Wrigley Innovation in China's Confectionary Market

By upgrading their brand, it will help to identify the qualities of the products that set it apart from the competition. They have to make the

The marketing strategy of Haigh’s chocolate has been identified through detailed analysis of the external and the internal environment of the present market conditions and development of the Haigh’s. There has been complete detailed SWOT analysis of the company on the basis of research conducted from several secondary sources. It has been conducted in order to determine the important strategies and the key strengths of the company. Talking about the chocolate sector which has been further segmented into several categories in which Haigh holds the important position and have captures the major chunk of the market. Such markets range from chocolate blocks, bars and other diet varieties like gluten and eggless products. The demand in the chocolate market is also divided on the basis of the geographic location markets like that in Sydney, Melbourne and Adelaide chocolate markets. Other factors affecting demand in the market includes demographic, behavioural and psychographic segmentation.

Companies find opportunities in product innovation by providing new products and services to customers. This keeps current customers interested in doing business with the company and has the potential to attract new customers. Sometimes this is done by creating new products, greatly changing an existing product or by just changing the way the current product is presented. Another form of product innovation is branding. By creating a more positive brand image a company can keep the interest of consumers.

Also, Yue Sai’s products can’t compete with brands with larger marketing budgets and distribution channels in marketing scale. In order to compensate for this disadvantage, Yue Sai needs to shrewdly utilize its product’s influence on Chinese consumer behavior. For example, using an expensive Traditional Chinese Medicine(TCM) known for its natural medicinal properties will imprint a positive image in Chinese consumers. Since TCM is generally believed to be gentle, healthy, and harmless, it will

Candy is not yet a “mature” industry in the United States. The compound annual growth rate for candy in the past ten years has been close to 6% a year, a very solid gain in an industry that is supposedly mature. In fact, within the chocolate confectionery subcategory, the United States ranks 11th in the world in per capita consumption and fifth in the world in growth since 1980. Based on current demographics, many analysts believe that there will be further growth for confectioneries. A “baby-boomlet” is on the way, significantly increasing the teenage population. By the time the population bulge peaks in the year 2010, it will top the baby boom in the 1960s in both size and duration. According to government statistics, the percentage of children between the age of 5 and 14 will rise during the 1990s, increasing from 14.2 percent of the population in the 1990 to 14.5 percent in the year 2000. This trend will serve as a strong foundation for increasing consumption of confectionery products through the end of the century. Nevertheless, spending for food and drink as a percentage of all personal consumption is declining in the United States, and most manufacturers recognize that future opportunities lie in using profits from domestic

Gum has been around for hundreds of years, even the Ancient Greeks had a substance similar to gum to chew on. Unlike ancient times, when gum was harvested from a type of plant, in the early 1900’s the synthetic gum we now know exploded into America. Since then gum has grown to become an imbedded part of American culture. You can buy gum practically anywhere that has a local gas station or supermarket. Gum has health benefits like oral hygiene and appetite suppressant, not to mentions countless delicious flavors and competing companies. Two of the largest companies, William Wrigley Company, creator of 5 Gum, and Stride another widely known company, gross hundreds of millions of dollars yearly. With so many options to gum chewers in the nation

In 1981 William Wrigley Jr. began packaging chewing gum with each can of baking soda sold. Soon after Wrigley Jr. noticed that the incentive for purchasing a can of baking soda became far more popular than the initial product itself. Nowadays Wrigley is known around the world for its variety of gums, mints, and candies. In 1999 Wrigley launched Eclipse which was a sugar-free gum that provided incredibly fresh breath solutions for people whose on-the-go lifestyle demanded fresher breath. Everything went great with the product until Wrigley began advertising in print and on the packaging that, “Most other gums just mask bad breath.  We kill the germs that cause it. New Eclipse now contains a natural ingredient that kills the germs that cause

Despite Yum! brands huge success in china, there have been a lot of risks and threats in entering the local market. In respect to that its critical to mention the oppositionof the local population in perceiving fast food industry and especially western culture entering their own market.

Therefore, it really needed a strong product that responded the market’s needs and wants so that the product could speak itself in order to survive the keen competition.

For sales and market share to be increased further, it will be necessary to achieve this through innovation with completely new product development and introduction, or more likely, as developing new products has become increasingly difficult to develop new brand/product extensions such as mixes and delivery systems,, and performance could be enhanced and margins protected by achieving world class marketing, innovation and production standards. At the same time costs will continue to be squeezed. Resources should be focussed on creating value that the customer is willing to pay for.

The Procter & Gamble has vast differentiated products due to its innovation culture. This is not just the invention of new products and services, but the ability to systematically convert ideas into new offerings that alter the very context of the business (Charan, 2008). The product differentiation allows the P&G to charge premium price for its products and assists to capture market share from its rivals by increasing the product demand.

Product differentiation, a strategy proposed by Edward Chamberlin in 1933, takes account of three factors: price, quality, features. These three factors are intertwined. For example, the price of a product is solely dependent on the variety of features the product has. If a firm seeks to differentiate their product from the competitor’s product, the firm will have to include extra features or exclude common features. Fortunately enough for certain firms, the presence of these noteworthy features will create a strong brand image, which in turn will lead to the increase of loyal customers. To give an example, Tesla Motors’ Model 3 is the only battery electric vehicle which has a sporty design among the other battery electric

P&G need to work hard and do more research and development in order to produce higher quality, more innovative, and more unique in products in order to answer consumer’s need and compete with those major world brand competitors.

the unique product in hole. Increase brand awareness and sales by the development of the

This report will cover the background understanding about the confectionery industry and do an in-depth analysis of the micro and macro environment. In addition, the market segmentation, market positioning and target market that Whittaker’s is concerned with is also discussed.