Marketing Report - Team Balaam - Stride Spearmint Gum 150330 0720 Final

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 (4P’s) ................................................................................................... 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 Mondelēz International

(Bloomberg, 2015). Mondelēz 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 (Mondelēz International, 2015). Mondelēz International’s global headquarters is in Deerfield, Illinois, USA (Mondelēz International, 2015).

In 2003, Cadbury merged with Adams: this resulted in the World’s 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) Mondelēz International Our dream is to create delicious moments of joy – and that’s exactly what our tasty

snacks do. They’re that stolen moment for just you (Mondelez International, 2015).

STRIDE GUM 4 Description of Product

Marketing Mix (4P’s) Product Distribution (Placement)

Stride is a chewing gum, a non-durable convenience product in the candy category.

Core product is freshened breath, other oral benefits Augmented products are websites, videos and social

media Stride gum contains a legally approved ingredient,

‘cooling dust’, which they claim produces a drying effect in the mouth (Stride, 2015)

Introduced in Canada in 2008, with just spearmint and sweet peppermint flavours (Stride Canada, 2015)

Stride is sugar free and has the American Dental Association Approval (ADA is a self-regulatory, non-government association) (ADA Seal Product Report Stride Sugarless Gum, 2010)

Depth: 20 flavor brand, 9 current (Stride, 2015). Stride makes chewing gum with vitamins B6 & B12,

Stride Spark: Spark Kinetic Mint & Spark Kinetic Fruit (Stride, 2015).

Part of Cadbury and Mondelēz International group (Bloomberg, 2015)

Extensive, established $34 billion sales global distribution network (Mondelēz International, 2015)

Distributed by Snack Works (Mondelēz Canada Inc.) in Ontario, a Mondelēz International subsidiary (Snackworks, 2015)

Imported by Mondelēz Canada Inc., Mississauga (Government of Canada, 2013).

Over $10 billion, of chewing gum imported in Canada in 2013 (Government of Canada, 2013)

Consumers buy from Convenience stores, Dollarmarts, Supermarkets, Gas Stations, Vending Machines & online.

Stride gum single units are normally placed by registers for impulse buying, alongside other candy products like chocolate bars, chew bars, and other treats/snacks.

STRIDE GUM 5 Stride has 3 ‘Sour Patch kids’ flavors targeted at

children: Lime, Red Berry & Orange (Stride, 2015). Consumer packs in 14 piece pack or 3 pack multipack Stride Spearmint design uses green and white colors

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 (Mondelēz 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 multipacks, consisting of 3 units are normally available on main candy aisles, with discounts for buying in bulk.

Online purchasing at Walmart and Amazon.

STRIDE GUM 6 Price Promotion

Bulk purchasing via Amazon: 12 pack $ 25.94 ($2.16/unit), 2x12 packs 51.85 ($2.16/unit) (Stride, 2015)

Walmart currently charging $2.50 for 3 pack, 24% discount from regular $3.27 price ($0.83/unit) (Walmart, 2015).

Stride price ranged from $1.00 at Dollarmart to $2.19 at Petro Canada Gas Station, 119% extra

Stride’s consumer pricing is well placed, with an average price of $1.74 across 9 locations sampled, $0.02 lower compared to the $1.76 average of all brands

Stride ($1.68) was 170% above Excel ($0.99) at Tony's No Frills, but other brands were of similar price

Stride was equal cheapest in 4/9 (44%) locations Stride was equal dearest in 3/9 (33%) locations Stride multipacks, consisting of 3 units are normally

available on main candy aisles, with discounts for buying in bulk.

Stride advertising is made and copyrighted by Mondelēz International and/or its affiliate(s) (Stride, 2015).

Stride have created an Apple app, Gumulon, to promote their product online and by mobile (Stride, 2015).

Stride have a very uniquely designed website, on which by just showing videos, pictures, and animation they describe their products and attitudes (Stride, 2015).

Good online presence on all social networking sites, showing their focus towards their target market of 25-40 year olds.

Stride’s Facebook page has 2.8 million likes (Stride Canada >250,000); Twitter has ~30,000 followers; YouTube has 3.9 million views.

Stride Twitter frequently, 4,451 tweets producing 30,300 followers (Stride, 2015).

