Harvard Case - Wrigley's Eclipse Gum: Managing Brand Adolescence
"Wrigley's Eclipse Gum: Managing Brand Adolescence" Harvard business case study is written by Angela Y. Lee, Greg Merkley, Bob Bailey. It deals with the challenges in the field of Marketing. The case study is 13 page(s) long and it was first published on : Mar 12, 2015
At Fern Fort University, we recommend Wrigley's implement a multi-pronged strategy to manage Eclipse's brand adolescence, focusing on revitalizing its core target market while expanding into new segments. This includes a comprehensive brand refresh, targeted marketing campaigns, and product innovation to address evolving consumer preferences and market trends.
2. Background
The case study focuses on Wrigley's Eclipse gum, a brand that initially targeted young adults but faced declining sales due to a perceived lack of innovation and waning appeal. The brand's core target market had aged, and newer generations were less interested in traditional chewing gum. Wrigley's faced the challenge of re-energizing Eclipse while navigating a competitive chewing gum market dominated by brands like Trident and Extra.
3. Analysis of the Case Study
Strategic Framework: We will utilize a combination of frameworks for our analysis:
- SWOT Analysis: This will help identify Eclipse's strengths, weaknesses, opportunities, and threats.
- PESTEL Analysis: This will assess the political, economic, social, technological, environmental, and legal factors impacting the chewing gum market.
- Consumer Behavior Analysis: Understanding the evolving preferences of target audiences is crucial for brand revitalization.
- Competitive Analysis: Assessing competitors' strategies and positioning will inform Eclipse's own competitive advantage.
Key Findings:
- Strengths: Strong brand recognition, established distribution channels, and a loyal customer base.
- Weaknesses: Perceived lack of innovation, outdated brand image, and declining sales.
- Opportunities: Emerging trends in natural ingredients, functional gum benefits, and digital marketing channels.
- Threats: Competition from other gum brands, rising sugar taxes, and changing consumer preferences.
PESTEL Analysis:
- Political: Sugar taxes and regulations impact pricing and product development.
- Economic: Recessions and economic downturns affect consumer spending on discretionary items like chewing gum.
- Social: Health consciousness and concerns about sugar intake influence consumer choices.
- Technological: Digital marketing and social media offer new avenues for reaching target audiences.
- Environmental: Sustainability and ethical sourcing are increasingly important to consumers.
- Legal: Food safety regulations and labeling requirements impact product development.
Consumer Behavior Analysis:
- Core Target Market: Young adults, aged 18-24, are increasingly health-conscious and seek functional benefits from chewing gum.
- New Target Markets: Exploring new segments like health-conscious consumers, active individuals, and environmentally conscious consumers.
Competitive Analysis:
- Key Competitors: Trident, Extra, and other brands are actively innovating with new flavors, functional benefits, and packaging.
- Competitive Advantages: Eclipse can leverage its established brand equity, focus on natural ingredients, and develop unique product offerings.
4. Recommendations
1. Brand Refresh:
- Reimagine the Brand Image: Modernize the logo, packaging, and advertising to appeal to younger generations.
- Emphasize Natural Ingredients: Highlight the use of natural flavors and sweeteners to appeal to health-conscious consumers.
- Develop a Clear Brand Positioning: Position Eclipse as a 'naturally delicious' and 'functional' gum option.
2. Targeted Marketing Campaigns:
- Digital Marketing: Utilize social media, influencer marketing, and online advertising to reach target audiences.
- Content Marketing: Create engaging content that showcases the benefits of Eclipse gum and promotes its natural ingredients.
- Experiential Marketing: Host events and activations that engage consumers and create memorable experiences.
3. Product Innovation:
- Functional Gum: Develop new gum flavors with functional benefits, such as sugar-free options, whitening properties, or breath freshening ingredients.
- Sustainable Packaging: Explore eco-friendly packaging options to appeal to environmentally conscious consumers.
- Limited Edition Flavors: Introduce seasonal or limited-edition flavors to generate excitement and drive sales.
4. Pricing Strategy:
- Competitive Pricing: Align pricing with competitors while considering the value proposition of natural ingredients and functional benefits.
- Promotional Offers: Utilize discounts, bundles, and loyalty programs to incentivize purchase.
5. Distribution Channels:
- Expand Online Presence: Increase online sales through e-commerce platforms and partnerships with online retailers.
- Strategic Partnerships: Collaborate with fitness studios, health food stores, and other relevant businesses to expand distribution.
