Marketing Currents - Business and Marketing Current Events

Mars Wrigley promotes chewing gum as tool to address ‘micro-stresses’


Mars Wrigley is moving away from promoting its chewing gum products as only breath deodorizers, but more as stress-relieving tools for young adults and teenagers.

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Discussion Questions:

  1. What is a brand?
  2. What are two examples of Mars Wrigley chewing gum brands?
  3. What is positioning?
  4. What is repositioning?
  5. Why is positioning important in marketing?
  6. How has Mars Wrigley historically positioned its chewing gum products?
  7. How are they repositioning the products now?
  8. Why do you think they are repositioning?
  9. According to this news story, which two brands are they focusing on?
  10. Why do you think they are focused on two specific brands, and why do you think they chose those two?
  11. What is a target market?
  12. Who is Mars Wrigley targeting with this repositioning strategy?
  13. Why might they be targeting that specific demographic?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.