ASSESSMENTS (A) COVER SHEET

Unit Name: Establish and adjust the marketing mix

Unit Number: BSBMKG502B

Student Full Name: Samowel Aboud

Student ID No.: 378374359
Teachers Name: Ms. Kay Geronikos

Wrigleys (EXTRA)
Introduction:

Product introduction:
Extra is Australia and New Zealands original and favorite sugar free gum.
Launched in 1987, Extra was the first sugar free gum with longer lasting flavor.
Today, Extra continues to lead the gum category with new products and great
advertising.

Extra consumers dont just chew for the great taste. Chewing sugar free gum has
been clinically proven to positively impact oral health, stimulating saliva by 10
times. Saliva is the bodys own natural tooth protection. It works in three ways:

Restores pH balance in the mouth neutralizing plaque acids

Helps clean away food that may have lodged in teeth and gums
Helps to naturally remineralise teeth attacked by acid, as the minerals in
saliva are the same as in teeth

The Australian Dental Association and the New Zealand Dental Association both
recommend chewing a sugar free gum like Extra after eating and drinking as part
of a good oral care routine.
So the next time you have something to eat or drink, do a little bit Extra for your
teeth and chew a piece of your favorite Extra gum.

Product image:

Organization introduction:
William Wrigley Jr. Company is one of the most successful company in the world. It
manufactures and sells chewing gum under different Wrigley's brands. Four
generations of the Wrigley family have provided continuous leadership of the
company beginning with the founder, William Wrigley Jr., who was followed by his
son, Philip K. Wrigley, whose son William Wrigley led the company for 38 years until
his death in March of 1999 and now his son, William Wrigley Jr. is the current
president and CEO.

Analysis of the organization:

Extra marketing objective plan:

1. Increase markets shares

2. Maintain itself as top updated products list ( release new
flavor)
3. Enter new markets
4. Increase organization profit

Figure 1:
MARKET SHARES OF CHEWING GUM INDUSTRY:

Figure 2:
WRIGLEY'S INTERNATIONAL MARKET SALES DISTRIBUTION

Extra target market:

Extra have mainly a young target market, especially when Extra use the slogan
that it increase confidant.
But that doesnt mean that the young people is the only target market for Extra .
As we see in this research Extra has an extended target market, people between
15-49 years old, as it shown on figure 3

Figure 3: Extra TARGET MARKET

Marketing mix description:

Definition:

The marketing mix refers to the set of actions, or tactics, that a company uses to
promote its brand or product in the market. The 4Ps make up a typical marketing
mix - Price, Product, Promotion and Place. However, nowadays, the marketing mix
increasingly includes several other Ps like Packaging, Positioning, People and even
Politics as vital mix elements.

What are the 4Ps for Extra ?

Price:
Refers to the value for Extra . The costs of production have a big importance, that
why we see difference between U.S.A and Australia product price, and that related
on the most of the cases for the expanses on this country (open factories,
employee rate)
Also because Extra isnt a luxury product and the Segment targeted is between
15-49 years old it give Extra a great opportunities to reach the planed objective
and increase them market part.
There can be several types of pricing strategies for Extra , each tied in with an
overall business plan exclusive for each country.
Product:
As one of best sellers chewy in Australia, Extra keep the combination of high
quality and the original taste , with the new flavor on the chewy market , that will
enable Extra to maintained them part of market and increase it as well.

The packaging for Extra updated many times to follow the new technology and
fill the need of customer.
Also we cant forget the health part when we discuss Extra case, it recommended
from the dentist to the great benefit that offer for teeth protection and increase
breath freshness.
Place:
One of the distribution channels of Wrigley's gum is through wholesalers, who in
turn supply retail stores in the areas they serve. The gum is shipped almost
entirely by truck to the wholesalers from Wrigley factories or warehouses located
in various cities.
For chain stores or cooperative groups, the gum is shipped to their warehouses,
then distributed to the member stores. At the consumer level, Wrigley's gum is
sold in such outlets as food, drug, variety, convenience and confectionery stores,
gas stations, newsstands and restaurants.
Vending machines are another important aspect of the retail distribution system.
These machines serve the public in places where retail stores are not present such
as factories, airports and bus, railroad and subway stations.

