A Critical Study of Wrigley Orbit's Launch in London: Consumer Trends

This report provides a comprehensive analysis of the Wrigley Orbit launch in London, focusing on consumer trends and market dynamics. It begins with an executive summary and an introduction to Wrigley, its product line, and its expansion into the London market. The report outlines the objectives of the market analysis and provides background information on London, including its population distribution and economic data. It defines consumer trends and assesses the market, employing the Kano Model and Maslow's Hierarchy of Needs to understand consumer behavior. The study further examines the product's ingredients, market size, and competition, including global and local competitors. It also delves into market positioning and concludes with an evaluation of the product's success, referencing key insights from the analysis. The report is a detailed exploration of the marketing strategies and consumer behaviors influencing the success of Wrigley Orbit in the London market.

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).

MARKETING DESIGN AND INNOVATION 6
3.0. Introduction of the country of choice
London is one of the developed cities which are the capital and UK. It is the biggest city in the
United Kingdom and the main degree in the European Union. It is known as one of the world’s
essential worldwide cities as well as significant global financial center has greatly participated in
the GDP of the country. London has different range of people, cultures as well as religion with
more than 25 languages that made the city more attractive. The confectionery market of London
has been perceived to have consumption of high volume as well as it stances as the sixth chief in
term of confection consumption. The market of confectionery is majorly determined by desire,
suitability, snacking, and replacement of drug as well as innovation in products. London provides
great business to the people with healthy competitor in the market. It provides an opportunity to
Wrigley Orbit to grow in the competitive market more efficiently. Therefore, it is considered as
the most important as well as biggest city during the medieval times (McRae and Cairncross,
2017).

MARKETING DESIGN AND INNOVATION 7
4.0. Destination map of London’s Population by Province
The population of London in the year 2019 is estimated at 9176530 by comparing the population
in the year 1950 which was 8360847. It represent that London has grown by 515149 since the
year 2015 that is approximately 1.45% annular changes. The industrialization led to upsurge
urbanization as well as this combined with the growing prominence of the London that led to
some dramatic population increases. London as a city is considerably more diverse than the rest
of the United Kingdom. The population of London is also undergoing significant changes with
the internal population churn that is combining with newly arriving residents to create a
patchwork of areas with falling which is considering as slowly increasing as well as rapidly
growing population (Stevenson, 2016).
(Source: Allen, 2013)

MARKETING DESIGN AND INNOVATION 8
5.0. Definition of consumer trend
Consumer trend may be well-defined as the habits of consumers or behavior that overcome
among the consumers of a specific product or services. Consumer trends track more than
simplify what individual purchase as well as how much they spend on particular product
efficiently. The information congregated from the study of tendencies can also lie to usage in
rapports of noticing intimidations, with discovering new opportunities, making policies,
reconnoitering products in the new market as well as services with utmost prominently
sympathetic needs of consumers (Yadav and Pathak, 2016).
5.1. Summary of economic database
London is considered as one of the commercial city as well as in the recent, it enjoy the position
of partaking one of the leading cities frugalities in the world. The city prospers in the trade as
well as business and also has vivacious philosophy leaked in the business. London has £565
billion GDP that is around 17% of the total GDP in the country UK. The scope of its economy is
greater than that of numerous other European nations. The people of London are highly
employed in which the financial segment managed employees around 1.25 million individuals.
The nature of the economy of London has undergone change over the years that represent that it
has growing industry that attract maximum number of businesses efficiently. London is also
executed a significant part as a center of advertising as well as delivery to direct out the products
to the provinces to encounter the native demand (Righolt et al., 2018). Therefore, Wrigley Orbit
will provide new employment opportunity to the city that helps in contributing in the growth of
economy of London.

MARKETING DESIGN AND INNOVATION 9
(Source: Rowley, 2013)
5.2. Cultural trend of London
The consumers of London are becoming diverted its lifestyle towards healthy lifestyle due to the
reason of growing matters such as diabetes as well as obesity. The dentist of the city also
enhancing the consciousness amongst the individuals about the oral health as well as disease
related to tooth such as generation of saliva and plaque and so on. Therefore, the dentists are
making the consumers aware of the significance of chewing that attract maximum number of
consumers towards chewing gums. Therefore, due to increases health perception, the individuals
are probable to take extra products for the action as well as deterrence of such subjects more
efficiently that will make them force to consume such gums. It has been analyzed that 85%
people are employed in service industry and other people are employed in other industry that
represent that the spending power of the consumers is high as comparison to the other countries.
Therefore, it will create easy platform for Wrigley Orbit to target its consumers more efficiently
(Schaefer, Edwards and Milling, 2017).

MARKETING DESIGN AND INNOVATION 10
6.0. Product Ingredients
The ingredients of orbit are explained in below points in detail with brief description as well as
health benefits of each ingredient is included.
(Source: Boxed, 2019)
Ingredient Alimentary Value
Sorbitol
It is an excellent humectant as well as texturizing agent. It is
slowly absorbed in the human body and help in reducing glucose
level

MARKETING DESIGN AND INNOVATION 11
Gum Base
It gives desire texture to the product. It is essential for food grade
polymers and enable effectively deliver sweetness, flavor as well
as various other benefits.
Glycerol
It help in enhancing stamina of the individual, help in reducing
weight as well as help with dehydration
Natural and Artificial
Flavor
It is used to enhance the taste of the product
Hydrogenated Starch It enables the production of sugar free confections. It is nutritive
sweeteners.
Acesulfame K
It help in enhancing the taste of the product by remove bitterness
after taste of other ingredients
Mannitol
It is used to diminish the impact on eyes that may cause
glaucoma and other health complications and it is also used s as
a substitute of sweetener as well.
BHT
It helps in protecting from cancer, cardiovascular disease as well
as brain damage.
Soy Lecithin It help in controlling cholesterol and dissolve fat that regulate the
kidney, liver and gallbladder function
It is used to add sweetness with low calories content that help in
controlling glucose in the body (Lydecker, et al., 2016).