160704175245

STRIDE GUM 1
Stride Gum
Group Members:
Alicia Mander, Deep Sheth, Dickson Enebuse,
Hannah Woodcox, Kelly Dominguez-Portillo,
Robert Balaam, Ting Yao
Date: 30th March 2015
Course: Marketing 1 - MRKT-CB158-W15-KM
Assignment: Group Project
Submitted To: Mr. J. Kevin Meens

STRIDE GUM 2
Table of Contents
Backgrounder ............................................................................................................................ 3
Identification and Description of Manufacturer............................................................. 3
Corporate Mission Statement ...................................................................................... 3
Description of Product ................................................................................................................ 4
Marketing Mix (4Ps) ................................................................................................... 4
Visual Images of Product ............................................................................................ 8
Alignment of Corporate Mission Statement ...............................................................................12
Target Market Description .........................................................................................................13
Demographic Profile.................................................................................................. 13
Psychographic Profile ............................................................................................... 13
Visual Image of Target Group ................................................................................... 14
Target Market Need and Want Identification .............................................................................15
Maslow Need Identification ....................................................................................... 15
Why Target Market Wants Product to Satisfy Identified Need ................................. 15
Product Points of Difference......................................................................................................16
Product Competitive Advantage ................................................................................................16
Identification of Key Competitors...............................................................................................18
Environmental Scan ..................................................................................................................19
PEST/CD Analysis .................................................................................................... 19
Positive Trends ......................................................................................................... 24
Negative Trends........................................................................................................ 25
Company SWOT .......................................................................................................................26
Product SWOT ..........................................................................................................................28
Social Responsibility (CSR) ......................................................................................................30
Use of Social Media ..................................................................................................................31
Questionnaire ...........................................................................................................................36
Sample of Questionnaire ........................................................................................... 36
(Written) Summary of Survey Results (per question)................................................. 37
(Graph) Summary of Survey Results (per question) .................................................. 65
Research Methodology ............................................................................................. 86
Conclusions and Recommendations ......................................................................... 86
Go/No Go.................................................................................................................. 87
Cited Sources & Bibliography....................................................................................................88
STRIDE GUM 3
Backgrounder
Identification and Description of Manufacturer
Stride Gum was created in 2006 by Cadbury, a subsidiary of Mondelz International
(Bloomberg, 2015). Mondelz International has global sales of $34 billion, is No. 1 in the
Chocolate, Biscuits and Candy & Gum category, and No. 2 in the Chewing Gum
category (Mondelz International, 2015). Mondelz Internationals global headquarters
is in Deerfield, Illinois, USA (Mondelz International, 2015).
In 2003, Cadbury merged with Adams: this resulted in the Worlds leading
Confectionary Company (Cadbury UK Limited, 2015). Cadburys global headquarters is
in Uxbridge, London, United Kingdom. In 1824, John Cadbury opened his first grocer
shop in Birmingham, selling chocolate using a pestle and mortar. The Cadbury
manufacturing company was then created in 1831 (Cadbury UK Limited, 2015).
Corporate Mission Statement
Cadbury
Cadbury means quality; this is our promise. Our reputation is built upon quality; our
commitment to continuous improvement will ensure that our promise is delivered.
(Super Brands, 2012)
Mondelz International
Our dream is to create delicious moments of joy and thats exactly what our tasty
snacks do. Theyre that stolen moment for just you (Mondelez International, 2015).
STRIDE GUM 4
Description of Product
Marketing Mix (4Ps)
Product Distribution (Placement)
Stride is a chewing gum, a non-durable convenience Part of Cadbury and Mondelz International group
product in the candy category. (Bloomberg, 2015)
Core product is freshened breath, other oral benefits Extensive, established $34 billion sales global
Augmented products are websites, videos and social distribution network (Mondelz International, 2015)
media Distributed by Snack Works (Mondelz Canada Inc.) in
Stride gum contains a legally approved ingredient, Ontario, a Mondelz International subsidiary
cooling dust, which they claim produces a drying (Snackworks, 2015)
effect in the mouth (Stride, 2015) Imported by Mondelz Canada Inc., Mississauga
Introduced in Canada in 2008, with just spearmint and (Government of Canada, 2013).
sweet peppermint flavours (Stride Canada, 2015) Over $10 billion, of chewing gum imported in Canada in
Stride is sugar free and has the American Dental 2013 (Government of Canada, 2013)
Association Approval (ADA is a self-regulatory, non- Consumers buy from Convenience stores, Dollarmarts,
government association) (ADA Seal Product Report Supermarkets, Gas Stations, Vending Machines &
Stride Sugarless Gum, 2010) online.
Depth: 20 flavor brand, 9 current (Stride, 2015). Stride gum single units are normally placed by registers
Stride makes chewing gum with vitamins B6 & B12, for impulse buying, alongside other candy products like
Stride Spark: Spark Kinetic Mint & Spark Kinetic Fruit chocolate bars, chew bars, and other treats/snacks.
(Stride, 2015).
STRIDE GUM 5
Stride has 3 Sour Patch kids flavors targeted at Stride multipacks, consisting of 3 units are normally
children: Lime, Red Berry & Orange (Stride, 2015). available on main candy aisles, with discounts for
Consumer packs in 14 piece pack or 3 pack multipack buying in bulk.
Stride Spearmint design uses green and white colors Online purchasing at Walmart and Amazon.
with black text. It has a large, striking S logo on the
front, ingredients, nutritional information, and barcode
on the back. One side has distribution (Mondelz
Canada Inc.) and Customer Service details (Customer
service if not satisfied: 1-866-782-3267 / (Mondelez,
2015)
The package is folded into two parts, each containing 7
pieces, 14 in total. The package has a groove on the
front to keep it closed once opened.
High quality, durable, recyclable cardboard packaging
with sleek folded design and detachable half for easy
disposal when half way through the pack.
Stride S design is trademarked, wraps to give
continuous effect with next to other packs (Canadian
Intellectual Property Office, 2015)
Sold in packs of 3, 6, 12, 14 & 24 (Stride, 2015)
STRIDE GUM 6
Price Promotion
Bulk purchasing via Amazon: 12 pack $ 25.94 Stride advertising is made and copyrighted by
($2.16/unit), 2x12 packs 51.85 ($2.16/unit) (Stride, Mondelz International and/or its affiliate(s) (Stride,
2015) 2015).
Walmart currently charging $2.50 for 3 pack, 24% Stride have created an Apple app, Gumulon, to
discount from regular $3.27 price ($0.83/unit) (Walmart, promote their product online and by mobile (Stride,
2015). 2015).
Stride price ranged from $1.00 at Dollarmart to $2.19 at Stride have a very uniquely designed website, on which
Petro Canada Gas Station, 119% extra by just showing videos, pictures, and animation they
Strides consumer pricing is well placed, with an describe their products and attitudes (Stride, 2015).
average price of $1.74 across 9 locations sampled, Good online presence on all social networking sites,
$0.02 lower compared to the $1.76 average of all showing their focus towards their target market of 25-
brands 40 year olds.
Stride ($1.68) was 170% above Excel ($0.99) at Tony's Strides Facebook page has 2.8 million likes (Stride
No Frills, but other brands were of similar price Canada >250,000); Twitter has ~30,000 followers;
Stride was equal cheapest in 4/9 (44%) locations YouTube has 3.9 million views.
Stride was equal dearest in 3/9 (33%) locations Stride Twitter frequently, 4,451 tweets producing
Stride multipacks, consisting of 3 units are normally 30,300 followers (Stride, 2015).
available on main candy aisles, with discounts for Posted 16 short videos in the last year on YouTube,
buying in bulk. with 3.9 million views since June 2007 (Stride, 2015).
Stride Mega Mystery Flavor online chat (Stride, 2010)
STRIDE GUM 7
Hamilton Chewing Gum Price Analysis
Brand
Stride
Stride Stride
Avera v
Doubl Juicy Tride % of % of
Location 5 Excel Extra Stride ge Avera
emint fruit nt Min Max
Price ge
price price
Price
Convenience
Anytime 24HR Upper James-
$1.99 $1.99 $2.49 $1.99 $1.99 $1.99 $1.99 $2.06 -$0.07 100% 80%
Mohawk
Gateway News, Jackson
$1.99 $1.99 $2.49 $1.99 $1.99 $1.99 $1.99 $2.06 -$0.07 100% 80%
Square
New York News, Jackson
$1.99 $1.99 $2.49 $1.99 $1.99 $1.99 $1.99 $2.06 -$0.07 100% 80%
Square
Supermarket
Dollarmart $0.77 $1.00 $0.77 $1.00 130% 100%
Tony's No Frills $1.68 $0.99 $1.68 $1.68 $1.51 $0.17 170% 100%
Shoppers Drug Mart* $1.60 $0.82 $1.10 $1.10 $1.33 $1.33 $1.21 $0.12 162% 120%
Walmart $1.78 $1.78 $1.96 $1.78 $1.78 $1.78 $1.78 $1.81 -$0.03 100% 91%
Gas Station
Petro Canada, Upper James-
$2.19 $2.19 $1.59 $1.59 $2.19 $2.19 $1.99 $0.20 138% 100%
Mohawk
Average Price
Minimum Price $1.60 $1.78 $0.77 $1.00 $0.77 $1.00 $1.33 $1.81 -$0.81 120% 90%
Maximum Price $2.19 $2.19 $2.49 $1.99 $1.99 $2.19 $2.19 $1.73 $0.46 132% 96%
Average Price $1.89 $1.99 $1.70 $1.64 $1.60 $1.74 $1.85 $1.76 -$0.02 125% 94%
*multipack price divided by packs to get pack price
Key Best Price Worst price

