Wrigley’s SWOT Analysis, USP & Competitors

Posted in Food & Beverages, Total Reads: 1646
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SWOT Analysis of Wrigley’s with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Wrigley’s

Parent Company

Mars Incorporated

Category

Confectionary

Sector

Food Processing

Tagline/ Slogan

The perfect gum

USP

Global presence and top of the mind name

STP

Segment

Confectionery items specially chewing gums

Target Group

Young adults, ages 18 to 24, who want to invest in their dental hygiene and enjoy the simple pleasure of chewing gum

Positioning

Tasty and hygienic chewing gum

SWOT Analysis

Strengths

1. Pioneer in chewing gum sector
2. Attractive packaging
3. Wrigley products have a good quality perception

4. Good distribution and availability of the product

5. Strong brand name of the parent company adds value

6. Presence across 180 countries make it a popular brand

7. Over 15,000 people are employed in the company

8. Strong parent company means good availability and presence

Weaknesses

1. Intense competition means limited market share growth

2. Switching cost is low which means low brand loyalty

Opportunities

1. Try more of non-traditional marketing procedures like center fresh

2. Chewing gum with ayurvedic content and formulation, eg: with herbs that improve the health of oral cavity.

3. More advertising and marketing campaigns can boost the business

Threats

1. Too many smaller and local players coming up with their products
2. Complementary offers don’t really work as much as they did earlier

Competition

Competitors

1. Hershey’s company

2. Mondelez Foods

3. Perfetti  Melle


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