WRIGLEY

A Subsidiary of Mars, Incorporated

Submitted By:
ARUN KUMAR SATAPATHY (19202142)
AMITABHA PYNE (19202136)
KIRTI (19202153)
PATANJALI NAYAK (19202162)
RAHULDEB MONDAL (19202168)
SANJANA LOHIA (19202175)
SUNETRA BISWAS (19022191)
Background:

Wrigley is a US based FMCG chewing gum brand established on 01st April 1891 dependent
on the worldwide Innovation Centre in Chicago. Its parent organization was Mars
Incorporated. The Wrigley organization fills in as the best chewing gum maker in the world,
giving practically half of all chewing gum sold in the USA. The firm is a market head in
Europe as well, ensuring about right around 50 percent of the continent' gum profits.

Wrigley Jr. started making chewing gum with every can of preparing powder in the year
1892. It turned out to be more well-known than the baking powder, and Wrigley's arranged
the organization to deliver the gum. The organization sells its items in excess of 180 nations
now. Wrigley came to India with an item Boomer. With the dispatch of Doublemint Mints,
Wrigley has entered the refreshing space in India, a part it regulates all around. Open in two
flavours-Peppermint and Spearmint the sugar free item is available at Rs 10 for a 15-piece
pack. The organization developed the mints at its R&D focus in its Bengaluru plant, yet will
produce the same at its office in Baddi, Himachal Pradesh.

The organization prior made their gum from chicle which was sourced from Latin America.
Chicle is a characteristic gum that is utilized to make chewing gum. However, during the
1960s they changed the creation of the gum from using chicle to synthetic rubber, which is
more affordable to produce.

Perception of US individuals towards the organization is acceptable. Wrigley contended that

Spearmint gum could calm stomachs as well as stressed-out mind making the item more like
medication than candy. Individuals additionally felt that Wrigley's mint is likewise useful for
teeth.

Existing Products of Wrigley:
Most famous products of Wrigley’s Company that are available in India are:

 Snickers:
 Snickers is a chocolate bar or energy bar made by American company
named Mars Inc.
 The annual sales around the world of snickers was around $2 billion in
2004.
 There are several snack bars like snickers mini, snickers peanut butter etc.
 Snickers has targeted people from the all-age group including middle,
upper-middle and upper class of society and adults between the age of 18
and 50.
 Orbit:

 Orbit is a sugarless chewing gum which was relaunched by Wrigley in

2001
 It is available in many flavours like peppermint, spearmint and mint.
 One of the well-received products of Orbit is Orbit White gum which was
launched in 2002 as sugar-free gum.
  The target consumers here are adults aged between 18-24 attending
college.

 Boomer:

 Boomer is bubble gum launched in India under the Wrigley company.

 One of the most famous bubble gums available in India.
 It’s target customers are young kids.

 Double Mint:
 Doublemint, a sugar free product is one of the varieties of chewing gum
made under Wrigley which is a sub-brand of mars Inc.
 Its aim is to encourage people to start a fresh connection by sharing a
Doublemint.
 In India it is launched in two flavours - peppermint and spearmint.
 Doublemint targeted the younger generation.

Competition analysis:
 Snickers competitor is Cadbury 5 star. Snickers have low advertising. It is not easily
accessible in markets and peanut flavour of snickers are not liked by many people are
threats for it whereas in Cadbury 5 star it is easily available in market. Good
advertising done by Cadbury 5 Star and its chocolate flavour is liked by everyone.
 Orbit competitor is Centre Fresh. Threat for Orbit is that people used to believe that
chewing gums are not best for health. Centerfresh strengths are its innovation in
products like liquid filling in the gum, promotion Tactics used by Centerfresh is very
good the used great taglines to promote their product.
 Boomer competitor is Big Babol. Threat for Boomer was that it targeted only young
kids, they used the same kind of marketing over years whereas in Big Babol targeted
both children and youth. It comes in many flavours and it has attractive packaging
that attracts kids towards it. It is easily accessible across many countries.
 Doublemint competitor is tic tac. Threats for Doublemint is one flavour and Tic tac
comes in many flavours and it has good packaging as compared to Doublemint.

Price:
Pricing is also based on the prices set by competing brands like Perfetti and Lotte. Pricing is
usually dependent on a number of factors such as costs incurred due to development,
advertisement, promotion, delivery and other variables.

Wrigley's is in FMCG, and is bound to lower the price of its products. The lower prices make
it easier for the Chewing gums to move quickly in the market. Thus the Wrigley's chewing
gums are eaten every day. Despite its low costs, because of its huge amount of sales, the
company has continued to be the largest brand. The price balance fits the company well, due
to the volume.

Despite the good production & packaging Orbit is very low cost. Packaged blister gums,
consisting of 6 gums in a pellet, are priced at Rs5 in India and the bottle is priced at Rs 30.
Orbit chewing gum often takes into consideration the pricing of their rivals. The company has
maintained the costs of the products within a reasonable range so a consumer can make a
purchase easily. Affordable and pocket-friendly costs led to higher levels of transactions
which eventually resulted in improved turnover figures.

