Design BriefJosh Sarver

Table of Contents

Executive SummaryThe LegendThe Goal

Market Analysis

Situation Analysis

The Target

The SWOT

Competitive Analysis

The CompetitionThe Market

Media Plan

Executive Summary

The Legend

Wrigley is one of the countries leading brands of chewing gum and mints. Founded in 1891 by William Wrigley, Jr., the company began selling soap and baking powder. In 1892, the company began offering gum with every purchase of baking powder. Soon, the gum products became more popular than the baking powder and the company reintroduced themselves as strictly chewing gum and mints.

Currently, Wrigley sells over 17 different popular products, in over 180 countries with 14 factories around the world. In 2004, Wrigley purchased the rights to Altoids and LifeSavers from Kraft Foods for a sum of $1.84 billion.

Today, Wrigley’s annual revenue is over $5.389 billion the and company employs over 14,000 workers.

The Goal

Wrigley has always had very interesting, fun campaigns. From the catchy Doublemint jingle to the sometimes strange Orbit commercials, Wrigley has always thought out of the box. And judging by the popularity and long life span of the company, it’s working.

This campaign will focus on one of the companies top-selling mint products, Altoids. This product has 4 varieties and 14 flavors. The objective of this campaign is to continue with the fun, campy style Wrigley has come to be known by, while catching the attention of the older demographic. The simplicity of this campaign along with the humor will bring a sense of fun to the product, which speaks to people. The older demographic, 40-55, are busy, but they are also thinkers, this campaign will include thought-provoking ques-tions with a simple tagline of “Are you curious?”.

The goal of this campaign is to get the older demographic to purchase Wrigley’s products over competitors. There is a lot of competition in the gum and mint industry, and Wrigley wants to be number one with all demographics. This is an achievable goal, and this campaign will aim to help the Wrigley Company succeed in reaching this goal.

Market Analysis

The Target

The target of theis comapign is the older geberation of 40-55. This demographic works hard, they live life to the fullest, and they like to have fun while doing it. They may be a stickler at work, but underneath that tough exterior is a fun, witty person. They have a pretty set schedule when it comes to everyday things:

This “after work” stop is where Wrigley needs to grab their attention. This is the spot that they are most likely to purchase gum or mints along with their milk and bread. This campaign will aim to acquire the attention of this consumer as they are waiting to check out at that daily supermarket stop.

Age: 40-55 yearsGender: Male and FemaleLocation: All RegionsLifestyle: Achiever, thinker, worker-beeYearly Income: $50,000 - $100,000Education: College graduateSocial Class: Middle, Middle Upper, UpperPersonality: Smart, witty, hard-working yet fun,

{They get up at 5, make a pot of coffee, drink 1 and a half cups while getting ready, 2 cups is too much. They leave the house promptly at 5:45 and arrive at work at 6:15, 15 minutes earlier than their scheduled time of arrival. They make their way through the office, say their good mornings to the staff along the way and arrive at their desk at 6:25. Lunch at 11:00, return at 12:00 sharp. Emails and meetings until 2:45, turn off computer and out the door at 3:00. They stop at the grocery store on the way home to pick up those miscellaneous items for dinner and they are home by 3:45.}

Situation Analysis

The SWOT

Strengths:Wrigley is a very well known company. They are like Cheers, everybody knows their name. And everybody can name at least 3 products of Wrigley. They have a huge variety of not only products, but flavors of those products. Their vast history is also a huge plus, they’ve been around for over 115 years, that means your grandfather chewed Wrigley’s, maybe even your grandfather’s grandfather.

Weaknesses:The main and largest weakness of Wrigley is the competition. There are so many gum and mint companies in the world that Wrigley could possibly be left behind. They do have a large history, but some people may think of it as just that, history. With companies like Cadbury and Hershey launching large gum campaigns with Stride, Trident and Ice Breakers, Wrigley could be left in the dust.

Opportunity:Wrigley does have the longest history and the largest variety of gum. And they can put all their focus on the gum and mint industry. Hershey and Cadbury have chocolate and theme parks and other products they have to put a focus on. Wrigley can take their lead and remain the leader in the gum industry if they can continue to gather the market and multiple demographics.

Threats:The main threat to Wrigley is the same as their weakness, the competitors.

Competitive Analysis

The Hershey Company

The Hershey Company is the largest chocolate manufacturer in America. Its headquarters are in Hershey, Pennsylvania, where the company also has a theme park, Hershey’s Chocolate World and HersheyPark. Founded by Milton S. Hershey in 1894 as the Hershey Chocolate Company, Hershey’s candies and other products are sold worldwide.

Hershey’s is one of the oldest chocolate companies in the United States, and an American icon for its chocolate bar. However, they don’t only manufacture chocolate. The Hershey Company produces a wide variety of other candy products as well, such as Breath Savers, Bubble Yum and Ice Breakers.

The Hershey Company revenue in 2007 was $4.947 billion and they employ over 11,000 people.

Cadbury

Cadbury is a confectionery and beverage company with its headquarters in London, and is the world’s largest confection-ery manufacturer. After several mergers and demergers with Schweppes, Cadbury currently stands alone and only manufac-tures candy and gum products.

They are the number one confectionery manufacturer in the UK, and their US counterpart, Cadbury Adams, is doing very well themselves. The US-made products include Bubbilicious, Chiclets, Dentyne, Stride, Certs and Sour Patch Kids among others.

