Wrigley

How would you classify Wrigley innovations in terms of their refreshedness to the mart and their newness to the company? Wrigley has been a highly successful company with its sales increasing from US$1.9 billion to US$5.4 billion (year 2007) in 10 years. Wrigleys innovation stems from its grocery storeplaceing strategy of targeting various segments of the Chinese glue market and strong market customization. Classification of Wrigleys innovations in terms of their newness is through multifactor segmentation of Wrigleys products. Wrigley targeted for each one of the segments of determine on market viz., sugarized put on, Sugar-free gum, functional gum and bubble gum and customized its products by positioning based on attractiveness of each segment. In the sugar free segment, Wrigley introduced Extra brand of gum as a healthy and fashionable image. To penetrate the market Wrigley launched new variants to entice new customers. Various flavors if Extra such as cool mint, melon, blueberry and strawberry were introduced to customized Extra traffic circle to rooms various user take. Xylitol was an ingredient helping press tooth decay. Wrigley introduced Xylitol to upraise health and well being (targeting using gumshoe needs, Maslow needs profit). Various flavors were introduced with Extra Xylitol to remunerate customer pallets.

Wrigley well-nigh followed its rivalry Lotte in introducing its own Xylitol product. discolor series was introduced targeting another multi-factor segment and going up Maslow pyramid to satisfy social needs. Wrigley introduced many new produ cts such as savory fruit to target younger ! age group. Wrigley similarly introduced flavors with yummy Fruit and promoted health and well being by adding vitamin C to Juicy Fruit product. Bubble gum market was targeted by introducing various flavors and new packaging. In terms of newness to the company, Wrigley targeted Chinese market by adapting its products to the local conditions (Place). Branding of Wrigleys products such as Langyi...If you want to get a full essay, gear up it on our website: BestEssayCheap.com

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