Posted 16 short videos in the last year on YouTube, 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

Location 5 Doublemint Excel Extra Juicy fruit Stride Trident Avera

ge Price

Stride v Average Price

Stride % of Min price

Stride % of Max price

Convenience Anytime 24HR Upper James-Mohawk $1.99 $1.99 $2.49 $1.99 $1.99 $1.99 $1.99 $2.06 -$0.07 100% 80% Gateway News, Jackson Square $1.99 $1.99 $2.49 $1.99 $1.99 $1.99 $1.99 $2.06 -$0.07 100% 80% New York News, Jackson Square $1.99 $1.99 $2.49 $1.99 $1.99 $1.99 $1.99 $2.06 -$0.07 100% 80%

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-Mohawk $2.19 $2.19 $1.59 $1.59 $2.19 $2.19 $1.99 $0.20 138% 100%

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 Cadbury’s 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 product’s 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 Stride’s 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 Stride’s 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 Maslow’s

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. Stride’s 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. It’s 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 POD’s 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 Mondelēz 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 Mondelēz 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 Mondelēz 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 product’s 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, clinically proven to reduce cavities by up to 62% (Canadian Dental Association, 2003).

Specifically designed for Oral health.

More flavors, alternative packaging (Mondelēz International, 2015).

Flavor of gum disappears quickly

Constant chewing can cause gum to disintegrate.

Contains calcium phosphate which has been linked with Chinese baby formula poisonings (Corriher, 2010)

Internal direct competitor so corporate guidance if necessary

Customer often likes to have more variety and choice - this would make them more likely to choose Trident

Need larger market segments

Excel (Orbit in USA) (Wrigley)

American Dental Association approved (American Dental Association, 2010).

Competitively priced Launching new flavours;

Apple Remix 2014, Citrus Remix 2015 (Wrigley, 2015).

Contains acesulfame K, a carcinogen containing methylene chloride which can cause headaches, depression, nausea and other side effects (Wells, 2013).

Low price means less finance for promotion

External direct competitor Wrigleys is currently the

leading confectionary company in Canada (Statista, 2013).

Need to monitor pricing

STRIDE GUM 19 Environmental Scan

PEST/CD Analysis Industry Trend/s PEST/CD Force Impact

Demographic factors

Aging population due to baby boomers (Government of Canada, 2014).

Immigration will be mainly from immigration (Government of Canada, 2014).

After-tax income, each principal component stable 2009-2010 (Government of Canada, 2013).

Transportation: 74% Car, 9% Public Transport in 2011 (Advameg, Inc., 2012).

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 Canada’s 2001-2006 population growth from immigration (Kerin, Hartley, Rudelius, Clements, & Skolnick, 2012, p. 35).

Need to target teenagers for larger market Immigrants mat not chew gum for religious

reasons Car and public transport users chew gum when

in traffic, positive for sales Big city dwelling more stressful so more people

chewing gum Income stable, so no growth from increased

revenue

STRIDE GUM 20 Social / Culture factors

Generation Z highly engaged with social media (Stolz, 2012).

Canadians spending more time online with mobile devices than with computers (Oliveira, 2015).

Canadians spending more time commuting (Reader's Digest Magazines (Canada) Limited, 2015).

Healthier choices being offered in vending machines and schools, replacing candy, pop 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 who’ve never smoked has gone up (Government of Canada, 2014).

Humorous social media approach Online advertising becoming increasingly

important Need more promotion about how chewing gum

can help you diet and has other health benefits Vending machine sales could have big decline,

must work hard with industry to keep this area growing

Smokers declining so less sales from people who give up smoking

STRIDE GUM 21 Economic factors

Gross Domestic Product up 3.8% 2013-2014 (Government of Canada, 2015).

After tax income stable (Government of Canada, 2013).

Consumer Price Index 0.9% up from 2013-2014 (Government of Canada, 2015).

Stride part of ‘Power Brands’, revenues grew twice as fast as total company in 2014 (Mondelēz International, 2015)

Globally, gum is a $20-billion-a-year business (Hamilton Spectator, 2014)

North American gum market sales down 22% to $4bn from 2009-2014. Global gum market +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).

