Do you want a Gum ?

It is more and more difficult to find new flavours for gum, especially flavours that people will like more than the basic mint or strawberry flavours. The new flavours that have recently appeared on the market are some mix of fruit you would never think...

When having a look at the different brand packagings, the first thing we can notice is that flavours and packaging are closely linked. For each brand, coulours are associated with flavours . Brands use the same colours. Chlorophyll and mint are usually...

This question is interesting as it has for purpose to explore the reasons why gums are sold over and over again to so many people while they are definitely not vital to the survival of its consumers. So what makes them so specific a consumer would feel...

How can marketers make the chewing-gum attractive ? That's a big question to deal with when you're a product manager at Wrigley's or Mars ! In fact, they do it pretty well ! Today chewing-gum is part of our lives. Who doesn't think about chewing a gum...

Freedent was the first brand to be partnered to a French association “Union Française pour la Santé Bucco-Dentaire” – UFSBD. This partnership offers the brand a very good way to communicate its benefits to its customers because a professional association...

SEGMENTATION Every company needs to find its consumers to sell its products and grow. They do it by searching their market: ¤ What is currently proposed to answer the consumer need? ¤ Who is offering such an answer? To who? Why? How? Getting information...

Actually there are two main competitors on the French chewing gum market: Those two leaders have axed there communication around two main brands that are: Hollywood (Cadbury) with his slogan “Fraîcheur de vivre” Freedent (Wrigley’s) with an oral health...

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,...

Malabar has been created by Krema in 1958. After the success of Hollywood chewing gum, the company wants to create a chewing gum especially targeting children from 8 to 14 years old who want to share fun together. The principle of the product is easy;...

In 1987 Wrigley’s decides to enter the French market. “Freedent” is arriving during the monopole of Hollywood with its “eternal youth” image. Therefore, Freedent strategy is to communicate on other values like the oral health. In fact, in 1987 Freedent...