How to break the competitive landscape where Wrigley's gum dominates the world

Beijing Precise Planning CEO, 43 years old, a well-known food marketing plan expert in China; 17 years of experience in food industry marketing, successfully served more than 50 international and domestic food companies, and has established his own maturity in the field of food marketing planning. Marketing actual combat theory system. Beijing Precise Planning — The first brand in China's food industry market research and integrated marketing planning. For a comprehensive solution to the marketing problems or problems of food companies, please visit the website of Beijing Precise Planning Company.

In order to understand more precisely the consumption demand, competitive situation and potential market opportunities of chewing gum, chewing gum manufacturers can do brand planning, product planning, marketing planning and sales planning according to the needs of consumers to minimize the chewing gum brand and products. The marketing risk, rapid increase in product sales, robustly strengthen the brand and expand the market scale, precision planning in the recent Beijing chewing gum products made a special, in-depth consumer demand market research.

The Beijing Precision Planning Market Research Department conducted a professional design of survey questionnaires and made scientific quotas on the sex, age, and income of the interviewed consumers. This survey uses the internationally accepted CLT (Central Location Test), which is a centralized fixed-point market research method. A total of 312 consumers visited chewing gum, of which males accounted for 48.0% and females accounted for 52.0%. According to the principle of statistics, the confidence of this survey is above 96%, which is in full compliance with the accuracy of market research. Precision planning hopes to base on the research data of consumer demand, and put forward some valuable marketing suggestions and ideas for chewing gum companies to increase product sales and strengthen brands.

More than 90% of brand surveys of consumers who can remember chewing gum showed that 94.3% of consumers said they could remember the brand of chewing gum products; the percentage of consumers who could not remember the brand of chewing gum products was only 5.7%. It shows that consumers have a very high brand memory of chewing gum products.

Green Arrow and Yida dominate the Beijing gum market Among the chewing gum brands that consumers often eat, Green Arrow gum has the highest brand nomination rate, accounting for 77.0% of consumer choice ratios; Yida brand chewing gum consumer selection ratio and Green Arrow brand Very close, accounting for 76.0%. Since this question is a multiple-choice question setting, the percentage of each option total must exceed 100%. Hollyph and Lotte chewing gum ranked third in the consumer selection ratio of 4.7% respectively; the total consumer selection ratio of other chewing gum brands was only 3.3%. It can be seen that the brand concentration of exported chewing gum products is very high. At present, two brands, Green Arrow and Yida, dominate the Beijing chewing gum market.

Chewing gum products have high brand loyalty. As shown in the figure, in the past year, the proportion of consumers who had eaten two brands of chewing gum products was the highest, accounting for 45.3%, far higher than other options; followed by the Communist Party in the past year. After eating three brands of chewing gum, it accounted for 27.3% of the consumers' choice ratio. The percentage of consumers who answered that they had eaten only one brand of chewing gum in the past year was 14.7%. The proportion of consumers who had eaten four or more and five or more chewing gum brands was only 3.3% and 2.7% respectively; it was not clear that the proportion of consumers who had eaten several chewing gum brands in the past year was only 6.7%. This shows that chewing gum products have high brand loyalty.

Consumers prefer to eat peppermint and strawberry chewing gum. When asked by interviewers at Beijing Precision Planning Market Research Department, mint taste ranks first in all chewing gum tastes when consumers like to eat what taste of chewing gum products. It accounted for 18.0% of consumer choices; followed by strawberry, which accounted for 16.0% of consumer choices; watermelon ranked third, accounting for 11.3% of consumer choices. In the following order, apple flavor accounted for 6.7%; Orange flavor accounted for 5.3%; Hami melon and blueberry taste accounted for 4.0% and 3.3% of the consumer selection ratio; other tastes together accounted for 13.3% of the consumer selection ratio. It can be seen that consumers prefer to eat peppermint and strawberry flavored chewing gum. More than 60% of the consumers who like to buy bottled chewing gum have done a special test on the type of chewing gum that consumers prefer to purchase. According to the survey data, the percentage of consumers who like to buy bottled chewing gum has reached 63.0%, which is more than 60% of all consumers, and is obviously higher than the packaging form of two kinds of chewing gum products: carton and tin. The percentage of consumers who preferred to buy carton packs of chewing gum was 32.2%; only 4.8% of consumers said that they preferred to buy tin-packaged chewing gum products. It is not difficult to see that bottled is the consumer's favorite chewing gum product packaging form.

Consumers believe that the core criteria of a good chewing gum product are the core standards that consumers consider a good chewing gum product to have: 1. Good taste; 2. Fresh taste; 3. Can go to taste, leave fragrance; 4. Healthy; 5. No Hazard, good for the body; 6, pure taste; 7, inexpensive and good; 8, fresh breath lasting; 9, the right quality and quantity; 10, taste good, affordable; 11, can reach the dental teeth are good Yes; 12, cost-effective; 13, dessert; 14, sugar-free; 15, teeth, fresh breath; 16, healthy teeth low sugar; 17, refreshing; 18, sweet lasting; 19, no pollution; 20 , Health and hygiene; 21, health care; 22, to clear the mouth odor; 23, non-stick teeth and so on. The consumption frequency of chewing gum products is high, and the market capacity is huge. Consumers who spent chewing gum monthly at 11-12 yuan, 21-30 yuan, and 31-50 yuan for the past year averaged 24.5%, 21.1%, and 13.6% respectively. The average monthly rate of heavy consumer spending on chewing gum at 50 yuan or more also reached 29.2%, which is close to 30% of all respondents. The percentage of consumers who spent an average of 10 yuan or less on chewing gum per month was only 11.6%. It is not difficult to see that chewing gum products have a high frequency of consumption and a huge market capacity.

Chewing gum products show a fast-growing consumption trend. This year, compared with last year, the proportion of consumers who have increased the amount of chewing gum has reached 31.3%. The percentage of consumers who answered that the number of chewing gums consumed this year has decreased by 11.6% compared to last year; meanwhile, 57.1% of them have Consumers said that the amount of chewing gum this year is about the same as last year. From the survey results, it can be seen that the chewing gum products show a fast-growing consumption trend.

Consumers think what are the current chewing gum products consumers believe that the current chewing gum products mainly have the following deficiencies: 1, there is too short a time of taste; 2, bottled in the bag is not easy, there is a noise; 3, bad taste 4, the price is expensive; 5, taste is not enough; 6, too sweet; 7, lack of taste; 8, more taste; 9, the block is too small; 10, packaging is not good; 11, after eating will produce garbage; Not affordable; 13, the bottle is too large; 14, not chewed; 15, the quality is a bit poor; 16, lack of taste, the price is expensive; 17, monotonous color; 18, the price is high; 19, the effect is not enough, not enough tone after eating Good; 20, not low sugar; 21, discarded inconvenient; 22, taste too complex; 23, taste is not comprehensive; 24, too small, one can not vomit bubble; 25, lack of health and environmental protection measures; 26, to be genuine , Too much false; 27, some texture is not good; 28, softness is not good; 29, eat more harder; 30, there is a gummy feeling; 31, can not be swallowed and so on.