Middle price Not stocked
STRIDE GUM 8
Visual Images of Product
Design, Flavors, and Multipacks

STRIDE GUM 9
Pack Information Layout and Packaging

STRIDE GUM 10
Product Placement
Anytime 24HR Upper James-Mohawk
Gateway News, Jackson Square
New York News, Jackson Square
Dollarmart, Jackson Square

STRIDE GUM 11
Tony's No Frills, Upper James
Shoppers Drug Mart, Upper James
Walmart, Upper James
Petro Canada, Upper James-Mohawk

STRIDE GUM 12
Alignment of Corporate Mission Statement

The mission statement of Cadbury, manufacturer of Stride Gum, is Cadbury means
quality; this is our promise. Our reputation is built upon quality; our commitment to
continuous improvement will ensure that our promise is delivered.
An excellent example of Cadburys undeniable commitment to quality is shown by
implementing the Pathatrix pathogen testing microbiological surveillance system (Eyre,
2008).
The main focus is on quality and constant improvement to deliver products with
superior customer value. A new line of Stride gum, named the 2.0 series, was
released in February 2011. This series, which includes the Stride Spearmint 2.0, was
released to upgrade some of the original flavors. Wanting to evolve from current
functional branding, the brand team wanted to move to something more emotive.
Directed at USA and Canadian teens, the core message the brand wanted to promote
was fueling non-stop nonsense, which led to the big idea: Stride Madness (Behance,
2012). The original Stride 1.0 flavours, including Spearmint 1.0 which was the
predecessor of Stride Spearmint 2.0, ceased production.
As expressed in the products advertisement slogan as the ridiculously long-lasting
gum, the most notable improvement on quality in this shift is the longer duration the
Stride 2.0 series flavour serves the mouth of the consumer when compared Stride 1.0.
This quality enhancement is a result of the commitment of Cadbury to deliver its
promise on quality goods through continuous development.
A most notable verification of Strides commitment to quality is the achievement of
Seal of Acceptance from the American Dental Association (ADA is a self-regulatory,
non-government association) (ADA Seal Product Report Stride Sugarless Gum, 2010).
In addition, the high quality packaging and pack-to-pack consistency of Stride gum
also aligns with the mission statement. Cadbury is well known for far reaching research
into consumers evolving needs and this gave rise to quality improvement that led to the
introduction Stride 2.0 (spearmint) gum and the other flavours in the series. Accordingly,
in the primary areas of quality improvement, quality control, quality approval, packaging
and product and market research, our product aligns significantly with the Mission
Statement of Cadbury.
STRIDE GUM 13
Target Market Description

Demographic Profile
The demographics that Stride are trying to target are first and foremost adolescents -
Generation Z, and young adults - Generation Y. Adult wise, Stride gum is not a gender
specific product, with some flavours registering more feminine, such as a Kinetic fruit
flavour, whereas a plain spearmint flavour may register with males or mainstream
people. Stride targets children aged from 6-17 with its Sour Patch kids product lines:
Lime, Red Berry & Orange (Stride, 2015). Parents of very young children are likely to
prevent them from chewing gum for safety reasons, whilst many people in older
generations may have dental issues that prevent or hinder them from wanting to chew
gum. Because of its price, income segmentation is of little importance with chewing gum
market segments, likewise with home ownership and marital status.
Psychographic Profile
The psychographic profile of Stride gum consumers are conscious, technology savvy
young adults; people who want to freshen their breath before a work meeting; people
who can navigate their way around the internet highly effectively. Stride advertisements
use colloquial, simplistic language that which is easily recognized by this demographic
segment: a language that is also appreciated by teenagers.
Stride specifically uses rather eccentric ideas for their television ads to draw in
attention from potential buyers and consumers who are fun loving, very adventurous,
slightly wild, and often rebellious. The term Cooling Dust, crazy consumer challenges,
and amusing stunts played out on Stride videos are all aimed for a street savvy person
of a boisterous nature, pursuing a flamboyant social image.
The large S design and eye-catching colours Stride use are easily recognizable,
straight forward, very appealing and vibrant, in order to make the pack look more
aesthetically pleasing to the human eye, distinguishable and appealing to consumers.
STRIDE GUM 14
Visual Image of Target Group

Visual images of Strides target market are;
A reasonably paid young adult junior manager;
A disorderly teenage opinion leader;
An stressed, tense 30-40 year old middle manager;

STRIDE GUM 15
Target Market Need and Want Identification

Maslow Need Identification
Stride chewing gum is attempting to satisfy the Physiological level of Maslows
Hierarchy of Needs as chewing gum is in the food category. Chewing gum is a non-
essential food we can live without, however as humans we have developed a need for
the feel of refreshment and cleanliness in our mouths for self-satisfaction of personal
hygiene. Gum is a snack you do not eat but rather chew whilst the taste lasts. Strides
Spearmint Gum: A true champion of flavors inspired by a noble herb, spearmint
combines a MAD INTENSE minty taste with the majestic power of spears. Its a taste as
timeless as time (Stride, 2015). Stride Gum was launched in 2006 to give chewers a
unique, long lasting and fun chewing experience (Mondelez International, 2015).
The consumer needs which would be satisfied from the long lasting spearmint taste
of Stride spearmint chewing gum are:
Dryness and cleanliness of oral region
Having a great long-lasting taste in your mouth
Breath freshness after smoking
Relief of side effects such as ear popping from change in air pressure
Refreshing breath before an important meeting (social or business)
Social needs: confidence levels, pressure relief and ice-breaker.
Why Target Market Wants Product to Satisfy Identified Need
A longer lasting, value-for-money gum
Oral cleanliness, freshness and protection
Variety of good tasting flavours.
Products with modern and friendly design and outgoing image
Confidence, comfort and release of stress/pressure
Activity to do whilst in traffic or repetitive role
Facial and oral region joint exercise
Assist in making friends by sharing chewing gum
Quick, easy snack option
Assist in quitting smoke.
STRIDE GUM 16
Product Points of Difference

Stride gums have clear PODs which makes them stand out from their competitors.
Stride gums are "The Ridiculously Long Lasting Gum". There are often complaints
chewing gum flavor goes too quickly. As a result of this, Stride developed their chewing
gum to meet this consumer requirement. Stride developed a new sweetener system to
extend the chewing time. Although length of taste cannot be scientifically proven, Stride
have conducted many tests, and claim their flavour is long lasting. (Koerner, 2006). With
the economy not as buoyant of recent times, people will be looking for a bargain: a long
lasting claim is a tremendous suggestion of value for money to the consumer.
In addition, Stride Sugarless Gum has attained the American Dental Association Seal
of Acceptance this has been proven by Clinical Studies and Surrogate Tests (American
Dental Association, 2010). This is a fantastic attribute with the current trend of healthy
products being increasingly sought after.
Product Competitive Advantage
Competition in the chewing gum industry is intense, with over 250 manufacturers
globally (Johnson, 2013). Wrigley Canada and Cadbury Adams Canada are dominant in
the Canadian chewing gum market: an oligopoly - 97 per cent of 2013 sales was by
these 2 companies. $20-billion-a-year is spent globally on gum (Arnold, 2014).
In terms of price, both Wrigley and Stride have the financial backing of huge global
parent companies, Mars and Mondelz International respectively, enabling them to
adjust charges in the short term if necessary. While Stride have a selection of 9 current
gum flavours, Wrigley has over twelve brands which do not allow Cadbury to enjoy a
significant competitive advantage in this respect. Both Wrigley and Stride each have a
commendable parent company with a marvellous corporate brand image Cadbury a
subsidiary of Mondelz International, Wrigley a subsidiary of Mars. While Cadbury has
built a good image for itself over a period spanning several decades, Stride spearmint
gum is a relatively young brand, thus bestowing on itself no competitive advantage in
this regard. However, a Cadbury logo on the product may not be desirable to the target
market.
STRIDE GUM 17
As a subsidiary of Mondelz International Inc., Cadbury has a large, worldwide

