Introducing Wrigley’s Difüze to Singapore

MKTG 3231-002Professor Cohen

Fall 2014

Prepared by:Nichole Buchanan

Tyler GaydacRyan KonradAna Torres

DifüzeWRIGLEY’S

Table of Contents

Executive Summary................................................................................................................ 2

Product Information and History......................................................................................3

Cultural Analysis...................................................................................................................... 5Introduction........................................................................................................................................ 5Brief History........................................................................................................................................ 6Social Institutions.............................................................................................................................. 6Social Organization........................................................................................................................... 7Business customs and practices...................................................................................................8Living conditions............................................................................................................................... 8Language............................................................................................................................................... 8

Economic Analysis.................................................................................................................. 9Introduction........................................................................................................................................ 9Population............................................................................................................................................ 9Economic Statistics and Activity................................................................................................10

Market Audit and Competitive Market Analysis.........................................................11Introduction...................................................................................................................................... 11The Product....................................................................................................................................... 12The Market........................................................................................................................................ 12

Marketing Plan...................................................................................................................... 14Marketing Objectives.....................................................................................................................14Product adaptation or modification.........................................................................................16Promotion Mix................................................................................................................................. 16Distribution....................................................................................................................................... 18Channels of Distribution...............................................................................................................19Price Determination...................................................................................................................... 19

References............................................................................................................................... 20

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Executive SummaryFounded back in 1981, Wrigley is now one of the world’s leading producers of

gum. We are prepared to release a new type of chewing gum, called Difüze, exclusively

to Singapore now that the ban on chewing gum has been lifted. Difüze will be produced

in Chicago and exported to Singapore through the use of DHL Express, a freight

forwarder Singapore is already familiar with. We will market to the entire country of

Singapore using primarily public transportation ads, health brochures, and samples.

Singapore is well known for its cleanliness, which is exactly why we see this product as a

perfect fit. The ban on chewing gum was put into effect back in 1992 due to the never

ending cleaning processes that improper disposal of gum required. As of 2004, gum in

Singapore can only be purchased through pharmacies and dentist offices. In addition,

these medical professionals are required to take down basic information of all those

purchasing the gum. This is extremely inconvenient and we wish to help change it. This

product is unique because it is water-soluble and it contains a special polymer that makes

it less sticky than other gums while still retaining the same texture and taste. We see

Difüze as an opportunity to convince the government that chewing gum can once again

be sold in every day retailers, ultimately giving freedom back to those who chew gum in

Singapore.

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Product Information and HistoryWilliam Wrigley Jr. founded Wrigley back in 1981. We are stationed in Chicago,

Illinois, and are now a subsidiary of Mars Inc. as of 2008. Wrigley has been captivating

consumers with our exceptional products and customer service for over 100 years.

Specializing in gum, we also make products such as hard/soft candies, mints, lollipops

and more. It all started by going door-to-door selling soap and baking powder. William

Wrigley Jr. started selling soap while also offering free baking powder as an incentive for

buying it. Once he realized the baking powder was more popular than the soap, he

switched to just selling baking powder. Wrigley then began to offer free chewing gum

with each can of baking powder, and we are now one of the world’s leading gum

manufacturers. Some of our brands of gum include: Juicy Fruit, Doublemint, Big Red,

Extra, Eclipse, and Orbit.

We are planning to release a new line of chewing gum exclusively to Singapore,

called Difüze. Difüze will be manufactured at our headquarters in Chicago and exported

directly to Singapore. Being that it is not cheap to export, we want to first test Difüze

only in that specific country. If people like it, we will increase production and begin

distributing it to the rest of the world. Chewing gum was banned in Singapore in 1992

due to the never-ending lack of disposal. The new Prime Minister, Goh Chok Tong,

implemented the ban in January of that year. Public city workers during the early 1980s

had great trouble cleaning the city streets, staircases, elevators, pavements, city busses

and other public areas. The ban restricted the use, distribution and trade of all kinds of

chewing gum. No black market for chewing gum ever emerged in Singapore. Some

people were even going through the trouble of traveling to neighboring countries, like

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Malaysia, to purchase it. Offenders were publicly named and shamed by the government,

as well as possible jail sentences to prevent future offenders.