Canadian chewing gum market decreasing at constant noticeable rate: need some kind of lift to product

Stride ‘Power Brand’ better growth than rest of Mondelēz International products: time to adapt in Canada

Most likely need product development or big promotion to regenerate sales

Mondelēz 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

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 factors

Canadian’s at ease with latest technology for communication (Kerin, Hartley, Rudelius, Clements, & Skolnick, 2012, p. 43).

Internet is essential tool for Canadians (Kerin, Hartley, Rudelius, Clements, & 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).

Current online focus In very good position, need to sustain and/or increase momentum

Utilising all social media forums well Need to ensure mobile devices have similar

experience as computers

STRIDE GUM 23 Competitive factors

Oligopoly: Cadbury Adams Canada and Wrigley Canada accounted for 97% of 2013 sales (Hamilton Spectator, 2014).

Mondelēz Second quarter 2014 revenues down, but adjusted operating income rose 11.8% year on year (Candy & Snack TODAY, 2014)

40% of Modelez sales from high-growth emerging markets (Mondelēz International, 2014)

Mondelēz International global No.1 position in Chocolate, Biscuits, & Candy, No. 2 position in gum category (Mondelēz International Corporate Factsheet, 2015)

Mondelēz International has invested $1.5 billion in manufacturing sites since 2012 (Mondelēz International, 2015)

Wrigley 50% of Canadian sales, Cadbury Adams Canada trailing closely (Euromonitor International Limited, 2014)

Trident has more flavors, alternative packaging (Mondelēz International, 2015).

Very good position, possible look to acquire additional chewing gum companies globally to gain more industry advantage/experience

Wrigley Toronto factory closure bad for industry, need to review supply chain for efficiencies

Possibly need to do product development for other types of packaging

Possibly explore home delivery, e.g. with pizza, takeaways, etc.

Need to investigate use of Cadbury/ Mondelēz International candy brands in chewing gum flavours

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 factors

Health Canada Permitted Food Additives (Government of Canada, 2013).

Food and Drugs Act (Government of Canada, 2015).

Competition Act (Government of Canada, 2015)

Consumer Packaging and Labelling Act (Government of Canada, 2015).

Need to keep up to date with all government acts and regulations: assisted by Cadbury & Mondelēz International for cost efficiency

Need to keep up to date with all industry patents and trademarks: assisted by Cadbury & Mondelēz International for cost efficiency

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

Mondelēz International $34 billion of global sales Cadbury & or Mondelēz International well-known,

quality brands with customer loyalty Excellent quality assurance and control Large research and development framework Large and resourceful Marketing team Comprehensive access to IT staff to keep up with and

develop technologies.

Stride brand may seem non-appealing if related to Cadbury and/or Mondelēz International

Wrigley closing factories suggesting thorough review of supply chain has been done: possibly behind them strategically

Large corporate structure may not be able to react to quick market threats

Company IT platform may not be able to adapt quick enough for marketing requirements

Dependant on candy and snack industries Risk Mondelēz 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

to export there After tax income stable (Government of Canada,

2013), so low chance of growth via discretionary income

STRIDE GUM 27 Canadians spending more time online with mobile

devices than with computers (Oliveira, 2015), so mobile sites and apps good promotional avenue

Acquisitions and integration of other chewing gum companies.

Large share of candy industry could be challenged by government(s).

STRIDE GUM 28 Product SWOT

Strengths Weaknesses Stride’s consumer pricing is well placed, with an

average price of $1.74 across 9 locations sampled, $0.02 lower compared to the $1.76 average of all brands

Stride gum contains a legally approved ingredient, ‘cooling dust’, which they claim produces a drying effect in the mouth (Stride, 2015)

Stride has the American Dental Association Approval (ADA Seal Product Report Stride Sugarless Gum, 2010)

Good targeting of children with 3 ‘Sour Patch kids’ flavors: Lime, Red Berry & Orange (Stride, 2015).

Good research and development framework Part of large, stable group in Mondelēz International.

No Canadian business presence except distribution: could be negative publicity and risk of rising import taxes

Only sold in one style of package, danger other styles become popular

Stride ($1.68) was 170% above Excel ($0.99) at Tony's No Frills, but other brands were of similar price: Danger if recession happens

Imported by Mondelēz Canada Inc., Mississauga (Government of Canada, 2013). If gas prices rise rapidly, costs could go up considerably, reducing profit.

