Wrigley vs Cadbury Schweppes: The Competitive Strategies in chewing Gum Market



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Code : COM0109

Year :
2006

Industry : Food, Diary and Agriculture Products

Region : USA

Teaching Note: Available

Structured Assignment : Not Available

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Abstract: Wrigley, with a global market share of 35.4%, is the world's largest manufacturer and marketer of chewing gums. For the first time in its history, its dominance was threatened when confectionery giant Cadbury Schweppes forayed into the manufacturing of chewing gum in 2002 and quickly acquired a market share of 26% worldwide.

In response, Wrigley also diversified into confectionery, the core business of Cadbury Schweppes.

Pedagogical Objectives:

  • To understand the competitive strategies adopted by Wrigley and Cadbury Schweppes
  • To discuss their abilities to sustain and enhance their respective positions in the global chewing gum market.

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    Keywords : Global chewing gum market; Competitive strategies; Growth strategies; Acquisition strategies; Marketing strategies; Brand positioning; Product promotion strategies; Joyco; Competitive Strategies Case Study; Altoids; Life savers; Doublemint chewing gums; Spearmints; Trident Splash; Hollywood

    Contents :
    Wrigley
    Cadbury Schweppes, the British Confectioner
    Wrigley vs Cadbury Schweppes in the Global Chewing Gum Market


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