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Altoids
Parry, Mark E.; Jones, Melanie Case M-0705 / Published January 12, 2005 / 9 pages.
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Product Overview

In 2000, Altoids was the best-selling powermint with sales of $107 million. Within two years, however, sales had declined to $90 million. In part, Altoids's difficulties reflected the success of Listerine PocketPaks breath strips, which had generated sales of over $110 million in less than a year. The success of PocketPaks raised an important line extension question for executives at Callard & Browser-Suchard (CB)(a division of Kraft foods): Should Altoids introduce its own version of breath strips? If so, how should Altoids strips be positioned? What media mix should CB use for the launch?


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  • Overview

    In 2000, Altoids was the best-selling powermint with sales of $107 million. Within two years, however, sales had declined to $90 million. In part, Altoids's difficulties reflected the success of Listerine PocketPaks breath strips, which had generated sales of over $110 million in less than a year. The success of PocketPaks raised an important line extension question for executives at Callard & Browser-Suchard (CB)(a division of Kraft foods): Should Altoids introduce its own version of breath strips? If so, how should Altoids strips be positioned? What media mix should CB use for the launch?

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