Promotion:

At an initial stage of wrigleys, television was the major promotional mix they were
using because at that time television was very popular and children can easily be
attracted. In the late 1990s they had market share around 54% and wrigleys
became famous in more than 140 countries due to higher market share. Higher
market share also helped them to increase sales over the world. Gum was an
inexpensive treat that people could have whenever they wanted itwhether to
satisfy a craving for something sweet or to get rid of bad breath due to this
company made many new innovations, for e.g. - Some brands, like Freedent,
reached out to older consumers who were dentures. Bubble gum was geared toward
children. Wrigley had been successful for so long because the company
concentrated on the one product it produced well and did not try to enter another
type of candy or food business. At that time of period Ninety percent of the
company's advertising budget went toward television commercials. Its
commercials had a reputation for being conservative. The basic idea remained the
same, but the company invented fresh approaches for each campaign. As the
passage of time their brand name also increased and they have reached to great
heights.

Wrigley products sell in mom & pop stores as well as the modern format stores.
Prior to the electronic media becoming as robust as it is today Wrigley believed in
the world of merchandising. It highlighted its brands into the stores through
various innovative merchandising units which created facings for its brands.
Slowly it became a regular format where Wrigley still believes in merchandising its
brands at the checkouts of the stores as it is the place where the final decision is
made by the consumer on buying an impulse product. So now its a two way
approach to the consumer which Wrigley is following at the market place

Marketing mix analysis

Extra Integrated Marketing Communications
Extra as any company use the Integrated Marketing Communications as simple
concept. to ensures that all forms of communications and messages are carefully
linked together. At the most basic level, Extra try integrating all the promotional
tools, so that they work together in harmony.
Extra Promotion for is one of the Ps in the marketing mix. Because it has a
proper-own mix of communications tools. All of these communications tools work
better when they work together in harmony rather than in isolation.
There are other levels of integration used by Extra such as Horizontal, Vertical,
Internal, External and Data integration. For example, Extra Horizontal Integration
occurs across the marketing mix that we talked on it before and across business
functions production, finance, distribution and communications to make it work
together and be conscious that their decisions and actions to send a proper
messages to Extra customers.
Although Extra Integrated Marketing Communications requires a lot of effort it
delivers many benefits. It can create competitive advantage, boost sales and
profits, while saving money, time and stress.
And for that reason of increasing sales, we should mention the satisfaction of
target market for Extra that is the main raison for progress like the figure 4

Figure 4:

Costumer service

Wrigley isnt new organization, since 1990s build great knowledge about costumer
inquiries and that was the main raison for them progress and increase the
customer satisfaction. And to make it easier to reach all this inquiries it use many
different way to communication like:

Hotline:

The hotline on each Wrigleys product makes it easier to contact them to any issue.

Email:

All Wrigleys websites include a tap for contact us it give a direct way to
communication with the company.

PO Box:

The old fashion way of communication also available for Wrigleys, the PO Box
address of the main branch in each country available on the product package.

The Three Ps of Customer Service

The Marketing of Services or the 3 additional P's of the marketing mix is a strategy
that meets customers' needs and wants.

The three P is:

People
Processes
Physical-Evidence

Wrigley case is a great example for good customer service especially about the 3 P

Conclusion:

For more than 100 years, William Wrigley Jr. Company followed the strategy of
good quality, which was emphasized by its founder, Mr. William Wrigley Jr... Year
1998 was a good example of good quality control.
Because of the improved, longer-lasting flavor, Extra and Winterfresh recorded
strong volume gains. With the volume gains of Extra and Winterfresh, it offset the
declines of the other Wrigley brands in the Australia market; Wrigley Company
continued to outperform the total Australia chewing gum market. At the end of

June 1999, it had a 53.7% market share in the chewing gum industry in the
Australia Moreover, continuous new product development such as Excel and
Airwaves also boosted the international business.
In addition to the above good Company strategies, the steadily growth of its
financial data and stock performance also gave us the confidence to choose this
Company as a long-term investment.

Thanks for reading