Marketing Design and Innovation

This report examines the consumer and market trend in London for Wrigley Orbit's expansion in the international market. It analyzes the demand for chewing gum in London and applies the Kano Model and Maslow Hierarchy of Needs theory to understand the features of the company. The report also discusses the market size, competitors, and market positioning.

Running Head: MARKETING DESIGN AND INNOVATION 0
Marketing Design and Innovation
(Student Name)

MARKETING DESIGN AND INNOVATION 1
Executive Summary
Wrigley is one of the leading companies in the international market. The company has expanded
its business in all over the world that made it competitive in the market. Wrigley Orbit launched
its product in London that provides an opportunity to the company to grow in the international
market in an effective manner. The subsequent report will examine the consumer and market
trend in London that includes risk and benefits. The demand of chewing gum is increasing day
by day in London due to upsurge consciousness among the consumers towards health. To
analyze the market, Kano Model and Maslow Hierarchy of Needs theory is applied that help in
considerate the feature of the company in detail. The study also specifies the dispersal of
Wrigley’s product as well as its innovation in the constantly rising marketplace of London.

MARKETING DESIGN AND INNOVATION 2
Table of Contents
Executive Summary.....................................................................................................................................1
1.0. Introduction.....................................................................................................................................3
1.1. Introduction of Company.............................................................................................................3
2.0. Objective.........................................................................................................................................4
3.0. Introduction of the country of choice...............................................................................................4
4.0. Destination map of London’s Population by Province.....................................................................5
5.0. Definition of consumer trend...........................................................................................................6
5.1. Summary of economic database..................................................................................................6
5.2. Cultural trend of London.............................................................................................................7
6.0. Product Ingredients..........................................................................................................................8
7.0. Assessment....................................................................................................................................10
7.1. Maslow Need Identification.......................................................................................................10
7.2. Product Anatomy.......................................................................................................................11
7.3. Relationship of Study to Kano Model........................................................................................12
8.0. Market Analysis.............................................................................................................................13
8.1. Market Size................................................................................................................................13
8.2. Market Capture by Product........................................................................................................14
9.0. Competitors...................................................................................................................................14
9.1. Global competition....................................................................................................................15

MARKETING DESIGN AND INNOVATION 3
9.2. Local Competition.....................................................................................................................15
10.0. Market Positioning.....................................................................................................................15
11.0. Conclusion.................................................................................................................................17
12.0. References.................................................................................................................................18

MARKETING DESIGN AND INNOVATION 4
1.0. Introduction
The behavior of consumers is one of the vital aspects in designing the marketing strategies. An
organization that is proficient of analyzing the changes in taste and preferences of the
consumer’s would also blend its product as well as services in line with the need that creates
viable significance over the rivals. It is required for the company to adopt effective marketing
strategies to analyze the consumer trends in an effective and proficient manner. The marketing
manager is required to examine the present and future situation with respect to the consumers in
the target market, due to understand the behavior of consumers, which is essential for the
company before launching its product in the market. Wrigley is one of the well-known brands
that are planning to enter in the market of London to expand its business in the international
market (Giampietri, Finco and Del Giudice, 2016).
(Source: Digital Technology Institute, 2019)
1.1. Introduction of Company
(Source: Vault, 2019)

MARKETING DESIGN AND INNOVATION 5
Wrigley is one of the leading company in the international market that deal with extensive
variety of confectionery products which include mints, chewing gums, hard candies as well as
lollipops. The firm has expanded its business in more than 50 states as well as allocating it
products in more than 180 republics. It was originated in the year 1891 which is based in Illinois
as well as Chicago. Wrigley Orbit is majorly well-known for its groundbreaking products that
introduce into its product line. The company uses best ingredients as well as packaging resources
for its product as well as the main values on which it functions that comprise eminence,
competence, mutuality, accountability as well as freedom. In the year 2014, the company has
merged its Orbit as well as Extra brand but it propelled Extra with new enhanced taste in the year
2015. The company has introduced new sugar green gum that is available in the sole packs,
multipacks as well as bottles that has been introduces with more than five different tastes.
2.0. Objective
The main objective of analyzing the consumers trends as well as market to target the consumers
more efficiently. There are certain objectives of the company that are explained in below points:
 Wrigley desire to enhance its market share through introducing orbit in the fresh market
of London.
 It is the objective of the business to provide quality service to the consumers in more
efficient manner.
 Creation of competitive advantage is also an objective of the company (Loutskina,
Shapovalov and Loutskina, 2017).

