{"id":37969,"date":"2026-01-19T12:59:26","date_gmt":"2026-01-19T11:59:26","guid":{"rendered":"https:\/\/www.hs-nordhausen.de\/?post_type=zusatzmaterial&p=37969"},"modified":"2026-01-19T12:59:26","modified_gmt":"2026-01-19T11:59:26","slug":"6-1-programme-policy-decisions-at-wrigley","status":"publish","type":"zusatzmaterial","link":"https:\/\/www.hs-nordhausen.de\/en\/zusatzmaterial\/6-1-programmpolitische-entscheidungen-bei-wrigley\/","title":{"rendered":"6-1: Programme policy decisions at Wrigley"},"content":{"rendered":"

Marketing textbook, Keywords<\/span><\/p>\n\n\n\n

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Product policy \u2192 Programme design \u2192 Programme policy decisions (section 6.2.3)<\/p>\n<\/div>\n\n\n

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The starting point for the following example is the product structure of the Wrigley's Extra brand, which has been successfully established as a brand family in the confectionery market in the \u201edental and oral care products\u201c sub-market (oral care) since 1978. These products are used in some places in the book to illustrate the content and are intended to convey the concepts in a practical way. Among other things, the following programme policy decisions were made, which led to corresponding design decisions for individual products.<\/strong><\/p>\n\n\n\n

For the \u201eOral Care\u201c submarket, which Wrigley serves with the \u201eWrigley's Extra\u201c and \u201eWrigley's Extra Professional\u201c brands, a Product development strategy<\/strong> through the launch of the (sub-brand) \u201eWrigley's Extra Professional Mints\u201c (Figure 1). Due to the specific benefits (\u201eclean mouthfeel\u201c and \u201etongue cleaning\u201c), which were not previously advertised by the other products of the Wrigley's Extra brand, and the independent product performance (new type of pastille with a ribbed surface), this is a product innovation that was realised as a product line extension of the \u201eWrigley's Extra Professional\u201c brand in terms of branding.<\/p>\n\n\n\n

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\"The
Figure 1: Product innovation Wrigley's Extra Professional Mints<\/figcaption><\/figure>\n\n\n\n
Image description<\/summary>\n

Product innovation at Wrigley's Extra (2006): Introduction of \u201eExtra Professional Mints\u201c in four different flavours.<\/p>\n\n\n\n

The graphic shows four flat metal tins of the \u201eExtra Professional Mints\u201c variety. The tins are slightly open, revealing the round, two-coloured pastilles with a grooved structure.<\/p>\n\n\n\n

Product features:<\/strong> All cans are labelled \u201eWITHOUT SUGAR\u201c and \u201eMOUTH CARE FOR INTERMEDIATE USE\u201c.<\/p>\n\n\n\n

Varieties:<\/strong> Classic (blue), Pineapple Guava (yellow), Forest Fruit (pink) and Freshmint (turquoise).<\/p>\n<\/details>\n<\/div><\/div>\n\n\n\n

At the same time, Wrigley launched a new packaging for the existing \u201eWrigley's Extra\u201c brand of dental care chewing gum in order to\u00a0Market penetration strategy<\/strong>, which in this case is characterised by a\u00a0Product differentiation<\/strong>\u00a0This was done because there was no difference in product benefit and product performance to the chewing gums already on the market. A new packaging variant was \u201emerely\u201c added, but for many customers this led to a significant improvement in stockpiling (functional benefit) (Figure 2). It can also be assumed that this packaging, which is reminiscent of pillboxes, has significantly improved the (subjective) benefit in the direction of \u201emedical dental care for in-between meals\u201c.<\/p>\n\n\n\n

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Figure 2: Product differentiation Wrigley's Extra Professional chewing gum<\/figcaption><\/figure>\n\n\n\n
Image description<\/summary>\n

Product differentiation at Wrigley's Extra (2006): Transition from flat single packs to larger plastic tins.<\/p>\n\n\n\n

A grey arrow shows the development from left to right:<\/p>\n\n\n\n

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  • Left (initial position):<\/strong> Three standard flat packs of \u201eExtra Professional\u201c (blue and gold\/calcium).<\/li>\n\n\n\n
  • Right (differentiation):<\/strong> Three white plastic tins with hinged lids. The centre tin is open and shows the chewing gum lozenges inside. The \u201eWhite\u201c variety is shown next to the tins with a mint leaf symbol.<\/li>\n<\/ul>\n<\/details>\n<\/div><\/div>\n\n\n\n

