Today… a note about marketing.
Two articles by Oliver Nieburg in Confectionerynews.com (see links below).
One article for each of the chewing gum giants.
The one dealing about Mondelez, informs about the intention to enhance the use of new technologies for their marketing, in particular mobile technologies by partnering with start-up companies in the field. For instance, Trident is linked to Rockimity and Stride to Waze. Interesting move!
The second article is about Wrigley and their intention to reinvigorate the impulse channels in Germany. This is a more classical approach to marketing, which is also valid. Interesting to see it in a market (Germany) where Wrigley has a strong dominant position (over 70% market share according to Euromonitor). Other players (local brand Hitschler or the italian Perfetti) have a far much smaller share (below 5%). This market, due to its size and importance, is very carefully taken care of by Wrigley. There are line extensions being launched continuously (for the most classical brands like Orbit or Extra) and also new products being launched in a powerful way (such as “5” in 2009). Also, of course, being a well-developed mature market, the functionality vector is important, and Wrigley launched gums with green tea, aloe vera, vitamin C “Extra Professional + Vitamin C”. In terms of flavors, also according to Euromonitor, Spearmint is still number one, but new combinations appear more and more, like mojito, daiquiri or Pina colada flavour extensions for “Orbit”.
However, according to Mr Gabel (Sales director Wrigley Germany) their sales declined 3% last year, mainly driven by the decline in impulse channels, and that’s why they implement new measures now which include increasing sales force, new displays, increased TV marketing budget, etc.