Marketing Design and Innovation: Orbit Drops Case Study Report

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.

MARKETING DESIGN AND
INNOVATION

TABLE OF CONTENTS
INTRODUCTION..........................................................................................................................................................1
TASK 2 ..........................................................................................................................................................................1
REFERENCES................................................................................................................................................................2

INTRODUCTION
Marketing design and innovation is connected to the unique attributes of the product
which is on that the products are differentiated in the market and it acts as a growth of the
business. It is essential to take corrective action in the perfect competition market and products
are made with innovation so that customers are easily attracted towards it. In the present study,
the Wrigley corporation's product Orbit drops is chosen for study which is launched in Austria in
2003(Saviolo and Marazza, 2012). As Wrigley is global organisation with its operation in more
that 50 nations and already distributes its products to more than 180 countries. There are various
products of the company but this is selected for the launch as it is as per the requirement of
customers.
TASK 2
The brand has been chosen which is Wrigley that is one of the most successful products
that which is launched in Austria. The consumers of this brand have unique choice with the
different trends as they expect the launch of Orbit drops as it promotes the different flavours in
the product(Mohr, Sengupta and Slater, 2010). This product was launched in Austria in the year
of 2003. There is direct link between the consumer trends and launch of new product as the
consumers always prefer new things so that the product already achieve its target. Further, the
performance in market of Wrigley is constantly increasing which is based on the use of this
product with the irrational expectations and with systematically announce disruptive new
features with the product.
Thus, the brand on the marketing front they already started to launch it in outside US.
Moreover, they provide proper services on the basis of consumer perspective which is the
product always provides benefit to them such a value of money experience and high
quality(Saviolo and Marazza, 2012). Thus, the success of new product achieve in the market as
per the requirement of consumers.
2.1Consumer trends
The product that is chosen for the launch in Austria which is Orbit drops it is done as per
the market research it has been seen that the there is requirement of the product in the market and
it is launched as per the taste and preference of wide range of consumers. As it is one of the most
successful company which launch different products for customers as per the needs of the
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consumers. The citizens of Austria became aware of their health issues and they started to reduce
the amount of sugar in their diets. This shifted their choice of bubble gums to sugar free chewing
gums in 2016. in this scenario, the mentioned enterprise came up with its brand orbit drops
which is sugar free and accounts to 90% of share values. This improved the dental hygiene
among customers of Austria as well (Mohr, Sengupta and Slater, 2010). In US, customers will
spend money on such product because they have high disposable income. Hence, they prefer to
invest money in the product which raise their living standard to the large extent. As per the
Maslow's heirarchy of needs theory, for satisfaction of needs, individual looks for satisfying its
basic to high needs. Thus, through this product, safety needs of consumers was satisfied as it
provided more healthier aspect with its sugar free content and better option for maintaining
dental hygiene.
Link between consumer trend and launch of new product
There is a direct link between the trends of consumers and the launch of new products as
the product is launch on the basis of consumers preference and requirement. Thus, it can be
stated that the expectation of the different consumers fulfil due to the launch of new product.
Now, people prefer to take orbit gums after taking dinner, alcohol etc. which clearly reflects that
trend is highly associated with the launching of new product. As per Kano's model customers
want satisfaction through products according to their different preferences. So, with various
stages of development in product, expectations of consumers also use to grow. In context of
mentioned product, the first stage refers to must be of quality where clients expect to have
quality of basic nature in product. Later stage is to have one dimensional quality with more
innovation and better aspect in product. Third stage is attractive quality where cited firm can
make changes in package of product. Next is indifferent quality where company may attempt to
make packing of quality with better stuff that can maintain product from perishing for a long
time. Last is reverse quality where organisation can be advised to have stability in its product
offerings as too many features may result in dissatisfaction among customers.
Market performance
There is increase in the level of performance of the products of Wrigley which plays an
important role as the use of this product with the expectation of customer and the product launch
with the new aspects and features. As mentioned earlier that product was launched after analysis
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done by company where company found about increasing awareness of people towards health
issues. This was making consumption of chewing gums less among consumers and it encouraged
the aforesaid entity to come up with innovation in market. Thus, with a feature of sugar free
chewing gum, the said firm created brand awareness so that more number of customers can be
made. This innovation by mentioned company got a good response and it resulted in enhanced
engagement of customers with product. Further, the key feature of product with sugar free
content helped in retaining customers and adding more brand loyal customers. The market share
of product increased sharply with 90% and it is expected to grow more till 2019 with a rise of 4-
7%. thus, the product of Wrigley maintained competitive advantage by grabbing the opportunity
and beating its rival companies happy dent and Centre fresh.
The performance ion market can be analysed by cited firm with the help of Balanced
scorecard. The balanced scorecard is a performance measurement tool which helps business
organisation to assess the performance levels as well as in executing the tasks as per set
objectives. The mentioned company can use this tool by measuring the performance on
continuous basis as per the set objectives and strategies. This will help them in knowing best
plans that are useful in producing better outcomes.
Diffusion of innovation: It refers to the ways through which awareness will be
developed among the customers regarding the products or services. Hence, business unit will
place advertisement on social networking sites for providing information to the large number of
people about the gum offered in different flavours. This in turn helps business organization in
enhancing both productivity and profitability. As per the current consumer trends, the cited
venture can estabkish its innovation in market through digital platforms. Most of the consumers
for chewing gums cover youths and students who are active on such digital media through social
networking sites. Thus, the current rend among consumers in using the digital platform can help
in making product popular among customers.
CONCLUSION
The present report on marketing design and innovation presents the launch of Wrigley
corporation's product orbit drops in Austria which is a sugar free chewing gum. The report has
concluded that the performance of product is well in market as people are aware of dental health
and it shifted them to have sugar free products. The market performance of company is quite
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well with 90% share value. This is expected to increase in near future as well as it made an
attempt to provide differentiated product to customers.
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REFERENCES
Books and journals
Mohr, J. J., Sengupta, S. and Slater, F. S., 2010. Marketing of High-technology Products and
Innovations. Pearson Prentice Hall.
Saviolo, S. and Marazza, A., 2012. Lifestyle Brands: A Guide to Aspirational Marketing.
Springer.
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