Wrigley's Orbit Gum: Marketing Design and Innovation Analysis Report
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This report analyzes the marketing design and innovation of Wrigley's Orbit gum, focusing on its launch in the USA. The report begins with an abstract summarizing the key findings: Wrigley successfully captured the US market through innovative marketing and product strategies. It identifies five consumer trends: the preference for chewing gum, locally produced goods, brand loyalty, price sensitivity, and the demand for sugarless products. Part A details these trends and how they influenced Orbit's launch. Part B examines the product's ingredients and their alignment with consumer preferences. Part C evaluates Orbit's market performance, highlighting its sales figures and contribution to Wrigley's overall growth. Part D explores the initiatives Wrigley took to gain a competitive edge. The report concludes with a summary of the findings, emphasizing the success of Orbit gum in the US market due to its alignment with consumer trends and innovative marketing approaches.

RUNNING HEAD: MARKETING DESIGN AND INNOVATION
MARKETING DESIGN AND INNOVATION
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MARKETING DESIGN AND INNOVATION
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1MARKETING DESIGN AND INNOVATION
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.
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.

2MARKETING DESIGN AND INNOVATION
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
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
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3MARKETING DESIGN AND INNOVATION
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).
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).
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4MARKETING DESIGN AND INNOVATION
Changing consumer behaviour:
Part A:
Which products are preferred by the people and how much they spend are analysed by
consumer trend. For the consumer trend, data Collection is necessary which includes
information like how consumer utilises a product and how they communicate about a brand
through the social network (McFall Lamm 2016). The Wrigley Company launched Orbit gum in
the USA in 2001 (Koerner 2004). This country consumes the maximum number of chewing gum
in this word.
Trend 1:
The family structure of America is nuclear. The family is the support system which
involves two married individuals providing care and stability for their biological offspring. It can
be said that this family structure can be a consumer trend, which must be prioritised by the
business organisation. The authority of the Wrigley Company has to emphasis on the family
structure of the USA. It can help this organisation to gain competitive advantage. To ensure
market positioning, a clear understanding of the consumer trend can help this company to
understand the ‘type of buy’ of the targeted market segment.
Trend 2:
In this part, the second consumer trend in the USA will be discussed. Consumers of the
US are driven by belief. Consumers of this country purchase product based on their belief. While
selecting the brand they prefer two features. Whether the company is USA based or not is an
important factor. Secondly the contribution of the company for the society and economy. It can
be said that Wrigley Company is a USA based business organisation. Secondly, through the CSR
Changing consumer behaviour:
Part A:
Which products are preferred by the people and how much they spend are analysed by
consumer trend. For the consumer trend, data Collection is necessary which includes
information like how consumer utilises a product and how they communicate about a brand
through the social network (McFall Lamm 2016). The Wrigley Company launched Orbit gum in
the USA in 2001 (Koerner 2004). This country consumes the maximum number of chewing gum
in this word.
Trend 1:
The family structure of America is nuclear. The family is the support system which
involves two married individuals providing care and stability for their biological offspring. It can
be said that this family structure can be a consumer trend, which must be prioritised by the
business organisation. The authority of the Wrigley Company has to emphasis on the family
structure of the USA. It can help this organisation to gain competitive advantage. To ensure
market positioning, a clear understanding of the consumer trend can help this company to
understand the ‘type of buy’ of the targeted market segment.
Trend 2:
In this part, the second consumer trend in the USA will be discussed. Consumers of the
US are driven by belief. Consumers of this country purchase product based on their belief. While
selecting the brand they prefer two features. Whether the company is USA based or not is an
important factor. Secondly the contribution of the company for the society and economy. It can
be said that Wrigley Company is a USA based business organisation. Secondly, through the CSR

5MARKETING DESIGN AND INNOVATION
initiative, this organisation contributes to the host community and society. Made in America is a
significant issue for the 70% consumer of this country (Stats.oecd.org. 2017).
Trend 3:
The consumer of this country e purchase products often driven by impulse. They are
always looking for something new and exciting. For example, consumers of the industry always
search for an exciting and new product. To fulfil the interest of this consumer Trend a business
organisation has to increase its product line. According to Jennifer Jackson luth, the senior
marketing manager of Wrigley Company, the consumers of the USA are interested to taste new
types of gum and confectionery (Cassel 2010). To fulfil this customer trend, this organisation has
increased its product line.
Trend 4:
The consumers of the USA are interested to be more to curtail the adverse impact on the
environment. 48% of the consumer has Seth that do you want to modify their habits to curtail
their influence on the environment (Stats.oecd.org. 2017). Young consumers are more concerned
regarding this issue. Besides that, they are more concerned about this issue. So it can be said that
offering environment-friendly products can be useful for a business organisation. A business
organisation has to follow the environment-friendly business operation and offer environment-
friendly products to reduce its footprint on the environment.