5. Basis of Recommendations
These recommendations align with Wrigley's core competencies in brand management, product development, and distribution. They address the evolving needs of external customers and internal clients by focusing on innovation, natural ingredients, and digital marketing. They also consider competitors' strategies and position Eclipse as a differentiated and appealing option. The recommendations are based on quantitative measures, such as market research data, consumer insights, and competitor analysis. Assumptions include the continued growth of the chewing gum market, the increasing demand for natural ingredients, and the effectiveness of digital marketing strategies.
6. Conclusion
By implementing a comprehensive brand revitalization strategy, Wrigley's can effectively manage Eclipse's brand adolescence and achieve sustainable growth. The combination of a refreshed brand image, targeted marketing campaigns, product innovation, and strategic distribution will appeal to both existing and new target markets, ensuring the brand's continued relevance and success.
7. Discussion
Alternative strategies include focusing solely on the core target market or pursuing a complete brand overhaul. However, these options carry risks, such as alienating existing customers or incurring significant costs. The recommended strategy balances risk and reward, allowing for gradual evolution and expansion while maintaining brand equity. Key assumptions include the success of digital marketing campaigns, the positive reception of new product offerings, and the continued relevance of natural ingredients in consumer preferences.
8. Next Steps
- Phase 1 (Months 1-6): Conduct market research, develop a brand refresh strategy, and launch a digital marketing campaign.
- Phase 2 (Months 7-12): Introduce new product offerings with functional benefits and expand distribution channels.
- Phase 3 (Months 13-18): Monitor market response, refine marketing strategies, and explore new target markets.
By implementing these steps, Wrigley's can successfully manage Eclipse's brand adolescence and position it for long-term success in the evolving chewing gum market.
Hire an expert to write custom solution for HBR Marketing case study - Wrigley's Eclipse Gum: Managing Brand Adolescence
- Wm Wrigley Jr Company Capital Structure Valuation Cost Capital Case Study Solution
- Understanding Brand Equity Nestle Crunch Bar Market Research Case Case Study Solution
- Colgatepalmolive Canada Fighting Share Toothpaste Market Case Study Solution
- Choosing Right Metrics Listerine Brand Management Brazil Case Study Solution
- Colgate Regaining Leadership Indias Sensitive Teeth Market Case Study Solution
- Advertising Experiments Ohio Art Company Case Study Solution
- Pulse Candy Sustaining Brand Differentiation Case Study Solution
- Innocent Drinks Case Study Solution
- Flanders Springfield Case Study Solution
- Cinnamon New Product Introduction Case Study Solution
- Procter Gamble Company Investment Crest Whitestrips Advanced Seal Case Study Solution
- Colgatepalmolive Staying Ahead Oral Care Case Study Solution
Case Description
Wrigley launched Eclipse gum in August 1999. In early 2000, Paul Chibe became senior marketing manager for Wrigley's breath freshening portfolio, which included Eclipse. With the disappointing first-year performance of the brand, Chibe needed to take action to turn Eclipse around. His task was to use the opinions from other Wrigley executives and from marketing research data to decide if Eclipse could be turned around or if it should be abandoned.
🎓 Struggling with term papers, essays, or Harvard case studies? Look no further! Fern Fort University offers top-quality, custom-written solutions tailored to your needs. Boost your grades and save time with expertly crafted content. Order now and experience academic excellence! 🌟📚 #MBA #HarvardCaseStudies #CustomEssays #AcademicSuccess #StudySmart Write my custom case study solution for Harvard HBR case - Wrigley's Eclipse Gum: Managing Brand Adolescence
Hire an expert to write custom solution for HBR Marketing case study - Wrigley's Eclipse Gum: Managing Brand Adolescence
Wrigley's Eclipse Gum: Managing Brand Adolescence FAQ
What are the qualifications of the writers handling the "Wrigley's Eclipse Gum: Managing Brand Adolescence" case study?
Our writers hold advanced degrees in their respective fields, including MBAs and PhDs from top universities. They have extensive experience in writing and analyzing complex case studies such as " Wrigley's Eclipse Gum: Managing Brand Adolescence ", ensuring high-quality, academically rigorous solutions.
How do you ensure confidentiality and security in handling client information?
We prioritize confidentiality by using secure data encryption, access controls, and strict privacy policies. Apart from an email, we don't collect any information from the client. So there is almost zero risk of breach at our end. Our financial transactions are done by Paypal on their website so all your information is very secure.
What is Fern Fort Univeristy's process for quality control and proofreading in case study solutions?
