theory ( Personality Traits )

- We want this project to be a return of Mentos to the track, bringing new colors to customers from the Gum candy line The project aims to reposition the brand- bringing Mentos closer to gen Z, launching different flavors for the Gum candy line, with five flavor: lemon, strawberry, grapes, orange and apple and increasing presence and sale for the candy line We will build a marketing campaign, hitting social media platforms incorporating OOH ( Out-of-Home) Help customers have a new look at health candies but still be able to experience enough flavors combined with Mentos’s signature mint flavor

Theoretical Background:

1 — Definitions of key concepts

e Utilitarian Function of Attitudes

- Consumers use attitudes as ways to maximize rewards and minimize punishment In other words, purchasing something because it brings forth a specific benefit is one example Another example would be, baseball fans are more prone to purchase and wear their favorite sports team apparel because they are better able to fit in within society and also connect with others

e Balance Theory

- The cognitive link between observers (0), other individuals (p), and objects (x) is studied

by the balance theory In a consumer context, the observer is the consumer, the object is

a specific product or brand, and other people may be the product's endorsers

- Two types of associations exist: + Emotional connection and subject relationship Affective bonding is an observer's judgment of another person and of an object It has a positive (+) or negative (-) sign, representing a positive or negative attitude + The second type of association is the subject relationship, which occurs when the observer

perceives that there is some sort of connection between the other person and the object

principles of cognitive organization

Social Identity Theory

Social identity theory is a theory that deals with the ways in which the individual’s self- concept or the part of it that is derived from being a member of a group can be used to explain intergroup behaviors The primary tenet of social identity theory is that people seek to become members of groups that raise their self-esteem This is a kind of positive reinforcement People need to believe that the group they belong to is superior to other groups Thus, they seek to raise the status of the group that they belong to As a corollary to this, they seek to lower the status of other groups

From Marketing perspective, advertisements not only market products but also a lifestyle They offer suggestions to the consumer regarding ways in which they can improve their quality of life Advertisements are often geared towards members of a specific group, like members of a particular gender, particular nationality, or smaller groups like players of a particular sport or practitioners of a certain profession The self- identity of the individual develops in response to members of the group the individual belongs to

The individual adopts behaviors that are expected of them as a member of a particular group Advertisements and marketing campaigns in general play a significant role in the development of these behaviors

When the consumer’s own self-concept is in line with the image of the brand it results in a strong connection being formed between consumer and brand The more the consumer’s concept of themselves lines up with the image of the brand, the likelier it is the consumer will desire to become a member of the in-group of those who utilize the brand

Traits Theory ( Personality Traits )

Personality is the inner psychological characteristics that determine and reflect how a person responds to his or her environment

Trait Theory: Traits are the features of an individual or tendency of an individual in a particular manner Traits help in defining the behavior of consumers According to the Trait theorists, an individual’s personality make-up stems out of the traits that he possesses, and the identification of traits is important

Following are the few of the most common traits —Outgoing, Sad, Stable,

General Trait Theories

In general trait theories, a large variety of traits are identified

Present the theories on consumer behavior applied for the project

Functional theories of attitudes ( utilitarian function )

Because Mentos’s Gum line has only just launched 2 colors-2 smells ( sugary and sugar free) The Mentos Gum line will launch a new candy line, consisting of 6 jars with 6 different flavors focusing on the taste and sugar-free nature of the product, each taste will be a representative color ( Lemon, Grapes, Apples, Strawberries, Blueberries) | want to refer to the imagery and text to show the explosiveness of the Mentos Squad, like: “Bursting with taste with the Mentos Squad”

— “ Buy to Try’ will be the key to our campaign, but also the newness in the gum market and with Mentos in particular

Balance Theory

Because we want to accelerate our marketing through social media platforms, image is very important to us How can users be aware and pay attention to the function that our Gum line brings A TVC, Kols and Viral Clip will definitely be our choice Young people who are influential, have color and idiosyncrasies in every field will shoot clips of eating gum candy while they are in a down-mood, needing something to refresh immediately while they are working The flavors they eat speak to their personalities- pink, blue, yellow, purple, red- as well as coloring and imaging similar fruits to represent the taste while also using mint images to represent the taste while also using mint images to represent the mint flavor in each candy

— The return of Mentos’ Gum line with many colors, | want customers to be aware

retaining the traditional flavor of “ Mint' to help young people refresh and regain their spirit in times of down- mood

Traits Theory ( Personality Traits )

With this campaign, we want to bring the Mentos brand closer to young people with the Big Idea “F5 WITH MENTOS - SPEAK YOURSELF UP” Who are you? Is it an introvert

or an extrovert? Do you prefer pink or red, or do you not like any color at all? Or do you like all kinds of colors? No matter who you are, Mentos is here to support you, even if you get down-modded sometimes, it's okay to refresh Mentos a little bit and then run on -> Focus on the ego of young people, want to assert themselves, do things differently But sometimes it is afraid of the prejudice of society Mentos will always be your Supporter in every journey, every encounter

lll Situation Analysis:

Customer analysis:

The target market for Mentos’ Gum is Gen Z- young generation which consists primarily of clients aged 15 and up They have the tendency to buy snacks or candies and gum to refresh immediately they have to sit still

45 minutes or even hours in their office Gen Z tends to care more about value beside the main function of the product They use products or purchases to express, protect ans shape their lifestyles in society Therefore, Mentos’ Gum with the variety of colors and flavors, plus its unique fresh breath after using the product will help it become closer with target customers

In particular, they want to promote a product that helps to refresh their breath and also care about the healthy factors of that product by lessening sweetness Moreover, adding colors and flavors to meet the expectation and bring the best option when customers decide to purchase

=>Therefore, people are more and more inclined to use Gum more over regular candies, although compared to the variety of candies in the market, Mentos Gum is still new and does not get that much attention beside its advantages In Vietnam, customer's decisions to buy candy products are influenced by many factors In particular, they care the most about “ Heath” accounting for 19% Next is “ Taste” accounting for 13% The level of interest by customers when deciding to by takes 10% And most customers buy Gum to use so that it will help them to stay awake and more energetic

A HALF USE CHEWING GUM 1-3 TIMES/DAY

Under 18 seldom use chewing gum, while over 30 group uses more often than others

How frequent do you use chewing gum?

Total i Under 18: 18-25 26-30 Over 30

Dream Incubator Inc 5

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e SWOT

Strength Weakness Opportunity Thread

- Internationally - Cant create the - The demand for - Local brand famous brand impression of sweet candies in competition,

- High brand product functionality Vietnam other foreign recognition in the heart of increased competitors

- Product diversity customers rapidly - Changing and flavor - Connections with the - Consumers look consumer

- Product quality younger generation for solutions that habits

- Wide distribution are low recently bring instant - The brand is

channel: mainly - Not promoting alertness old but show concentrated in marketing activities Enjoying signs of “

GT channel on product experiencing aging” for

positioning new flavors young people

Double mint Lotte Xylitol Cool Air

Wrigley's Lotte Perfetti Van Melle Manufactures

Values Long-standing, Oral care technology

traditional, mint Refreshing _ feeling, flavor coldness

Keep your breath Doublemint is} Lotte Xylitol focuses | fresh, confident when aimed at customers | on the sugar-free and | communicating Cool who love the| health- supporting | Air can be used to

traditional mint} chewable candy | Clean the mouth and

Strength flavor It is] market Highlights | PO ide a refreshing

considered a| beneficial used as a} ” Đề

refreshing cool| healthy and tooth-

option of mint] healthy chewing candy

flavor, and | option