MARKETING AND SALES

STRATEGIES OF WRIGLEY
BY:NEELAKSHAY
 OBJECTIVE'S

To get an experience and exposure to the working of an organization.

To relate the theory learnt with practical functioning of an organization.
To understand the working culture of organization.
To understand the marketing and sales strategies adopted by the company.
To analysis the company through SWOT analysis.
To understand key business processes carried out by organization.
 RESEARCH METHODOLOGY
1-Observation:
By observing the regular sales and marketing, understanding the market by assisting salesmen in the field work ,the
functional processes in the organization etc.
 
2-Data collection
 
Direct Method:
Through discussions and interviews I interacted with the retailers to understand the market and interacted with the
employees to understand the work and responsibility in the organization.
Presentations was displayed on the very first day for interns that explained the distribution channel, market segmentation,
targeting , the customers buying decision key points and much more.
 
Indirect method:
The data is also collected from company records, publications, magazines ,website and others.
INTRODUCTION
Wrigley’s performs his operations in 50 countries and has a distribution reach to
180 countries
The company is headquartered in Chicago, Illinois, employs approximately
17,000 associates globally, and operates as a subsidiary of Mars, Incorporated.
Based in McLean, Virginia.
SECTOR: Food Processing
FOUNDER: William Wrigley.
SEGMENT: Confectionary items mainly chewing gums
TARGET GROUP: Teenagers and young adult (18-24 years in age)
POSITIONING: Hygienic and tasty chewing gum
WEBSITE: www.wrigley.com
 Project

Spoke and
Retail
Wholesaler

Quantitative
Qualitative Analysis
Analysis
(Inputs from Mentor,
(Data obtained
Retailers, DSMs,
through Market
SMO & ASMs
Research

FMCG Scheme Market Demand Qualitative

Analysis Analysis Information Analysis
 WORK DONE
OBJECTIVES:
To study the work of salesman.
To study retailers preference regarding various promotional schemes.
To study various schemes offered by different FMCG firms in the Market.
To make retailers aware about the new WERA APP launched by Wrigley India.
To paste the new advertisements posters while visiting shops.
 MARKET ANALYSIS
Quantitative Analysis Qualitative Analysis
Data collected through questionnaire Interrogation with different DSM and Sales
Officer, ASMs.
Two types of data collected through questionnaire:
Information from retailers and DSM of other
Retailers’ Preference of schemes. FMCG firms.

Schemes offered by different FMCG firms in the NCR Information from Sales Interns in other FMCG
Market. Firms.

QUESTIONNAIRE

The following questionnaire was used :

300+
1. What do you like selling the most from your outlet? Retailers
2. Why? visited.
3. Which product in the confectionary category offers you the best scheme/ gift or
margin?
4. What does it offer you?
5. According to you what excite retailers the most? 217
6. Why do you think so? Respondents
7. Do you have any creative idea that Wrigley can offer to its retailers.
 PRIMARY SURVEY ANALYSIS

Schemes offered by FMCG firms in the Market Schemes preference of Retailers in the Market

Total no. of products: 45 Total no. of products: 45

60
30
50 52
51
25 40
30 36
20
20 24 25
22
17
15 10
0
10

0
Cash CD + Display Free piece + Free Pieces Gift Scratch
Discount Coupon CD Coupon

Key Takeaways
Cash Discount on bulk purchase is the most Free Pieces are offered by many firms as it is
Gift is preferred by 22% of the respondents. Gift
offered scheme in the market. It also the easy to deliver and also `16% respondents
is very exciting but the expectations are high
most desired form of scheme among think that free pieces will increase sale.
among retailers.
retailers.
 ENHANCING BRAND VISIBILITY

ME Stand What to do?

Establish loyalty among Provide at least one ME unit in every shop
Core Idea Retailers
Divide retails into 3 types:
Why to do?
Class A: Big retail in Premium Market
Product visibility is a very important factor in
Class B: Big & Semi big retails in Normal
sales of Gum products.
and Low end Markets
Class C: Normal Retailers
ME unit is necessary in Low end retails as they
have low space due to which visibility of our Our current business is focused on Class B and
product is affected and it also means that retailers Class C type Retails .
are selling less than they can or want to.

