Marketing Design and Innovation for Wrigley's Spearmint in Trinidad

This report provides a comprehensive analysis of the marketing design and innovation strategies employed by Wrigley's for the launch of Spearmint chewing gum in Trinidad and Tobago. It begins with an abstract and introduction, outlining the objectives of the study, which include assessing the market scenario, increasing sales revenue, and experimenting with the spearmint flavor. The report then delves into consumer trends, identifying factors like reliability, family structure, and cultural preferences that influence gum consumption. It examines the ingredients of Wrigley's Spearmint, evaluating how they align with consumer trends and health concerns. The report also explores market trends before and after the launch, analyzing the competitive landscape and the impact of technological advancements and social media. It evaluates the current sales performance, discussing new flavors, packaging, ingredients, and advertising campaigns. The report concludes with a summary of findings and references.

Running head: MARKETING DESIGN AND INNOVATION
Marketing design of Wrigley’s Spearmint, Trinidad and Tobago
Name of the student:
Name of the university:
Author note:

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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

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MARKETING DESIGN AND INNOVATION
target customers. Involvement of the customers from different parts of the world compelled
the personnel to create slogans like “even better, longer lasting” for addressing the quality
related issues in case of the customers. Influence of western culture is one of the other trends,
which help the brands in assessing the behaviour of the customers (Ttconnect.gov.tt 2019).
This can be supported by the predictions of the critics regarding the sales revenue of chewing
gum market to mount up to 32.63 billion US dollars by 2019. According to a recent survey,
North America gained the third position. Here, preference for chewy candy can be considered
for developing strategic plans regarding increasing the sales revenue of spearmint. Along
with this, the survey also pointed out that 53.5% of the population preferred bubble gum or
chewing gum in the era of 2017 (Ttconnect.gov.tt 2019). It was in the same year that
spearmint made its entry into the households of US, as one of the most important chewing
gum type.
The new product that is to be launched is Wrigley’s Spearmint, which is a chewing
gum. Wrigley has been successful in extending its operation throughout the world. Launching
the brand of Wrigley Spearmint would add innovation into the marketing. This launch
improve the position of food industry in Trinidad and Tobago through an increase in the sales
revenue and profit margin.
Part A
Customer trends for launch of Wrigley’s Spearmint in 2019
Trend 1
Reliability
Explanation
Reliability from the customers is the prime aspect for securing the market position.
Delivery of the products on time is the primary step for emerging as a reliable brand.

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MARKETING DESIGN AND INNOVATION
Fulfilling the promises is another aspect, which helps in gaining the loyalty, trust and
dependence from the customers (Budish, Cramton and Shim 2015). In case of Wrigley,
advertising campaigns like Chew to a Better You infused sugar free gums into their lifestyle
for regulating their consumptions. This helped Wrigley in attracting the customers belonging
to the old age and suffering from diabetes.
Data
Age group Total no. of
respondents
No of customers Percentage (%)
35-50 50 5 10
50-65 50 10 20
65-80 50 35 70
Table 1: Percentage of reliability within the customers for Wrigley gums
(Source: Created by the author)
35-50 50-65 65-80
0
10
20
30
40
50
60
70
Percentage for brand reliability (%)
Graph1: Percentage of reliability within the customers for Wrigley gums
(Source: Created by the author)

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MARKETING DESIGN AND INNOVATION
Placing the focus on the customers of 65-80 age group would increase the sales
revenue for the sugar free spearmint gums, which would regulate their lifestyles as well as
appetite cravings.
Trend 2
Family structure
Explanation
Family structure plays an important role in shaping the mind of the customers
regarding purchase of the products. Chewing gums are specially preferred by the children in
the family. However, adults also prefer it as a mouth freshener. According to a study, the
scientists have found that chewing gums helps in reducing stress and sharpening the memory.
Moreover, chewing gums proves effective in quitting smoking (Campaignlive.co.uk 2019).
Data
Age group Total no. of
respondents
No of customers Percentage (%)
10-20 50 10 20
11-20 50 5 10
20-35 50 15 30
35-50 50 20 40
Table 2: Percentage regarding the trend of family structure in terms of chewing gum
preference
(Source: Campaignlive.co.uk 2019)