In 1999, the US and Singapore began talking about a bilateral free trade

agreement called the US-Singapore Free Trade Agreement (USSFTA). The USSFTA

outlines the duties and obligations of Singapore and the United States with regard to areas

such as trade in goods and services, customs procedures, movement of businesspersons,

intellectual property protection and the environment. Seeing this as an opportunity to get

back into Singapore, Wrigley quickly jumped in to help get chewing gum on the agenda.

Signed in May of 2003, the USSFTA took effect on January 1, 2004, ultimately lifting

the ban on chewing gum. Singapore allowed Wrigley to sell Orbit after realizing the

potential health benefits of sugar free gum that include things like calcium lactate to help

strengthen teeth. A dentist or pharmacist, who must take down the information of buyers,

is the only personnel authorized to sell gum and it must be therapeutic in some way.

Difüze is a dissolvable gum that we want to first test in Singapore. The name is a

mix between the words diffuse, meaning to spread to a large group of people, and defuse,

meaning to reduce tension. The diaeresis above the “u” is simply there to help the citizens

of Singapore better pronounce the word. Difüze contains a special polymer that makes it

far less sticky than regular gum. It has the same taste and texture everyone is used to, but

it is water-soluble. This means rain and basic street cleaning will take it off the streets,

and water will take it right out of various fabrics and other materials. This will save the

government from having to spend money on chemicals needed to remove it.

We began thinking about this particular product in 2005; right after the USSFTA

was passed. The idea came about immediately after we were told our gum could not be

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purchased outside of a pharmacy or dentist office in Singapore. We want the government

of Singapore to realize the benefits of a dissolvable chewing gum and eventually allow us

to sell it at every day retailers. If all goes well, we will pull all of Wrigley gum out of

Singapore and just sell Difüze, at least until the ban is lifted completely. This will save us

money because we will not have to export all of our other gum brands to Singapore.

Since Difüze will be the only gum being sold outside of medical establishments, it will

become the default purchase for consumers who do not want to go through the trouble of

giving out all their information just to get some gum. This will ultimately allow us to

control the market, increase profits, and keep the people of Singapore happy.

Cultural Analysis

IntroductionSingapore, the small island country at the southern tip of Malaysia holds a global

presence that is much greater than its size. Singapore is a developing cosmopolitan

country that offers a high standard of living and a progressive and well-developed

environment. Its geographic position has allowed it to develop into one of the most

important trade and finance havens in the world. It is recognized as one of the Four Asian

Tigers because of it’s highly developed economy.

Singapore is recognized as a country with very strong laws, which are strictly

enforced. Although this has given the country a reputation as an authoritarian country,

these strict rules keep the country clean and safe making Singapore a dream living

destination. One of the most interesting traits about Singapore is its blend of various

cultures. Besides the diverse ethnicities and beliefs coexisting in this small country, there

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are several other factors that we have analyzed that make Singapore a unique target for

business.

Brief HistoryLong before Singapore became known as a major global trade port, it was once a

fishing village under the British Empire. Legend has it that Singapore was founded in the

14th century when Sang Nila Utama, a prince from Sumatra came to the island and

spotted a lion. He saw this lion as a good omen and named the land Singapura, meaning

“lion city”. Due to Singapore’s position at the tip of the Malay Peninsula, it is a natural

meeting point of sea routes and served as a trading post (“A Brief History of Singapore”).

Centuries later, modern Singapore was founded. Sir Stamford Raffles, the then

governor of Bencoolen on the island of Sumatra realized a need for a British port to base

the merchant fleet of the growing empire. Raffles landed in Singapore in 1819 and

realized great potential. After negotiating a treaty with the local rulers, Singapore’s free

trade policy attracted several merchants from Asia as well as the US (Lambert).

