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Case
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Reference no. 510-013-1
Subject category: Marketing
Authors: Ali Farhoomand (HKU Business School, The University of Hong Kong); Candise Pong-wa Wai (HKU Business School, The University of Hong Kong)
Published by: Asia Case Research Centre, The University of Hong Kong
Published in: 2009
Length: 17 pages
Data source: Published sources
Topics: Wrigley; Product innovation; Confectionery; Chewing gum; China; Benefits of chewing; New product development; Innovation strategy; Merger; Mars
Share a link: https://casecent.re/p/92754
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Abstract

In October 2008, WM Wrigley JR Company, 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 other''s strengths to continue their paths of growth. Mars was attracted by Wrigley''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?
Location:
China
Industry:
Packaged foods
Other setting(s):
2008
Teaching note
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Reference no. 510-013-8
Subject category: Marketing
Authors: Ali Farhoomand (HKU Business School, The University of Hong Kong); Candise Pong-wa Wai (HKU Business School, The University of Hong Kong)
Published by: Asia Case Research Centre, The University of Hong Kong
Published in: 2009
Length: 12 pages
Data source: Published sources
View full details

About

Abstract

In October 2008, WM Wrigley JR Company, 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 other''s strengths to continue their paths of growth. Mars was attracted by Wrigley''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?

Settings

Location:
China
Industry:
Packaged foods
Other setting(s):
2008

Related

Teaching note
-
Reference no. 510-013-8
Subject category: Marketing
Authors: Ali Farhoomand (HKU Business School, The University of Hong Kong); Candise Pong-wa Wai (HKU Business School, The University of Hong Kong)
Published by: Asia Case Research Centre, The University of Hong Kong
Published in: 2009
Length: 12 pages
Data source: Published sources
View full details