CHEWING GUM

Syed Anas Ali(091276) Tanuj Tyagi(091277) Udit Kanishk Abhishek

 William

Wrigley started his chewing gum company by accident. In 1891 his father had a soap factory in Chicago and William was a salesman; he sold the products from the familys factory. First, he naturally sold Wrigleys soap. As a premium, he gave baking powder to his clients, and, strangely, the baking powder was very popular. 2

 Then

he decided to sell baking powder and offered free chewing gum as a premium. Again the premium was a big success. He began making Wrigleys chewing gum in 1892. that, in 1893, came Juicy and Spearmint, the most famous flavours.
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After

 Owned

by Wrigley Orbit Gum Campaign launched in September of 2001 Offered in 7 different flavors Orbit White, offered in 3 flavors Uses BBDO advertising agency Global sales: $4.0 Billion Markets its brands in more than 180 countries.

SOME FACTS

1893 Juicy Fruit & Wrigleys Spearmint

1920-1924 Wrigley Building- Headquarter in Chicago

2006 Wrigley Science Institute

2008 Mars. Inc. takes over Wrigley

Producing

Net Sales (in billions)

2000 $ 2.1 2001 $ 2.4 2002 $ 2.7 2003 $ 3.0 2004 $ 3.6

First big chewing gum company in the world Wrigley's Spearmint and Wrigley's Juicy Fruit- first chewing gums in American market Wrigley's Spearmint is called to be the synonym for chewing gum at alland until the seventees there have just been three sorts of chewing gum, all from the wrigley company
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Wrigley Global Innovation center in Chicago 300 experts from different fields and countries work together

Wrigley completes their range of products with a big diversity of candies

WRIGLEYS 5 GUM SAMPLING CAMPAIGN

Wrigleys

Ambassadors sampled new Wrigleys 5 Chewing Gum Nationwide at regional cinemas. The campaign primarily targeted trendy young adults between the ages of 18-24 years old.
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OBJECTIVE AND TARGET

Sample Wrigleys 5 gum alongside 3D cinema campaign of Alice in Wonderland Get the public to experience the brand and talking about the product

Develop greater brand awareness and encourage trial

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The key messages that Brand Ambassadors were asked to deliver were:

Try New Wrigleys 5 Gum Stimulate your senses with Wrigleys 5 Gum

Chew. Enjoy. Bin!

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 Try Wrigleys 5 Cobalt flavour gum

A cooling peppermint

Try Wrigleys 5 Electro flavour gum A tingling spearmint

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RESULT
The

campaign was experienced by 331,530 cinema goers and the Wrigleys 5 Brand Ambassadors sampled 205,645 consumers. the feedback gained over the campaign 40% of cinema goers were already aware of the product.
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From

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 Features

perky spokesperson Vanessa Branch who finds herself on the scene of the grime to prove that orbit leaves your mouth feeling cleanno matter what.

Orbit:

For A Good Clean Feeling, No Matter What Ad featuring Snoop Dogg

Orbit

White: For A Dazzling Smile No Matter What

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Target audience The younger demographics have always been attracted to the Wrigleys Orbit Brand with its commercials Benefits of Gum Focuses on benefits and appeals to adults Interactive Website
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 Orbits

is sold in cardboard boxes containing 14 pieces of gum, unlike the traditional long sticks of gum Sampling events will continue to be a big part of the new flavor push; Wrigley distributed 130 million samples last year About $2.5 million of Orbit's brand spending will be dedicated to the TV, print and online launch of Sweet Mint (its response to Dentyne Ice Vanilla Chill) and Citrusmint

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 Ad

campaign was a huge success for Orbit. Now Orbit is one of the top 5 chewing gums in the United States. Has also had great success in Europe and the Middle East.

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MANAGING DIRECTOR PERFETTI VAN MELLE -STEFANO PELLE

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GLOBAL OVERVIEW OF PERFETTI &VANMELLE

Largest

manufacture of confectionery and chewing gum products . two brothers ambrogio and egidio perfetti founded perfetti in 1946. Izaak van mella founded van mella in 1841. Perfetti acquired van mella in jan 2001.
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PERFETTI BRANDS IN INDIA

Center

fresh Center fruit Center shock Alpenliebe Alpenliebe creamfills Chlor-mint Chocotella Cofitos Fruittella

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 Happydent

white

Marbels
Mentos Chocoliebe Big

babol Alpenliebe lollipop Chatar patar

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SWOT ANALYSIS
STRENGTHS

WEAKNESS

Innovation Promotional tactics

Maintaining technology superiority Price constrain

Packaging
Quality

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SWOT ANALYSIS
OPPORTUNITIES

THREATS

Innovation within the brand Sugar free products

Competition from international brand. Competition from domestic players .

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CENTERFRESH IN INDIA is Perfetti Van Melles new ad for its liquid-filled chewing gum Center Fresh, the brand with which the Italian candy giant entered India in 1994. The launch price of this product was rs 1.50. In 1995, Perfetti dropped the price to Re 1.
This
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 The

real push for the brand, though, came in 1996 when Center Fresh associated itself with the Cricket World Cup

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PROCEDURE OF CENTERFRESH

Mixing the mix Extrusion Coating Wrapping and packaging

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HIDDEN COMPETITORS IN INDIA

Pan

Flavored

supari

Chutki

Pass

Pass
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PROMOTION

Free

sampling. films.

Animated Trump

cards.

Advertising

.
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COMPETITORS

Orbit . Pim Pom Boomer . Spearmint.

Juicy fruit
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 Targets

every age group

Low

pricing thus savors all economic segments. available.

Easily

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PIE CHART

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FINANCIAL STATSTICS
Overall turnover in india of chewing gum is rs 325 crore . In which centerfresh capture 33%. In between 2001-2006 confectionery market was growing at a rate of 8.7% Under confectionary market chocolate segment is growing at the rate of 10%,chewing gum and mint segment increasing at a rate of 12-15% and sugar segment increasing at the rate of 5%. Global confectionary market would rise 16% between 2006-2010.

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BENEFITS OF CENTER FRESH

Prevention Less Help

of tooth decay

stress and more concentration in maintaining natural whiteness of

teeth
Improve
And

cognitive abilities
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long term memory

FUTURE PLANS
Develop,

manufacture and market high quality and innovative product for consumer. Sugarfree chewing gum will be preferred over sugary chewing gum in the obesity afflicted west.

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THANK YOU
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