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Do you have a CHEWING GUM ?

Do you have a CHEWING GUM ?

On aime les chewing-gum et on le vaut bien !

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Do you want a Gum ?

Tout savoir sur l'univers des principales marques de chewin-gum sur le territoire français.
Do you have a CHEWING GUM ? Do you have a CHEWING GUM ?
Articles : 15
Depuis : 03/10/2011
Categorie : Marketing & Réseaux Sociaux

Articles à découvrir

Freedent Communication and promotion strategy

Freedent Communication and promotion strategy

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 trusts the brand as healthy and benefic for the teeth. Freedent always communicate on t
Chewing Gums on stage !

Chewing Gums on stage !

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 before an important date with the woman/man of his/her dreams ?? NO ONE !! Everybody is concern ab
Freedent and the oral health message

Freedent and the oral health message

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 is the first “sugar free” chewing gum on the market. The brand is seen as being hea
Other competitors

Other competitors

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
Malabar “The Bubble gum generation”

Malabar “The Bubble gum generation”

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; the chewing gum is composed of two gums that can be shared. There is only one flavor available: Tu
What is going on ? Why gums still stick to the market over the years ?

What is going on ? Why gums still stick to the market over the years ?

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 the need (or the want) to buy one ? And is it truly a need, or a want ? Let’s take a look at th
A strategic analysis of gum brands - Part 1

A strategic analysis of gum brands - Part 1

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 allows companies to part different sort of customers and give them an idea on how they are goi
Gums' market and history in France

Gums' market and history in France

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 communication Some other competitors are also acting on this market, like Airwaves, Mentos
Gum: packaging

Gum: packaging

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 green Stronger mint is usually represented in blue Then, fruity flavours have packaging represent
Hollywood: the mystery flavour

Hollywood: the mystery flavour

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 of, like strawberry and peach for instance. New flavours can come with new sensations: sparkling