distribution network at its disposal. Similarly, Wrigley has its brands supplied in over 150
countries and 7 major regions (Wrigley, 2015).
Similarly, Wrigley and Stride have achieved the American Dental Association
Approval (ADA is a self-regulatory, non-government association) (ADA Seal Product
Report Stride Sugarless Gum, 2010).
However, one claim of the Stride (gum) spearmint flavour is being the ridiculously
long-lasting gum (Stride, 2015). This is the products unique selling proposition and it
has been communicated to the target market through a vigorous, protracted and hugely
successful advertising campaign which has made many gum chewers to try it and keep
buying it (Thompson, 2006). Of great conviction, this is a competitive advantage for
Stride spearmint gum.
Another advantage Stride have is their social media appeal to younger generations;
teenagers - Generation Z, and young adults - Generation Y. Websites, videos, apps and
all Stride material is aimed at winning these segments to provide continues sales for
future years. Wrigley do not appear as young and fun-loving as Stride, and this may
considerably affect future purchase levels.
Beside a head-on competition with Wrigley, however, Stride gum is bestowed with
competitive advantages over mostly all other chewing gum companies and products in
the gum (and candy) industry, in having a wide selection of gum flavours, a strong
brand and long-standing corporate image, renowned, reliable quality, and a far-reaching
distribution network. Being part of a vast candy empire, Stride are sure to benefit quickly
from any technological, scientific or logistical advancements.
STRIDE GUM 18
Identification of Key Competitors

Competitor Strength Weakness Impact on Stride
Trident (Cadbury) Whitens your teeth, Flavor of gum disappears Internal direct competitor
clinically proven to reduce quickly so corporate guidance if
cavities by up to 62% Constant chewing can necessary
(Canadian Dental cause gum to disintegrate. Customer often likes to
Association, 2003). Contains calcium have more variety and
Specifically designed for phosphate which has been choice - this would make
Oral health. linked with Chinese baby them more likely to choose
More flavors, alternative formula poisonings Trident
packaging (Mondelz (Corriher, 2010) Need larger market
International, 2015). segments
Excel (Orbit in USA) American Dental Contains acesulfame K, a External direct competitor
(Wrigley) Association approved carcinogen containing Wrigleys is currently the
(American Dental methylene chloride which leading confectionary
Association, 2010). can cause headaches, company in Canada
Competitively priced depression, nausea and (Statista, 2013).
Launching new flavours; other side effects (Wells, Need to monitor pricing
Apple Remix 2014, Citrus 2013).
Remix 2015 (Wrigley, Low price means less
2015). finance for promotion
STRIDE GUM 19
Environmental Scan
PEST/CD Analysis
Industry
PEST/CD Force Impact
Trend/s
Demographic Aging population due to baby boomers Need to target teenagers for larger market
factors (Government of Canada, 2014). Immigrants mat not chew gum for religious
Immigration will be mainly from immigration reasons
(Government of Canada, 2014). Car and public transport users chew gum when
After-tax income, each principal component in traffic, positive for sales
stable 2009-2010 (Government of Canada, Big city dwelling more stressful so more people
2013). chewing gum
Transportation: 74% Car, 9% Public Income stable, so no growth from increased
Transport in 2011 (Advameg, Inc., 2012). revenue
Big City Dwelling: Urban areas account for
80% of Canadians, growth rate 5.4%
compared to rural 1% (Kerin, Hartley,
Rudelius, Clements, & Skolnick, 2012, p. 35).
2/3rds of Canadas 2001-2006 population
growth from immigration (Kerin, Hartley,
Rudelius, Clements, & Skolnick, 2012, p. 35).
STRIDE GUM 20
Social / Generation Z highly engaged with social Humorous social media approach
Culture media (Stolz, 2012). Online advertising becoming increasingly
factors Canadians spending more time online with important
mobile devices than with computers (Oliveira, Need more promotion about how chewing gum
2015). can help you diet and has other health benefits
Canadians spending more time commuting Vending machine sales could have big decline,
(Reader's Digest Magazines (Canada) must work hard with industry to keep this area
Limited, 2015). growing
Healthier choices being offered in vending Smokers declining so less sales from people
machines and schools, replacing candy, pop who give up smoking
and chips (Agriculture and Agri-Food
Canada, 2005).
More pictures and videos so people want
good teeth; more people able to chew gum
Chewing gum being considered a diet trend
as sugar free, no calories (Gajilan, 2009).
Smoking rate in Canada has decreased over
last 10 years. % of people whove never
smoked has gone up (Government of
Canada, 2014).
STRIDE GUM 21
Economic Gross Domestic Product up 3.8% 2013-2014 Canadian chewing gum market decreasing at
factors (Government of Canada, 2015). constant noticeable rate: need some kind of lift to
After tax income stable (Government of product
Canada, 2013). Stride Power Brand better growth than rest of
Consumer Price Index 0.9% up from 2013- Mondelz International products: time to adapt in
2014 (Government of Canada, 2015). Canada
Stride part of Power Brands, revenues grew Most likely need product development or big
twice as fast as total company in 2014 promotion to regenerate sales
(Mondelz International, 2015) Mondelz International may decide to close
Globally, gum is a $20-billion-a-year Canada manufacturing and distribution sites in
business (Hamilton Spectator, 2014) favour of importing, especially from USA:
North American gum market sales down 22% Possible Canadian government involvement if
to $4bn from 2009-2014. Global gum market this happens, and possible rise in import taxes
+0.3% from 2009-2014 (Nieburg, 2015).
Euromonitor forecasts sales in North America
-2.1% 2014-2019, to $3.6bn. Global gum
market expected to grow 1.5% 2014-2019 to
$26.5bn (Nieburg, 2015).
Canadian chewing gum sales down 11% to
$3.71 billion from 2009-2013 (Euromonitor
International Limited, 2014).
STRIDE GUM 22
Canadian chewing gum sales dropped 2%

for 3rd year in a row in 2014 (Blackwell, 2015)
Global chewing gum market grew ~20%
2009-2014, to $24.7-billion in 2014. Forecast
to grow 32% to $32.5-billion 2015-2020
(Blackwell, 2015).
USA chewing gum sales fell by ~11% to
USD$3.7 billion from 2009 to 2013, overall
candy sales rose 10% to $31.5 billion (The
Star, 2015).
Technology Canadians at ease with latest technology for Current online focus In very good position, need
factors communication (Kerin, Hartley, Rudelius, to sustain and/or increase momentum
Clements, & Skolnick, 2012, p. 43). Utilising all social media forums well
Internet is essential tool for Canadians Need to ensure mobile devices have similar
(Kerin, Hartley, Rudelius, Clements, & experience as computers
Skolnick, 2012, p. 43).
Computer is screen of choice for surfing
internet (Kerin, Hartley, Rudelius, Clements,
& Skolnick, 2012, p. 44).
Canadians spending more time online with
mobile devices than with computers (Oliveira,
2015).
STRIDE GUM 23
Competitive Oligopoly: Cadbury Adams Canada and Very good position, possible look to acquire
factors Wrigley Canada accounted for 97% of 2013 additional chewing gum companies globally to
sales (Hamilton Spectator, 2014). gain more industry advantage/experience
Mondelz Second quarter 2014 revenues Wrigley Toronto factory closure bad for industry,
down, but adjusted operating income rose need to review supply chain for efficiencies
11.8% year on year (Candy & Snack Possibly need to do product development for
TODAY, 2014) other types of packaging
40% of Modelez sales from high-growth Possibly explore home delivery, e.g. with pizza,
emerging markets (Mondelz International, takeaways, etc.
Need to investigate use of Cadbury/ Mondelz
2014)
International candy brands in chewing gum
Mondelz International global No.1 position flavours
in Chocolate, Biscuits, & Candy, No. 2
position in gum category (Mondelz
International Corporate Factsheet, 2015)
Mondelz International has invested $1.5
billion in manufacturing sites since 2012
(Mondelz International, 2015)
Wrigley 50% of Canadian sales, Cadbury
Adams Canada trailing closely (Euromonitor
International Limited, 2014)
Trident has more flavors, alternative
packaging (Mondelz International, 2015).
STRIDE GUM 24
Wrigley closing Toronto factory in March