Trend 5:
People of this country are health-conscious. It can be said that the level of consciousness
regarding health in increasing. That is the reason this organisation launched the Orbit gum,
initiative, this organisation contributes to the host community and society. Made in America is a
significant issue for the 70% consumer of this country (Stats.oecd.org. 2017).
Trend 3:
The consumer of this country e purchase products often driven by impulse. They are
always looking for something new and exciting. For example, consumers of the industry always
search for an exciting and new product. To fulfil the interest of this consumer Trend a business
organisation has to increase its product line. According to Jennifer Jackson luth, the senior
marketing manager of Wrigley Company, the consumers of the USA are interested to taste new
types of gum and confectionery (Cassel 2010). To fulfil this customer trend, this organisation has
increased its product line.
Trend 4:
The consumers of the USA are interested to be more to curtail the adverse impact on the
environment. 48% of the consumer has Seth that do you want to modify their habits to curtail
their influence on the environment (Stats.oecd.org. 2017). Young consumers are more concerned
regarding this issue. Besides that, they are more concerned about this issue. So it can be said that
offering environment-friendly products can be useful for a business organisation. A business
organisation has to follow the environment-friendly business operation and offer environment-
friendly products to reduce its footprint on the environment.
Trend 5:
People of this country are health-conscious. It can be said that the level of consciousness
regarding health in increasing. That is the reason this organisation launched the Orbit gum,
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6MARKETING DESIGN AND INNOVATION
which is sugarless gum. It can be said that by offering the sugarless gum to the targeted market
segment this company is successful to become the leading company in this industry. Health
consciousness citizen of America prefers sugarless gum. It can be said that this company can
easily create a loyal customer base in this country by offering various products.
Part B:
Ingredients of this product are sorbitol, Xylitol, Aspartame, gum base, artificial flavours,
glycerol, lecithin, Maltitol, Acesulfame, Bht and natural flavours. The consumer of this country
is interested to accomplish the maximum value of the money. The consumer of this country is
very much cautious about the product price. By analysing this consumer trend the officials of the
Wrigley Company can use a competitive pricing strategy. It will help this organisation to
maintain a competitive price for the Orbit gum. Thirdly locally produced goods are prioritised by
the consumer of the USA. As the Wrigley Company is a USA based global business
organisation. It is easy for this company to attract the consumer of this country because the Orbit
gum is produced in the production house of this company, which is situated in the USA. By
using previous business history, heritage and the good reputation of the Wrigley Company, this
company can convince the consumer of this country. The third trend is that the consumer
behaviour of the USA is influenced by family structure, values and beliefs. Home country and
heritage are emphasized by the consumer of this country. That is the reason this organisation has
to utilise innovative ideas for this product. The packaging policy must be modified. By focusing
on the Heritage of the USA this organisation can pack the Orbit gum product. The consumer of
the USA is loyal to their favourite brand. To become the favourite brand of the USA, this
organisation has to utilise innovative ideas for marketing. The marketing strategy will be unique
and prioritise the culture and heritage of this country. Through social media, the message of this
which is sugarless gum. It can be said that by offering the sugarless gum to the targeted market
segment this company is successful to become the leading company in this industry. Health
consciousness citizen of America prefers sugarless gum. It can be said that this company can
easily create a loyal customer base in this country by offering various products.
Part B:
Ingredients of this product are sorbitol, Xylitol, Aspartame, gum base, artificial flavours,
glycerol, lecithin, Maltitol, Acesulfame, Bht and natural flavours. The consumer of this country
is interested to accomplish the maximum value of the money. The consumer of this country is
very much cautious about the product price. By analysing this consumer trend the officials of the
Wrigley Company can use a competitive pricing strategy. It will help this organisation to
maintain a competitive price for the Orbit gum. Thirdly locally produced goods are prioritised by
the consumer of the USA. As the Wrigley Company is a USA based global business
organisation. It is easy for this company to attract the consumer of this country because the Orbit
gum is produced in the production house of this company, which is situated in the USA. By
using previous business history, heritage and the good reputation of the Wrigley Company, this
company can convince the consumer of this country. The third trend is that the consumer
behaviour of the USA is influenced by family structure, values and beliefs. Home country and
heritage are emphasized by the consumer of this country. That is the reason this organisation has
to utilise innovative ideas for this product. The packaging policy must be modified. By focusing
on the Heritage of the USA this organisation can pack the Orbit gum product. The consumer of
the USA is loyal to their favourite brand. To become the favourite brand of the USA, this
organisation has to utilise innovative ideas for marketing. The marketing strategy will be unique
and prioritise the culture and heritage of this country. Through social media, the message of this
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7MARKETING DESIGN AND INNOVATION
organisation will be shared and by providing the best quality Orbit gum at a competitive price
this organisation can manage this consumer trend billion. By analysing the fifth consumer trend
it can be said that sugarless gum has captured the market of the USA successfully.
