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Wrigley Eclipse Gum Marketing Analysis

The document summarizes a marketing report for Wrigley Eclipse Gum. It analyzes how effective Wrigley's was in using the five elements of marketing: situational analysis, market research, market objectives, target markets, and marketing strategies. While Wrigley's identified their target market of 18-34 year olds and conducted market research through interviews, their situational analysis and marketing strategies focused only on products and promotions. The report recommends that Wrigley's conduct a SWOT analysis and expand their targeting, objectives, and use of social media.

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Ella Macgregor
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183 views4 pages

Wrigley Eclipse Gum Marketing Analysis

The document summarizes a marketing report for Wrigley Eclipse Gum. It analyzes how effective Wrigley's was in using the five elements of marketing: situational analysis, market research, market objectives, target markets, and marketing strategies. While Wrigley's identified their target market of 18-34 year olds and conducted market research through interviews, their situational analysis and marketing strategies focused only on products and promotions. The report recommends that Wrigley's conduct a SWOT analysis and expand their targeting, objectives, and use of social media.

Uploaded by

Ella Macgregor
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

HSC Business Studies – Marketing – Assessment Task 2: Research/In-class Business Report

1. Executive summary

The action of developing a marketing plan is a necessity in which a business should


have as their prime focus in their marketing processes. In constructing the plan, the
firm gains a chance in assessing their place within the business environment, and
where they can apply change to constantly improve the business. With reviewing the
Wrigley Eclipse Gum marketing plan, this report will analyse how effective Wrigley’s
have been in using the five elements of a market process, recognition of the
company’s strengths and weaknesses as well as constructive recommendations.

2. Five elements of a marketing process within a business

2.1. Situational analysis


A situational analysis allows a firm to examine their current position within the
market. A business life cycle shows what stage, either establishment, growth,
maturity or post maturity the business is at in terms of sales and product awareness
whilst indicating possible future for firm. The SWOT analysis indicates the strengths
and weaknesses existing within the firm and the opportunities and threats lying
externally in the industry. Wrigley’s have failed to provide a SWOT analysis and only
a description, not even explicitly saying they are in the growth stage, therefore
contributing to a low standard situational analysis.

2.2. Market research


Market research involves obtaining valuable information such as determining the
nature of the market environment, an appropriate target market and changing
tastes and preferences. Primary research is new data collected. Secondary research
is reviewing research already conducted by the firm or from outside. Eclipse used
only primary research in finding out how to entice their desired target market. They
were quite effective in gathering and addressing research in their plan as they
conducted 20 interviews with consumers to ‘’get inside their heads’’. Responses
allowed eclipse to determine the best location and events to promote their product.

2.3. Market objectives


These are achievements the business wish to attain. This framework helps gives a
sense to direction for the owners, managers and workers.
Wrigley’s have been able to properly state their objectives in the plan which are to
‘increase sales and build awareness and equity in the brand’. They show despite
being active for 5 years and introducing new flavors, they have had no growth
causing the need strong marketing. Wrigley’s is determined with establishing goals
such as, ‘build talk value’, ‘reinstating consumers need for product, ‘create publicity’.
The objectives however only highlight that they are specific, realistic and achievable
with absence of time frame and measurement making the goals not fully SMART.

By Anaitra Ramaswamy
HSC Business Studies – Marketing – Assessment Task 2: Research/In-class Business Report

2.4. Identifying target markets


A target market is a group of consumers for whom a particular product has been
developed. Public relations are able to shape marketing to the likes of consumers
belonging to that group. Wrigley’s have properly identified their target market as
people aged 18-34, showing a demographic segmentation as this age group uses
gum most often. They however want to connect with ‘outgoing, fun, independent,
flirtatious and adventurous’ individuals. They have identified their target market to a
great extent.

2.5. Developing marketing strategies


Once objectives are set for the business, they must then develop appropriate
marketing strategies to fulfill goals and firm success. The marketing mix assists in this
and comprises of four elements: product, price, promotion and place. Wrigley’s have
only been able to focus on the product and promotion aspects in their plan,
devaluing the plan because they haven’t thought of all four elements. They have
emphasized the purpose of their gum to use the strategy of branding the product as
something you need if you’re in a ‘intimate or close situation and need fresh breath’.
However, with promotion many methods such as painting body in blue for mardi
gras to convey a cheeky personality and sponsoring of concerts are addressed but to
a limited extent.

3. Recommendations
With viewing the marketing plan, it is understood that Wrigley’s could definitely
benefit from the following points:
-A SWOT analysis is highly necessary of their marketing plan if they want to adapt to
the changing nature of influences such as competitors and consumer tastes. It can
also make a better chance of long term market share and success for stakeholders
-Possible consideration of targeting new market segments to bring product
awareness to more of the population and possibly increase market share, e.g.
developing gum flavours that are more child friendly can significantly impact sales as
Wrigley’s can come up with a kids marketing campaign but at the same time
maintain ‘out there, acquired’ advertising to current market so the firm is open to
more customers
-With the growing popularity of social media, Majority of the community use it as its
becoming a more fundamental part of our lives. Why not take advantage of this?
Further advertising through creating a Facebook AND Twitter page can increase
market awareness and allow interaction with consumers to further understand
needs and wants as well as make consumers perceive eclipse as ‘tech savvy and
trendy’. A social image is created as e-marketing with social media can provide
opportunity for ‘word of mouth’ promotion.