The Wrigley's Eclipse Gum: Managing Brand Adolescence case study solution undergoes a rigorous quality control process, including multiple rounds of proofreading and editing by experts. We ensure that the content is accurate, well-structured, and free from errors before delivery.
Where can I find free case studies solution for Harvard HBR Strategy Case Studies?
At Fern Fort University provides free case studies solutions for a variety of Harvard HBR case studies. The free solutions are written to build "Wikipedia of case studies on internet". Custom solution services are written based on specific requirements. If free solution helps you with your task then feel free to donate a cup of coffee.
I’m looking for Harvard Business Case Studies Solution for Wrigley's Eclipse Gum: Managing Brand Adolescence. Where can I get it?
You can find the case study solution of the HBR case study "Wrigley's Eclipse Gum: Managing Brand Adolescence" at Fern Fort University.
Can I Buy Case Study Solution for Wrigley's Eclipse Gum: Managing Brand Adolescence & Seek Case Study Help at Fern Fort University?
Yes, you can order your custom case study solution for the Harvard business case - "Wrigley's Eclipse Gum: Managing Brand Adolescence" at Fern Fort University. You can get a comprehensive solution tailored to your requirements.
Can I hire someone only to analyze my Wrigley's Eclipse Gum: Managing Brand Adolescence solution? I have written it, and I want an expert to go through it.
🎓 Struggling with term papers, essays, or Harvard case studies? Look no further! Fern Fort University offers top-quality, custom-written solutions tailored to your needs. Boost your grades and save time with expertly crafted content. Order now and experience academic excellence! 🌟📚 #MBA #HarvardCaseStudies #CustomEssays #AcademicSuccess #StudySmart Pay an expert to write my HBR study solution for the case study - Wrigley's Eclipse Gum: Managing Brand Adolescence
Where can I find a case analysis for Harvard Business School or HBR Cases?
You can find the case study solution of the HBR case study "Wrigley's Eclipse Gum: Managing Brand Adolescence" at Fern Fort University.
Which are some of the all-time best Harvard Review Case Studies?
Some of our all time favorite case studies are -
Can I Pay Someone To Solve My Case Study - "Wrigley's Eclipse Gum: Managing Brand Adolescence"?
Yes, you can pay experts at Fern Fort University to write a custom case study solution that meets all your professional and academic needs.
Do I have to upload case material for the case study Wrigley's Eclipse Gum: Managing Brand Adolescence to buy a custom case study solution?
We recommend to upload your case study because Harvard HBR case studies are updated regularly. So for custom solutions it helps to refer to the same document. The uploading of specific case materials for Wrigley's Eclipse Gum: Managing Brand Adolescence ensures that the custom solution is aligned precisely with your needs. This helps our experts to deliver the most accurate, latest, and relevant solution.
What is a Case Research Method? How can it be applied to the Wrigley's Eclipse Gum: Managing Brand Adolescence case study?
The Case Research Method involves in-depth analysis of a situation, identifying key issues, and proposing strategic solutions. For "Wrigley's Eclipse Gum: Managing Brand Adolescence" case study, this method would be applied by examining the case’s context, challenges, and opportunities to provide a robust solution that aligns with academic rigor.
"I’m Seeking Help with Case Studies,” How can Fern Fort University help me with my case study assignments?
Fern Fort University offers comprehensive case study solutions, including writing, analysis, and consulting services. Whether you need help with strategy formulation, problem-solving, or academic compliance, their experts are equipped to assist with your assignments.
Achieve academic excellence with Fern Fort University! 🌟 We offer custom essays, term papers, and Harvard HBR business case studies solutions crafted by top-tier experts. Experience tailored solutions, uncompromised quality, and timely delivery. Elevate your academic performance with our trusted and confidential services. Visit Fern Fort University today! #AcademicSuccess #CustomEssays #MBA #CaseStudies
How do you handle tight deadlines for case study solutions?
We are adept at managing tight deadlines by allocating sufficient resources and prioritizing urgent projects. Our team works efficiently without compromising quality, ensuring that even last-minute requests are delivered on time
What if I need revisions or edits after receiving the case study solution?
We offer free revisions to ensure complete client satisfaction. If any adjustments are needed, our team will work closely with you to refine the solution until it meets your expectations.
How do you ensure that the case study solution is plagiarism-free?
All our case study solutions are crafted from scratch and thoroughly checked using advanced plagiarism detection software. We guarantee 100% originality in every solution delivered
How do you handle references and citations in the case study solutions?
We follow strict academic standards for references and citations, ensuring that all sources are properly credited according to the required citation style (APA, MLA, Chicago, etc.).