Marketing Design and Innovation: Orbit Drops Case Study Report
VerifiedAdded on  2019/12/28
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This report provides an analysis of the marketing design and innovation behind Wrigley Corporation's Orbit Drops, focusing on its launch in Austria in 2003. It examines the product's success in relation to consumer trends, particularly the growing health consciousness and preference for sugar-free products. The report highlights the direct link between consumer trends and product launches, emphasizing how Orbit Drops catered to the demand for sugar-free chewing gum. It discusses the brand's market performance, including its impressive 90% market share and competitive advantage over rivals, along with the application of the Balanced Scorecard for performance measurement. The report also covers the diffusion of innovation strategies employed, such as leveraging digital platforms to reach consumers. The conclusion summarizes the positive market reception and future growth prospects of Orbit Drops, emphasizing its success in providing a differentiated product to meet consumer needs.
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