Halls Menthol Candy

Halls Menthol Candy is mostly consumed by people after meals, or those that just want a fresher breath. The researchers chose this product because majority of the population consumes this product. The researchers also felt the need to address the needs and problems of consumers in consuming a menthol candy.

The researchers want to study the product because of its possibility to be a strong brand in the market. Considering its top competitors, the researchers want to promote and expand the product in order to increase its equity in the market.

For its proposed product, the researchers selected launching Halls Coffee Mint. The underlying reason for this brand extension is as follows:

1. The Usage, Attitude, and Image Survey conducted involving 100 respondents indicated that:

a. 5% of the total respondents buy Halls as their primary menthol candy.

b. 48% of the total respondents buys Menthol Candy every day.

c. The top 3 purchase drivers’ consumers considered as important when buying menthol candy are because of its flavor, availability at stores, and strength of menthol. In which the respondents consider flavor as the most important aspect in buying Menthol Candy.

d. 78% of the respondents buy their menthol candy at Sari Sari Stores.

e. Only 89 out of 100 respondents were aware about the product.

f. 48 out of 100 respondents consume their menthol candy after lunch at home.

In the group’s Product Management class, three product concepts for Halls Candy were tested, with the following results:

a. 75% of the respondents agreed that Halls Coffee Mint is unique.

b. 98% of the respondents say that they will buy Halls Coffee Mint.

c. 58 out of 60 respondents say that Halls Coffee Mint is relevant to their needs.