The new trading post at Singapore grew rapidly and attracted several immigrants

and merchants from Europe, Malaysia, China, and India, creating their multi-national

culture that has made Singapore the flourishing cosmopolitan country that it is today.

Social Institutions

PoliticsSingapore is a multi-party nation, yet the People’s Action Party (PAP) has

dominated Singapore’s politics since the island country gained sovereignty in

1965. Its governing philosophy is best described as a Socialist Democracy. Under

the leadership of the PAP, Singapore possesses a distinct political culture:

authoritarian, pragmatic, rational and legalistic. The power structure in Singapore

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culture is highly centralized, characterized by a top-down style and most officials

are appointed to rather than elected. Stated in Hawksford’s guide to Singapore,

“Singapore is not administered by politicians, but by bureaucrats, in a meritocracy

where power is gained through skill, performance, and loyalty to the nation and

its policies” (“Introduction to Singapore’s Political System”).

The Hawskford guide also states, “There is a dominance of government-

controlled companies in the local economy. But in spite of its powerful position,

the Singapore government has maintained a clean, corruption-free image. In

addition, rifts within the leadership in Singapore are rare. The mode of decision

making is by consensus, and the leadership style is collective (“Introduction to

Singapore’s Political System”)”.

Social OrganizationDespite Singapore’s small size, its culture is one of the richest in the world. As

immigrants and merchants from China, India, Malaysia, Europe and the Middle East

migrated to Singapore with hope of prosperity; they brought with them their own unique

cultures, languages and beliefs. Intermingling of the different cultures influenced the

development of Singapore’s unique cultural heritage. Singapore’s population is majorly

made up of Chinese (74%), Malays (13%), Indians (9%), and European/other Asian

ethnicities (3%). Expatriates also make up a majority of the population

(yoursingapore.com). As a result of the mixture of ethnicities introduced to the island, the

country was originally divided into 4 segments relative to each of the major ethnic

groups. Today, this separation no longer exists, but each culture has left its trace in the

once alienated regions.

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Business customs and practicesWith Singapore being so culturally diverse and housing several expatriates

especially from the US, doing business in Singapore is closely similar to the US.

Singaporeans are keen on punctuality and meetings must be well thought out in advance.

As far as interactions, the small size of the country has influenced the way network with

one another.

Singaporeans value creating close face-to-face relationships before doing

business, so one must be patient and invest in the relationship. People also value learning

from colleagues, so it is critical to be respectful at all levels of business (Swiet). A simple

handshake is the most common business greeting. Refrain from analyzing a handshake

too much, it is merely a friendly greeting. Western body language does differ from

Singaporean body language in which looking someone straight in the eyes may be

interpreted as a sign of disrespect or aggression (Thomas).

Living conditionsSingapore is well renowned for its cleanliness, safety and low crime rates due to

their strongly enforced laws. It is extremely well developed and the standard of living is

among the highest in Asia with finest facilities for education, shopping and recreation.

As far as cleanliness goes, Singapore takes pride in enforcing strict laws against

littering. Most famously, their former ban against the selling and importing of chewing

gum has helped keep buildings, streets and public transportation clean.

LanguageAs a result of Singapore’s diverse culture, several languages are spoken within the

population and most people speak more than one. English, Chinese, Malay and Tamil,

being the most popular related to the four major ethnic groups represented in the country.

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Malay is the national language, but because of Singapore’s major role in international

business, English is the most prominent and most used for business, government and

education. The presence of other languages has influenced the type of English spoken in

Singapore. Their form of English is known as “Singlish”, which incorporates words from

Malay, Chinese as well as Indian (“Culture, Language and People”).

Economic Analysis

IntroductionAccording to Business Insider, Singapore is ranked the 5th wealthiest country in the

world, as well as the 4th largest foreign exchange trading center in the world, making this

country one of the most attractive places to live and do business in (Johnson). Singapore

thrives on an open and corruption free market and their main source of income comes

from the export of goods. In order to properly adapt and market our product to Singapore

we have analyzed key economic factors that must be considered.

