Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Integrated Marketing Communications (IMC), Marketing Research, Retail Marketing, Supply Chain.

Description: According to Euromonitor International, the gum industry’s market value hit $18.6 billion in 2020. Since 2015, Mars Wrigley has held 25% of the global brand share for chewing gum and a 40% portion in the U.S. The Covid-19 pandemic since it began in March 2020 has negatively impacted gum’s most prominent players and could negatively affect Mars Wrigley gum brands’ future.

Source: – video report

Date: Mar 16, 2021


Questions for discussion:

  • Why do you think gum has remained a staple candy item?
  • Why has the covid 19 pandemic reduced sales?
  • How can marketing increase sales?
  • Do you think the sale of the company was a good decision?