2016, 383 jobs (The Star, 2015)
Juicy Fruit (Wrigley) has launched Starburst
range known candy brand usage (Wrigley,
2015).
Regulatory Health Canada Permitted Food Additives Need to keep up to date with all government acts
factors (Government of Canada, 2013). and regulations: assisted by Cadbury &
Food and Drugs Act (Government of Mondelz International for cost efficiency
Canada, 2015). Need to keep up to date with all industry patents
Competition Act (Government of Canada, and trademarks: assisted by Cadbury &
2015) Mondelz International for cost efficiency
Consumer Packaging and Labelling Act
(Government of Canada, 2015).
Positive Trends
1) Internet is essential tool for Canadians: Great news for Stride as they are doing very well on this front. Generation Z
are coming into play in market now, and Stride need to ensure they are connecting with them as much as possible in
their favoured domain. Need to keep abreast of online trends and fads to guarantee the best consumer penetration.
2) Big City Dwelling: Although population getting older, if more people are living in big cities this will lead to increased
stress levels, and greater access to chewing gum by more of the population. This in turn could keep sales up and
possibly grow them. More people commuting via cars and public transport is also good for the industry.
STRIDE GUM 25
Negative Trends
1) Canadian and USA Industry forecast to stay the same or decrease: It seems chewing gum has reached a saturation
point in North America. Work needs to be done to investigate why, and/or the marketing mix has to be adjusted to
increase sales, possibly through additional distribution channels like home delivery. Online home delivery food
shopping and fast food delivery areas could be good places to start.
2) Population growing predominantly by immigration: There is a huge danger immigrants will not have heard of, have
ever tried or cannot eat chewing gum. Research needs to be done to see what effect this could have on sales.
However, global growth suggests this could also be a potential growth area.
STRIDE GUM 26
Company SWOT
Strengths Weaknesses
Good financial resources and distribution network with Stride brand may seem non-appealing if related to
Mondelz International $34 billion of global sales Cadbury and/or Mondelz International
Cadbury & or Mondelz International well-known, Wrigley closing factories suggesting thorough review of
quality brands with customer loyalty supply chain has been done: possibly behind them
Excellent quality assurance and control strategically
Large research and development framework Large corporate structure may not be able to react to
Large and resourceful Marketing team quick market threats
Comprehensive access to IT staff to keep up with and Company IT platform may not be able to adapt quick
develop technologies. enough for marketing requirements
Dependant on candy and snack industries
Risk Mondelz International may decide to close
Canada manufacturing and distribution sites in favour
of importing, especially from USA: Possible Canadian
government involvement if this happens, and possible
rise in import taxes.
Opportunities Threats
Trade barriers with Europe lowering so may be easier After tax income stable (Government of Canada,
to export there 2013), so low chance of growth via discretionary
income
STRIDE GUM 27
Canadians spending more time online with mobile Large share of candy industry could be challenged by
devices than with computers (Oliveira, 2015), so government(s).
mobile sites and apps good promotional avenue
Acquisitions and integration of other chewing gum
companies.
STRIDE GUM 28
Product SWOT
Strengths Weaknesses
Strides consumer pricing is well placed, with an No Canadian business presence except distribution:
average price of $1.74 across 9 locations sampled, could be negative publicity and risk of rising import
$0.02 lower compared to the $1.76 average of all taxes
brands Only sold in one style of package, danger other styles
Stride gum contains a legally approved ingredient, become popular
cooling dust, which they claim produces a drying Stride ($1.68) was 170% above Excel ($0.99) at Tony's
effect in the mouth (Stride, 2015) No Frills, but other brands were of similar price: Danger
Stride has the American Dental Association Approval if recession happens
(ADA Seal Product Report Stride Sugarless Gum, Imported by Mondelz Canada Inc., Mississauga
2010) (Government of Canada, 2013). If gas prices rise
Good targeting of children with 3 Sour Patch kids rapidly, costs could go up considerably, reducing profit.
flavors: Lime, Red Berry & Orange (Stride, 2015).
Good research and development framework
Part of large, stable group in Mondelz International.
Opportunities Threats
Strides consumer pricing is well placed, possibility to Depth only 9 current flavours (Stride, 2015) compared
reduce further with efficiencies to drive growth to Trident: more flavors with alternative packaging
Good base, so opportunity to drive product brand product lines (Mondelz International, 2015).
awareness on all social media fronts
STRIDE GUM 29
Canadians spending more time online with mobile Wrigley closing factories suggesting thorough review of
devices than with computers (Oliveira, 2015), so supply chain has been done: possibly behind them
mobile sites and apps good promotional avenue. strategically
Develop new release of Gumulon (Stride, 2015). After tax income stable (Government of Canada,
Work with health industry to promote chewing gum 2013), so low chance of growth via discretionary
health benefits. income
Immigrants, main population growth, mat not chew
gum for religious or other reasons
Large share of chewing gum industry could be
challenged by government(s).
STRIDE GUM 30
Social Responsibility (CSR)

Both Cadbury and Mondelz International are avid practitioners of Corporate Social
Responsibility. Cadbury CSR includes a Purple Goes Green program, in place to
reduce the emission of carbon dioxide in the atmosphere by making changes in their
packaging. Environmental impact was a serious concern before the launch of the
Purple Goes Green initiative. In 2008, Cadbury reduced carbon emissions by almost
4% (Business Sector Media, LLC, 2008). The program has also committed a reduction
of 50% in carbon dioxide emissions by 2020. The programme initiated is divided into 10
different tracks; each track is directed and supported by business leaders. Each track
has an individual leader who supports and is responsible its management. Track
leaders and sponsors come from different global business units to work together for an
inclusive approach. There are two tracks: Delivery Tracks and Supporting Tracks
In 2008, Cadbury also signed up for the British Carbon Trusts pilot carbon scheme,
where companies are required to keep track on emissions throughout the whole supply
chain (Business Sector Media, LLC, 2008).
Mondelz International is similarly keen to promote its ardent CSR attitudes in their
Awards and Recognition, Community Partnerships, and Compliance and Integrity.
This year (2015) they were recently ranked in "Fortune" magazine's Most Admired
Companies list and last year (2014) they received recognition from both the Dow Jones
World Sustainability Index, and the "Transformative Partner for Children" award by
NGO Save the Children (Awards and Recognition, 2015). Mondelz International also
invest in many Community Partnerships and encourage employees to contribute time
and talent towards these programs (Community Partnerships, 2015). They have a clear
Compliance and Integrity policy, with their Code of Conduct a key part of their
compliance and integrity program, along with corporate responsibility expectations for
direct suppliers and supply chain transparency and labor practices (Compliance and
Integrity, 2015).
STRIDE GUM 31
Use of Social Media

Stride utilizes a wide variety of mediums to make sure they stay up to date and
relevant with the internet and modern day social media trends. Their main website is a
simple, catchy design, encompassing logos, large pictures, short videos and links to
their other social media platforms, demonstrating their significant activity and extensive
presence online.
Stride predominantly uses a Facebook page, a Twitter account and a YouTube
channel. Facebook has 2.8 million likes, nearly 4,500 tweets have been made on
Twitter, and YouTube has had nearly 4 million views. They utilize all of these, with
online replies, chats, and even challenges to keep in contact with consumers, keep
abreast of changing consumer needs, and to help them market Stride products more
effectively to emerging generations.
These promotional channels are all highly intelligent campaigns to market Stride
products to Generation Y and Generation Z people, who have tremendous internet
usage patterns. Various types of people from numerous walks of life and all age groups
use Facebook to connect with others and keep in touch. The internet and social media
sites are rapidly growing communication tools and provide an enormous marketing
potential. Innovation is key, and Strides Gumulon app shows their leading position in
this area. The gaming nature of the younger generation is clearly targeted by this
development, and it clearly demonstrates how well Stride are analyzing and scrutinizing
their target groups.
STRIDE GUM 32
Chewing Gum Social Media Analysis 26-Mar-2015
Website
Brand URL
Cadbury Canada http://www.snackworks.ca/en/products/CadburyDairyMilk/MarvellousCreations/
Mondelz International http://www.Mondelzinternational.com/
Wrigley http://www.wrigley.com/
Mars http://www.mars.com/
5 http://www.5gum.com/
Doublemint http://www.wrigley.com/global/brands/doublemint.aspx
Excel http://www.wrigley.com/global/brands/worldwide-brands.aspx
Extra http://www.wrigley.com/global/brands/extra.aspx
Juicy fruit http://juicyfruit.com/
Stride http://www.stridegum.com/
Trident http://www.tridentgum.com/
LinkedIn
Brand Followers URL
Cadbury 50,849 https://www.linkedin.com/company/312268
Mondelz International 311,717 https://www.linkedin.com/company/1511
Wrigley 53,084 https://www.linkedin.com/company/4283
Mars 176,551 https://www.linkedin.com/company/1544
STRIDE GUM 33
Facebook
People
New Page
Brand Likes Talking URL
Likes*
About*
Cadbury 942,858 1,608 1,778 https://www.facebook.com/Cadbury/

Mondelz International 106,399 953 700 https://www.facebook.com/Mondelzinternational/
Mars 81,886 1,510 474 https://www.facebook.com/Mars/
5 6,309,136 7,822 7,819 https://www.facebook.com/5Gum/
Doublemint 295,085 64 65 https://www.facebook.com/DoublemintPhilippines/
Excel 41,223 289 40 https://www.facebook.com/excelgum/
Extra 1,281,175 6,165 2,096 https://www.facebook.com/extragum/
Juicy fruit 1,303,074 10,816 3,518 https://www.facebook.com/juicyfruit/
Stride 2,871,537 2,628 2,865 https://www.facebook.com/stride-gum
Trident 13,401,387 111,577 35,807 https://www.facebook.com/tridentgum/
STRIDE GUM 34
Twitter
Brand Tweets Following Followers Name URL
Cadbury Canada 1,832 1,153 4,482 @CadburyCanada https://twitter.com/CadburyCanada

