In 2000, Altoids was the best selling powermint with a turnover of $ 107 million. Within two years, however, sales of $ 90 million was returned. Partly reflects the success of Altoids difficulties PocketPaks Listerine breath strips, which had sales of $ 110 million generated less than one year. The success PocketPaks raised an important question for managers line extension Callard & browser Suchard (CB) (a division of Kraft Foods): Altoids Should introduce its own version of breath strips? If so, how should Altoids strips are positioned? What media mix should use CB to start?

Mark Parry,
Melanie Jones
Source: Darden School of Business
9 sides.
Release Date: 12 January 2005. Prod #: UV2957-PDF-ENG
Altoids HBR case solution