Marketing Mix of Mentos and 4Ps (Updated 2023)

The Marketing mix of Mentos analyses the 4Ps of Mentos, which include the Product, Price, Place, and Promotion of Mentos. Mentos is a subsidiary of its owner company, Perfetti Van Melle. It is associated with the food industry and deals in making pre-packaged mints. Mentos was launched in 1948 and is a chewy confectionery with a blend of chewing gum and candy. Some of its competitors are as follows –

• Nestle Polo
• Mint-O
• Tic Tac
• Icebreakers
• Lifesavers

About Mentos

• Type: Mint-flavored candies
• Industry: Confectionery
• Founded: 1932
• Founder: William Knoll
• Headquarters: Amsterdam, Netherlands
• Area served: Worldwide
• Key people: Eric Fosse (Chairman) and Philippe Vlerick (CEO)
• Number of employees: 12,000

Mentos Product Strategy

Mentos is a food brand that manufactures scotch mints. It is a pre-packaged item sold in rolls with 14 mint discs each. One of the varieties, Sour Mix, has 11 discs, whereas more minor variants have four or six discs in every roll. Product item Mint is oblate, small, and spheroid-shaped. It has a chewy and soft interior with a semi-hard exterior. Mentos are made in flavors like Mint, lemon, strawberry, orange, licorice, green apple, cinnamon, mixed fruit, pear, watermelon, blackcurrant, lemon yogurt, and grapefruit. Some sugar-free variants also exist in a few countries. The product kit of Mint includes –

• Mentos NowMints Peppermint
• Mentos NowMints Orange
• Mentos NowMints Spearmint
• Mentos NowMints Wintergreen
• Mentos Fruit
• Mentos Mint
• Mentos Cinnamon
• Mentos Rainbow
• Mentos Strawberry
• Mentos Spearmint
• Mentos Green Apple
• Mentos Breath mints-Wintergreen
• Mentos Breath Mints-Peppermints
• Mentos Caramel and Chocolate
• Mentos Mini- Fruit Mix
• Mentos Caramel & Mint Dark Chocolate
• Mentos Breath Mints- Orange
• Mentos Gum Pure Fresh – Fresh Mint
• Mentos Gum – Red Fruit & Lime
• Mentos Gum Pure Fresh- Bubble Fresh
• Mentos Gum Pure Fresh- Spearmint
• Mentos Gum Pure Fresh- Wintergreen
• Mentos Gum Pure White – Sweet Mint
• Mentos Gum – Tropical
• Mentos Gum – bubble Fresh Cotton Candy
• Mentos Gum – Ice Flurry
• Mentos Strong
• Air action Mentos
• Mentos Sours
• Air Mentos

Mentos, a famous brand known for its Mint and fruit-flavored candies, offers diverse products.

The product mix of Mentos in 2023 is as follows (Source)

1. Mentos Rolls: The classic roll of Mentos is available in various flavors like Mint, mixed fruit, cinnamon, and green apple. Each roll contains several small, chewy candies.
2. Mentos Gum: A line of sugar-free chewing gum available in various flavors and packaging options, such as pocket bottles and larger containers.
3. Mentos Mints: Hard mint candies, often sold in small tins or larger bags, featuring flavors like peppermint and wintergreen.
4. Mentos Chewy & Fresh: Smaller, softer mint candies designed to freshen breath, available in portable mini-bottles.
5. Mentos Sugar-Free: A range of sugar-free versions of their classic flavors, catering to those mindful of sugar intake.
6. Mentos Fruit Chews: Similar to the original Mentos but in various fruit flavors, these are chewy candies with a fruity taste.
7. Mentos NowMints: Small, sugar-free mints in a compact dispenser, convenient for on-the-go freshness.
8. Mentos Pure Fresh Gum: A unique line of gum with a liquid center, providing a burst of freshness, available in various flavors and packaging.
9. Mentos Candy Rolls – Limited Edition Flavors: Occasionally, Mentos introduces limited-edition flavors or special collaborations, adding a unique twist to their classic roll format.

This range demonstrates Mentos’ focus on both minty freshness and fruit flavors, catering to a wide audience with different preferences in candies and gum. Their product mix balances traditional products with innovative offerings, keeping the brand relevant and appealing to different market segments.

Mentos Place Strategy

Mentos was first introduced in the Netherlands and, with time, spread its international presence to include product availability in nearly one hundred and thirty countries like the United Kingdom, Greece, Canada, Poland, Turkey, Brazil, Philippines, Belgium, Germany, New Zealand, Australia, Indonesia, China, Japan, Malaysia, India, United States and Australia.