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MARKETING DESIGN AND INNOVATION
10 to 20 15 to 20 20-35 35-50
0
10
20
30
40
Trend of family structure
Graph 1: Trend of family structure in terms of chewing gum preference
(Source: Campaignlive.co.uk 2019)
Trend 3
Culture
Explanation
Customers prefer the product of their own country, as they are familiar with the
marketing strategies. This is also applicable for brands like Wrigley, which exposes
conscious approach towards enhancing cultural diversity. Earlier, the customers did not have
access to the latest technologies, which created downmarket scenario, compelling the brand
to suffer losses from the contemporary brands like Orbit (Ttconnect.gov.tt 2019).
Data
Brands Percentage (%)
Happy dent 42
Orbit 37
Centerfresh 21
Table 1: Brands enhancing the cultural diversity of gum industry
(Source: Ttconnect.gov.tt 2019)

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MARKETING DESIGN AND INNOVATION
Part B
Ingredients of Wrigley’s spearmint chewing gum
Sugar, gum base, dextrose and corn syrup are the prime ingredients of spearmint
chewing gum, which is to be launched by Wrigley. Natural and artificial flavours are present
in less quantities (2%). Along with this, other ingredients are glycerol, soy lecithin,
aspartame K. The colors used are yellow 5 Lake, blue 1 lake. One of the other ingredients is
BHT, which helps in maintaining the original taste, quality and freshness of the chewing
gum. One of the other essential ingredients is phenylketonuetrics, which consists of
phenylalaliine. One serving is of 2.7g, which consists 10 calorie. The serving per container is
15 (Wrigley.com 2019).
The fat content in the chewing gum is null, which caters to the appetite cravings of the
customers who are the obese and smoke excessively. There is no sodium content as well,
which contradicts the benefit of chewing gum sharpening the memory. Presence of 2g sugar
content is contradictory to the absence of fat. One of the striking facts is the absence of
protein, which would not help the children in attaining growth and development.
If the adults in the family prefer sodium content in the mouth fresheners, then this
spearmint chewing gum would not be a productive option for quitting smoking. However,
reliability in the families for the brand would be assistance in terms of retaining the
customers and achieving competitive advantage over the brands like Orbit. Herein lays the
appropriateness of the sugar free chewing gums, which proves beneficial for the customers
suffering from diabetes (Wrigley.com 2019). Consciousness towards the specific needs,
demands and requirements of the customers enhances the popularity of the brand.
Consumer trends Ingredients and properties How it fulfils the trend

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MARKETING DESIGN AND INNOVATION
Reliability Fat, sugar Provides energy and boosts
the memory
Family structure Carbohydrates, artificial
flavours and colours
Reduce weight. Balanced
state of mind
Culture BHT Helps in maintaining the
original taste, quality and
freshness of the chewing
gum
Part C
Market trends for chewing gum before the launch of spearmint chewing gum
Pallet type chewing gums currently ruled the market, helping brands like Wringley in
accumulating lion’s share. Based on the sugar content, it is placed on the second position
after sugared chewing gum. Fragmentation of the distribution channels has revolutionized the
selling. Technological revolution is an innovative step towards adding to the stock of
customers. Social media marketing has connected the brands with the customers in the
regions of Asia Pacific, North America, Europe, Middle East and Africa. The markets of
United States and Mexico emerge as the biggest importer and exporter of gums
(Ttconnect.gov.tt 2019). Competition is highly intensified between the brands like Mondelez,
Perfetti, Lotte, Hershey and Cloetta.
Market trends for chewing gum after the launch of spearmint chewing gum
Ingredients like BHT is crucial for Wrigley in terms of maintaining the freshness of
the spearmint chewing gums. As the import and export market is stable, therefore, BHT

