Wrigley Case Study

1327 Words 6 Pages
Wrigley’s was best known for its stick gum brands and was responsible for broadening chewing gums overall appeal due to the development and advertising success of Wrigley’s iconic Spearmint, Juicy Fruit, and Doublemint brands. Even with all the success Wrigley had with stick gum, the growth within the gum industry overall is not large and pellet and tab gums were growing in popularity and offered larger margins for retailers. Wrigley’s attempt to enter the pellet and tab gum market through their latest product Eclipse has been a disappointment. Given the amount of resources and lack of success Wrigley’s executives had doubt the Eclipse brand could ever be successful. Using segmenting, targeting, and positioning to analyze the current product …show more content…
The first key segment for the brand was the 12 to 24 age group. The current strategy was to hope this segment would discover the brand on their own and through the advertising aimed at older demographic. The current flavors already showed a preference with the older demographic. But, the 12-24 segment did not have a preference to these flavors. The current segmentation is not targeting the important segment. In order to grow the brand and sales Eclipse for the future would need to rely more on new flavors similar to the success of Polar Ice shown on the blind studies. Next Eclipse will need to target the 12-24 segment, as show it does not currently and this will be key to future growth. The brand could use modern target methods through social media to help communicate the brand and build awareness among this group. Lastly, the positioning current focuses strongly on eliminating mouth odor. Potential gaps among competitor brands and lack of features that the 12-24 segment wants will help lead to future success. This is also important with the marketing and appearance of younger brand. Using a perceptual map can see how the brand currenting is characterized in the market. If Eclipse correlates with older demographics it could be viewed poorly among the 12-24 segment. Newer marketing and even rebranding of new flavors can help reach …show more content…
Gum is a product that often is a repeat purchase. Also given the saturation of the market, recommendations can play a large role in which gum a consumer chooses. The younger demographic is especially aware of what gum their friends choose and is quick to use social media for recommendations. The current awareness of the brand is that key features especially among flavor are falling behind the strongest competitor Dentyne Ice. But, the key area of loyalty that are important for this product are functional loyalty. Gum is purchased with certain expectations. The price point, attributes, and awareness are key for this type of loyalty. The current distribution can leave consumers not able to see their brand everywhere, along with lack of flavors. The competition has more flavors and can resonate better with consumers in stores. Eclipse will need to focus on brand awareness, availability, and more flavor options to add to its benefits to build loyalty and improve the recommendation of their gum. The net promoter score can be used to measure the current loyalty and future satisfaction that leads to recommendation of the brand as the brand transitions to better growth. This can be done through surveying the customers and making sure the net promoter score

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