Headquartered in Chicago
Subsidiary of Mars, Inc.
$27 billion company
taste sustaining, sugar-free brand
Spearmint and Peppermint
#1 sugar-free gum in the world
4/2/2009 - #2
Became first chewing gum
(along with Orbit and Eclipse) Old Pack
to receive the ADA’s Seal of
Launched Extra Fruit
Launched Slim Pack
5 rows of 3 sticks, as opposed
to 1 row of 15 Slim Pack
4/2/2009 - #3
VARIETY OF FLAVORS
Extra Fruit Sensations Gum™
4/2/2009 - #4
How is the brand currently positioned?
―Extra gum, Lasts Longer Than That™‖
niche for themselves
Target market is ambiguous
Brand image: not meaningfully
Low brand equity: packaging/ads not
4/2/2009 - #6
POINTS OF PARITY
Variety of flavors
Chewed not swallowed
4/2/2009 - #7
WRIGLEY’S OWN LINE
4/2/2009 - #8
Stride – ―The Ridiculously Long
Lasting Gum. Good for you. Bad for
Dentyne Ice – ―The sugarless gum
that freshens breath and has long-
Trident –―4 out of 5 Dentists surveyed
would recommend sugarless gum to
their patients who chew gum‖
4/2/2009 - #9
WHY EXTRA SHOULD REPOSITION
No competitive advantage
Doesn’t motivate consumers to want
Notan issue of awareness
May have attractive features customers
may not be aware of
4/2/2009 - #10
RESEARCH PLAN: OBJECTIVES
To find out:
What motives do consumers have
when purchasing gum
What consumers think about Extra
Who Extra’s competitors are
4/2/2009 - #11
RESEARCH PLAN: METHODS
consumers’ attitude To know the
Objective related to the determinative
determinative variables by variables
asking why and how?
3 Focus Groups 120 surveys from
- 6 to 8 people the target customer
4/2/2009 - #13
PHASE I: SURVEYS
Online distribution – statistical analysis
Age, gender, education level
Flavor preference & chewing frequency
Likert Scale(agree/disagree): feelings & attitudes
Good chewing gum
Gives fresh breath
Recommend to others
Ordinal: most & least important attributes
Length of flavor
When you think about gum which brand comes to your
mind first? (top of the mind awareness)
4/2/2009 - #14
PHASE II: FOCUS GROUP
Brand Recognition & Recall
Psychographics & Behaviorgraphics
How do our consumers feel about our brand?
How do they feel about our competitor’s
Why do consumers choose one brand
instead of the other?
How can we build customer loyalty, and what
dimensions of loyalty matter most?
What does (and what could) motivate(s) them
What do they look for in a product?
How do they look at life?
4/2/2009 - #15
What brands of gum do you buy?
What physical attributes attract you to a
brand of gum?
What qualities in gum are most important
How does price affect your choice in
Which gum wrappers do you prefer?
What are your perceptions of Extra?
4/2/2009 - #16