Harvard Case - WM Wrigley JR. Company: Innovation in China's Confectionery Market
"WM Wrigley JR. Company: Innovation in China's Confectionery Market" Harvard business case study is written by Ali F. Farhoomand, Candise Pong-Wa Wai. It deals with the challenges in the field of Marketing. The case study is 17 page(s) long and it was first published on : Dec 7, 2009
At Fern Fort University, we recommend that Wrigley adopt a multi-pronged strategy to conquer the Chinese confectionery market. This strategy should prioritize innovation, cater to local preferences, leverage digital channels, and build strong brand relationships with Chinese consumers.
2. Background
The case study focuses on Wrigley Jr. Company, a global leader in chewing gum, as it enters the burgeoning Chinese confectionery market. The company faces a unique challenge: to adapt its existing products and marketing strategies to appeal to a new, diverse, and rapidly evolving consumer base.
The main protagonists are:
- Wrigley Jr. Company: A global leader in chewing gum, seeking to expand its market share in China.
- Chinese Consumers: A diverse and dynamic market with evolving tastes and preferences, particularly among younger generations.
- Competitors: Existing players in the Chinese confectionery market, including local brands and international competitors.
3. Analysis of the Case Study
This case study can be analyzed through the lens of several frameworks:
Marketing Strategy:
- Market Segmentation: Wrigley needs to identify distinct segments within the Chinese market based on demographics, psychographics, and consumption habits. This will allow for targeted marketing campaigns.
- Brand Positioning: Wrigley must establish a clear and compelling brand position within the Chinese market, emphasizing its unique value proposition and differentiating itself from competitors.
- Consumer Behavior Analysis: Understanding the motivations, preferences, and purchasing habits of Chinese consumers is crucial for developing effective marketing strategies.
- Competitive Analysis: Wrigley needs to analyze the strengths and weaknesses of its competitors, including local brands and international players, to identify opportunities and threats.
Product Lifecycle Management:
- Product Development: Wrigley should invest in developing new products tailored to specific consumer segments in China, considering local tastes and preferences.
- Product Positioning: Wrigley needs to effectively position its products within the Chinese market, emphasizing their unique features and benefits.
- Product Introduction: Wrigley must develop a strategic product launch plan, considering factors like pricing, distribution, and marketing communications.
Marketing Mix (4Ps):
- Product: Wrigley should offer a diverse range of products, including existing brands and new product innovations, catering to different consumer segments.
- Price: Wrigley should adopt a pricing strategy that balances profitability with competitive pricing and consumer affordability.
- Place: Wrigley needs to establish a robust distribution network, leveraging both traditional channels and emerging online platforms.
- Promotion: Wrigley should implement a multi-channel marketing strategy, including digital marketing, social media, and traditional media channels.
Digital Marketing Strategies:
- Social Media Marketing: Wrigley should actively engage with Chinese consumers on social media platforms, building brand awareness and fostering customer relationships.
- Content Marketing: Wrigley should create engaging and informative content that resonates with Chinese consumers, leveraging storytelling and influencer marketing.
- SEO (Search Engine Optimization): Wrigley should optimize its website and online content for search engines to enhance visibility and drive traffic.
- SEM (Search Engine Marketing): Wrigley should leverage paid search advertising to reach targeted audiences online.
Customer Relationship Management (CRM):
- Customer Segmentation: Wrigley should segment its customers based on their needs and preferences, allowing for personalized marketing and customer service.
- Customer Journey Mapping: Wrigley should map the customer journey, identifying touchpoints and opportunities to enhance customer experience.
- Brand Loyalty Programs: Wrigley should implement loyalty programs to reward repeat customers and foster brand loyalty.
International Marketing Strategies:
- Cross-Cultural Marketing: Wrigley should adapt its marketing messages and strategies to resonate with the cultural nuances of the Chinese market.
- Ethical Marketing Practices: Wrigley should adhere to ethical marketing practices, ensuring transparency and responsible marketing.
Technology and Analytics:
- AI and Machine Learning: Wrigley can leverage AI and machine learning to analyze consumer data, personalize marketing campaigns, and optimize product offerings.
- Information Systems: Wrigley should invest in robust information systems to track sales, customer data, and marketing performance.
4. Recommendations
1. Innovation and Product Development:
- Develop new product lines: Wrigley should invest in research and development to create innovative product lines specifically tailored to Chinese consumer preferences, such as low-sugar options, functional chewing gum with health benefits, and unique flavors.
- Localize existing products: Wrigley should adapt existing products to cater to local tastes, including flavor variations, packaging designs, and product sizes.
- Collaborate with local partners: Wrigley should collaborate with local confectionery companies or research institutions to gain insights into local preferences and develop products that resonate with Chinese consumers.
2. Marketing Strategy:
- Target specific consumer segments: Wrigley should identify key consumer segments within the Chinese market, such as young adults, health-conscious individuals, and affluent consumers, and tailor its marketing messages accordingly.