Opportunities Threats Stride’s consumer pricing is well placed, possibility to

reduce further with efficiencies to drive growth Good base, so opportunity to drive product brand

awareness on all social media fronts

Depth only 9 current flavours (Stride, 2015) compared to Trident: more flavors with alternative packaging product lines (Mondelēz International, 2015).

STRIDE GUM 29 Canadians spending more time online with mobile

devices than with computers (Oliveira, 2015), so mobile sites and apps good promotional avenue.

Develop new release of Gumulon (Stride, 2015). Work with health industry to promote chewing gum

health benefits.

Wrigley closing factories suggesting thorough review of supply chain has been done: possibly behind them strategically

After tax income stable (Government of Canada, 2013), so low chance of growth via discretionary 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 Mondelēz 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 Trust’s pilot carbon scheme, where companies are required to keep track on emissions throughout the whole supply chain (Business Sector Media, LLC, 2008).

Mondelēz 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). Mondelēz 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 Stride’s 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/

Mondelēz International http://www.Mondelēzinternational.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 Mondelēz 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

Brand Likes People Talking About*

New Page Likes* URL

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

Mondelēz International 106,399 953 700 https://www.facebook.com/Mondelēzinternational/

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

Mondelēz 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/

Mondelēz 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?

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)

Daily, 6, 33%

Weekly, 7, 39%

Bi-weekly, 1, 5%

Monthly, 1, 6%

Less Often, 3, 17%

Q1: How often do you chew gum?

STRIDE GUM 38 Question 2: Do you mainly chew Spearmint or another flavor gum?

Response Number of responses % of responses 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)

Spearmint, 8, 44%

Other, 10, 56%

Q2: Do you mainly chew Spearmint or another flavor gum?

STRIDE GUM 39 Question 3: In a month, how many different flavors do you chew?

Response Number of responses % of responses

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)

4

6

4

2 2

0

1

2

3

4

5

6

7

1 2 3 4 5+

Count

Number of different flavors

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

STRIDE GUM 40 Question 4: How frequently do you buy chewing gum from the following places?

Response Number of responses

% of 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%

Convenience Store Dollarmart Supermarket GasStation VendingMachine OnlineNever 0 3 3 4 6 8Less Often 4 10 9 9 12 10Monthly 6 2 5 1 0 0Weekly 7 3 1 4 0 0Daily 1 0 0 0 0 0

1 0 0 0 0 0

73 1 4

0 0

6

2 5 1

0 0

4

10 9 912 10

0 3 3 4 6 8

02468

1012141618

Count

Location

Q4: How frequently do you buy chewing gum from the following places?

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?


<$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)

1

5

8

4

0

0

0 2 4 6 8 10<$1

$1.00-$1.49

$1.50-$1.99

$2.00-$2.49

$2.50-$2.99

$3+

Count

Cost p

er pac

k

<$1 $1.00-$1.49

$1.50-$1.99

$2.00-$2.49

$2.50-$2.99 $3+

Series1 1 5 8 4 0 0

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

STRIDE GUM 43 Question 6: Why do you choose your brand of chewing gum?


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% Wrigley’s 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.

Taste, 5, 28%

Flavor, 4, 22%

Any, 1, 5%Occasion, 1, 5%

Long lasting, 1, 5%

Sugar free, 1, 5%

Children choose, 1, 6%

Availability funds, 1, 6%

Wrigleys, 1, 6%

Flavor and duration, 1, 6%

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

STRIDE GUM 44 Question 7: Please rank the following chewing gums according to your awareness of them?

Number of responses

Position 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

% 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%

1 2 3 4 5 6 75 0 0 1 1 2 1 13Doublemint 4 2 0 2 4 5 1Excel 6 5 4 1 0 2 0Extra 0 2 2 7 5 1 1Juicy fruit 2 1 1 2 5 4 3Stride 2 3 7 3 0 3 0Trident 4 5 3 2 2 2 0

0123456789

1011121314

% of r

espons

es

Position

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

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)

Response 1 2 3 4 5 6 7 8 9 10 Number of responses 1 1 1 0 1 2 4 2 2 4

% of responses 6% 6% 6% 0% 6% 11% 22% 11% 11% 22%

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)

1 1 1

0

1

2

4

2 2

4

0

1

2

3

4

5

1 2 3 4 5 6 7 8 9 10

Count

Brand Loyalty ( 1 - Not Loyal, 10 - Extremely Loyal )

Q8: On a scale of 1-10, please rank your loyalty to your chewing gum brand

STRIDE GUM 47 Question 9: How do you agree/disagree with the following statements?