    Also for the\u00a0Product differentiation<\/strong>\u00a0is the introduction of a\u00a0new flavour<\/strong>\u00a0for the \u201eWrigley's Extra Professional\u201c brand of dental care chewing gum. Here too, the core benefits and product performance have remained the same. Only a new flavour has been added. However, it is clear that the introduction of the new \u201elemon-lime\u201c flavour is also intended to slightly change the benefit claim (Figure 3). With the claim \u201egives you the feeling of clean teeth\u201c, the previous functional benefit \u201etooth protection\u201c has been extended by the more social-emotional benefit \u201efeeling of cleanliness\u201c. This is very likely to open up new target groups for the brand.<\/p>\n\n\n\n

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    \"Product
    Figure 3: Wrigley's Extra Professional product differentiation with new lemon lime flavour<\/figcaption><\/figure>\n\n\n\n
    Image description<\/summary>\n

    Product differentiation at Wrigley's Extra (2009): Introduction of the \u201aWhite Citrus\u2018 variety in blister format.<\/p>\n\n\n\n

    Again, a grey arrow shows the expansion of the range:<\/p>\n\n\n\n

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    • Left:<\/strong> The familiar flat packs (blue, gold).<\/li>\n\n\n\n
    • Right:<\/strong> A new pack of the \u201eWhite Citrus\u201c flavour. The design shows a sliced lemon. A silver blister with four visible coated tablets is pulled out of the pack.<\/li>\n<\/ul>\n<\/details>\n<\/div><\/div>\n\n\n\n

      After all, the Wrigley company has also developed a new brand for its \u201eWrigley's Extra\u201c brand.\u00a0Product modification<\/strong>\u00a0undertaken. The \u201eWrigley's Extra Drops\u201c lozenge has been completely redesigned. The hard candy in the flavours Wild Mint, Lemon Mint and Wild Fruit became a hollow candy with a xylitol powder filling, which is slowly released when the candy is sucked and develops a pleasantly fresh taste (Figure 4). This was intended to underpin the product performance \u201edental care\u201c. Furthermore, the special sensory product experience when sucking was to enable a stronger differentiation from the long-established competitor products. This product was launched in the flavours Strong Mint, Cranberry Lime and Caramel Mint. With the last flavour, however, it turned out that consumers saw the \u201eflavour code\u201c \u201ecaramel\u201c as a contradiction to the product benefit \u201edental care\u201c. As this flavour did not meet sales expectations for these reasons, it was removed from the range (Product elimination<\/strong>).<\/p>\n\n\n\n

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      \"The
      Figure 4: Product modification and product elimination Wrigley's Extra Drops<\/figcaption><\/figure>\n\n\n\n
      Image description<\/summary>\n

      Product modification and elimination (2008\/2009): Relaunch of the \u201aExtra Drops\u2018 pastilles with a new packaging design and customised flavour.<\/p>\n\n\n\n

      The process shows the replacement of old bag and box formats with more modern portrait format packs:<\/p>\n\n\n\n

      All new packs bear the tooth symbol for \u201edental care for in-between\u201c.<\/p>\n\n\n\n

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      • Before (left):<\/strong> Three varieties of \u201eExtra Drops\u201c in small boxes and sachets (red: wild fruit, blue: ice mint, yellow: lemon balm\/lemon).<\/li>\n\n\n\n
      • After (right):<\/strong> Three modified variants in uniform, white upright boxes with coloured accents:\n
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        • Strong Mint<\/strong> (blue\/turquoise).<\/li>\n\n\n\n
        • Caramel Mint<\/strong> (brown\/beige).<\/li>\n\n\n\n
        • Cranberry Lime<\/strong> (Pink\/Green).<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/details>\n<\/div><\/div>\n\n\n\n

          If Wrigley - purely hypothetically - were to offer products for the toothpaste market, the beverage market or the mouthwash market in the future, these would be activities within the scope of a (horizontal) Diversification strategy through product innovation<\/strong>, This is because it would no longer be the confectionery market that has been served to date, but completely new markets.<\/p>\n\n\n\n

          As the example of the Wrigley company shows, the programme policy action alternatives always require brand policy decisions (see section 6.4.2).<\/p>\n\n\n

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