Why Class A Retails?

Customers Retailers

High Value All Age Group Exclusive Display Premium Products

High Frequency Lavish Lifestyle Mixed modern Retail Price Insensitive

 ENHANCING BRAND VISIBILITY
DISPLAY
Maximize Sales in High End
Core Idea
Markets
Why to do?
High end market focus will bring about sale of
premium products. We have enough brands to cover
it.
Retailers in these markets have high sale capability.
Which once captured will give high turnover
Display is playing a major role in sales in big retail
for many FMCG firms. Scheme utilization can be
used in these retails to excite sales .
Enough brands to cover the market
Problems With Display Scheme in Market
•Display not present in retails
•. Non uniform display rent distributed.
• Random distribution of scheme
What to do?
 Creating an ultra modern ME unit
Make it irrefutable for retailer and
irresistible for Customer.
To be distributed Only in Class A
retails
How to do?
 To be done in Metros.
 Start by giving away the ME stands to the Class A
retails.
 Installation to be monitored by SMO.
 Initial Discount (If reluctant).
 ME unit to be designed for Wrigley products only.
 Sample of Proposed Display Design

Front View Base View

Final Design to be
better than the
above shown
Stand
Angular View Ariel View
SPOKES AND DOWNSTREAM
WHOLESALERS
 INTRODUCING THE AGENTS OF RURAL MARKET OF UP CENTRAL
 A Wholesaler and a Retailer with distribution agencies of 10+ products .
WHO IS SPOKE?  Deals in almost all the FMCG Products in the rural market .
 His customers are the Wholesalers and the retailers in the area .
 Knows the price and source of best price in the market .
Spoke = Wholesaler
 Maintain a great relationship with its retailers and 2-3 wholesalers .

Avg. 6-7 Sales focused

Wholesalers of our Most have agencies
Wholesalers in a ( keeps those products
Spokes of few products.
Mandi (Market) whose sale is high)

Avg. of 50 retailers Our sale to these 40

Retailers in villages are
retailers is very less
visit our spokes out very small with sales
Retailers of which 40 are from
(about 6-10%) except in
ranging from Rs. 200-
Biswa and Tambour
nearby villages 2000 per day.
(30%).

Spokes Related Problems

• Low scale business brings out disinterest in spokes. Increasing sales is important to keep the spokes
interested. Pushing varieties of products in a market through schemes should be the first stepping stone.
• Creating new Spoke (bigger & better) is a problem. Interception of a sales officer or a request call
from ASM will bring better result.
•. Short term schemes are bound to rate cutting. Hence, long term recommended.
• It is Difficult to enhance the performance of Wholesalers. Only high sale of products excite them.
 PRIMARY SURVEY ANALYSIS

Consumer survey conducted Objective was to study schemes The survey also understood the
for over 40 spokes and w/s being offered to them & matching behavioral aspect of different
across UPC. it with their expectations . kind of schemes.
Spoke’s Avg sale v/s Avg Wrigley sale No. of Types of Wrigley products
per month
sold by Spokes
Wri KEY TAKEAWAYS
gle 1 Type
y
Oth
[PE 27%
All the schemes offered to
ers 1
RC
[PE 2
1
Spokes and Wholesalers are
EN
RC 2
TA
EN
GE] 73% based on no. of SKU they
TA buy
GE] 2 Types

Current schemes being offered to Almost all the spokes don’t

Most desired Scheme
Spokes and Wholesalers need schemes but want the
sales growth
Target
Coupon
18% Free Boxes 36% Target based
9% 50% Gifts Incentive Sales growth for a spoke is only
9% Lottery
coupons
64% Gift
possible when there is a
14%
Incentive promotion in the villages
bases
 Mr. Dharam Vir Singh Dr.Varsha Goyal

Mr. Sahil Vohra Mr.Sanjeev

Mr. Mohit Rohila Mr. Abdul Rahman

All the DSMs, SMOs and Retailers, Wholesalers and

ISR. Spokes