Response Number of

responses % of 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

Disagree 4 22%

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

Disagree 1 6%

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

Disagree 4 22%

I chewgum as

part of mydiet.

I chewgum tofreshen

my breath.

I chewgum torelieve

tension.

I chewgum tohelp me

quitsmoking.

I chewgum for

otherreasons.

Strongly Agree 0 10 0 2 0Agree 1 7 6 4 2Neither Agree or

Disagree 4 1 4 2 11Disagree 6 0 5 0 1Strongly Disagree 7 0 3 10 4

7

03

10

4

6

0

5

0

1

4

1

4 2 11

1

7

6 4

20

10

0 2 0

0%10%20%30%40%50%60%70%80%90%

100%%

of resp

onses

Location

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

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

Disagree 2 11%

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

Disagree 11 61%

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?


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.

Yes, 2

No, 16

02468

1012141618

Yes No

Count

Q10: Do you chew Stride gum as your main gum?

STRIDE GUM 50 Question 11: If you answered no to question 10, have you ever tried Stride gum?


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.

Yes, 14, 87%

No, 2, 13%

Q11: If you answered no to question 10, have you ever tried Stride gum?

STRIDE GUM 51 Question 12: Are you aware of Stride's point of difference?


Yes 9 50% No 9 50%

Summary: Half of the participants surveyed knew of Stride’s point of difference. Stride advertising is predominantly online (Website, YouTube). Reason for asking: We asked this question to see the effectiveness Stride’s point of difference promotion.

Yes, 9, 50%No, 9, 50%

Q12: Are you aware of Stride's point of difference?

STRIDE GUM 52 Question 13: What do you think of Stride Spearmint Gum? (Poor 1, Great 6)


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% Packaging (quality) 2 1 6% Packaging (quality) 3 0 0% Packaging (quality) 4 1 6%

Design Pack (size) Packaging (quality)1 0 0 12 0 0 13 1 2 04 5 4 15 7 9 86 5 3 7

0 0 10 0 11 2 05 4

1

79 8

53

7

0123456789

10

Count

Area

Q13: What do you think of Stride Spearmint Gum? (Poor 1, Great 6)

STRIDE GUM 53 Packaging (quality) 5 8 44% Packaging (quality) 6 7 39%

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. Stride’s 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)


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% Online Social Media 2 2 11% Online Social Media 3 6 33% Online Social Media 4 3 17%

TV Radio Online SocialMedia Posters1 6 14 5 62 3 0 2 43 2 1 6 54 4 2 3 25 3 1 2 1

6

14

5 63 0 2 42 1

6 54 2 3 23 1 2 10123456789

1011121314

Count

Advertising Type ( 1 - Little, 5 - Lots )

Q14: How much Stride chewing gum advertising have you seen on the following?

STRIDE GUM 55 Online Social Media 5 2 11% 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 Stride’s 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)



TV Radio Online SocialMedia Posters

1 4 13 3 32 1 2 1 43 3 1 7 74 6 2 5 35 4 0 2 1

4

13

3 31 2 143 1

7 762

5 340 2 101

23456789

1011121314

Count


Q15: How much chewing gum advertising have you seen on the following?


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)




5 6 2 5 04 3 1 4 73 0 3 6 82 2 3 2 21 7 9 1 1

7 9

1 1

23

2 2

0

3

6 83

1

476

25

0

02468

1012141618

Count


Q16: How much advertising do you view on the following?


Summary: Approximately 50% of participants surveyed do not watch much advertising. Radio advertising fared much better overall compared to chewing gum advertising. Stride’s 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?


-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.

10 0

12

3

1 10123456789

101112

-3 -2 -1 0 1 2 3

Count

Consumption Change ( -3 Decrease to +3 Increase )

Q17: How will your consumption of chewing gum change in the next year?

STRIDE GUM 61 Question 18: What is your 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 – Stride’s 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 Stride’s target market.