Promotion:
 Snickers: 

Snickers is one of the main brands in the food and drinks part has propelled a few
innovative advertisements on TV and made high brand mindfulness with the
assistance of a few, mind blowing advertisements. They made innovative
advertisements on TV with some prestigious on-screen characters. They created
television ads with some famous actresses such as Sonam Kapoor, Rekha etc. They
also used various offline platforms such as magazines, newspapers, billboards along
with print media. They also used modern day media like radio, movies and television.
Tagline of the product is “Who are you when you are hungry?”. One of the best
commercials for snickers is featuring Hollywood actress Abe Vigoda and another star,
Betty White.

 Orbit:  

They mainly targeted customers are the oral care customers of children and aged
people. The Orbit was positioned as the best replacement of smoking and it can also
be used after smoking. The chewing gum product Extra gum was merged with Orbit
by Wrigley but later it was modified with improved taste and packaging that got
attention of a new lot of consumers. They followed the “Absurdism” concept in ads
for brand promotion. After that the company promoted their product with cricket and
sponsored eight franchisees during the IPL and imparted the gum being a cool
adornment. They also targeted health conscious consumers which can help them in
reducing tooth decay. In Orbit they also used famous actress Deepika Padukone to
endorse the product. All this was done with keeping in mind the needs of the
customers.

 Boomer:
With Boomer, Wrigley planned to attract kids. The idea was based on the utilization
of the emotion of kids towards comics and superheroes. Therefore, they introduced
Boomerman, an animated character as their mascot who saves kids from danger. Here
they used consumer’s emotion as a motivating factor to purchase their product. 

 Doublemint:
 To make interaction with the market print advertisement were used. There used the
concept of getting close through Doublemint. Double mint also arranged various mini
events to celebrate the first weekend of 2014 with the large target market. Target
market got an assortment of food decisions as to relating food or eating with
Doublemint. They additionally led work fairs where a few organizations will be
welcomed.

Consumer Perspective:
Wrigley's Orbit gum finalizes the famous message ' just brushed clean feeling ' in favour of a
more emotional approach that emphasizes on how fresh breathing will help consumers feel
more confident as they prepare for the greatest moments of life. Brand Snickers has identified
as its target customer people from the all-age group and belongs to the middle upper middle
and upper class sections of society. It is perceived as a nutritionally valued health bar that
provides great taste.

Latest Product Launch:

 Juicy Fruit:

Wrigley’s Confectionery expands its portfolio in India by introducing its most popular
chewing gum brand “Juicy Fruit” in June, 2019. Its aim was to expand its portfolio in
India. It came with a proposition “Itna Juicy Kaise ''. It is priced at INR 5. Its
competitors include Center Fruit by Perfetti Van Melle, Nestle Rowntrees FruitGums
etc.

 Doublemint Paan mint:

Wrigley’s Confectionery introduced its first product developed primarily for the
Indian market “Doublemint Paan mint” in June, 2019. Its aim was to expand its
presence in the freshness category specifically in India by offering the freshness of
mint combined with the desi flavour of Paan. It came with a proposition “Pehle Paan,
Phir Naya Connection”. It is priced at INR 10. Its competitors include Tic Tac, Chlor-
mint etc. 

 Doublemint Chewy Mint:

Wrigley’s Confectionery introduced a brand new product in India by introducing

“Doublemint Chewy Mint” in October, 2018. Its aim was to expand its product
portfolio in India. It came with a proposition “Every Chew Brings Out A Fresh, New
You ''. It is priced at INR 10. Its competitors include Happydent White, Center Fresh,
Chlor-mint chewing gum etc.

Strategic Decisions:
Despite public health related concerns, confectionary products consumption has been on the
rise. Mars Wrigley has to find the right balance between satisfying the taste buds of the
modern generation while still retaining older customers who have nostalgia regarding the
product.

The following strategic decisions were taken by Wrigley in the recent past.

 Healthier food products: One of the primary concerns for people nowadays is the
health factor of the food they consume. According to a NPR study, 75% of the
population try to choose products that are healthy. But at same time they are more
prone to splurging and treating themselves to an odd meal more. In 2015, the World
Health Organization (WHO) built up new rules that set the greatest sugar utilization
every day to 9% of the complete calorie intake. This presentation could eat into the
income of sweet shop making organizations, however Wrigley greeted this choice
wholeheartedly. In an announcement Wrigley composed 'the chocolate and candy
parlour treats that we make contain sugar, a fixing that contributes fundamental
sweetness to the taste, yet ought to be expended with some restraint as a feature of a
reasonable eating routine and dynamic way of life.' They wholeheartedly recognized
that their items are intended for periodic utilization in managed sums.

 Innovation: The organization perceives the need to improve to become aware of the
requests of current clients. In 2016, Wrigley propelled Goodness Knows a Calorie
restricted chocolate bar. All the more as of late in India, Wrigley has wanted to bring
its well-known M&m in littler size bundles to take into account a bigger crowd.
Giggles chocolate and Doublemint gum are publicized to get new flavours to oblige
Indian tastes.

Conclusion:
The facts confirm that Mars Wrigley is an organization that has frequently faced challenges
to continue their deep rooted brand. However, these have been taken with a cautious,
estimated comprehension of the interest in the market and its client base. With their clients
consistently at the bleeding edge of their brain, they have had the option to develop their
procedure to address a various scope of individuals and drive their image perpetually
effectively into what's to come.