Eclipse Gum Essay
Qi Li Wrigley’s Eclipse Gum: Managing Brand Adolescence
1. Since William Wrigley Jr. established Wrigley chewing gum company in 1914, the company has been expanding for many years. Despite the company experience market downturn in the period of World War II and Cold War, Wrigley once again dominated the chewing gum market after the end of the war. Wrigley still dominated the chewing gum market with 50% market share. It can be said that before 2000, the development of Wrigley is very rapid and very successful. However, chewing gum sales had been hurt during the late 1990s by increasing competition from new, intensely flavored mints, especially Altoids. More and more competitors entering the market accelerate the maturity of the market. …show more content…
The main reason of the failure is that the company didn't have enough money to launch an eighth because the company was investing in two fast-growing market: Wrigley was building a $100 million factory in Russia and was also expanding its existing manufacturing facility in China. Eclipse only have two flavors of chewing gum is mainly because the company did not put too much attention into the development of eclipse's flavors. Meanwhile, the company pay a lot attention to invest in Extra, the number-one sugar-free brand in the United States. For the third problem, the result of Blind Product Test Scores display the contrast of the main performance between Eclipse and Dentyne Ice. For the performance of freshens quickly, the ratios between Eclipse and Dentyne Ice are 46:50 and 42:54. For the performance of eliminating odors, the ratios are 40:54 and 41:56. For the last problem, the company did not successfully establish brand awareness in the main target consumers. The target consumer for Eclipse is consumers aged 25 to 54. According to the table 11 and table 12, most people who aware of Eclipse brand is from age group 10-17, and the table 12 shows that the percentage of brand awareness between Eclipse and Dentyne Ice is 44.3 and
1. Since William Wrigley Jr. established Wrigley chewing gum company in 1914, the company has been expanding for many years. Despite the company experience market downturn in the period of World War II and Cold War, Wrigley once again dominated the chewing gum market after the end of the war. Wrigley still dominated the chewing gum market with 50% market share. It can be said that before 2000, the development of Wrigley is very rapid and very successful. However, chewing gum sales had been hurt during the late 1990s by increasing competition from new, intensely flavored mints, especially Altoids. More and more competitors entering the market accelerate the maturity of the market. …show more content…
The main reason of the failure is that the company didn't have enough money to launch an eighth because the company was investing in two fast-growing market: Wrigley was building a $100 million factory in Russia and was also expanding its existing manufacturing facility in China. Eclipse only have two flavors of chewing gum is mainly because the company did not put too much attention into the development of eclipse's flavors. Meanwhile, the company pay a lot attention to invest in Extra, the number-one sugar-free brand in the United States. For the third problem, the result of Blind Product Test Scores display the contrast of the main performance between Eclipse and Dentyne Ice. For the performance of freshens quickly, the ratios between Eclipse and Dentyne Ice are 46:50 and 42:54. For the performance of eliminating odors, the ratios are 40:54 and 41:56. For the last problem, the company did not successfully establish brand awareness in the main target consumers. The target consumer for Eclipse is consumers aged 25 to 54. According to the table 11 and table 12, most people who aware of Eclipse brand is from age group 10-17, and the table 12 shows that the percentage of brand awareness between Eclipse and Dentyne Ice is 44.3 and