Marketing Design and Innovation Report 2022

RUNNING HEAD: MARKETING DESIGN AND INNOVATION
MARKETING DESIGN AND INNOVATION
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Author’s Note:

MARKETING DESIGN AND INNOVATION1
Abstract
The Wrigley Company is controlled by Mars Incorporated. This organisation is the largest
chocolate company in this world. In 2001 this organisation launched a product which is Orbit
gum in the USA. This report identifies that this organisation is successful to capture the market
of the USA through innovative idea and marketing plan. Five consumer trends are identified in
this report. The first trend is that the people of this country prioritise chewing gum. The second
trend is people of this country prefer locally produced foods. The third trend is that the consumer
of this country is loyal to their favourite brand. Fourth consumer trend resources that the
consumer of the country is cautious about the product price. They are interested to achieve the
maximum value of the money. The fifth trend refers that due to health consciousness, people of
his country prefers sugarless gum. In part B, ingredients of the product are discussed and
whether the ingredients of the product align with the consumer trend or not discussed. In part, the
performance of this company is analysed. Whether launching a new product in the USA was
successful or not is analysed in this part. In part D, the initiatives are taken by this organisation to
achieve competitive advantage and improved performance are analysed. Lastly is summary is
provided.

MARKETING DESIGN AND INNOVATION2
Table of Contents
Introduction:....................................................................................................................................3
Object:..............................................................................................................................................3
Changing consumer behaviour:.......................................................................................................4
Part A:..........................................................................................................................................4
Trend 1:....................................................................................................................................4
Trend 2:....................................................................................................................................4
Trend 3:....................................................................................................................................5
Trend 4:....................................................................................................................................5
Trend 5:....................................................................................................................................6
Part B:..........................................................................................................................................6
Part C:..........................................................................................................................................8
Part D:..........................................................................................................................................9
Summary:.........................................................................................................................................9
References:....................................................................................................................................11

MARKETING DESIGN AND INNOVATION3
Introduction:
According to Gupta et al. marketing innovation depends on the marketing initiatives,
which are taken by a business organisation to achieve competitive advantage (Gupta et al. 2016).
Market performance analyses the outcome of certain factors which are the quantity of output, its
progress, the efficiency of the production, use of technology, quality of the product, relationship
between selling price to cost price and other factors. Marketing innovation can boost the
financial performance of a business organisation. The business organisation utilizes Marketing
Division to improve market performance.
In 1891, Wrigley Company, a USA based chewing gum company, was established by
William Wrigley Jr. Headquarter of this organisation is situated in Chicago, the USA. Mars,
Incorporated controls this organisation and do its business throughout the world. This
organisation is the biggest producer and marketer of chewing gum in this world. This
organisation believes that better moments can make the world smile. This organisation is
interested to provide opportunities to the people, which will help them to flourish, by providing
happiness and healthier smile.
Object:
A new product launched by this organisation which is Orbit gum. It is a sugarless chew.
Ingredients of this product are sorbitol, Xylitol, Aspartame, gum base, artificial flavours,
glycerol, lecithin, Maltitol, Acesulfame, Bht and natural flavours. In 2001 this new product
launched by Wrigley Company in the USA (Mars.com 2020).