3

6

4

2 2

0 0 0

1

00

1

2

3

4

5

6

15-20 21-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61+

Count

Age Group

Q18: What is your age group?

STRIDE GUM 62 Question 19: What is your gender?


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.

Male, 11, 61%

Female, 7, 39%

Q19: What is your gender?

STRIDE GUM 63 Question 20: What is your ethnicity?


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.

British Isles origins, 1, 6%

Canadian, 11, 61%

Indian, 2, 11%

Other, 4, 22%

Q20: What is your ethnicity?

STRIDE GUM 64 Question 21: What is your main status?


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.

1

5

1

2

5

1 1

2

0

1

2

3

4

5

6Co

untQ21: What is your main status?

STRIDE GUM 65 (Graph) Summary of Survey Results (per question)

Daily, 6, 33%

Weekly, 7, 39%

Bi-weekly, 1, 5%

Monthly, 1, 6%

Less Often, 3, 17%

Q1: How often do you chew gum?

STRIDE GUM 66

Spearmint, 8, 44%

Other, 10, 56%

Q2: Do you mainly chew Spearmint or another flavor gum?

STRIDE GUM 67

4

6

4

2 2

0

1

2

3

4

5

6

7

1 2 3 4 5+

Count

Number of different flavors

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

STRIDE GUM 68

Convenience Store Dollarmart Supermar

ketGas

StationVendingMachine Online

Never 0 3 3 4 6 8Less Often 4 10 9 9 12 10Monthly 6 2 5 1 0 0Weekly 7 3 1 4 0 0Daily 1 0 0 0 0 0

1 0 0 0 0 0

73 1 4

0 0

6

2 5 1

0 0

4

10 9 912 10

0 3 3 4 6 8

02468

1012141618

Count

Location

Q4: How frequently do you buy chewing gum from the following places?

STRIDE GUM 69

1

5

8

4

0

0

0 2 4 6 8 10<$1

$1.00-$1.49

$1.50-$1.99

$2.00-$2.49

$2.50-$2.99

$3+

Count

Cost p

er pac

k

<$1 $1.00-$1.49

$1.50-$1.99

$2.00-$2.49

$2.50-$2.99 $3+

Series1 1 5 8 4 0 0

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

STRIDE GUM 70

Taste, 5, 28%

Flavor, 4, 22%

Any, 1, 5%Occasion, 1, 5%

Long lasting, 1, 5%

Sugar free, 1, 5%

Children choose, 1, 6%

Availability funds, 1, 6%

Wrigleys, 1, 6%

Flavor and duration, 1, 6%

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

STRIDE GUM 71

1 2 3 4 5 6 75 0 0 1 1 2 1 13Doublemint 4 2 0 2 4 5 1Excel 6 5 4 1 0 2 0Extra 0 2 2 7 5 1 1Juicy fruit 2 1 1 2 5 4 3Stride 2 3 7 3 0 3 0Trident 4 5 3 2 2 2 0

0123456789

1011121314%

of resp

onses

Position

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

STRIDE GUM 72

1 1 1

0

1

2

4

2 2

4

0

1

2

3

4

5

1 2 3 4 5 6 7 8 9 10

Count

Brand Loyalty ( 1 - Not Loyal, 10 - Extremely Loyal )

Q8: On a scale of 1-10, please rank your loyalty to your chewing gum brand

STRIDE GUM 73

I chewgum as

part of mydiet.

I chewgum tofreshen

my breath.

I chewgum torelievetension.

I chewgum tohelp me

quitsmoking.

I chewgum for

otherreasons.

Strongly Agree 0 10 0 2 0Agree 1 7 6 4 2Neither Agree or

Disagree 4 1 4 2 11Disagree 6 0 5 0 1Strongly Disagree 7 0 3 10 4

7

03

10

4

6

0

5

0

1

4

1

4 2 11

1

7

6 4

20

10

0 2 0

0%10%20%30%40%50%60%70%80%90%

100%

% of r

espons

es

Location

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

STRIDE GUM 74

Yes, 2

No, 16

02468

1012141618

Yes No

Count

Q10: Do you chew Stride gum as your main gum?

STRIDE GUM 75

Yes, 14, 87%

No, 2, 13%

Q11: If you answered no to question 10, have you ever tried Stride gum?