Mondelz International 1,844 1,574 6,086 @MDLZ https://twitter.com/MDLZ
Mars 2,205 390 10,400 @MarsGlobal https://twitter.com/marsglobal
5 726 39 11,200 @5gum https://twitter.com/5gum
Doublemint 245 3 831 @doublemintph https://twitter.com/doublemintph
Excel 53 1 69 @ExcelGumCA https://twitter.com/ExcelGumCA
Extra 432 - 19,100 @ExtraGum https://twitter.com/ExtraGum
Juicy fruit 258 1 54,000 @juicyfruit https://twitter.com/juicyfruit
Stride 4,444 1,306 30,300 @stridegum https://twitter.com/stridegum
Trident 6,078 1,016 43,900 @tridentgum https://twitter.com/tridentgum
STRIDE GUM 35
YouTube
Brand Views Subscribers URL
Cadbury 13,662,480 11,358 https://www.youtube.com/user/CadburyUK/

Mondelz International 614,847 547 https://www.youtube.com/channel/UC4K4zLoKvkhNhgRTctZu8JA/
Mars 228,941 1,068 https://www.youtube.com/user/Mars/
5 10,918,697 6,060 https://www.youtube.com/user/EverTriedNew5Gum/
Doublemint - -
Excel - -
Extra 13,388,929 6,618 https://www.youtube.com/user/extragum/
Juicy fruit 13,503,632 2,411 https://www.youtube.com/user/juicyfruit/
Stride 3,978,422 4,336 https://www.youtube.com/user/StrideChewingGum
Trident 5,096,215 5,348 https://www.youtube.com/user/TheTridentGum/
STRIDE GUM 36
Questionnaire
Sample of Questionnaire
STRIDE GUM 37
(Written) Summary of Survey Results (per question)

Question 1: How often do you chew gum?
Q1: How often do you chew gum?

Less Often, 3,
17%
Daily, 6, 33%
Monthly, 1, 6%
Bi-weekly, 1,
5%
Weekly, 7, 39%
Response Number of responses % of responses

Daily 6 33%
Weekly 7 39%
Bi-weekly 1 6%
Monthly 1 6%
Less Often 3 17%
Summary:
Daily & Weekly = 72%
Daily & Weekly & Bi-weekly = 77%
A majority of participants in this survey purchase chewing gum at least weekly.
The survey targeted relevant people well.
Reason for asking:

We asked this question to find out buying behaviour/frequency. (Economic)
STRIDE GUM 38
Question 2: Do you mainly chew Spearmint or another flavor gum?
Q2: Do you mainly chew Spearmint or another flavor

gum?
Spearmint, 8,
44%
Other, 10, 56%

Spearmint 8 44%
Other 10 56%
Summary:
Roughly half of the participants chew spearmint as their main flavor, but it is noticeable
that over 50% chew other flavors as their main gum.
Other flavors are an important part of the chewing gum market.
Reason for asking:

We asked this question to find out how popular spearmint flavor is versus other flavor.
(Product)
STRIDE GUM 39
Question 3: In a month, how many different flavors do you chew?
Q3: In a month, how many different flavors do you

7 chew?
6
6
4 4
4
Count
2 2
2
0
1 2 3 4 5+
Number of different flavors

1 4 22%
2 6 33%
3 4 22%
4 2 11%
5+ 2 11%
Summary:
78% of participants chewed more than 1 flavor in the last month.
78% of participants chewed 1-3 flavors in the last month.
56% of participants chewed up to 2 flavors in the last month.
Participants are very diverse and few have a 1 flavor preference.
Although not deemed relevant for this survey by the team, a deeper analysis to
investigate flavor variety could be done.
Reason for asking:

We asked this question to find out customer variety of flavors they chewed. (Product)
STRIDE GUM 40
Question 4: How frequently do you buy chewing gum from the following places?
Q4: How frequently do you buy chewing gum from the

following places?
18 0
16 4 3 3 4
6
14 8
12
6 9
10 10 9
8
Count
6 12
7 1 10
4 2 5
2 3 4
0 1 0 1
0 0 0 0
Convenien Supermar Gas Vending
Dollarmart Online
ce Store ket Station Machine
Never 0 3 3 4 6 8
Less Often 4 10 9 9 12 10
Monthly 6 2 5 1 0 0
Weekly 7 3 1 4 0 0
Daily 1 0 0 0 0 0
Location
Response Number of % of responses

responses
Convenience Store Daily 1 6%
Convenience Store Weekly 7 39%
Convenience Store Monthly 6 33%
Convenience Store Less Often 4 22%
Convenience Store Never 0 0%
Dollarmart Daily 0 0%
Dollarmart Weekly 3 17%
Dollarmart Monthly 2 11%
Dollarmart Less Often 10 56%
Dollarmart Never 3 17%
Supermarket Daily 0 0%
Supermarket Weekly 1 6%
Supermarket Monthly 5 28%
Supermarket Less Often 9 50%
STRIDE GUM 41
Supermarket Never 3 17%

Gas Station Daily 0 0%
Gas Station Weekly 4 22%
Gas Station Monthly 1 6%
Gas Station Less Often 9 50%
Gas Station Never 4 22%
Vending Machine Daily 0 0%
Vending Machine Weekly 0 0%
Vending Machine Monthly 0 0%
Vending Machine Less Often 12 67%
Vending Machine Never 6 33%
Online Daily 0 0%
Online Weekly 0 0%
Online Monthly 0 0%
Online Less Often 10 56%
Online Never 8 44%
Summary:
14/18 (78%) bought monthly or more frequently from a Convenience store.
100% participants responded Less Often or Never to online purchasing. 10/18 (56%)
responded Less Often to purchasing Online. We think this should be lower (never), but
this may be a result of how the question was asked.
A majority of daily and weekly purchasing takes place in Convenience Store, Dollarmart
& Gas Station.
A majority of monthly and less often purchasing of the participants takes place in
Convenience Store, Dollarmart & Gas Station.
Vending Machines and Online are not popular purchase points for our participants.
There is a variety of purchase frequencies at Dollarmart, Supermarket & Gas Stations.
Reason for asking:

We asked this question to find out customer purchasing frequencies at different
placements. (Placement)
STRIDE GUM 42
Question 5: How much do you spend on each pack of chewing gum?
Q5: How much do you spend on each pack of chewing

gum?
$3+ 0
$2.50-$2.99 0
$2.00-$2.49 4
Cost per pack
$1.50-$1.99 8
$1.00-$1.49 5
<$1 1
0 2 4 6 8 10
$1.00- $1.50- $2.00- $2.50-
<$1 $3+
$1.49 $1.99 $2.49 $2.99
Series1 1 5 8 4 0 0
Count

<$1 1 6%
$1.00-$1.49 5 28%
$1.50-$1.99 8 44%
$2.00-$2.49 4 22%
$2.50-$2.99 0 0%
$3+ 0 0%
Summary:
Most participants pay $1.50-$1.99 for their chewing gum, but there is a good spread of
all cost brackets.
66.7% pay $1.50 or above for their purchase.
Reason for asking:

We asked this question to find out customer purchasing frequencies at different prices.
(Price)
STRIDE GUM 43
Question 6: Why do you choose your brand of chewing gum?

Q6: Why do you choose your brand of chewing gum?
Flavor and Habit, 1, 6%

duration, 1, 6%
Wrigleys, 1, 6% Taste, 5, 28%
Availability funds,
1, 6%
Children choose,
1, 6%
Sugar free, 1, 5%
Long lasting, 1,
5%
Flavor, 4, 22%
Occasion, 1, 5%
Any, 1, 5%

Taste 5 28%
Flavour 4 22%
Any 1 6%
Occasion 1 6%
Long lasting 1 6%
Sugar free 1 6%
Children choose 1 6%
Availability funds 1 6%
Wrigleys 1 6%
Flavour and duration 1 6%
Habit 1 6%
Summary:
10/15 (67%) of participants said either taste or flavor was the reason they chose their
brand. 50% of participants surveyed had 9 other reasons for their choice of brand.
A good majority of our participants choose their brand because of taste/flavor.
Reason for asking:

