The Propaganda Pandas

04/10/2023 - #2

HISTORY: THEN…

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

Background

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HISTORY: NOW…

2007 Became first chewing gum

(along with Orbit and Eclipse) 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

Old Pack

Slim Pack

Background

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VARIETY OF FLAVORS

Extra Gum Polar Ice® Spearmint Peppermint Winterfresh® Classic Bubble Cinnamon Supermint

Extra Fruit Sensations Gum™ Strawberry Banana Island Cooler™ Sweet Watermelon Berry Pearadise™

Background

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VintageAirport

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THE DILEMMA

How is the brand currently positioned? “Extra gum, Lasts Longer Than That™”

Underpositioned—haven’t created niche for themselves

Why? Target market is ambiguous Brand image: not meaningfully

differentiated Low brand equity: packaging/ads not

distinctive

Repositioning

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POINTS OF PARITY

Variety of flavors Health benefits Chewed not swallowed Similar prices Similar packaging Similar size

Repositioning

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WRIGLEY’S OWN LINE

Repositioning

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COMPETITION

Stride – “The Ridiculously Long Lasting Gum. Good for you. Bad for 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”

Repositioning

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WHY EXTRA SHOULD REPOSITION Loser brand

No competitive advantage Doesn’t motivate consumers to

want brand Not an issue of awareness May have attractive features

customers may not be aware of

Repositioning

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RESEARCH PLAN: OBJECTIVES

To find out: What motives do consumers have

when purchasing gum What consumers think about

Extra Who Extra’s competitors are

Objectives

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RESEARCH PLAN: SAMPLE

14-25 year-old Males & females Younger group (14-17 year-olds):

Rebellious Taste

Older group (18-25 year-olds): Confidence Taste

Sample

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RESEARCH PLAN: METHODS

qualitative quantitative

Objective

Understanding consumers’ attitude related to the determinative variables by asking why and how?

To know the determinative variables

Volume 3 Focus Groups - 6 to 8 people

120 surveys from the target customer

Methods

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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

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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

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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

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QUESTIONS?

The Propaganda Pandas