Other competitors

Publié le par Do you have a CHEWING GUM ?

 

There are many brands on the market. French people are used to consume Hollywood, Freedent and Malabar but other competitors such as Airwaves and 5 (Wrigley’s) or even Mentos also have a role to play.

 

Those brands are kind of younger entrants on the market, as they have been launched after 2001.

 

The main difficulty for them is to create a strong brand equity around their product without copying another existing product positioning strategy otherwise the social meaning of the brand can confuse the customer.

 

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As Mentos is more known for his flavored candys and Airwaves is communicating on sports like Hollywood, the only originality belongs to “5” who creates a “New” experience around chewing gum for people who want to be seen as outsiders.

 

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