Wrigley's SWOT Analysis, Competitors & USP

Posted in Food & Beverages, Total Reads: 4143

SWOT Analysis of Wrigley's with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

Mars Incorporated




Food & Beverages

Tagline/ Slogan

The perfect gum


Global presence and top of the mind name

Wrigley's STP


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


Tasty and hygienic chewing gum

Wrigley's SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Wrigley's. Strengths are:

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


Here are the weaknesses of Wrigley's :

1. Intense competition means limited market share growth

2. Switching cost is low which means low brand loyalty


Following are the Opportunities of Wrigley's :

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


The threats of Wrigley's are as mentioned :

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

Wrigley's Competition


Below are the 3 main Wrigley's competitors :

1. Hershey’s company

2. Mondelez Foods

3. Perfetti  Melle

The brandguide table above concludes the Wrigley's SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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