The well-known branded item that I chose was Altoids. Altoids is current owned by Wrigley which is a subsidiary or Mars, Incorporated. Altoids was originally marketed to relieve stomach discomfort and was founded in 1780 believe it or not. After over 100 years they finally made their way over to the United States and made their debut.
Throughout the decades Altoids began to slowly but surely expand their market. With a variety of flavors and products ranging from chewing gum to breath strips, their competition began to grow as well. Some of their biggest competition I would have to say is Listerine and even some of their sister brands such as 5 gum and eclipse.
Altoids target market is a pretty broad description considering it’s just anyone who wants his or her breath to smell fresh. With a target market like that, they have some pretty stiff competition because it opens it up to toothpaste and mouthwash as well. They have created different relationships with their customers with the different flavors of their product.
Some of the flavors that they have are:
Mints
1.76 ounce tins
• Peppermint
• Wintergreen
• Creme de Menthe
• Cinnamon
• Spearmint
• Liquorice
• Ginger
Chocolate Dipped Mints
1.76 ounce tins
• Peppermint
• Creme de Menthe
• Cinnamon
• Ginger
Sours
1.76 ounce tins
• Mango Sours
• Tangerine Sours
• Raspberry Sours
Gum
1.02 ounce tins
• Peppermint
• Cinnamon
• Spearmint
Sugar-Free Smalls®
0.5 ounce tins
• Peppermint
• Cinnamon
• Wintergreen
Altoids have been around since the turn of the century, and still have that competitive edge that keeps their stronghold of the marketplace. Altoids now have an award that award winners a “$25,000 prize as well as the opportunity to collaborate on this exhibition at the New Museum, providing their earliest exposure to a broad, international audience.” This award isn’t about who has the better idea or who’s the better artist, it’s more about the role of emerging artists helping each other out in the development process and supporting each others careers. I think the Altoids Award is more of a confidence booster more than a career enhancer. Knowing that you have the support of fellow emerging artists and the support of those who are already established and even possibly your idol, is I’d assume to be one of the best feelings in the world.
They are known for “celebrating authenticity” and their catch phrase is “curiously strong.” So this year they have said, “Altoids honors the authentic-people who stay true to themselves no matter what. Those who are confident, honest, unwavering. Those who are CURIOUSLY STRONG.” So on their website they have two features on people who have stayed true to themselves. One o the features are on a graffiti artist who stays true to himself and to his art. Not all art can be defined by a frame, so with his website he had created a forum for street art and all street art related topics.
Altoids have gone
far and beyond my expectations. I would of never have thought that they would have an award or feature individuals who stay true to themselves. All this time I just thought they were a mint, but now I know that they have been around a block a few centuries and are a curiously devoted company.
Sources:
http://www.wrigley.com/global/brands/altoids.aspx
http://www.altoids.com/#!/feature/streetsy
Snapple
began in 1972 by two best friends who originally sold the fruit drinks to health food stores under the original name “Unadulterated Food Corporation.” Snapple was intended for a carbonated apple soda that was a part of their beverage line. “The soda had a great snappy apple taste.” “Today, Snapple produces more than 50 varieties of teas, juice drinks and flavored waters - all Made from the Best Stuff on Earth.” They are currently owned by Dr. Pepper Snapple Group. As of May 2009, Snapple was made with sugar instead of fructose corn syrup, and the old ingredients are becoming more and rarer to buy.Snapple’s target audience has always been unclear. Before it seemed as if consumers in their later years were the ones buying the fruit drink but once they launched their “Little Fruits” theme, it appealed to kids as well, “but those in the in between ages were more interested in the newer, racier spots.” Once they considered what their options were, they then spiced up their image. "This campaign does that. It engages younger viewers without alienating our loyal customers. It seems to appeal to both older and younger Snapple drinkers." It was this campaign that launched their slogan they still carry today, “Made from the best stuff on earth.” It’s always hard for a drink product to appeal to both the youth and adult generations just because they both have their opinion on everything.