We asked this question to investigate brand choice reasons of participants.
STRIDE GUM 44
Question 7: Please rank the following chewing gums according to your

awareness of them?
Q7: Please rank the following chewing gums according

to your awareness of them
14
13
12
11
10
% of responses
9
8
7
6
5
4
3
2
1
0
1 2 3 4 5 6 7
5 0 0 1 1 2 1 13
Doublemint 4 2 0 2 4 5 1
Excel 6 5 4 1 0 2 0
Extra 0 2 2 7 5 1 1
Juicy fruit 2 1 1 2 5 4 3
Stride 2 3 7 3 0 3 0
Trident 4 5 3 2 2 2 0
Position
Number of responses
Position 1 2 3 4 5 6 7
5 0 0 1 1 2 1 13
Excel 6 5 4 1 0 2 0
Extra 0 2 2 7 5 1 1
Stride 2 3 7 3 0 3 0
Trident 4 5 3 2 2 2 0
% of responses
Position 1 2 3 4 5 6 7
5 0% 0% 1% 1% 2% 1% 10%
Doublemint 3% 2% 0% 2% 3% 4% 1%
STRIDE GUM 45
Excel 5% 4% 3% 1% 0% 2% 0%
Extra 0% 2% 2% 6% 4% 1% 1%
Juicy fruit 2% 1% 1% 2% 4% 3% 2%
Stride 2% 2% 6% 2% 0% 2% 0%
Trident 3% 4% 2% 2% 2% 2% 0%
Summary:
Our participants did not like 5 chewing gum.
56% of participants place Excel or Doublemint as their favorite brand of chewing gum.
None of the participants ranked Extra or 5 as their favorite brand.
67% of people ranked Stride in their top 3 favorite brand.
Only 3 (17%) people put Stride in 5th, 6th, or 7th position.
15/18 (83%) put Excel in their top 3.
12/18 (67%) put Trident in their top 3.
Excel and Trident are main competitors of Stride amongst our participants.
Reason for asking:

We asked this question to find identify key competitors and find out how Stride gum is
performing against them. (Competition)
STRIDE GUM 46
Question 8: On a scale of 1-10, please rank your loyalty to your chewing gum
brand? (1 - Not Loyal, 10 - Extremely Loyal)
Q8: On a scale of 1-10, please rank your loyalty to your

chewing gum brand
5
4 4
4
3
Count
2 2 2
2
1 1 1 1
1
0
0
1 2 3 4 5 6 7 8 9 10
Brand Loyalty ( 1 - Not Loyal, 10 - Extremely Loyal )
Response 1 2 3 4 5 6 7 8 9 10
Number of
1 1 1 0 1 2 4 2 2 4
responses
% of
6% 6% 6% 0% 6% 11% 22% 11% 11% 22%
responses
Summary:
12/18 (67%) of participants rated their brand loyalty at 7/10 or above.
6/18 (33%) of participants rated their brand loyalty at 9/10 or above.
A large number of participants are loyal to their brand, but it's notable there are many
people who are not loyal.
Reason for asking:

We asked this question to find out how loyal people are to their main brand. (Product)
STRIDE GUM 47
Question 9: How do you agree/disagree with the following statements?
Q9: How do you agree/disagree with the following statements?

100% 0 0 0
1 2 2
90%
4 6
80% 4
70% 10
2
% of responses
60% 11
6 4 0
50%
40%
30% 5 10
7 1
20% 7
10% 3 4
0% 1
0
I chew
I chew I chew I chew I chew
gum to
gum as gum to gum to gum for
help me
part of my freshen relieve other
quit
diet. my breath. tension. reasons.
smoking.
Strongly Agree 0 10 0 2 0
Agree 1 7 6 4 2
Neither Agree or
4 1 4 2 11
Disagree
Disagree 6 0 5 0 1
Strongly Disagree 7 0 3 10 4
Location
Response Number of % of responses

responses
I chew gum as part of my diet. Strongly Disagree 7 39%
I chew gum as part of my diet. Disagree 6 33%
I chew gum as part of my diet. Neither Agree or 4 22%
Disagree
I chew gum as part of my diet. Agree 1 6%
I chew gum as part of my diet. Strongly Agree 0 0%
I chew gum to freshen my breath. Strongly Disagree 0 0%
I chew gum to freshen my breath. Disagree 0 0%
I chew gum to freshen my breath. Neither Agree or 1 6%
Disagree
I chew gum to freshen my breath. Agree 7 39%
I chew gum to freshen my breath. Strongly Agree 10 56%
I chew gum to relieve tension. Strongly Disagree 3 17%
I chew gum to relieve tension. Disagree 5 28%
I chew gum to relieve tension. Neither Agree or 4 22%
Disagree
STRIDE GUM 48
I chew gum to relieve tension. Agree 6 33%

I chew gum to relieve tension. Strongly Agree 0 0%
I chew gum to help me quit smoking. Strongly Disagree 10 56%
I chew gum to help me quit smoking. Disagree 0 0%
I chew gum to help me quit smoking. Neither Agree or 2 11%
Disagree
I chew gum to help me quit smoking. Agree 4 22%
I chew gum to help me quit smoking. Strongly Agree 2 11%
I chew gum for other reasons. Strongly Disagree 4 22%
I chew gum for other reasons. Disagree 1 6%
I chew gum for other reasons. Neither Agree or 11 61%
Disagree
I chew gum for other reasons. Agree 2 11%
I chew gum for other reasons. Strongly Agree 0 0%
Summary:
17/18 (94%) said they chewed gum to freshen their breath.
33% (6/18) of participants chew gum to help them quite smoking.
33% (6/18) of participants chew gum to relieve tension.
A majority of our participants chew gum to freshen their breath, but they also chew gum
to relieve tension and help quit smoking.
Reason for asking:

We asked this question to investigate factors and reason why people chew gum.
(Socio-Cultural)
STRIDE GUM 49
Question 10: Do you chew Stride gum as your main gum?
Q10: Do you chew Stride gum as your main gum?

18
No, 16
16
14
12
10
Count
4
Yes, 2
2
0
Yes No

Yes 2 11%
No 16 89%
Summary:
Only 2/18 (11%) of participants chewed Stride as their main gum.
Only 16/18 (89%) of participants didn't chew Stride as their main gum.
Considering the number of alternatives available, this is not a bad result for Stride.
Given the range of chewing gums available, 11% is a good result.
Reason for asking:

This question is answered in question 7 and possibly didn't need to be asked, but the
team thought it helped with consistency and validating data.
STRIDE GUM 50
Question 11: If you answered no to question 10, have you ever tried Stride gum?
Q11: If you answered no to question 10, have you ever

tried Stride gum?
No, 2, 13%
Yes, 14, 87%

Yes 14 88%
No 2 13%
Summary:
87% of people have tried Stride, which is very good promotion.
Although not the top brand amongst our participants, people are definitely trying Stride
gum.
Reason for asking:

This question was asked to find out whether people had ever tried Stride gum, and to
also give an indication of loyalty/inquisitiveness of consumers.
STRIDE GUM 51
Question 12: Are you aware of Stride's point of difference?
Q12: Are you aware of Stride's point of difference?
No, 9, 50% Yes, 9, 50%

Yes 9 50%
No 9 50%
Summary:
Half of the participants surveyed knew of Strides point of difference.
Stride advertising is predominantly online (Website, YouTube).
Reason for asking:

We asked this question to see the effectiveness Strides point of difference promotion.
STRIDE GUM 52
Question 13: What do you think of Stride Spearmint Gum? (Poor 1, Great 6)
Q13: What do you think of Stride Spearmint Gum?

(Poor 1, Great 6)
10
9
8
7
Count
6
5
9
4 8
7 7
3
5 5
2 4
3
1 2
0 0 1 0 0 1 1 0 1
0
Design Pack (size) Packaging (quality)
1 0 0 1
2 0 0 1
3 1 2 0
4 5 4 1
5 7 9 8
6 5 3 7
Area
Design 1 0 0%
Design 2 0 0%
Design 3 1 6%
Design 4 5 28%
Design 5 7 39%
Design 6 5 28%
Pack (size) 1 0 0%
Pack (size) 2 0 0%
Pack (size) 3 2 11%
Pack (size) 4 4 22%
Pack (size) 5 9 50%
Pack (size) 6 3 17%
Packaging (quality) 1 1 6%
STRIDE GUM 53

Summary:
For packaging 15/18 (83%) responses were either 5 or 6.
39/54 (72%) responses were either 5 or 6.
49/54 (91%) responses were either 4, 5 or 6.
Strides product has is highly rated by our participants.
Reason for asking:

We asked this question to obtain opinion on the product design, pack size & packaging.
STRIDE GUM 54
Question 14: How much Stride chewing gum advertising have you seen on the
following? (1 - Little, 5 - Lots)
Q14: How much Stride chewing gum advertising have

you seen on the following?
14
13
12
11
10
9
8
Count
7 14
6
5
4
3 6 6 6
2 5 5
4 4
1 3 3 3
2 0 1 2 1 2 2 2 1
0
Online Social
TV Radio Posters
Media
1 6 14 5 6
2 3 0 2 4
3 2 1 6 5
4 4 2 3 2
5 3 1 2 1
Advertising Type ( 1 - Little, 5 - Lots )
TV 1 6 33%
TV 2 3 17%
TV 3 2 11%
TV 4 4 22%
TV 5 3 17%
Radio 1 14 78%
Radio 2 0 0%
Radio 3 1 6%
Radio 4 2 11%
Radio 5 1 6%
Online Social Media 1 5 28%
STRIDE GUM 55