MARKETING DESIGN AND INNOVATION 6
3.0. Introduction of the country of choice
London is one of the developed cities which are the capital and UK. It is the biggest city in the
United Kingdom and the main degree in the European Union. It is known as one of the world’s
essential worldwide cities as well as significant global financial center has greatly participated in
the GDP of the country. London has different range of people, cultures as well as religion with
more than 25 languages that made the city more attractive. The confectionery market of London
has been perceived to have consumption of high volume as well as it stances as the sixth chief in
term of confection consumption. The market of confectionery is majorly determined by desire,
suitability, snacking, and replacement of drug as well as innovation in products. London provides
great business to the people with healthy competitor in the market. It provides an opportunity to
Wrigley Orbit to grow in the competitive market more efficiently. Therefore, it is considered as
the most important as well as biggest city during the medieval times (McRae and Cairncross,
2017).

MARKETING DESIGN AND INNOVATION 7
4.0. Destination map of London’s Population by Province
The population of London in the year 2019 is estimated at 9176530 by comparing the population
in the year 1950 which was 8360847. It represent that London has grown by 515149 since the
year 2015 that is approximately 1.45% annular changes. The industrialization led to upsurge
urbanization as well as this combined with the growing prominence of the London that led to
some dramatic population increases. London as a city is considerably more diverse than the rest
of the United Kingdom. The population of London is also undergoing significant changes with
the internal population churn that is combining with newly arriving residents to create a
patchwork of areas with falling which is considering as slowly increasing as well as rapidly
growing population (Stevenson, 2016).
(Source: Allen, 2013)

MARKETING DESIGN AND INNOVATION 8
5.0. Definition of consumer trend
Consumer trend may be well-defined as the habits of consumers or behavior that overcome
among the consumers of a specific product or services. Consumer trends track more than
simplify what individual purchase as well as how much they spend on particular product
efficiently. The information congregated from the study of tendencies can also lie to usage in
rapports of noticing intimidations, with discovering new opportunities, making policies,
reconnoitering products in the new market as well as services with utmost prominently
sympathetic needs of consumers (Yadav and Pathak, 2016).
5.1. Summary of economic database
London is considered as one of the commercial city as well as in the recent, it enjoy the position
of partaking one of the leading cities frugalities in the world. The city prospers in the trade as
well as business and also has vivacious philosophy leaked in the business. London has £565
billion GDP that is around 17% of the total GDP in the country UK. The scope of its economy is
greater than that of numerous other European nations. The people of London are highly
employed in which the financial segment managed employees around 1.25 million individuals.
The nature of the economy of London has undergone change over the years that represent that it
has growing industry that attract maximum number of businesses efficiently. London is also
executed a significant part as a center of advertising as well as delivery to direct out the products
to the provinces to encounter the native demand (Righolt et al., 2018). Therefore, Wrigley Orbit
will provide new employment opportunity to the city that helps in contributing in the growth of
economy of London.

MARKETING DESIGN AND INNOVATION 9
(Source: Rowley, 2013)
5.2. Cultural trend of London
The consumers of London are becoming diverted its lifestyle towards healthy lifestyle due to the
reason of growing matters such as diabetes as well as obesity. The dentist of the city also
enhancing the consciousness amongst the individuals about the oral health as well as disease
related to tooth such as generation of saliva and plaque and so on. Therefore, the dentists are
making the consumers aware of the significance of chewing that attract maximum number of
consumers towards chewing gums. Therefore, due to increases health perception, the individuals
are probable to take extra products for the action as well as deterrence of such subjects more
efficiently that will make them force to consume such gums. It has been analyzed that 85%
people are employed in service industry and other people are employed in other industry that
represent that the spending power of the consumers is high as comparison to the other countries.
Therefore, it will create easy platform for Wrigley Orbit to target its consumers more efficiently
(Schaefer, Edwards and Milling, 2017).

MARKETING DESIGN AND INNOVATION 10
6.0. Product Ingredients
The ingredients of orbit are explained in below points in detail with brief description as well as
health benefits of each ingredient is included.
(Source: Boxed, 2019)
Ingredient Alimentary Value
Sorbitol
It is an excellent humectant as well as texturizing agent. It is
slowly absorbed in the human body and help in reducing glucose
level

MARKETING DESIGN AND INNOVATION 11
Gum Base
It gives desire texture to the product. It is essential for food grade
polymers and enable effectively deliver sweetness, flavor as well
as various other benefits.
Glycerol
It help in enhancing stamina of the individual, help in reducing
weight as well as help with dehydration
Natural and Artificial
Flavor
It is used to enhance the taste of the product
Hydrogenated Starch It enables the production of sugar free confections. It is nutritive
sweeteners.
Acesulfame K
It help in enhancing the taste of the product by remove bitterness
after taste of other ingredients
Mannitol
It is used to diminish the impact on eyes that may cause
glaucoma and other health complications and it is also used s as
a substitute of sweetener as well.
BHT
It helps in protecting from cancer, cardiovascular disease as well
as brain damage.
Soy Lecithin It help in controlling cholesterol and dissolve fat that regulate the
kidney, liver and gallbladder function
It is used to add sweetness with low calories content that help in
controlling glucose in the body (Lydecker, et al., 2016).

