Page 6: A success story
The Polo strategy of differentiated marketing in order to extend the Polo brand has been a success both in terms of the overall brand, and for the three variants. Importantly the size of the overall mint market has grown. Polo has regained its supremacy as the UK's number one mint. The total mint market grew by £6 million to £207 million in 1994, and this increase continued in 1995. In 1994 market growth was largely as a result of the spearmint and sugar free sectors stimulated by the new Polo variants. By stocking Polo, retailers were able to increase their total mint sales rather than simply substituting sales of one mint brand for another.
The success of the relaunch is shown in the figures below. In April 1995 Polo Spearmint had captured 4.3of all mint sales, Polo Strong had 1.7and Polo Sugar Free had 1.5. Of course it is early days and the marketing mix will now need to be carefully applied to ensure that the new mints are provided to consumers at the right place, the right time and the right price with the appropriate advertising and promotional mix to appeal to their lifestyles.