Posters 1 6 33%
Posters 2 4 22%
Posters 3 5 28%
Posters 4 2 11%
Posters 5 1 6%
Summary:
14/18 (78%) of respondents have heard very little Stride Gum advertising on the radio.
The participants surveyed remembered seeing a good amount of TV, online, and
posters advertising, but online is slightly more effective.
Reason for asking:

We wanted to find out how effective Strides advertising is over different media sources.
STRIDE GUM 56
Question 15: How much chewing gum advertising have you seen on the
following? (1 - Little, 5 - Lots)
Q15: How much chewing gum advertising have you

seen on the following?
14
13
12
11
10
9
8
Count
7
6 13
5
4
3 7 7
6
2 5
4 4 4
1 3 3 3 3
1 2 1 2 0 1 2 1
0
Online Social
TV Radio Posters
Media
1 4 13 3 3
2 1 2 1 4
3 3 1 7 7
4 6 2 5 3
5 4 0 2 1

TV 1 4 22%
TV 2 1 6%
TV 3 3 17%
TV 4 6 33%
TV 5 4 22%
Radio 1 13 72%
Radio 2 2 11%
Radio 3 1 6%
Radio 4 2 11%
Radio 5 0 0%
STRIDE GUM 57

Posters 1 3 17%
Posters 2 4 22%
Posters 3 7 39%
Posters 4 3 17%
Posters 5 1 6%
Summary:
13/18 (72%) of respondents have heard very little Stride Gum advertising on the radio.
Seeing TV and online advertising has the best recollection amongst our participants,
closely followed by posters.
Reason for asking:

We wanted to find out how effective chewing gum advertising is over different media
sources.
STRIDE GUM 58
Question 16: How much advertising do you view on the following?

(1 - Little, 5 - Lots)
Q16: How much advertising do you view on the

following?
18 0
2
16 1 5
6 7
14 3
12
3 3 4
10
Count
0
8 2
8
6 6
4 9
7
2 2 2
0 1 1
Online Social
TV Radio Posters
Media
5 6 2 5 0
4 3 1 4 7
3 0 3 6 8
2 2 3 2 2
1 7 9 1 1
TV 1 7 39%
TV 2 2 11%
TV 3 0 0%
TV 4 3 17%
TV 5 6 33%
Radio 1 9 50%
Radio 2 3 17%
Radio 3 3 17%
Radio 4 1 6%
Radio 5 2 11%
STRIDE GUM 59

Posters 1 1 6%
Posters 2 2 11%
Posters 3 8 44%
Posters 4 7 39%
Posters 5 0 0%
Summary:
Approximately 50% of participants surveyed do not watch much advertising.
Radio advertising fared much better overall compared to chewing gum advertising.
Strides radio advertising investigating further.
Reason for asking:

We wanted to find out how effective advertising is over different media sources.
STRIDE GUM 60
Question 17: How will your consumption of chewing gum change in the next
year?
Q17: How will your consumption of chewing gum
change in the next year?
12
12
11
10
9
8
Count
7
6
5
4
3
3
2
1 1 1
1
0 0
0
-3 -2 -1 0 1 2 3
Consumption Change ( -3 Decrease to +3 Increase )

-3 1 6%
-2 0 0%
-1 0 0%
0 12 67%
1 3 17%
2 1 6%
3 1 6%
Summary:
12/18 (67%) of participants said that their chewing gum consumption would stay the
same in the next year.
5/18 (28%) of participants said that their chewing gum consumption would increase, and
only 1 participant said their consumption would decrease.
Generally, results show a slightly positive trend for consumption forecast over the next
year.
Reason for asking:

We wanted to find out the consumption tendency of participants.
STRIDE GUM 61
Question 18: What is your age group?

Q18: What is your age group?
6
6
4
4
3
3
Count
2 2
2
1
1
0 0 0 0
0
15-20 21-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61+
Age Group

15-20 3 17%
21-25 6 33%
26-30 4 22%
31-35 2 11%
36-40 2 11%
41-45 0 0%
46-50 0 0%
51-55 0 0%
56-60 1 6%
61+ 0 0%
Summary:
Highest frequency amongst the participants was the 21-25 age group, 6/18 (33%).
The 15-30 age bracket contained 13/18 (72%) of survey participants.
8/18 (44%) of participants were in the 26-40 age bracket Strides current target
market. Only 1 survey participant was 41 or over.
Reason for asking:

We wanted to find out the age group of each participants to see if it was consistent with
Strides target market.
STRIDE GUM 62
Question 19: What is your gender?
Q19: What is your gender?
Female, 7, 39%
Male, 11, 61%

Male 11 61%
Female 7 39%
Summary:
Approximately two-thirds (11/18, 66%) of participants were male, a third female.
A reasonable representation of population.
Reason for asking:

This question was asked to find the proportion of each sex that chewed gum, and also
to see if there was gender bias in the survey.
STRIDE GUM 63
Question 20: What is your ethnicity?
Q20: What is your ethnicity?
British Isles
origins, 1, 6%
Other, 4, 22%
Indian, 2, 11%
Canadian, 11,
61%

British Isles origins 1 6%
Canadian 11 61%
English 0 0%
European origins 0 0%
Indian 2 11%
North American 0 0%
Pakistani 0 0%
Other 4 22%
Summary:
Approximately two-thirds (11/18, 66%) of participants were Canadian.
4/18 (22%) of participants were Other.
In line with, and a reasonable representation of population.
Reason for asking:

We asked this question to find out the ethnicities of participants.
STRIDE GUM 64
Question 21: What is your main status?
Q21: What is your main status?

6
5 5
5
4
Count
2 2
2
1 1 1 1
1

School 1 6%
College 5 28%
University 1 6%
Part-Time Work 2 11%
Full-Time Work 5 28%
Looking for Work 1 6%
Retired 1 6%
Other 2 11%
Summary:
Most common groups amongst our participants were College and Full-Time work, each
5/18 (28%).
Education was ~40%, Working was ~40%, and not in education or work was 20% of
participants surveyed.
Reason for asking:

We asked this question to find out the education / work level of participants.
STRIDE GUM 65
(Graph) Summary of Survey Results (per question)
Q1: How often do you chew gum?

Less Often, 3,
17%
Daily, 6, 33%
Monthly, 1, 6%
Bi-weekly, 1,
5%
Weekly, 7, 39%
STRIDE GUM 66
Q2: Do you mainly chew Spearmint or another flavor

gum?
Spearmint, 8,
44%
Other, 10, 56%

STRIDE GUM 67
Q3: In a month, how many different flavors do you

7 chew?
6
6
4 4
4
Count
2 2
2
0
1 2 3 4 5+
Number of different flavors
STRIDE GUM 68
Q4: How frequently do you buy chewing gum from the

following places?
18 0
16 4 3 3 4
6
14 8
12
6 9
10 10 9
8
Count
6 12
7 1 10
4 2 5
2 3 4
0 1 0 1
0 0 0 0
Convenien Supermar Gas Vending
Dollarmart Online
ce Store ket Station Machine
Never 0 3 3 4 6 8
Less Often 4 10 9 9 12 10
Monthly 6 2 5 1 0 0
Weekly 7 3 1 4 0 0
Daily 1 0 0 0 0 0
Location
STRIDE GUM 69
Q5: How much do you spend on each pack of chewing

gum?
$3+ 0
$2.50-$2.99 0
$2.00-$2.49 4
Cost per pack
$1.50-$1.99 8
$1.00-$1.49 5
<$1 1
0 2 4 6 8 10
$1.00- $1.50- $2.00- $2.50-
<$1 $3+
$1.49 $1.99 $2.49 $2.99
Series1 1 5 8 4 0 0
Count
STRIDE GUM 70
Q6: Why do you choose your brand of chewing gum?
Habit, 1, 6%
Flavor and duration,
1, 6%
Wrigleys, 1, 6% Taste, 5, 28%
Availability funds, 1,
6%
Children choose, 1,
6%
Sugar free, 1, 5%
Long lasting, 1, 5%
Flavor, 4, 22%
Occasion, 1, 5%
Any, 1, 5%
STRIDE GUM 71
Q7: Please rank the following chewing gums according

to your awareness of them
14
13
12
11
10
% of responses
9
8
7
6
5
4
3
2
1
0
1 2 3 4 5 6 7
5 0 0 1 1 2 1 13
Excel 6 5 4 1 0 2 0
Extra 0 2 2 7 5 1 1
Stride 2 3 7 3 0 3 0
Trident 4 5 3 2 2 2 0
Position
STRIDE GUM 72
Q8: On a scale of 1-10, please rank your loyalty to your

chewing gum brand
5
4 4
4
3
Count
2 2 2
2
1 1 1 1
1
0
0
1 2 3 4 5 6 7 8 9 10
Brand Loyalty ( 1 - Not Loyal, 10 - Extremely Loyal )

STRIDE GUM 73
Q9: How do you agree/disagree with the following statements?

