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Forever Chew Marketing Paper

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Forever Chew the 12 hour gum

Regina McWilliams

Strayer University

Marketing Management

Dr. Karen Mountain

August 20, 2010

My product name is Forever Chew the 12 hour longest lasting gum. The Forever Chew gum line will offer a gum that is very well capable of lasting 12 hours of more. This paper will discuss Forever Chew advertising strategy and how it aligns with its marketing goals. Forever Chew reason to advertise would be to increase the company’s sales and profits for the long run. The company wants to remain competitive and up to date on advertising to keep our name in the gum-line loop. Advertising will more than likely help with how a customer purchase a popular gum being sold. One of the many goals is to start out with the local pharmacies and health food stores advertising and selling the Forever Chew gum line. Forever Chew will advertise its gum line and the other Forever Chew products on Facebook, Twitter, You Tube and Myspace because it is free via the internet. The websites mentioned above have more than 250,000 fans that are using applications on the websites that could advertise the Forever Chew product and bring on more customers. Forever Chew aligns with the marketing goals because it’s a sugar free gum and sugarless chewing-gum brands are taking the lead in the retail gum sales as health-conscious consumers chose alternatives to sugary treats. (WR. Wrigley Jr, 2009). Forever Chew has created a new marketing campaign for the brand that was based on people who are on weight-loss program and smoker’s cessation programs. Forever Chew gum has targeted consumers in the 18 to 34 year old demographic. According to the company, this age group linked Forever Chew with weight-loss and smoker cessation because it was sugarless and would fill the void for being hungry and craving cigarettes. According to Forever Chew gum, it’s clinically proven that by chewing FCG for 20 minutes after a meal it can reduce the chance of tooth decay by 40%. This is done by stimulating saliva production.( H. Harrison, 2003 Trident). Forever chew brand is positioned as a functional gum which prevents tooth decay and its sugar free feature makes it a healthy option for weight loss program and consumers that are trying to kick the habit of smoking. Measuring advertising effectiveness is very important to Forever Chew because it is very important to understand the extent to which the company is meeting the consumer’s needs. This is as a result to the time and effort advertised on sales, brand awareness, brand preference, among other things. Advertising will be done locally and nationally as well to build the reputation for the company to stay in the number one or number two spot in the gum-line. Forever Chew gum has chosen a target market and the most appropriate promotion mix; gum will be sold in health food stores and pharmacies. This will help influence the sale of the gum placing it in areas where dieting items and cigarettes are. The FCG will be different in appearance being that one line of gum will attract consumers who smoke will appear in a black and red packing. For those consumers that are involved in wellness programs the gum will appear in a bright pink and green packaging. The chewing gum market is divided into sugarless and non-sugarless gums. The brands attempt to differentiate themselves by offering interesting packaging, gum flavors and product benefits, such as whitening the teeth and killing bad breath. Forever Chew plans to divide the gum into three forms; some consumers prefer sticks of gum, tabs or pellets this will cater to all of consumers needs. Forever Chew will have a large majority of adverting and promotion done through free website ads and television ads. Of the $975,000 allotted by the Forever Chew Company to advertise its brand; FCG has had one of the largest shares of advertising dollars in 2009 with almost $100,000.( H. Harrison, 2003) One source referred to Forever Chew Gum as the “The most refreshing gum” as a result of its greatest television spots.(Wr. Wrigley 2009). Forever Chew advertising has a limited presence on the internet because generally the advertisements are set up as a brief click-through ad that exposes consumers to the Forever Chew brand. FCG uses print advertisements that are featured everyday in sales papers that are located inside the pharmacies and health food stores, and local newspapers Forever Chew brand can be confident that television ads are digesting with consumers. Through an informal measure of success FCG will do as much promotions as possible to remain number one or number two in the market. Forever Chew gum decided on another sales promotion effort is to specifically target college students. Reason being through the surveys that were conducted on college campus around the local areas Forever Chew realized students would often make unhealthy decisions during midterms and final exam time. Measuring customer’s satisfaction is a relatively new concept to the Forever Chew Gum industry. As a company FCG will realize that customers always come first and can make or break your line of business. Forever Chew will be at a high rate of speed entering into a prospering new global economy that measures customer satisfaction is the key. By doing this we can hold on to customers and weed out competition. Forever Chew gum will be very successful in recognizing that customer satisfaction is a critical strategic weapon that can bring increased market share and increased profits for the company. There will be no gaps in what a customer should expect from Forever Chew gum line. Forever Chew wants to gain customer loyalty because that is what keeps you in business. The customer’s should expect a gum that will reduce bad breath for those consumers who smoke. Forever Chew gum will also reduce cravings of hungry for those consumers that are dieting and losing weight. At Forever Chew the customer’s constructive criticism will be listened to and changes will be made then to satisfy the consumer. Forever Chew knows as the customer base grows larger it will be very important to maintain the same level of service be provided to them when FCG was first earned the customer’s business. Meeting the expectations of the customer’s will cement our relationships, increase satisfaction and retain their business.

Works Cited WR. Wrigley, (2009, May). Trident Chewing gum. Retrieved from http:/www.trident.com. H. Harrison. (2003, October). Orbit Chewing gum. Retrieved from http: www.orbit.com.

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