Some of their top competition that the company finds to be their competitors are Hornell Brewing Co. Inc.(Arizona Ice Tea), Nestle S.A., and Odwalla, Inc. I can see
Arizona being their biggest competition considering they both have “fruit ingredients” and are targeted towards the same consumers. No matter whom their competition is I feel like Snapple has a strong hold in the market because they have really loyal customers. I love both drinks but sometimes I buy Snapple just because
not all places carry the Arizona Ice Tea in a bottle and that’s what I like. I don’t like the pressure of having to down my Arizona before class because it’s in a can and I can’t put it in my purse.
Snapple opened up their Snapple Theater Center doors in 2007, located in Times Square, New York. It consists of two theaters; one is a
more traditional theater and the other theater is intended for plays. It also has rehearsal studios, lobbies, merchandise stands and two bars that are cabaret-style.
Sources:
http://www.brandchannel.com/features_profile.asp?pr_id=107
http://www.hoovers.com/company/Snapple_Beverage_Corporation/rfrtrci-1.html
Dunkin’ Donuts is a donut and coffee retailer that sells internationally. They were founded in 1950 by William Rosenberg. For the most part
the company is a bunch of franchises. They are owned by Dunkin’ Brands Inc.
along with Baskin-Robbins. They have a target market of blue collar Americans 18-60 who like the fast and affordable service that they offer. Unlike their top competitors, Starbucks and Krispy Kreme, their baked goods are prepared in store and
are offered at a more affordable price. “Dunkin' Donuts is the No. 1 retailer of hot and iced regular coffee-by-the-cup in America, and the largest coffee and baked goods chain in the world.”
On the company’s corporate website they have a responsibility section th
at explains how they focus on four areas of responsibility. The four areas are: Economic, Environmental, Philanthropic and Social. They want you to know that it’s a way to “formalize our tradition of d
oing what's right for our consumers, franchisees, employees and the communities we serve to produce an overall positive impact on society.” For the consumer end, on the social responsibility part they meet the customers evolving needs that also incorporate nutritional science. At Dunkin Donuts they have the DDSmart part of the menu that have fewer calories, less sugar and have better nutritional benefits.
The Corporate Promise for the DDSmart Menu is, “Eating smart when you’re on the go can be hard. But the new DDSmart menu from Dunkin Donuts makes it easy. Our Selection of better-for-you food and beverages ensures our restaurants offer great-tasting choices that fir your lifestyle and meet your dietary wants and needs.” I think that it’s great that they offer a healthy alternative in their baked goods and beverages because not all coffee/donut places do, or they are limited on what it is that they have. Starbucks does offer a lighter coffee but they charge more for you to change your milk preference, while Dunkin’ Donuts offers the lighter 
version and is still extremely reasonable.
Sources:
http://www.dunkinbrands.com/ourbrands/
http://www.dunkinbrands.com/Responsibility/
https://www.dunkindonuts.com/aboutus/BreakfastChoices/
Vans Shoes were founded in 1966 in Anaheim, California by Paul Van Doren, Gordon C. Lee, James Van Doren, and Serge d’Elia. When they opened up their store the first 12 people bought their deck shoes which today are known as “Authentic.” Their target market is primarily aimed towards the skateboarder/surfer/snowboarder youth market, but since has been skewed by the rap group “The Pack” with their hit song “Vans.”
Since the shoe came out onto the scene they have had some ups and downs with the company. It 1982, it has been believed that Sean Penn as “Spicoli” in the cult classic “Fast Times at Ridgemont High” single handedly saved the company. All he did was wear the checked print slip ons that have been a best seller to this day.
Their biggest competition is Converse All Star. Both shoes have been in the game for quite some time now, and have the biggest competition amongst their loyal customers. The target audience is very quite similar except that Converse has more classic sports affiliations rather than surfers and skateboarders. Although both have become fashionable accessories these days as oppose to recreational wear.
Vans have such a huge community following, they have skate parks, and they feature artists on the website and have the very successful Vans Warped Tour, which I recently just attended. It has a full lineup of well established bands, merchants selling their products and skate competitions. They have become such a legacy amongst their audience and competitors. They are no longer a shoe you wear; they have become a lifestyle brand. Vans now offer clothing, accessories, shoes, host events, sponser surfers and skateboarders.
Sources:
http://www.fundinguniverse.com/company-histories/Vans-Inc-Company-History.html
http://www.vans.com/vans/index.asp
http://vanswarpedtour.com/warpedtour/index.asp
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