- Leverage digital marketing channels: Wrigley should invest heavily in digital marketing, utilizing social media platforms, online advertising, and content marketing to reach target audiences.
- Build strong brand relationships: Wrigley should focus on building strong brand relationships with Chinese consumers through engaging content, social media interactions, and customer loyalty programs.
- Partner with influencers: Wrigley should collaborate with relevant influencers in China to promote its products and reach a wider audience.
3. Distribution Strategy:
- Expand distribution channels: Wrigley should expand its distribution network in China, leveraging both traditional channels like supermarkets and convenience stores, and emerging online platforms like e-commerce sites and social media marketplaces.
- Develop strategic partnerships: Wrigley should partner with key distributors and retailers in China to ensure widespread product availability and reach.
- Optimize logistics and supply chain: Wrigley should optimize its logistics and supply chain to ensure efficient product delivery and meet the demands of the Chinese market.
4. Pricing Strategy:
- Consider competitive pricing: Wrigley should analyze competitor pricing and develop a pricing strategy that balances profitability with competitive pricing and consumer affordability.
- Offer value-added products: Wrigley should offer value-added products, such as limited-edition flavors or special packaging, to justify premium pricing.
- Implement flexible pricing strategies: Wrigley should implement flexible pricing strategies, such as promotional offers and discounts, to attract price-sensitive consumers.
5. Corporate Social Responsibility:
- Embrace sustainability: Wrigley should adopt sustainable practices in its manufacturing processes and packaging, appealing to environmentally conscious consumers.
- Support local communities: Wrigley should engage in social responsibility initiatives, such as supporting local charities or promoting health and wellness programs, to build positive brand associations.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of the case study, considering the following factors:
- Core competencies and consistency with mission: Wrigley's core competencies lie in product innovation, brand building, and global marketing. These recommendations align with its mission to provide consumers with enjoyable and innovative confectionery experiences.
- External customers and internal clients: The recommendations address the needs and preferences of Chinese consumers, while also considering the requirements of internal clients, such as sales and marketing teams.
- Competitors: The recommendations take into account the competitive landscape in the Chinese confectionery market, emphasizing differentiation and building brand loyalty.
- Attractiveness ' quantitative measures if applicable: While specific financial projections are not provided in the case study, the recommendations aim to enhance Wrigley's market share, revenue growth, and profitability in the Chinese market.
6. Conclusion
By adopting a multi-pronged strategy that prioritizes innovation, caters to local preferences, leverages digital channels, and builds strong brand relationships, Wrigley Jr. Company can successfully navigate the challenges and opportunities presented by the Chinese confectionery market. This strategy will enable Wrigley to achieve sustainable growth and solidify its position as a leading player in this dynamic and rapidly evolving market.
7. Discussion
Alternative strategies could include focusing solely on existing products and adapting them to the Chinese market, or relying primarily on traditional marketing channels. However, these options may not be as effective in capturing the attention of Chinese consumers, particularly younger generations who are highly digitally engaged.
Key assumptions underlying these recommendations include:
- Consumer demand for innovative products: The success of these recommendations hinges on the assumption that Chinese consumers are receptive to innovative and unique confectionery products.
- Effectiveness of digital marketing: The recommendations assume that digital marketing channels will be effective in reaching and engaging target audiences in China.
- Availability of skilled resources: The implementation of these recommendations requires access to skilled resources in areas like product development, marketing, and digital strategy.
8. Next Steps
To implement these recommendations effectively, Wrigley should:
- Develop a comprehensive strategic plan: This plan should outline specific objectives, timelines, and resource allocation for each recommendation.
- Establish a dedicated team: Wrigley should assemble a dedicated team of experienced professionals to oversee the implementation of the strategic plan.
- Monitor progress and make adjustments: Wrigley should regularly monitor the progress of its initiatives and make necessary adjustments based on market feedback and performance data.
By taking these steps, Wrigley can ensure a successful and sustainable entry into the Chinese confectionery market, solidifying its position as a leading player in this dynamic and rapidly growing sector.
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Case Description
In October 2008, WM Wrigley Jr. Company ("Wrigley"), the world's largest gum-maker, completed a US$23 billion friendly takeover by Mars, a US-based, family-owned company and a global leader in confectionery products. The takeover made Mars the world's largest confectionery company, and Wrigley became a standalone subsidiary of Mars. Wrigley had been outperforming the rest of the confectionery industry in the 10 years leading up to the merger. The merger allowed both Wrigley and Mars to leverage each other's strengths to continue their paths of growth. Mars was attracted by Wrigley's success in China and its product innovation. How has Wrigley succeeded in China's chewing-gum market through product innovation? Bolstered by Mars's financial strength and product portfolio, what product-innovation strategy can it adopt to seize the opportunities for sustained success?
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