Chewing Gum Consultant

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Magnetic gum packaging 23/05/2013

Filed under: New product — Joan Mestres @ 11:36 AM
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I am not talking much about packaging. I regret this because it is one of the most important features in a chewing gum. It is the “dress” that presents it to the final consumer, so it says a lot about the positioning of the product, its characteristics, the type of user to whom it is addressed, etc. Not to mention the more technical aspects in which packaging is involved, like effects on the shelf life…

There are innovations in packaging, like there are in flavours, in sweeteners, in process machinery or in any other aspect of chewing gum. New forms of packaging are designed to protect the product and to present it in the most appealing way to the consumer. Let’s take for example one of the latest: ID Gum launched by Mondelez not too long ago. This packaging contains magnetic elements that allow to be re-closed as many times as needed. It is the first time that this feature is applied to chewing gum so it deserves full consideration.

You can see more in this link from AIPIA (Active & Intelligent Packaging Industry Association)

 

Wrigley and Mondelez Marketing 10/01/2013

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!

Mondelez marketing

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.

Wrigley marketing