Different flavors are sold in different countries, with some common flavors in most countries. Mentos has a strong distribution channel to market its products in every nook and cranny worldwide. It includes distributors, suppliers, and retailers’ services to reach the consumer market quickly. Mentos are sold via vending machines, corner shops, discount shops, convenience stores, and supermarkets.

Mento’s place strategy is as follows:

1. Wide Retail Distribution: Mentos products are widely available in various retail outlets, including supermarkets, convenience stores, and gas stations, ensuring easy accessibility for consumers.
2. Online Presence: They have a solid online presence, with products available on e-commerce platforms and their website, catering to the growing trend of online shopping.
3. International Availability: Mentos has a global reach, with products sold in numerous countries worldwide, adapting flavors and packaging to suit local tastes and preferences.
4. Vending Machines and Impulse Purchase Locations: Mentos are often strategically placed in vending machines and near checkout counters to encourage impulse buys.
5. Collaborations and Strategic Partnerships: The brand partners with other businesses, such as movie theaters and airlines, to diversify their points of sale and increase product visibility.

Mentos Pricing Strategy

Mentos has targeted middle and upper-middle-class youth as its potential customers. It offers qualitative consumables in different and unique packaging. Mentos has adopted a reasonable pricing policy and kept its prices suitable for its target market.

The inexpensive products offer different flavors, good taste, and a fresh feeling, thus keeping customers happy. The brand also faces severe competition from rival brands and has kept its product prices marginally lower than those of its competitors. This helps in maintaining a competitive advantage in this cut-throat industry.

Mentos employs a multifaceted pricing strategy that balances competitive positioning with market penetration and consumer value perception. Here’s an overview:

1. Competitive Pricing: Mentos aligns its prices closely with direct competitors in the confectionery market. This approach ensures that Mentos products are attractively priced compared to similar offerings, helping to maintain a strong market presence.
2. Psychological Pricing: Mentos often employs psychological pricing strategies, like pricing products just below a whole number (e.g., $0.99 instead of $1.00). This tactic can make their products appear more affordable and encourage impulse purchases.
3. Promotional Pricing: Regular promotions, discounts, and bundled offers are a part of Mentos’ strategy to increase sales volume. These tactics boost short-term sales and help attract new customers and retain existing ones.
4. Product Line Pricing: Mentos uses product line pricing to create a perceived value difference between various products. For instance, their standard rolls might be priced lower than premium offerings like sugar-free gum or unique edition flavors, catering to different consumer segments and maximizing market coverage.
5. Geographical Pricing: Understanding the differences in economic conditions and consumer purchasing power across regions, Mentos may adjust prices in different markets. This approach ensures their products are competitive and accessible in various global markets.

By employing these strategies, Mentos effectively navigates the competitive landscape of the confectionery market, ensuring that its products are accessible, competitively priced, and perceived as valuable by a wide range of consumers.

Mentos Promotion Strategy

Mentos is a recognized brand and has adopted several promotional policies to increase its visibility. It has been a part of several sports and events; for instance, it released Brazilian Team Mentos during the FIFA World Cup 2014 to show its support for the National Football Team.

Mentos has launched commercials with catchy taglines and jingles that stay in consumers’ minds. Most of its ads have humor, and some show people solving their day-to-day problems after having a Mentos. These ads are shown via television, radio, newspapers, magazines, and billboards.

Mentos has also used social media to its advantage by launching ads and offering information about its product through Facebook, Twitter, and YouTube. Some common and popular slogans of Mentos are Stay Fresh, The Freshmaker, and Dimaag Ki Batti Jala De.

Mentos promotion strategy is as follows:

1. Engaging Advertising Campaigns: Mentos utilizes creative and memorable advertising campaigns across multiple media platforms, including TV, social media, and print, to enhance brand recognition and appeal to a broad audience.
2. Social Media and Influencer Partnerships: The company leverages social media platforms and collaborates with influencers to reach younger demographics, fostering brand engagement and viral marketing effects.
3. Point-of-Sale Promotions and Sampling: Mentos frequently employs in-store promotions, discounts, and product sampling to stimulate trial and impulse purchases, effectively increasing product visibility and consumer buy-in.

Some Recent Video ads and Print ads of Mentos are:

https://youtu.be/8oRUfyrWTr8

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