Mars Wrigley promotes chewing gum as tool to address ‘micro-stresses’

Mars Wrigley is moving away from promoting its chewing gum products as only breath deodorizers, but more as stress-relieving tools for young adults and teenagers.

Click here to read the story at usatoday.com.

Discussion Questions:

1. What is a brand?
2. What are two examples of Mars Wrigley chewing gum brands?
3. What is positioning?
4. What is repositioning?
5. Why is positioning important in marketing?
6. How has Mars Wrigley historically positioned its chewing gum products?
7. How are they repositioning the products now?
8. Why do you think they are repositioning?
9. According to this news story, which two brands are they focusing on?
10. Why do you think they are focused on two specific brands, and why do you think they chose those two?
11. What is a target market?
12. Who is Mars Wrigley targeting with this repositioning strategy?
13. Why might they be targeting that specific demographic?