PopulationApproximately 5 million people live in Singapore with an annual growth rate

of 1.6%. About a third of the population is foreign born. We can expect an increase

in foreign-born residents due to their high involvement in global business as well as

attractive living standards.

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Economic Statistics and Activity

GDPIn order to measure Singapore’s economic performance, we recognized

that the GDP is approximately $300 billion and is expected to increase 2-4% in

2015 due to the manufacturing and services sectors (See Image1). Singapore’s

economy depends greatly on trade being the 14th largest exporter and the 15th

largest importer of merchandise in the world (stat.wto.org).

Image 1.

Distribution of WealthSingaporean culture values saving money rather than spending, which has

resulted in a large wage gap. Although there are no official numbers on the

distribution of wealth, a global wealth report released by Credit Suisse stated that

Singapore’s wealth per adult (age 20 and up) was about $90,000, with half of the

adults holding less than that and half holding more. The top 1% of the population

holds a majority of the wealth (Chan).

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Surface TransportationTravelling around the small island country is simple due to the abundance

of public transportation such as buses and trains and taxis. Because public

transportation is most common in Singapore, the government has implemented

strict laws in order to keep the country clean for all people. Public cleaning is

held responsible under the Department of Cleanliness, which is part of the

National Environment Agency of Singapore. In 2012 about $274 million was

allocated to fund the cleanliness of public places (Singaporebudget.gov.sg).

The Port of Singapore is the busiest hub in the world because of its natural

geographic position. The port offers connectivity to over 600 ports in 123

countries and handles bulk containers and cargo. This would be the main hub used

to import our product from our headquarters in Chicago to Singapore.

Market Audit and Competitive Market Analysis

IntroductionWrigley already has several gum products being sold in Singapore and we, as a

company, believe our new Difüze gum brand has a great potential to be a success in the

market as well. Singapore is one of the wealthiest countries in terms of income so finding

consumers who are willing and able to purchase our product will not be a problem. The

real challenge will be convincing the market that we have a genuine product and for all

gum chewers to try it out. Also, it is vital to win over the market share and consumers

from our competitors in order to grow our brand.

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The ProductDifüze dissolvable gum has the potential to be a top selling product in the market.

It has an advantage over Wrigley’s other gum products and those of our competitors

being that it has the unique ability to dissolve with water. We believe this is a great

advantage because with all the rules and regulations regarding chewing gum in Singapore

we have created a product that can essentially get rid of those laws. People have been

reduced to only being able to chew gum in their own homes and we want to give people

their freedom to chew anywhere back to them. As mentioned before, our gum will be

made with a special polymer that doesn’t stick and can dissolve and we believe we have

chosen the perfect market to test our product because of the ban on chewing gum has

been lifted and we have the opportunity to change the way people think about gum.

Although our product has many benefits, there are some potential problems that

could arise when we enter the market. One problem could be that consumers have strong

brand loyalty and will refuse to switch to a different brand no matter how similar or

different the product is. Also, even if we did convince consumers to switch to our brand,

there is no guarantee that the gum will be properly disposed of after chewing. Customers

might get the notion that if it dissolves then they don’t have to worry about leaving their

used gum in the same places as before, which resulted in the gum ban in the first place.

The MarketThe region in which we are marketing our product is the entire country of

Singapore. There are various modes of transportation within the country. Many people

own their own car but the majority of people use the many forms of public transportation

available to them including taxis, buses, and trains as well as cable cars and river taxis for

tourism. Since Singapore is a predominantly wealthy country, consumers tend to shop at

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more high-end stores that sell luxury products. Fashion is a major consumer product in

the region and trends change every year causing them to get bored easily and always have

their eyes open for new and exciting products.

Because of the chewing gum restrictions, you can only acquire chewing gum from

pharmacies and through a prescription from your dentist and not through typical retail

store so we have a limited distribution channel. One of the goals for our product is to help

ease the restrictions of chewing gum to where eventually they will allow the public sale

of Difüze in supermarkets and other retail outlets.