MARKETING DESIGN AND INNOVATION 12
Aspartame

MARKETING DESIGN AND INNOVATION 13
7.0. Assessment
7.1. Maslow Need Identification
(Source: Personality & Spirituality, 2019)
Wrigley Orbit is endeavoring to gratify the psychological level of Maslow’s Hierarchy of Needs
in the form of chewing gum in the nutrition group. Chewing gum is non-essential food without
which the individual can live, however as well being the individual have established a need for
the feel of nourishment as well as hygiene in the mouths for smugness for individual hygiene.
Gum is one of the nosh that the individual do not consume relatively chew at the same time as
the taste lasts. It also help in satisfying the social need of the people as it enhance the level of
confidence as well as reduces the blood pressure with concern rendering to the research steered
by psychologists. It gives sweet smell and refreshing breath when the people attend communal
meeting or any event that is satisfied by Orbit. The product also helps in satisfying the self-
esteem of the individual as it signifies the position quo of the persons overwhelming the product
(Ballal et al., 2016).

MARKETING DESIGN AND INNOVATION 14
7.2. Product Anatomy
(Source: LearnMarketing, 2019)
Product anatomy is steered to bout the trend among consumers with the artifact that is offer by
specific brand. Therefore, the product anatomy of the company is explained in below points with
different stages:
 Core Product: The main product of Orbit is the “oral health” that helps in counteracts
plaque acids, reinforces teeth, present tooth decay, diminishes dental caries as well as
prevents stains.
 Generic Product: It is available with different variety of savors such as spearmint,
strawberry, water melon, bubble mint and so on.
 Expected Product: The predictable product of the company is it inspires saliva as well as
revives the smell of individual that boost their confidence effectively.
 Augmented Product: The amplified product of the company is that it is obtainable in
dissimilar sorts of packing such as ten pieces in single pack, fourteen pieces in single
pack, twenty eight and forty two pieces in multipack as well as forty six pieces in bottle
(LearnMarketing, 2019)

MARKETING DESIGN AND INNOVATION 15
7.3. Relationship of Study to Kano Model
(Source: Creative Safety Supply, 2017)
The consumers is considering as an important art of the business with the change in the market
trends as well as in the recent corporate situation. Therefore, according to the Kano Model a
creation should be developed with considering with the basic requirements of consumers which
include needs of hygiene, recital needs as well as enthusiasm needs that include delight needs
and such enjoyment needs later one develop rudimentary requirements as well as the consumers’
needs something new.
Therefore, Wrigley’s Orbit is one of the products that can gratify the fun as well as preference
among with the requirements of health of the person. Wrigley’s Orbit satisfy the hygiene needs
in the form of raise of oral health, reduction of plaque, prevention of teeth caries and so on, while
the exciting and desire qualities of Wrigley’s Orbit also satisfy the delight needs, by providing
numerous flavor to the consumers. With the invention of product such delights wants develop the
basic needs of a person. The bottom-line of the product is that it must have striking as well as

MARKETING DESIGN AND INNOVATION 16
must be traits that can satisfy the necessity of the customers for which they are using the
creation. Such qualities of Orbit are germs deterrence as well as healthy ingredients (Creative
Safety Supply, 2017).
8.0. Market Analysis
8.1. Market Size
(Source: Savills, 2019)
London is considered as one of the utmost occupied city of both the United Kingdom as well as
England. Situated in the south east peninsula of Great Britain, the city London integrates a
populace of about 8.7 million that make it as the major city of the UK. Over the seven years, the
growing rate of London encloses from 0.23% to 1.76% that is adding around 20,000 to 150,000
individuals in the yearly populace. It had also been revealed that 37% of the populace on London
is based on settlers that derived from numerous portions of the world. Due to such larger extent
of strangers, it is also declared that the London is the subsequent largest city that also includes
emigrants after New York City. London is multi-racial city in which 59% of the total populations
are White, 20% filled with Asian population and 15.6% are covered by Black and mixed black
ancestries (Savills, 2019).

