Extra Gum
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Extra Gum

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    Extra Gum Extra Gum Presentation Transcript

    • The Propaganda Pandas
    • HISTORY: THEN… Backgroun d Wrigley owned   Headquartered in Chicago  Subsidiary of Mars, Inc.  $27 billion company 1984   First taste sustaining, sugar-free brand  Spearmint and Peppermint 1989   #1 sugar-free gum in the world 4/2/2009 - #2
    • HISTORY: NOW… Backgroun d 2007  Became first chewing gum  (along with Orbit and Eclipse) Old Pack to receive the ADA’s Seal of Acceptance 2008  Launched Extra Fruit  Sensations  Launched Slim Pack 5 rows of 3 sticks, as opposed to 1 row of 15 Slim Pack 4/2/2009 - #3
    • VARIETY OF FLAVORS Backgroun d Extra Gum  Polar Ice®  Spearmint  Peppermint  Winterfresh®  Classic Bubble  Cinnamon  Supermint  Extra Fruit Sensations Gum™  Strawberry Banana  Island Cooler™  Sweet Watermelon  Berry Pearadise™  4/2/2009 - #4
    • Vintage Airport 4/2/2009 - #5
    • THE DILEMMA How is the brand currently positioned?  Repositionin ―Extra gum, Lasts Longer Than That™‖  g Underpositioned—haven’t created  niche for themselves  Why? Target market is ambiguous   Brand image: not meaningfully differentiated  Low brand equity: packaging/ads not distinctive 4/2/2009 - #6
    • POINTS OF PARITY Variety of flavors  Repositionin g  Health benefits  Chewed not swallowed  Similar prices  Similar packaging  Similar size 4/2/2009 - #7
    • WRIGLEY’S OWN LINE Repositionin g 4/2/2009 - #8
    • COMPETITION Stride – ―The Ridiculously Long  Lasting Gum. Good for you. Bad for Repositionin g us.‖  Dentyne Ice – ―The sugarless gum that freshens breath and has long- lasting flavor.‖  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 Loser brand  Repositionin g  No competitive advantage  Doesn’t motivate consumers to want brand  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 Objectives  Who Extra’s competitors are 4/2/2009 - #11
    • RESEARCH PLAN: SAMPLE 14-25 year-old   Males & females  Younger group (14-17 year-olds): Rebellious   Taste Older group (18-25 year-olds):  Confidence  Sample  Taste 4/2/2009 - #12
    • RESEARCH PLAN: METHODS qualitative quantitative Understanding consumers’ attitude To know the Objective related to the determinative determinative variables by variables asking why and how? 3 Focus Groups 120 surveys from Volume - 6 to 8 people the target customer Methods 4/2/2009 - #13
    • PHASE I: SURVEYS Online distribution – statistical analysis  Demographic information  Age, gender, education level  Flavor preference & chewing frequency  Closed-ended Questions  Likert Scale(agree/disagree): feelings & attitudes  Good chewing gum  Gives fresh breath  Recommend to others  Ordinal: most & least important attributes  Flavor  Length of flavor  Price  Open-ended Questions  When you think about gum which brand comes to your  mind first? (top of the mind awareness) Methods 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 brands? 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  to buy? What do they look for in a product?  How do they look at life?  Methods 4/2/2009 - #15
    • SAMPLE QUESTIONS What brands of gum do you buy?  What physical attributes attract you to a  brand of gum? What qualities in gum are most important  to you? How does price affect your choice in  gum? Which gum wrappers do you prefer?  (Foil, paper…) What are your perceptions of Extra? Methods  4/2/2009 - #16
    • QUESTIONS? The Propaganda Pandas 17 - 4/2/2009 4/2/2009 - #17