Published by MBA Skool Team, Last Updated: December 01, 2016
Marketing Strategy of Wrigley's analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Wrigley's marketing mix, help the brand succeed in the market.
Wrigley's marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Wrigley's Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
The product strategy and mix in Wrigley's marketing strategy can be explained as follows:
Wrigley’s product line has brands of chewing gums as a part of its marketing mix product strategy. Some of its brands in US are Juicy Fruit, Wrigley's Spearmint, Doublemint, Freedent, Hubba Bubba, Wrigley's Orbit, Orbit white. It also has brands like Altoids, Skittles, Star bust, Crème Savers, Gummi Savers, Eclipse, Excel, Big league chew, Bubble Tape. Its products varied with the kinds of sweeteners are used in the products. In some countries, Xylitol is used while in some, while aspartame in some. Xylitol claims that it does not promote cavity.
Image: company website
Wrigley's Price/Pricing Strategy:
Below is the pricing strategy in Wrigley's marketing strategy:
Wrigley’s has been in FMCG and hence is bound to price its products lower.
The lower prices facilitate the fast moving of the Chewing gums in the market. Thus, the chewing gums of Wrigley's are consumed on a daily basis. Despite of its lower prices, the brand has continued to be largest brand owing to its large number of sales. The compromise on prices serves well for the company due to the volume of sales. This gives an understanding on the marketing mix pricing strategy of Wrigley's.
Following is the distribution strategy in the Wrigley's marketing mix:
Wrigley's chewing gums are produced in 14 countries including India and it operates in 50 countries and is sold in more than 180 countries. The products are sold through various channels like Shopping centers, super markets, vending machines, local departmental stores, petrol stations, etc. Wrigley's has its presence from premium places to small retailers.
They are sold through chemists owing to its dental care and mouth hygiene nature of positioning.
Wrigley's Promotion & Advertising Strategy:
The promotional and advertising strategy in the Wrigley's marketing strategy is as follows:
The biggest source of promotion of Wrigley’s chewing gums is chemists since the brand is positioned so as to provide complete dental care. Its promotions communicate the advantages of Wrigley’s like keeping away cavity, tooth decay and provide complete dental care. The company carries out Below the line activities, ensures promotions through attractive packaging, and advertises. It has launched campaigns like ‘Macro pack, micro price’ to showcase its low prices. Hence, this covers the overview of Wrigley's marketing mix.
Wrigley’s is an US based FMCG chewing gum brand founded on 01st April 1891 based in Global Innovation center Chicago. It has been the largest producer and marketer of chewing gum in the world. It originally started by William Wrigley Jr. by selling soaps and baking powder. When the founder packaged chewing gums along with the baking powder, the popularity of gum increased more than that of the powder. Thus the marketing orientation of the company had to be changed starting from its product.
Wrigley’s also owns brands like Altoids and Life Savers which were previously owned by Kraft Foods. Wrigley's operates in over 50 countries, produces its products in 14 different countries and the products are sold in 180+ countries.
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