MARKETING DESIGN AND INNOVATION 17
8.2. Market Capture by Product
London is one of the second largest customers in the world with 120 to 130 sticks per person
each year. The sales of chewing Gum in London were approximately £400 million in the year
2005 that was increases to 3.2 pc current years. The company Wrigley is particular as one of the
main seller of chewing gum in the UK with 95 pc of the marketplace as well as has dominated
the UK market to the certain extent. Therefore, the element consumption of the Chewing gum is
rising at the steady tare that is powered majorly by sugar free gums. The marketplace is majorly
determined by the enhancement in the demands for on the products of go mouth freshness with
vigorous ingredients that include mint, stevia as well as xylitol. Wrigley has great control on
sales of chewing gum in the country after which Cadbury is in the subsequent place meanwhile it
bought Adams, creator of Trident as well as Dentyne, Halls that cough sweets and bubbalicious
bubble gum in the year 2003. Chewing is one of the firmest mounting sectors of the confection
marketplace ahead of sweets as well as chocolates. All over the world, it has grown by
approximately 7% in the last three years (Price, Wrigley and Straker, 2015).

MARKETING DESIGN AND INNOVATION 18
9.0. Competitors
(Source: Bensoussan, 2016)
9.1. Global competition
Increase in demand of chewing in the market attracts maximum companies towards such
industry that enhance the level of competition in the international market to the certain extent.
The global chewing gum market is viable with larger number of international companies rival for
the shares in market. The innovation of new product with striking wrapping is the major tactic
that is embraced by the competitors in the market. The major competitor for Wrigley Orbit is
Nestle SA, Mondelez International Inc. as well as Perfetti Van Melle. Mondelez International
competes in the food processing field. Such company generates approximately 39000% of the
Wrigley Company Revenue. Moreover, Nestle generates $92.8 billion more revenue from
Wrigley Company that affected overall revenue of the company at greater level (Lee, Merkley
and Bailey, 2017).

MARKETING DESIGN AND INNOVATION 19
9.2. Local Competition
Wrigley is one of the leading companies that has covered maximum share in the market of
London that made it strong however, there are some other companies as well that give great
competition to the company. The main competitor of Wrigley is Cadbury Trebor Bassett, it has
cover 26% of market share that create great competition to the Wrigley. It serves variety of
flavor to the consumers that attract maximum consumers towards its products in an effective
manner. Still the company manages its sales by focusing on innovation in product and marketing
strategies that made them succeed in the market more efficiently (Baker, 2017)

MARKETING DESIGN AND INNOVATION 20
10.0. Market Positioning
Mondelez
Perfetti
Trident
Nestle
HIGH PRICE
Wrigley`s Orbit
LOW QUALITY HIGH QUALITY
LOW PRICE

MARKETING DESIGN AND INNOVATION 21
In order to analyze the positing map, it can be found that the price of the orbit is high in the
market as comparison to the other competitor brands such as Perfetti and Trident that created
high competition to the company to the certain extent however, the company maintain high
quality as well in its product that help in retaining the consumers in an efficient manner.
Mondelez is also providing its product at high price however, it compete Wrigley in the quality
of the product that attract maximum quality consumers towards its product to the certain extent.
Moreover, Nestle, target its consumers through providing its product at lower price however, it
do not majorly focus over its quality that may give leverage to the Wrigley to attract the
consumers to the certain extent (Loutskina, Shapovalov and Loutskina, 2017).

MARKETING DESIGN AND INNOVATION 22
11.0. Conclusion
From the above analysis it can be concluded that attracting consumers in the market play a vital
role for the companies for which the companies has to adopt different strategies to satisfy its
consumers in an efficient manner. In the recent scenery, due to huge rivalry in the market, most
of the corporations face challenge to target its consumers and to survive in the market with great
revenue. One of the leading companies Wrigley Orbit is also facing certain challenges in
targeting its consumers. However, the company has marinated great reputation in the
international market that made the competitive in the international market in an efficient manner.
The company expanded its business in London that involves great opportunities for the company.
London is one of the biggest cities in UK that has maximum population. Most of the people are
health conscious and doctor prefers to use chewing gum to make their teeth healthy. Therefore,
the demand of chewing gum in such city is high that created an opportunity to the company to
target such consumers. However, the company can face huge competition from the market that
may affect the performance of the company to the certain extent. Therefore, it is required for the
company to focus on its innovative product to grow in the competitive market.

MARKETING DESIGN AND INNOVATION 23
12.0. References
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MARKETING DESIGN AND INNOVATION 24
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MARKETING DESIGN AND INNOVATION 25
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