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Page 1: Trident twist

Jeunes! and In Progress

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PEST AnalysisPolitical Vectors: There is a severe legal frame concerning the products that are

addressed to people and especially children. Namely, strict rules, with whom corporations have to rigorously abide, concerning the quality of raw materials and the hygiene of the production area

The very concept of the use of GM foods is excluded- Regular audit-control

The law so as to protect the healthy competitiveness has instituted rules that discourage the current market leader to take advantage of its dominant strong position:

a)The regularity and the intensity of the TV ad campaigns and the promotion of foods concerning children are limited

b)Forbiddance of TV ad messages at particular TV viewing zones

Food corporations are obliged to inform their consumers about the specific components of their products, written on the packages.  A policy that augments their responsibility

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Economic Vectors: Chewing gum is included in the products of supplementary nutrition. It

claims part of the family’s budget, that is a surplus after the acquisition- obtaining of the basic needs

Consumer’s price sensibility. The first option is yet the economical one The purchasing power is at adults’ pocket (13-16) Teenagers have, traditionally and now even more than ever, low

purchasing power (17-19) “Homing” introduces a new introverted habit that also contributes to the

reduction of sales Chewing gum is a spontaneous buying Economic Crisis Reduced visits

to the kiosks

Social vectors: The fitness aspect Chewing gum: regular habit in Greece(specially the age group of15- 25

and popular to the women segment)

Technological vectors: The state-of-the-art technology gives to the products the ability to

maintain their high quality and freshness Advanced research and developments encourages the creation of new

and improved products Many distribution channels – A huge amount of retail points is achieved

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SWOT Analysis Strengths Famous Brand name Renewed products keep public’s attention Well organized advertising campaigns with celebrities Possibility for public’s participation in production or promotion Product of many distribution points Loyal customers Well design packing Favorite among teenagers Variety of flavors

Weaknesses Defined target group (mostly teenagers) More expensive products than other not well-known brands  Spontaneous buying Product

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Opportunities Not an expensive product well known brand name Product can easily change and renew( in order to keep

public’s attention) Chewing gum is a regular habit in Greece(second in

Europe) Mostly young people (15-25) consume gums in Greece Daily product in our minds

 Threats  Competitors Buyers’ income decrease: austerity Lack of economic recourses in businesses

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Promotion concept baseFinancial Crisis•Due to economic problems families are currently facing young people have lost their creativity and inspiration.

Educational system •School does not encourage student to be creative and to participate in artistic activities. The educational form is based on their entrance in universities.

So •Trident Twist gives them the chance to express their creativity in various ways. In this way, they will get emotionally attached to the product as it is close to their needs and they can easily relate to it.

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4PsProduct Chewing gum: Gum in diverse flavors Price Maintaining the existing low pricePlace Trident twist will be sold in the existing distribution points

(kiosks, supermarkets, jumbo, etc) Vending machines will be placed in schools, educational

institutes, fast food companies, malls, movie theaters, amusement parks(allou fun park), bowling, cafes ,central squares and parks, bus stops, out-side metro, concert halls and stadiums

Online order

Promotion Television, Press , Radio and internet advertising Posters and Banners Social media: accounts and ads Packs and ads specially formed according students’ time

periods and other special days (St. Valentine’s day, exams, vacation, school trips etc) Movie funded by trident Twist “Twisted Minds- Twisted Days” Event Various contests and collaborations

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Contests Drawing- photo contest where the winner will see his design on the

chewing cum pack. Twisted twist contest: teenagers will upload their suggested

dancing moves for the new twist to our You-tube channel and the winners will get prices and perform the new dance on stage

Short film contest Wheel of fortune by Trident twist Contest where the winner will win a supply of Trident Twist

products for the whole year

Collaborations: Online delivery sites: trident twist will be added as a choice just

before the order is completed. Allou fun park game Candy crash: lever or feature Nickelodeon, Mtv , Mad: shows by twist or “good news” show UNICEF: Funding and support Fridays: After the main course Trident Twist will be offered and when

the customers reach a certain number of points, using Fridays bonus card, they will win trident twist products or gifts by Trident twist.

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Other Actions

Trident twist: “Twist it your way” (application& Photo booth)

Creation of Trident twist Park specially made for skateboarding, bicycle racing and other activities

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Twisted minds-Twisted days Event Main theme: everything is upside down: famous bands and

singers will perform songs and music of their non-interest Concert (celebrities and students) Hosted by celebrities admired by youth Presenting the new twisted twist dancing moves Drawing contest exhibition Karaoke contest Huge Twister game Trident twist piñata Other Trident Twist 

games

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Advertisements

Twist with the new twist Ad(Twisted Twist) Black and white scene from 60’s: Couples dancing twist dressed in the

appropriate clothes. A voice yells “Stop” and camera points to a young man. He is in color and he is dressed in modern clothes. He enters the stage and starts showing them the new moves of the Twisted Twist. As they follow the new moves they become colorful until the whole picture becomes colorful.

Note: The new twist moves will be part of the Twist contest.

Teacher Ad A teacher in a classroom full of students chewing gums starts shouting “Spit them

out!” and he takes their gum packs. Later in his office he starts chewing many gums and pops a gum bubble that gets larger and larger. He gets trapped into to it. The students find him the next morning shouting “Get me out”.

Flirting Ad A young boy sees the girl he is interested in and buys a pack of Trident Twist to

offer her in order to get the chance to talk to her. As he approaches her, he opens the pack and everyone stops to take one. Until he reaches the girl the pack is empty. She gets the point and write in it her number.

Music Ad In a central square a symphonic orchestra will be set up and instead of

performing classical music they will perform rock music. The same thing will happen by other forms of music. This show will be filmed live with public’s reactions. “Everything becomes interesting with a Twist”

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Extra contest and ad Are you tired of everyone eating your gums? Take part in our Contest. Ad showing a huge pack of gums. Find the lucky pack of Trident Twist and have them for free for the whole year! 

Disturbed sleep ad•A young man goes to sleep only to wake up in the morning and see that he is sleeping on the wrong side of the bed and have his sheets twisted. Woke up twisted with a cranky mood? Have a Trident Twist and twist your day in your way! The right way

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Expected results

Get young people’s acceptance Profit Socially sensitive profile in public’s

awareness Create new market trends

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