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WM Wrigley JR.Company: Innovation in Chinaˇ¦s Confectionery Market  
Product Ref: 09/434C Company: WM Wrigley JR.Company

Product Type: Case Industry: Packaged Foods

Related Product(s): Teaching Note
In October 2008, WM Wrigley Jr. Company ("Wrigley"), the world's largest gum-maker, completed a US$23 billion friendly takeover by Mars, a US-based, family-owned company and a global leader in confectionery products. The takeover made Mars the world's largest confectionery company, and Wrigley became a standalone subsidiary of Mars. Wrigley had been outperforming the rest of the confectionery industry in the 10 years leading up to the merger. The merger allowed both Wrigley and Mars to leverage each otherˇ¦s strengths to continue their paths of growth. Mars was attracted by Wrigleyˇ¦s success in China and its product innovation. How has Wrigley succeeded in China's chewing-gum market through product innovation? Bolstered by Mars's financial strength and product portfolio, what product-innovation strategy can it adopt to seize the opportunities for sustained success?
Functional Area : Marketing
Strategy & General Management

Issues: The extent of Wrigley's product-innovation success in China before the merger with Mars in 2008; challenges and opportunities for Wrigley in China's chewing-gum and confectionery markets; and the subsidiary's innovation strategy after the merger.
Length: 17 pages Country: China (People's Rep. of)

Pub. Year: 2009 Level of Difficulty: 1
This product type is available in the following language(s):      English
Related Information: N/A
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