CONSUMER TRENDS INGREDIENT AND
PROPERTIES
HOW IT FULFILLS THE
TREND
Nuclear family structure is
followed in the USA
To address the nuclear
family trend the product size
was modified.
By offering products with
different size which can fulfil
the need of nuclear family
this organisation can attract
the customer. It can help this
organisation to gain
competitive advantage.
Besides that this initiative
will help this company to
maximise brand loyalty.
Consumers are belief-driven Aspartame and gum base. This organisation has to
create a good reputation. It
can be done by CSR
activities. It will help this
company to fulfil this
customer trend. It can help
this organisation to maintain
its market position.
organisation will be shared and by providing the best quality Orbit gum at a competitive price
this organisation can manage this consumer trend billion. By analysing the fifth consumer trend
it can be said that sugarless gum has captured the market of the USA successfully.
CONSUMER TRENDS INGREDIENT AND
PROPERTIES
HOW IT FULFILLS THE
TREND
Nuclear family structure is
followed in the USA
To address the nuclear
family trend the product size
was modified.
By offering products with
different size which can fulfil
the need of nuclear family
this organisation can attract
the customer. It can help this
organisation to gain
competitive advantage.
Besides that this initiative
will help this company to
maximise brand loyalty.
Consumers are belief-driven Aspartame and gum base. This organisation has to
create a good reputation. It
can be done by CSR
activities. It will help this
company to fulfil this
customer trend. It can help
this organisation to maintain
its market position.

8MARKETING DESIGN AND INNOVATION
Customer are impulse-driven Different varieties in the
product.
By introducing new products
and new flavours this
company can attract the
targeted market segment.
The consumer of the USA are
interested to pay more to
reduce the adverse impact on
the environment
Green packaging and
biodegradable material
By reducing its adverse
impact and offering the
environment-friendly product
this company can attract the
consumer.
The consumer is now health-
conscious.
Natural flavours, Bht and
Acesulfame.
After attracting the consumer,
this company distributed a
huge number of Orbit gum in
the USA.
Part C:
According to the annual report 2004 of this company, in 52 weeks the sale of orbit was
worth $90 million. It is the third best selling product of this company in the USA. The sales of
Orbit account for a third of its domestic sales (Koerner 2004). The net sales of this company
increased by 20% in 2004. Orbit Gum was the main contributor to this growth. So it can be said
that this organisation is successful to maximise its market share. By conducting successful
expansion at the international level this company has enhanced its market share and revenue.
Consumer behaviour, spending ability of the USA’s consumer are beneficial for this company.
However, the market scenario and economic condition of this country in 2018 and 2019 reflects
Customer are impulse-driven Different varieties in the
product.
By introducing new products
and new flavours this
company can attract the
targeted market segment.
The consumer of the USA are
interested to pay more to
reduce the adverse impact on
the environment
Green packaging and
biodegradable material
By reducing its adverse
impact and offering the
environment-friendly product
this company can attract the
consumer.
The consumer is now health-
conscious.
Natural flavours, Bht and
Acesulfame.
After attracting the consumer,
this company distributed a
huge number of Orbit gum in
the USA.
Part C:
According to the annual report 2004 of this company, in 52 weeks the sale of orbit was
worth $90 million. It is the third best selling product of this company in the USA. The sales of
Orbit account for a third of its domestic sales (Koerner 2004). The net sales of this company
increased by 20% in 2004. Orbit Gum was the main contributor to this growth. So it can be said
that this organisation is successful to maximise its market share. By conducting successful
expansion at the international level this company has enhanced its market share and revenue.
Consumer behaviour, spending ability of the USA’s consumer are beneficial for this company.
However, the market scenario and economic condition of this country in 2018 and 2019 reflects
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9MARKETING DESIGN AND INNOVATION
that the economic situation and market of this country are strong enough. Respondology is the
technology partner of Wrigley Company. The technology partner of these organisation has a
responsibility to generate engagement rate. In 2018, the technology partner of this Organisation
was successful to generate 147% engagement rate true promotion this organisation in hands its
engagement rate (Forbes 2020). The officials of this organisation a fast amount of money for
media coverage. The potential customers these organisation partnered with other organisation for
social media comments and activity. This organisation is the largest chocolate company in this
world. So it can be said that to capture the market of the USA, the officials of this company has
utilised every key factor, which can be used to attract the customer of the USA. Culture and
heritage of this country prioritised at the time of promotion. Innovative messages are shared by
this company to social media to attract the potential customer.
that the economic situation and market of this country are strong enough. Respondology is the
technology partner of Wrigley Company. The technology partner of these organisation has a
responsibility to generate engagement rate. In 2018, the technology partner of this Organisation
was successful to generate 147% engagement rate true promotion this organisation in hands its
engagement rate (Forbes 2020). The officials of this organisation a fast amount of money for
media coverage. The potential customers these organisation partnered with other organisation for
social media comments and activity. This organisation is the largest chocolate company in this
world. So it can be said that to capture the market of the USA, the officials of this company has
utilised every key factor, which can be used to attract the customer of the USA. Culture and
heritage of this country prioritised at the time of promotion. Innovative messages are shared by
this company to social media to attract the potential customer.
