Marketing Design and Innovation for Wrigley's Spearmint in Trinidad and Tobago

Running head: MARKETING DESIGN AND INNOVATION
Marketing design of Wrigley’s Spearmint, Trinidad and Tobago
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MARKETING DESIGN AND INNOVATION
Abstract
Innovative designs within the products is one of the ways in which the brands can reach to
large number of customers. For this, the brands need to make plans, so that the customers can
be retained. Revisions and audits for the plans helps in the assessment of the position in the
competitive ambience of the market. Like other products, these aspects are applicable for
chewing gum also. Brands like Wrigley has planned to launch spearmint chewing gum in the
market of Trinidad and Tobago. Through the identification of different customer trends, the
assignment conducts the target market for spearmint chewing gum. Alignment of the trends
with the ingredients is a quality assurance test, which the assignment conducts for catering to
the health issues of the customers after consuming it.
Market share of the gum industry helps Wrigley in assessing their current position and the
steps, which they need to undertake for penetrating into the foreign markets. Innovation in the
flavours, packaging, and advertisements is needed for fulfilling the specific tastes and
preference of the customers. Evaluation is vital in terms of stabilizing the market position.

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MARKETING DESIGN AND INNOVATION
Table of contents
Introduction................................................................................................................................3
Background of Wrigley..............................................................................................................3
Objectives...................................................................................................................................3
Trends.........................................................................................................................................3
Part A.........................................................................................................................................4
Customer trends for launch of Wrigley’s Spearmint in 2019................................................4
Trend 1...............................................................................................................................4
Trend 2...................................................................................................................................6
Family structure.................................................................................................................6
Trend 3...................................................................................................................................7
Culture................................................................................................................................7
Part B..........................................................................................................................................8
Ingredients of Wrigley’s spearmint chewing gum.................................................................8
Part C..........................................................................................................................................9
Market trends for chewing gum before the launch of spearmint chewing gum.....................9
Market trends for chewing gum after the launch of spearmint chewing gum.......................9
Part D.......................................................................................................................................10
Current sales performance....................................................................................................10
New flavours........................................................................................................................11
Packaging.............................................................................................................................11
New ingredients...................................................................................................................12
Advertising campaigns.........................................................................................................12
Summary..................................................................................................................................12
References................................................................................................................................13

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MARKETING DESIGN AND INNOVATION
Introduction
Noticeable changes in the marketing tactics adds innovation to the strategies for
attracting the buyers. Strategic approach in executing the marketing tactics adds value and
weightage to the business transactions. Productive efficiency, distributive efficiency, fair
pricing methods, product performance and technological progressiveness controls the market
performance (Abdulkadiroğlu et al. 2017). Innovation in marketing tactics enhances the
productivity. Therefore, marketing innovation is directly proportional to market performance.
Background of Wrigley
Wrigley is a subsidiary company of Mars, Incorporated, in Chicago, United States,
operating under the food industry. As a matter of specification, Wrigley has achieved
accolades and glory by emerging as the largest manufacturer of chewing gums. The company
deals in juicy fruits, spearmint, double mint among others. According to the annual report of
2007, revenue earned by the company was $5389 billion. In the era of 2009, the net income
was $961.9 million. The major drive behind this is the hard efforts of 16000 employees.
Spearmint made its entry into the markets in 1893, emerging as a classic brand ( Wrigley.com
2019).
Objectives
 To assess the market scenario of Trinidad and Tobago
 To increase the sales revenue and profit margin of Wrigley spearmint by 10%
 To experiment with spearmint flavour
 To conduct street advertisements and celebrity endorsements
Trends
Gum was originally sold free with baking soda. This scheme attracted more
customers, making gum a separate commodity. Campaigns were executed for reaching to the