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MARKETING DESIGN AND INNOVATION
needs to be of high quality in order to cater to the durability of the freshness of the chewing
gums. Impulse purchasing can be one of the trends, which can be related with the trend of
family structure. This is because some of the members experience impulsive behaviour
towards purchasing the products. Infusion of the dental benefits in the spearmint chewing
gum would help Wrigley to gain more customers. Along with this, addition of new flavours,
shapes, sizes and packaging are some of the parameters, on which the marketing of Wrigley
is based for launching the spearmint chewing gum. Recruitment of more labors assists the
critics in estimating that the market value for Wrigley spearmint chewing gum would mount
up to US$ 25 billion by 2023. This also reflects an increase of 3% increase in CAGR.
Part D
Current sales performance
After experiencing decline for three years continuously, c-store gums attained
stability in 2015. As per the IRI statistics, the sales revenue of sugarless and regular gum
mounted merely 1% with 1% decline in unit production.
Figure 1: Current sales performance of candies

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MARKETING DESIGN AND INNOVATION
(Source: Ttconnect.gov.tt 2019)
Mention can be made of the competition between Wrigley and Mondelez based on the
marketing of sugarfree gum. Both Wrigley and Mondelez lost 2.7% and 5.4% shares to the
leader, Hershey, which gained 1.1% value share through the transaction of sugarfree gum.
Consistency in strategic planning helped in achieving an 18% escalation in the sales revenue.
Apart from this, mention can be made of the competition from Orbit, when Wrigley
accumulated a share of 53%. Wrigley also received tough competition from brands like
Eclipse and Cobalt. However, strategic planning along with rationality in the selling of Extras
helped in escalating the sales revenue to 9.6% (Ttconnect.gov.tt 2019)
New flavours
In order to attract the customers, Wrigley introduced the flavours of peppermint, polar
ice, smooth mint, winterfresh, classic bubble, sweet watermelon and berry burst. Spearmint
would be an added attraction among the customers. For this, quality tests would be effective
in terms of catering to the freshness of the chewing gums and the health of the customers
after consumption.
Packaging
Packaging of Wrigley spearmint has transformed since 1913. One of the noticeable
facts in these transformations is the colour and the designs. The sleek size of the packet has
enhanced the convenience of the customers to carry it in the handbags. Printing the
nutritional information on the packets would help Wrigley to address the queries of the
customers regarding the benefits of the products. Precise format for the printing would help
in delivering the message to the customers.

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MARKETING DESIGN AND INNOVATION
New ingredients
If peppermint is infused in the spearmint, it would provide a spicy flavour to the
customers, which they would like. Addition of flavours like winterfresh would add a cooling
effect to the mouth, keeping bad odours away.
Advertising campaigns
Campaigns like The Extra Smile Back Project have enhanced the awareness of the
customers about the benefits of maintaining good oral health. The focus was on organizing
health workshops for the families in UK. Similarly, Wrigley hires the foreign dentists for
presenting lectures on dental cares can be one of the steps towards enhancing corporate social
responsibility. Along with this, celebrity endorsements would be productive in terms of
attracting large number of customers. However, contracts with the statutory bodies of law
would be effective in terms of the conducting the advertisements according to the terms and
conditions.
Summary
Chewing gum is an enjoyment for the people due to the flavour. Wrigley is a brand,
which has taken the responsibility of adding to the happiness of the customers through
serving tasty chewing gums. This is through the activity of launching Spearmint chewing
gum. The focus is on the market of Trinidad and Tobago, where the import and export market
is stable. Ingredient like BHT is therefore a necessity for delivering the orders from the
factories to the customers. Packaging needs to be attractive, so that the customers feel an urge
to experiment the chewing gum. Market research along with budgets would be effective for
assessing the market position after penetrating into the market of Trinidad and Tobago.

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References
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market design: Using centralized assignment for impact evaluation. Econometrica, 85(5),
pp.1373-1432.
Budish, E., Cramton, P. and Shim, J., 2015. The high-frequency trading arms race: Frequent
batch auctions as a market design response. The Quarterly Journal of Economics, 130(4),
pp.1547-1621.
Campaignlive.co.uk 2019. Wrigley’s The Extra Smile back Project. Available at:
https://www.campaignlive.co.uk/article/wrigleys-extra-the-extra-smile-back-project-bbdo/
1396009 [Accessed on 1st Jan 2019
Ttconnect.gov.tt 2019. About us. Available at: http://www.ttconnect.gov.tt/gortt [Accessed
on 1st Jan 2019]
Wrigley.com 2019. About us. Available at: https://www.wrigley.com/global/brands/us-
brands.aspx [Accessed on 1st Jan 2019]

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