Bangkok--15 Jul--Wrigley
The 3,000 million Baht chewing gum industry shows no signs of slowing down and projecting an overall growth of another 15% this year. The launch of the new Wrigley’s Extra Professional Spearmint gum seeks to capitalize on the huge success of its current line of products, injecting the brand with 60 million Baht for a new and exciting marketing campaign. The campaign with new brand ambassador “Chompoo Araya” will help connect the exciting new product with young and trendy professionals. It is projected that this campaign will significantly increase the company’s consumer base while at the same time increasing its market share in Oral Care Sugarfree gum segment to 30%.
With the company’s R&D program, it constantly seeks to develop new and innovative products to launch to the market. This keeps the public constantly excited about Wrigley’s product line while at the same time covering diverse market segments to maximize the company’s potentials. Of the new products is the successful Wrigley’s Extra Professional gum, which sugarfree directly appeal those who are health-conscious.
Extra’s new flavor sweeps an extra 30% in market shares.
Ms. Supree Pavaritpong, Country Manager of The Wrigley Company (Thailand) Limited recently revealed that the past years success has allowed the company to capitalize on the popularity of its products by launching other new and exciting products to respond to the specific needs of the consumers. Recently, people are becoming more health conscious and with it, the demand for a product that can benefit one’s health increases. With this in mind, Wrigley developed the Extra Professional Spearmint chewing gum to help improve one’s dental health. Not only does it refresh your breath after a meal, it also contains Sodium Phosphate which helps clean and give “mouth clean” felling. The target group for this product is the young professionals in their twenties and onwards. This particular line of chewing gum will come in two distinct flavours, Peppermint and Spearmint. They are available to purchase in two different packaging, Blister Pack 15 Baht and Bottle 55 Baht.
By introducing new popular flavour and a continuous marketing campaign for the “Extra Professional” chewing gum, the company expects a 30% growth in sales with 30% of share in Oral Care Sugar Free gum segment.
Last year Wrigley had introduced Extra Professional Peppermint in Oral Care Sugarfree gum segment with active ingredient “Sodium Phosphate” in the form of Microgranules which not only helps to clean your teeth but leaves you with “month-clean” feeling. This active ingredient is normally found in the leading tooth paste brands and it is the first time that it has been included in leading chewing gum brand. With this new product and holistic marketing activities , Wrigley achieved 80% sales growth of Extra gum brand and helped grow Oral Care Sugarfree gum segment by 20%.
A 60 million Baht campaign with Chompoo as brand ambassador
Ms. Supree Pavaritpong recently stated that the company has allocated 60 million
Baht for the marketing campaign of Extra Professional Spearmint chewing gum. Half of the budget will be used for above the line marketing campaigns and the other half into below the line campaigns. “Chompoo” Araya A.Haget, a famous star will be the brand ambassador and will be in the new TV commercial to promote Extra Professional gum. Her character of confidence and professional & trendy look makes her the perfect fit for the product and through her, the public can have feel a connection to this new product. The new TV commercial will be on air from 1 July 2009 onwards.
The goal of the new TV commercial will be to convey that the confidence needed after a meal can be found with the Extra Professional chewing gum. It can be easily carried around anywhere and be the confidence booster anytime. The story line will feature Chompoo and other young ladies at a cocktail party, enjoying their night. Then, a cool gentleman will enter the scene, causing Chompoo to worry about herself after meal. She needs professional help, and the help she gets is from the Extra Professional chewing gum, giving her the confidence she needs to face any situation especially after meal.
3,000 Million Baht chewing gum industry to grow 15%
Mr. Pablo De Abadal, Senior marketing Head of Sino-Pacific Trading (Thailand) has announced that the chewing gum industry in Thailand still has strong growth and is not affected by the current economical downturn. The reason for this is because the various brands all keep their innovative spirits alive with new product launches and other promotional campaigns to keep the consumers interested. It is expected that this year, the chewing gum industry in Thailand will grow 15% from the 3,000 million Baht industry. The best performing segment continues to be “Breath Freshening” followed by “Enjoyment”, “Oral Care Sugarfree” and “Revitalization” segments. Through market researches, the company has found that each consumer has specific needs and preferences. This is why Wrigley continues to develop new products so that each person’s needs could be specifically met.
Presently, the chewing gum category has four distinct segments. The largest is the “Breath Freshening” segment at 42% of the category. Some of the products included in this segment are Doublemint, Wrigley’s Spearmint, and Cloret. Next is “Enjoyment” segment, 30% of the category consists of Wrigley’s Juicy Fruit, Chiclets, Mentos Blast, Trident Splash. “Oral Care Sugarfree” segment, 17% of the category includes brands such as Extra Professional, Extra White, Extra Xylitol, Dentyne Xylitol, Lotte Xylitol, and Trident Recaldent. Lastly, the “Revitalization” segment which has an 11% market share. Mentose Ice and Dentyne Ice are some of the products in this category. Out of the four, the “Enjoyment” segment is the fastest growing because of the constant innovation and creativity that constantly develops the products.
Wrigley targets 20% growth
In Thailand, Wrigley currently has five different gum brands present in the market. These brands are Doublemint and Wrigley’s Spearmint in “Breath Freshening” segment, Wrigley’s Juicy Fruit in “Enjoyment” segment, Extra in “Oral Care Sugarfree” segment and Boomer in Bubblegum. Each of these brand successfully targets different market segments which accounts for 400 Million Baht in sales during the past year. The continuing success forecast year end sale to increase by another 20%.
The Extra brand alone has three different types of chewing gum. The Extra Professional Spearmint and Peppermint which key ingredient includes Sodium Phosphate in the microgranule form, which cleanses the mouth and teeth to leave you “Mouth-Clean” feeling. The Extra Xylitol in Sweet Mint and Strawberry which helps to prevent cavities. And lastly, the Extra White, which helps to whiten your teeth, leaving you with the brightest smile. The Extra brand comes in two different packaging, in classic packets and in larger bottles. It currently accounts for 15% of total company sales.