In Singapore, “earned” advertising, such as word-of-mouth communication, is the

most effective and trusted form of advertising in the market. According to a Nielson

survey, 85 percent of people trust word-of-mouth endorsements over any other form or

advertising. Not far down the list are television ads at 65 percent and

newspaper/magazine ads at 62 percent (sbr.com.sg). There is also and increased interest

in online advertisements as more people are starting to rely more on them. Also, in the

same study, it was found that consumers in Singapore also tend to pay more attention to

ads that portray real-life situations as well as ads that included humor or were more

family-oriented.

Even with the strict laws regarding chewing gum we will still have to compete

with other brands of gum currently marketed in Singapore including Impress gum owned

by ADB International inc, Nicorette gum, a product of Pfizer, Biotene dry mouth gum

made by Laclede inc, and Chlorhexidine chewing gum made by Fertin Pharma AS, with

the last two being prescription only. Each of these products has certain health benefits

that allow them to be sold in Singapore, but none of them have the ability to dissolve like

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ours. The other gum brands, excluding Nicorette, have general chewing gum qualities

that help rebuild tooth enamel and improve oral health while Nicorette is a gum that helps

people quit smoking.

The sales of chewing gum are currently on the decline. Of the estimated $26

billion in worldwide industry sales this year, we predict that the sales for Singapore will

be in the $1.5 - $2 billion range. We are also projecting that our brand will reach around

$400 million in the market for the first year.

Marketing Plan

Marketing ObjectivesThe objectives for Difüze’s success in Singapore is based off of the success of our

current Wrigley products in the surrounding foreign market of Singapore, as well as the

current sales of adult mouth care in Singapore.  Although gum sales are expected to

decline as a whole, we believe that with the introduction of Difüze, it can create more

competition and appeal if marketed the right way. According to a Euromonitor

International report, although gum sales are expected to decline because of lack of

competition and limited products, the need for mouth care is expected to increase

significantly and with the introduction of our product. From this, more people will be

drawn more to the additional benefits Difüze has, as well as the added benefit of helping

the community by purchasing Difüze gum.

We compared sales to that of India, because Singapore’s gum sale information

was very limited. In 2012, India had chewing gum sales of 0.4 billion US dollars. In

2013, that number rose to 0.5 billion US dollars (See Image2). Although India sells gum

freely in stores as a “snack” food, and Singapore only sells gum if it’s therapeutic, the

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consumption of Difüze is expected to increase the sales for Wrigley because of the

increased usage in Singapore’s surrounding countries, as well as Singapore’s concern for

mouth care.

Image 2.

The profit expectation is expected to be relatively high. Wrigley already

dominates a lot of Singapore’s gum market because it currently markets other gum and

products, such as Orbit, and Eclipse. Difüze will provide therapeutic benefits and an

added addition of being water-soluble. Through this innovative product, profits are

expected to increase from the current profits already made by Wrigley.

Product development strategy is what we will be using to introduce Difüze in

Singapore. Wrigley already sells its current products in Singapore, and with this new

product, we will have to use this strategy to expand its consumption. We will use

Singapore’s current gum market, as well as Wrigley’s current sales and strategies and

combine our new product and features to appeal to consumers.

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Product adaptation or modificationDifüze will only be adapted by how are current products are selling. Difüze,

because it’s “green”, will have an earthy tone to it, and will indicate in both Mandarin

and English how it dissolves over time, making it environmentally friendly, and healthy

for the consumer as well. Our mint gum has seemed to be a product that sells

comparatively well in the Singapore market, so we will be using the same type of mint

flavor in Difüze.

According to Singapore’s export laws, any food-related item, along with most

other exports to the country, must contain the following on the product’s packaging:

prescribed food name, list of ingredients, mandatory warning, advisory statements or

allergens declarations, net weight or volume, date mark, nutritional information panel,

instructions for use or storage, country of origin, the name and address of the business

and manufacturer and importer (Export.gov).

Promotion MixConcerning the laws and regulations of selling and purchasing certain gum in

Singapore, our plan of promotion will be the most difficult obstacle in marketing Difüze.