STRIDE GUM 76

Yes, 9, 50%No, 9, 50%

Q12: Are you aware of Stride's point of difference?

STRIDE GUM 77

Design Pack (size) Packaging (quality)1 0 0 12 0 0 13 1 2 04 5 4 15 7 9 86 5 3 7

0 0 10 0 11 2 05 4

1

79 8

53

7

0123456789

10Co

unt

Area

Q13: What do you think of Stride Spearmint Gum? (Poor 1, Great 6)

STRIDE GUM 78


1 6 14 5 62 3 0 2 43 2 1 6 54 4 2 3 25 3 1 2 1

6

14

5 63 0 2 42 1

6 54 2 3 23 1 2 10123456789

1011121314Co

unt


Q14: How much Stride chewing gum advertising have you seen on the following?

STRIDE GUM 79


1 4 13 3 32 1 2 1 43 3 1 7 74 6 2 5 35 4 0 2 1

4

13

3 31 2 143 1

7 762

5 340 2 101

23456789

1011121314Co

unt


Q15: How much chewing gum advertising have you seen on the following?

STRIDE GUM 80


5 6 2 5 04 3 1 4 73 0 3 6 82 2 3 2 21 7 9 1 1

7 9

1 1

23

2 2

0

3

6 83

1

476

25

0

02468

1012141618

Count


Q16: How much advertising do you view on the following?

STRIDE GUM 81

10 0

12

3

1 10123456789

101112

-3 -2 -1 0 1 2 3

Count

Consumption Change ( -3 Decrease to +3 Increase )

Q17: How will your consumption of chewing gum change in the next year?

STRIDE GUM 82

3

6

4

2 2

0 0 0

1

00

1

2

3

4

5

6

15-20 21-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61+

Count

Age Group

Q18: What is your age group?

STRIDE GUM 83

Male, 11, 61%

Female, 7, 39%

Q19: What is your gender?

STRIDE GUM 84

British Isles origins, 1, 6%

Canadian, 11, 61%

Indian, 2, 11%

Other, 4, 22%

Q20: What is your ethnicity?

STRIDE GUM 85

1

5

1

2

5

1 1

2

0

1

2

3

4

5

6Co

untQ21: What is your main status?

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.

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STRIDE GUM 90 Kerin, R. A., Hartley, S. W., Rudelius, W., Clements, C., & Skolnick, H. (2012). the core.

Whitby, Ontario, Canada: Leanna MacLean (McGraw-Hill Ryerson). Koerner, B. I. (2006, May 7). The gum that keeps on giving. Retrieved May 7, 2006, from New York Times: http://www.nytimes.com/2006/05/07/business/yourmoney/07goods.html?fta=y&_r=0 Mondelez. (2015). Our Products. Retrieved from snack Works: http://www.snackworks.ca/en/products.aspx Mondelēz International. (2014). Investing in BRIC Markets. Retrieved from Mondelēz International: http://www.mondelezinternational.com/~/media/MondelezCorporate/uploads/downloads/Investing_in_BRIC_Markets.pdf Mondelēz International. (2015). Awards and Recognition. Retrieved from Mondelēz International: http://www.mondelezinternational.com/en/Newsroom/Awards-and-Recognition.aspx Mondelez International. (2015). Brand Family. Retrieved from Mondelez International: http://www.mondelezinternational.com/brand-family Mondelēz International. (2015). Community Partnerships. Retrieved from Mondelēz International: http://www.mondelezinternational.com/en/Well-Being/Community-Partnerships.aspx Mondelēz International. (2015). Compliance and Integrity. Retrieved from Mondelēz International: http://www.mondelezinternational.com/en/About-Us/Compliance-and-Integrity.aspx Mondelēz International. (2015). Frequently Asked Questions. Retrieved from Mondelēz International: http://mdlz.custhelp.com/app/answers/detail/a_id/2169 Mondelēz International. (2015). Mondelēz International Corporate Factsheet. Retrieved from Mondelēz International: http://www.mondelezinternational.com/~/media/MondelezCorporate/Uploads/downloads/mondelez_intl_fact_sheet.pdf

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Documents

Marketing Report - Team Balaam - Stride Spearmint Gum 150330 0720 Final