Who Wants Gum?



Group Activities and Discussion Questions:

  1. Discuss products that are in the mature stage of the product life cycle. What products are in this stage? How are they marketed?
  2. Next, discuss various marketing strategies that can be used in the mature stage.
  3. Poll students and list on the board: all the gum and candy products that they have purchased or know about.
  4. What are the reasons that people buy gum and candy? What are the distribution points?
  5. Bring up Wrigley’s Web site (or other gum companies): http://www.wrigley.com/global/index.aspx
  6. Divide students into teams. Have each team select a gum product, determine a target market, messaging, and campaign.

Source:  Chicago Tribune, 9/8/13

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