As stated earlier, Difüze, or gum in general, can only be sold in pharmacies that market

the gum as a health product. So, the way we market the gum in the United States will be

very different than what we need to do in Singapore.

AdvertisingOur goal is to use advertisements to entice customers to consume our

product. The best method would be to place small advertisements on and within

public transportation autos. Most people get around Singapore through either

taxis, MRT, or buses. Because these methods of transportation are most often

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used by Singapore residents and tourists as well, most people are more susceptible

to viewing the ads on their drive to work, or to an excursion.

Placing brochures about our product in pharmacies would be another way

to not only advertise our product, but inform our customer and make them more

knowledgeable about how exactly this product can benefit them, as well as

society because of it’s water soluble properties.

Sales PromotionFor our introduction of the product, we are planning on selling Difüze in a

free sample for every purchase with our other Wrigley gum products within the

first month. So, in terms of packaging, we will be attaching our gum as a set to

our other products. This will entice our current customers, to expand and try our

new product, as well as entice people who normally don’t buy our products, to

purchase them now, because they are getting a free sample with it.

Personal SellingWe plan on using personal selling in the very beginning of our product’s

introduction, especially to pharmacies that we would want to sell our product to.

In order to continue selling our product to pharmacies that will then sell our

products to their customers in a long-term outlook, we must build relationships

with Singapore pharmacies. With combination of free samples, as well as coupons

we’d be able to give them, our relationships that we build through personal selling

with the pharmacies will keep Difüze on the shelves.

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Distribution

Mode SelectionThe easiest method for our product to gain economies of scale in

Singapore would be to maintain production and manufacturing of Difüze in our

own facility in Chicago, and once its completed and packaged, export it to

Singapore’s main port, which is located right in the capital of Singapore one of

the biggest ports in Asia. The process to create Difüze is relatively short and lacks

many other processes, so the cheapest and easiest bet would be to export. This

gives us the opportunity to keep production at home and because we currently

already sell products in Singapore, the exporting process wouldn’t be as risky or

pricey.

Packaging and DocumentationAccording to Singapore’s export and import regulations, any products that

are considered medicinal, which Difüze would be, would need to be approved and

licensed by the Health Sciences Authority. They will also be shipped and

packaged in normal Wrigley’s packaging, and DHL outside packaging to

determine where our product is coming from for our importers.

Freight & InsuranceThe company we will be looking into for transporting Difüze into

Singapore is DHL. They are a global leader in international shipment and have

expertise and locations specifically in Singapore.  With our headquarters of

production located in Chicago, Illinois, we will be using DHL express and their

option of airfreight so our product can get there quickly and efficiently.

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Channels of Distribution We would have to sell our products in pharmacies based on Singapore’s law of

selling gum. We really want to push our product on to local pharmacies, as well as chain

pharmacies. Unity and Watson’s are two pharmacies that have multiple locations within

Singapore. Most pharmacies in Singapore, unless it’s an outdoor market pharmacy, take

credit, cash, and checks, so method of payment will not be a large problem. Our

operation, because we are targeting most pharmacies, and can only sell in pharmacies,

will focus on a small scale of operation. We may be able to eventually set our operations

on a larger scale in it’s surrounding islands and countries if the country is willing to

expand Difüze to sell in local markets because of it’s innovative ability to dissolve.

Price Determination The costs for our operations are vary competitive for our product to develop in

Singapore. According to DHL’s price estimates, the cost of shipping approximately 20-

25kg of Difüze into Singapore would be around $850-$1,000, depending on the specific

time of express delivery.  Our product is considered duty-free in Singapore, so any export

taxes will virtually be irrelevant.  The retail price of our product is $2.50 when we

determine all costs. When we sell our products as samples with our current gum products,

we expect those current gum prices to be increased by $0.33 to sustain profit.

Transportation costs within the country would be around $500, which will vary

depending on gas price stability. However, we will be using CIF plan in terms of what

costs we will pay. All of the after its arrival at the port will be incurred by the importer.

The payment to DHL will be used with their electronic Waybill, which is paid by

Wrigley’s in previously discussed terms.

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