ACADEMIA DE STUDII ECONOMICE DIN BUCURETI

FACULTATEA DE COMER

Promotional campaign
-Orbit Tropical Madness-

Lungu Ana-Maria
Seria A, Grupa 324, An II

1. Flavour
Our company chose to introduce a brandnew flavor of chewing gum, which we are
sure that the kids, but also the adult
consumers will enjoy.
Because summer is just around the corner
and fruits start to become more popular,
our new flavor is best-described as a
Tropical Madness, containing both kiwi
and papaya hints of taste.
The two tropical fruits are known for the
high amount of vitamins and their
refreshing taste

2. Comparison with other

products
In comparison with other similar brands of
chewing-gum, such as Hubba-Bubba,
Airwaves or Juicy Fruit, Orbit is one of the
most popular brand of chewing gum around the
entire world. It is a sugarfree chewing gum from
the Wrigley Company.
As for the new flavor, Tropical Madness, there is
no other brand that produces an assortment of
chewing gum with these flavors.

3. Packaging
The Tropical Madness assortment will be
packaged in all kinds of package that we present
our assortments in : cardboard boxes, blister
packs and also jars that will contain between 10
and 60 pieces of gum.
The package itself will be colored in green and
orange and the classic logo of the company will
be written on the front with its traditional colors.

4. Name
The name that we thought will fit better for this
product is Tropical Madness, because when we
think of its flavors, we think of a party of flavors
that drive mad all the senses and freshens the
breath and the body.
The tropical part is obviously given by the fruits
that this product contains, papaya and kiwi, which
are both very healthy tropical fruits.

5. Consumers
With this product, our main target are young people, aged 20-35 and also
children and teenagers, aged 7-18. The wild and new combination of
flavors will attract all the chewing gum consumers for sure, but we think
that young people and especially kids are more attracted to this kinds of
fruity flavors. Chewing gum has become a habit for all of us, disregarding
the age or personality, because we all want a fresh breath and healthy
looking teeth. Also, it was clinically proven that chewing gum helps release
stress and makes some tasks more achievable, like the learning process or
other tasks that require high-concentration and focus.

6. Price
Regarding the price point, there will
be different prices, according to the
number of pieces of gum that each
contains.

The blister packs containing 10

pieces of gum will cost 0,50 cents
each, or 2,5 lei.
The cardboard boxes containing
15 pieces of gum will cost 1 or
4,5 lei.
The jar containing 60 pieces of
gum will cost 2 or 9 lei.

7. Promotional offer
There will be a promotional offer available during the first
month of release in all stores all-around the world.
When buying a jar containing 60 pieces of chewing gum,
the consumer will choose between three kinds of
keychains, as seen in the photos on the right side.
When buying 3 packs of cardboard boxes of chewing
gum, the consumer will receive a papaya keychain.
When buying 5 packs of blister packaging chewing gum,
the consumer will receive a kiwi keychain.

8. Advertising
NEW!
Tropical
Madness
Papaya&Kiwi

The new assortment will be advertised in magazines, on television, on the

radio and also on the internet, on the main website (www.orbitgum.com)
and on social networks (such as Facebook www.facebook.com/Orbit ,
Instagram).
The words that describe this product best would be : Choose the freshness,
choose the Tropical Madness!, and could be used for a radio commercial.

9. TV commercial script
The commercial will be filmed on the beach, on a sunny day. The main
characters are 4 friends that came to have fun under the sun and they are
eating some fresh fruit-salad from a giant bowl : in the bowl are different
fruits, such as apples, oranges, bananas, kiwi, and, of course, papaya. One
of the girls starts to laugh when she sees the kiwi and papaya in the bowl
and remembers that she saw an advertising panel on the beach the previous
day. She goes to the little store on the beach and purchases a jar of the new
Tropical Madness chewing gum and says to her friends : Now we can
enjoy the freshness of these fruits in just one jar, we dont need a big
bowl! . Then she gives a piece of gum to everyone around and they all
start dancing on the beach, chewing gum and singing.

10. Summary of decisions

In conclusion, launching the new chewing gum Tropical Madness is
appropriate for the summer. This assortment targets around young people
and promotes happiness and fun, as the TV commercial is described on the
beach with the characters dancing and singing after chewing a piece of the
new flavorful gum with hints of kiwi and papaya. The price-point is not too
high, so the product can be bought by anyone, from kids to adults. The
promotional offer will attract teenagers who consider wearing keychains as
fashionable accesories, especially because the keychains will be colorful
and small.