Marketing Design and Innovation

Running head: Marketing Design and Innovation 1
Marketing Design and Innovation
Institution
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Marketing Design and Innovation 2
Marketing Design and Innovation
Introduction
Wrigley Company is a renowned leader in confections with a broad spectrum of product
offerings such as lollipops, mints, gum, and hard and chewy candies. Company’s global-famous
brands – like 5™ chewing gums, Extra®, Doublemint®, and Orbit®, and, as well as
confectionery brands Life Savers®, Skittles®, Altoids®, and Starburst®– generate simple
enjoyments for customers day after day. With distribution in more than 180 countries and
operations in around 50 countries, Wrigley's products create smiles to faces of many people
around the world (Jesrani, 2017). This corporation has its headquarters in Chicago, Illinois,
operates as a subsidiary of Mars and employs roughly 15,000 associates globally. In December
2018, Wrigley launched new Twix Triple chocolate cookie bars in the United States (FoodWorld
Media Ltd, 2018). Unlike most of the other chocolates and chewing gums manufactured in
America, Wrigley said that Twix Triple chocolate cookie bars is a unique cookie experience
made of chocolate caramel, chocolate cookie bars, and cloaked in milk chocolate.
Consumer trends that might have prompted the launch of this product
Consumer trends can be defined as behaviors or habits presently common among consumers of a
given product. Consumer trends involve more than just what consumers purchase and how much
they spend on a given brand. Data gathered on trends might as well include information like how
customers utilize a commodity and the way they communicate about a product with their social
networks. In 2016 the United States confectionery market size was USD 36.4 billion and
according to analysts, this size is expected to gain stronger grip over the coming years (Grand
View Research, Inc., 2018). This can be as a result of the mounting money and efforts devoted

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on Research & Development by market players in attempt to innovate and rebrand their brand
images in the US market. Market players in the US confectionery market are observed launching
healthy snacks such as dark chocolates with higher percentage of cocoa, protein rich bars,
chewing gums, and low-sugar content chocolates. What is more, reducing cocoa prices in the
global market is as well acting in favor of these market players. The rising growth in demand for
United States candies globally is mainly thrusting demand for the market. In addition, an
accelerating development in the number of customers turning to healthy snacks is pushing
market players to bring in innovation in their brand portfolios. Market players are continuously
encountering competition from the escalating healthy snacks market as the population of health-
mindful customers is budding every day. They are observed switching to diet food, cereal bars,
fresh fruits, and healthy snacks, amongst other snack items. Nevertheless, market players are
seen bringing in premium dark chocolates, healthy protein bars, and executing cross-brand
selling within this market to reinforce their position in the market. Every action taken by these
market players are reactions from the behaviors of their targeted customers in this particular
market.
Dollar sales of chocolate confectionery keep on growing at a reticent speed, stimulated by the
conviction that chocolate is an acceptable indulgence and the nearly universal penetration
(BrandonGaille.com, 2018). While US consumers are creatures of habit when selecting
chocolate, they are as well open to new varieties and flavors and enthusiastic to pay more for
first-rate quality. Most of the chocolate purchasers do not consider the price so much; instead
they prefer to buy expensive yet quality products to cheaper but low-quality confectioneries.
Some of them rely on other consumers’ views and sentiments regarding a certain product. This
implies that if a previous buyer gives negative reviews concerning a certain new confectionery in

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town, other potential customers might change their minds and perhaps go for another brand in
the market. Apart from friend’s reviews, another purchasing influencer of US customers is their
past experiences with a particular confectionery brand. If a customer has had a bad experience
with a given product, he/she might fail to buy it in the future if he feels the urge for it again.
Within this on mind, most of the prominent market players in the US such as The Mars, Inc.,
Nestle SA, Hershey Company, and Mondelez International, Inc. work to ensure that all
customers who purchase their products have good experiences to avoid losing them to their
competitors (Newswires, 2017).
Links between the consumer trends identified and the launch of a new product/brand
Wrigley Confectionery must have observed some of the described consumer trends before
launching their new Twix Triple chocolate cookie bars in the United States. This brand, unlike
most of the existing ones in the market offers increased texture and crunch. According to the
Twix brand director, Michelle Deignan, “US customers are looking for chocolate treats which
play on texture and crunch. This current flavor takes the classic Twix Cookie Bar our fans love
and know and combines it with three times the chocolate to generate a new favorite for all
confectionery lovers” (DSN STAFF, 2018) Twix Triple is made up of chocolate caramel,
chocolate cookie bars and is swathed in milk chocolate, offering the chocolate fans in the US
with “triple the flavor”. (Myers, 2018) This aspect of the Twix Triple makes the product the best
option for US chocolate lovers. Due to the side effects which are associated with consumption of
chocolate such as teeth decay, majority of the US consumers are looking for confectioneries with
low sugar and free of any adverse side effect. Twix Triple not only has low-sugar levels but also
high-proteins content; aspects which actually boost health of every consumer. In other words,