100% 0 0 0
1 2 2
90%
4 6
80% 4
70% 10
2
% of responses
60% 11
6 4 0
50%
40%
30% 5 10
7 1
20% 7
10% 3 4
0% 1
0
I chew
I chew I chew I chew I chew
gum to
gum as gum to gum to gum for
help me
part of my freshen relieve other
quit
diet. my breath. tension. reasons.
smoking.
Strongly Agree 0 10 0 2 0
Agree 1 7 6 4 2
Neither Agree or
4 1 4 2 11
Disagree
Disagree 6 0 5 0 1
Strongly Disagree 7 0 3 10 4
Location
STRIDE GUM 74
Q10: Do you chew Stride gum as your main gum?

18
No, 16
16
14
12
10
Count
4
Yes, 2
2
0
Yes No
STRIDE GUM 75
Q11: If you answered no to question 10, have you ever

tried Stride gum?
No, 2, 13%
Yes, 14, 87%

STRIDE GUM 76
Q12: Are you aware of Stride's point of difference?
No, 9, 50% Yes, 9, 50%

STRIDE GUM 77
Q13: What do you think of Stride Spearmint Gum?

(Poor 1, Great 6)
10
9
8
7
Count
6
5
9
4 8
7 7
3
5 5
2 4
3
1 2
0 0 1 0 0 1 1 0 1
0
Design Pack (size) Packaging (quality)
1 0 0 1
2 0 0 1
3 1 2 0
4 5 4 1
5 7 9 8
6 5 3 7
Area
STRIDE GUM 78
Q14: How much Stride chewing gum advertising have

you seen on the following?
14
13
12
11
10
9
8
Count
7 14
6
5
4
3 6 6 6
2 5 5
4 4
1 3 3 3
2 0 1 2 1 2 2 2 1
0
Online Social
TV Radio Posters
Media
1 6 14 5 6
2 3 0 2 4
3 2 1 6 5
4 4 2 3 2
5 3 1 2 1
STRIDE GUM 79
Q15: How much chewing gum advertising have you

seen on the following?
14
13
12
11
10
9
8
Count
7
6 13
5
4
3 7 7
6
2 5
4 4 4
1 3 3 3 3
1 2 1 2 0 1 2 1
0
Online Social
TV Radio Posters
Media
1 4 13 3 3
2 1 2 1 4
3 3 1 7 7
4 6 2 5 3
5 4 0 2 1
STRIDE GUM 80
Q16: How much advertising do you view on the

following?
18 0
2
16 1 5
6 7
14 3
12
3 3 4
10
Count
0
8 2
8
6 6
4 9
7
2 2 2
0 1 1
Online Social
TV Radio Posters
Media
5 6 2 5 0
4 3 1 4 7
3 0 3 6 8
2 2 3 2 2
1 7 9 1 1
STRIDE GUM 81
Q17: How will your consumption of chewing gum

change in the next year?
12
12
11
10
9
8
Count
7
6
5
4
3
3
2
1 1 1
1
0 0
0
-3 -2 -1 0 1 2 3
Consumption Change ( -3 Decrease to +3 Increase )

STRIDE GUM 82
Q18: What is your age group?

6
6
4
4
3
3
Count
2 2
2
1
1
0 0 0 0
0
15-20 21-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61+
Age Group
STRIDE GUM 83
Q19: What is your gender?
Female, 7, 39%
Male, 11, 61%

STRIDE GUM 84
Q20: What is your ethnicity?
British Isles
origins, 1, 6%
Other, 4, 22%
Indian, 2, 11%
Canadian, 11,
61%
STRIDE GUM 85
Q21: What is your main status?

6
5 5
5
4
Count
2 2
2
1 1 1 1
1
0
STRIDE GUM 86
Research Methodology
The research methodology used to collect the data was survey questionnaire. This was
chosen as it would be easy and quick to conduct. A mixture of Open-Ended, Closed-
Ended, Scaled-Response, and Demographic questions was used. A Non-Probability
Convenience Sample at a mall was used: random people coming out of and walking
past convenience store locations were first asked if they chewed gum if they did, they
were asked if they would do the survey. The survey contained 21 questions, 4 of which
were for demographic purpose. 18 surveys were conducted on a Saturday afternoon at
various places around Jackson Square, downtown Hamilton, in order to give the best
chance of interaction. This location was selected to give the greatest chance of
surveying people who chew gum, and which would also be visited by varying
demographics. No major error deviations were found between the results and the
expected population, and although only 18 surveys were conducted, many results had
noticeable outcomes.
Conclusions and Recommendations
There is a vibrant market for chewing gum in Hamilton. Stride control a very reasonable
share of this, and Spearmint flavor is well placed to have good sales. It is important not
to just concentrate on Spearmint though, as many people prefer other flavors as their
main flavor. The market has good response to advertising by television and online and
posters, but radio is not being advertised enough on, or is not being noticed at all.
Product wise, the vast majority of participants were impressed with the design, size, and
packaging. It is worth noting that a very high percentage were loyal to their brand
because of flavor and taste. Further research into this would be highly recommended. A
word of caution however, in that there is a trend towards healthier foods. There could
also be issues with ingredients, so it would be prudent to keep very close to any
research going on in this area. Distribution wise, Stride has a good presence in all key
consumer purchasing locations and is prominently displayed at all of these. With
regards to pricing, Stride fits well into the current market variations, and from our survey
results there seems no reason to adjust current pricing levels. Stride promotion appears
slightly lower than that of total chewing gum, but this may well be a measurement error.
STRIDE GUM 87
Go/No Go
Based on the information contained within this report, we would suggest a go for
expansion of Stride into other cities. Stride is doing well in Hamilton, is established,
satisfactorily located, well tried and agreeably recognized. The chewing gum market is
in slightly stable but good condition, and we see no reason for this to different in other
cities. Although not forecast to rise rapidly, the market has a good share of the candy
market, and we believe this will remain so for the foreseeable future.
STRIDE GUM 88
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STRIDE GUM 89
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STRIDE GUM 90
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STRIDE GUM 91
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STRIDE GUM 1

Date: 30th March 2015

Course: Marketing 1 - MRKT-CB158-W15-KM

Assignment: Group Project

Submitted To: Mr. J. Kevin Meens

Hamilton Chewing Gum Price Analysis

*multipack price divided by packs to get pack price

Key Best Price Worst price

Visual Images of Product

Design, Flavors, and Multipacks

Pack Information Layout and Packaging

Anytime 24HR Upper James-Mohawk

Gateway News, Jackson Square

New York News, Jackson Square

Dollarmart, Jackson Square

Tony's No Frills, Upper James

Shoppers Drug Mart, Upper James

Walmart, Upper James

Petro Canada, Upper James-Mohawk

Alignment of Corporate Mission Statement

Target Market Description

Visual Image of Target Group

A disorderly teenage opinion leader;

An stressed, tense 30-40 year old middle manager;

Target Market Need and Want Identification

Product Points of Difference

As a subsidiary of Mondelz International Inc., Cadbury has a large, worldwide

Identification of Key Competitors

Canadian chewing gum sales dropped 2%

Wrigley closing Toronto factory in March

Social Responsibility (CSR)

Use of Social Media

Chewing Gum Social Media Analysis 26-Mar-2015

Cadbury 942,858 1,608 1,778 https://www.facebook.com/Cadbury/

Brand Tweets Following Followers Name URL

Cadbury Canada 1,832 1,153 4,482 @CadburyCanada https://twitter.com/CadburyCanada

Brand Views Subscribers URL

Cadbury 13,662,480 11,358 https://www.youtube.com/user/CadburyUK/

(Written) Summary of Survey Results (per question)

Q1: How often do you chew gum?

Response Number of responses % of responses

Reason for asking:

Question 2: Do you mainly chew Spearmint or another flavor gum?

Q2: Do you mainly chew Spearmint or another flavor

Other, 10, 56%

Response Number of responses % of responses

Reason for asking:

Question 3: In a month, how many different flavors do you chew?

Q3: In a month, how many different flavors do you

Response Number of responses % of responses

Reason for asking:

Q4: How frequently do you buy chewing gum from the

Response Number of % of responses

Supermarket Never 3 17%

Reason for asking:

Question 5: How much do you spend on each pack of chewing gum?

Q5: How much do you spend on each pack of chewing

Response Number of responses % of responses

Reason for asking:

Question 6: Why do you choose your brand of chewing gum?

Flavor and Habit, 1, 6%

Wrigleys, 1, 6% Taste, 5, 28%

Response Number of responses % of responses