Cadbury’s revenue in 2007 was 7.9 million (British pounds) or roughly $11.9 million.

Competitive Analysis

Perfetti Van MellePerfetti Van Melle is a European global manufacturer of confectionery and gum. It was formed by the 2001 merger of Perfetti of Italy with Van Melle of the Netherlands, having its corporate headquarters in Lainate, Italy and in Breda, Netherlands.

Perfetti Van Melle bills itself as the third largest confectionery manufacturer in the world after Cadbury and Wrigley. It employs 14,000 people via 30 subsidiary companies and distributes its products in over 130 countries.

Their products include Mentos, Airheads and Chupa Chups (recently purchased from a Spanish company) bringing in 1,8 million (British pounds) or roughly, $2.7 million in 2007.

Market Share

The gum and mint industry has a muti-national, multi-billion dollar market. Wrigley’s has gained 35% of that market to date and still rising. The other top companies in this industry and their market shares are as follows: Cadbury 26%, Lotte (Japanese Company) 14%, Perfetti Van Melle 6% and Hershey’s at 2%. The remaining 17% of this market is provided by over 200 smaller gum companies and manufactuers.

As of 2006, the world-wide gum industry is estimated to bring in more than $19 billion in sales and has grown 7% in the last 3 years.

The major market share holders for Wrigley are: Peter Hempstead with 30,506 shares, Stefan Pfander with 14,611, Surinder Kumar with 12,855 and Howard Bernick with 7.500.

Media Plan

Objective

The main objective of this campaign is to raise the companies awareness within the 40-55 year old market, while continuing to keep the interest of their current market.

Strategy

In order to achieve the objective for Wrigley, this campaign will focus on the thought-provoking questions of life. The demographic targeted are smart, they work hard and are always thinking about their next move. By using questions that keep this demograophic thinking, it will blend in with their everyday life, garner interest in the product, and the company as a whole and become a regular purchase by the consumer.

Placement

In order to fully maximize this campaign, it will be placed in numerous forms of media. Four “hot-spots” have been chosen for advertising placement at three corners of the US. Provided below is the full list of media proposed for the “Are you Curious?” campaign:

Magazine:People MagazineIn-Touch

Radio:Clear Channel San DIegoClear Channel Los AngelesClear Channel New YorkClear Channel Miami

Newspaper:LA TimesNew York TimesFlorida Times

Direct Mail:60,000 Los Angeles60,000 Miami60,000 San Diego60,000 New York City

In-Store POP:7-Eleven Stores (1,500)Safeway Stores (1,500)Wal-Mart (2,000)

Media Plan

Budget

With an allotted budget of $500,000 for the Wrigley’s “Are you Curious?” campaign, the following budget will be used to fully maximize the campaign:

Magazines:People: Full Page, Color 8x10, plus website...............$250,000In-Touch: Full Page, Color 8x10, 18x plus website...$70,000

Radio:Clear Channel SD 100.7, 94.1, 96.5: 25 :15 spots/day....$1,800Clear Channal LA 105.3, 98.3: 25 :15 spots/day................$1,800Clear Channel NY 89.2, 90.6, 104.2: 25 :15 spots/day...$1,900Clear Channel MI 95.3, 105.1, 89.5: 25 :15 spots/day......$1,750

NewspaperLA Times: $900NY Times: $1,000Florida Times: $800

Direct Mail:60,000 LA.....$2,00060,000 NY....$2,00060,000 SD....$2,00060,000 MI......$2,000

In-Store POP:7-eleven (1,500 stores): $3,000Safeway (1,500 stores): $3,500Wal-Mart (2,000 stores): $4,000

Total Advertising Cost: $348,450Total Budget Allotted: $500,000

Total Remaining: $151,550

Remaining budget will be spent on printing, shipping and any miscellaneous last-minute advertising.

Media Plan

Summary

Overall, the Wrigley “Are you Curious?” campaign will be featured in 4 major cities across the states, New York City, Los Angeles, San Diego and Miami. Research shows that these cities are a hot-spot for thie demographic targeted, the 40-55 year old working person. With an allotted budget of $500,000, this ampaign will be featured in a variety of media including magazines, radio, newspaper, direct mail and in-store POP displays.

By placing this campaign in the above media, the mesage will be delivered to the target market in the simplest yet most effective way. Sending direct mail and having POP displays in the major grocery store chains has proven to be one of the best ways to attract the attention and interest of the demographic targeted.

Creative

Due to the major competition in the gum industry, Wrigley’s must go out of the box to stay ahead. They are known to have catchy jingles and odd witty campaigns in the past, this campaign is no different.

The objective of this campaign is to catch the attention of the 40-55 year old demographic. This campaign uses thought-provoking questions and simple, plain color background so the consumer focuses on the text instead of the graphics. The targeted demographic don’t relate to graphical campaigns. They relate to words, to reading. They read the newspaper, they read magazines, by using just text as the main focus, this will catch the eye and attention of the consumer.

The campaign will include magazine and newspaper advertisements, radio spots, direct mail pieces and in-store POP displays. All these will be simple and text driven.

Magazine

Newspaper

Resources

www.wrigleys.comwww.wikipedia.comwww.hersheys.comfinance.yahoo.comconfectionarynews.comreuters.com