Marketing Design and Innovation

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).