By Anaitra Ramaswamy
HSC Business Studies – Marketing – Assessment Task 2: Research/In-class Business Report

Strength: Having specific ideas of ‘outdoor advertising’ and ‘ambient media’ shows
organisation and that they are dedicated to the business and are determined to grow.
Weakness: Although it is good to have specific characteristics to design marketing, not
everyone aged 18-34 will have an ‘outgoing’ personality. This could create the image that
eclipse gum is ‘too good for people’ who just don’t like socialising which can be a bit ‘off-
putting’ for the mass market.
Strength: Another quality is that they have given reason to why they chose the objectives in
honestly stating their struggle to get sales for 5 years. Showing an ethical marketing plan.
Strength: Wrigley’s have proven very good at not only identifying their target market but
shaping advertising and promotion to their target market, such as sampling gum in
nightclubs and having employees dressed up distinctively whilst sampling around the city
Weaknesses: The most beneficial ways of implementing action for/against influences can be
identified when conducting a swot analysis and Wrigley’s haven’t done this

By Anaitra Ramaswamy
HSC Business Studies – Marketing – Assessment Task 2: Research/In-class Business Report

5 LINES

ES:marketplanallowsassessplaceinenvironment&applychangeMR:appropriatetargetmarketnat
ureofenviro20interviews’getinsideheads’bestlocationpromoteproductsMO:senseofdirection’in
creasesalesbuildawarenessequityinbrand’talkvaluerelevanceinlivespublicityTM:demograMS:’
intimateclosesituationneedfreshbreath’samples,sponserSW:outdooradvertdedicationorganisati
on,gumtoogoodforunsocialpeeps,honestlystrugglesethics,shapingadvert/nightclub/dressedup

By Anaitra Ramaswamy

Common questions

Powered by AI

Wrigley’s could differentiate its product and enhance market share by conducting a SWOT analysis to adapt to evolving market influences and recognizing diverse consumer segments for new product lines, such as child-friendly gum. They should also leverage digital marketing tools like social media for increased engagement and technological presence, potentially attracting a wider audience and creating a modernized brand image .

Public relations play a significant role in shaping Wrigley's marketing efforts by influencing consumer perceptions and enhancing brand image. Targeting their identified market segment of 18-34-year-olds, Wrigley's utilizes PR to tailor their marketing strategies to resonate with the attitudes and preferences of 'outgoing, fun, independent, flirtatious, and adventurous' consumers, ensuring alignment with the demographic's lifestyle and enhancing market engagement .

The absence of a SWOT analysis can significantly impact Wrigley's long-term marketing success by limiting the firm's ability to identify and leverage its internal strengths and external opportunities while mitigating weaknesses and threats. Without this analysis, Wrigley’s may struggle to adapt effectively to market changes, competitor actions, or shifts in consumer preferences, potentially hindering their ability to secure and maintain market share .

A situational analysis is crucial in the development of a marketing plan as it enables a business to examine its current market position and identify internal strengths and weaknesses, as well as external opportunities and threats. Wrigley's fell short by failing to perform a comprehensive SWOT analysis and by not clearly identifying their position in the business life cycle, which could have provided insights for strategic decision-making .

Limiting initial market research to primary sources might provide Wrigley's with valuable, direct consumer insights but can miss broader marketing trends and insights that secondary research offers. This could limit the firm's ability to fully understand competitive dynamics and market shifts, which are crucial for informed strategic decisions. A more balanced approach integrating both primary and secondary data could provide a well-rounded view of the market landscape .

The lack of time frame and measurement in Wrigley's marketing objectives is problematic because it prevents the company from quantifying success and tracking progress over time. Without these components, the objectives do not fully adhere to the SMART criteria (Specific, Measurable, Achievable, Relevant, Time-bound), making it difficult for the company to assess whether their marketing strategies are achieving desired outcomes .

Wrigley's use of market research in their marketing plan is effective as they conducted primary research by performing 20 consumer interviews, which provided insights into how best to entice their target market. These insights enabled them to determine optimal locations and events for product promotion. However, reliance solely on primary research without incorporating secondary data might have limited their comprehensive understanding of broader market trends .

Focusing on a highly specific segment with outgoing personality traits can alienate other potential consumers within the 18-34 age group who do not align with these traits. This narrow focus might lead to the perception that Eclipse Gum is only suitable for 'outgoing' individuals, risking the exclusion of those who are introverted or less social, which could be off-putting to the broader mass market .

Wrigley's has prioritized the product and promotion aspects of the marketing mix by focusing on branding and using creative promotional methods such as event sponsorships. However, they could improve by addressing the price and place elements of the marketing mix to ensure a well-rounded strategic approach. Additionally, more comprehensive tactics involving digital marketing could help them adapt to evolving consumer behaviors .

Developing a presence on social media can enhance Wrigley's marketing strategy by increasing brand awareness and allowing direct interaction with consumers, thus helping the company understand consumer needs and preferences. An active social media presence can portray Eclipse Gum as 'tech-savvy and trendy,' and facilitate word-of-mouth promotion, leveraging the widespread use of social media platforms to reach a larger audience .

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