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10MARKETING DESIGN AND INNOVATION
Part D:
14.4 per cent share of the global market is controlled by this organisation. This is the
largest chocolate company in this world (Conway 2019). In 2019, by selling the Orbit gum in the
USA this organisation earned 36 million US dollar (Conway 2019). In 2019, 2.45 million
American consumers chewed eight or more than eight pieces of the orbit in a weak (Statista
2019). To maintain a competitive advantage and performance, this organisation invents new
flavours. For packaging purpose, this organisation prioritise the local culture. For the advertising
campaign, this organisation has created a partnership with Responderlogy, which is the
technology partner of this company (Elliott 2016). This organisation has committed to invest 1
Part D:
14.4 per cent share of the global market is controlled by this organisation. This is the
largest chocolate company in this world (Conway 2019). In 2019, by selling the Orbit gum in the
USA this organisation earned 36 million US dollar (Conway 2019). In 2019, 2.45 million
American consumers chewed eight or more than eight pieces of the orbit in a weak (Statista
2019). To maintain a competitive advantage and performance, this organisation invents new
flavours. For packaging purpose, this organisation prioritise the local culture. For the advertising
campaign, this organisation has created a partnership with Responderlogy, which is the
technology partner of this company (Elliott 2016). This organisation has committed to invest 1

11MARKETING DESIGN AND INNOVATION
billion US dollar to achieve sustainable generation plan. This plan will emphasize on three
factors which are defined in its path, principles of this organisation and moral leadership. This
organisation uses celebrities as the brand ambassador. Antonio Banderas was the first global
brand ambassador of this organisation. The research and development department of this
organisation is interested to invent new products. For the sustainable development plan, it can be
said that this organisation is committed to addressing the sustainable development goal of the
United Nations. Making a healthy plan, offering opportunities for the employee and people from
the community, nourishing wellbeing are included in the sustainable development plan of this
company (Mars.com 2020)
Summary:
By summarising this report it can be concluded that by launching Orbit gum, this
organisation is successful to enhance its market share. While promoting this new product, the
officials of this organisation emphasised on the local culture and heritage and consumer
behaviour. Through product innovation and marketing innovation, this organisation is successful
to attract the potential customer.
References:
Cassel, D., 2010. Industry Trends: Chewing Gum. [online] Digital.bnpmedia.com. Available at:
<http://digital.bnpmedia.com/publication/?
i=40977&article_id=424252&view=articleBrowser&ver=html5> [Accessed 17 April 2020].
Conway, J., 2019. Chocolate Companies: Market Share Worldwide | Statista. [online] Statista.
Available at: <https://www.statista.com/statistics/629534/market-share-leading-chocolate-
companies-worldwide/> [Accessed 30 March 2020].
billion US dollar to achieve sustainable generation plan. This plan will emphasize on three
factors which are defined in its path, principles of this organisation and moral leadership. This
organisation uses celebrities as the brand ambassador. Antonio Banderas was the first global
brand ambassador of this organisation. The research and development department of this
organisation is interested to invent new products. For the sustainable development plan, it can be
said that this organisation is committed to addressing the sustainable development goal of the
United Nations. Making a healthy plan, offering opportunities for the employee and people from
the community, nourishing wellbeing are included in the sustainable development plan of this
company (Mars.com 2020)
Summary:
By summarising this report it can be concluded that by launching Orbit gum, this
organisation is successful to enhance its market share. While promoting this new product, the
officials of this organisation emphasised on the local culture and heritage and consumer
behaviour. Through product innovation and marketing innovation, this organisation is successful
to attract the potential customer.
References:
Cassel, D., 2010. Industry Trends: Chewing Gum. [online] Digital.bnpmedia.com. Available at:
<http://digital.bnpmedia.com/publication/?
i=40977&article_id=424252&view=articleBrowser&ver=html5> [Accessed 17 April 2020].
Conway, J., 2019. Chocolate Companies: Market Share Worldwide | Statista. [online] Statista.
Available at: <https://www.statista.com/statistics/629534/market-share-leading-chocolate-
companies-worldwide/> [Accessed 30 March 2020].
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