Wrigley, Research, Marketing Channels In 34 Markets

Wrigley is the world's largest chewing gum maker, and she is a great company with strong financial resources. Wrigley always sells to customers throughout the various regions with distributors and partners instead of herself. As we all know, Marketing includes product, price, promotion and channels. With increased market competition and rapid technological change in recent years, Marketing Channels become more and more important. China is the biggest oversea market for Wrigley. In order to gain competitive advantage and sustainable development, Wrigley should build an effective sales network in huge China market. How to open up and develop China's third and fourth level market with appropriate resource allocation and control of the local market channels become even more priority to Wrigley China,.What is a third and fourth level market for Wrigley? The definition of the market is the focus of developing area consisting of a small town, urban and rural markets. It is the biggest consumer groups which cover more than 800 million people and 210 million households. In this part of the territory, Wrigley still has no organized development and operation. Current channel is not effective enough so that many categories of Wrigley keep poor market share in the local challenge. Because of complexity,scattered and diversification of consumer different from the developed market, Marketing Strategy cannot be simply copied and pasted to such markets. Wrigley should tailored make the marketing strategy and build up efficient channels for it. This paper aims to study the market channel to realize Wrigley Reach Everywhere, Readily Available in third and fourth level market .All study will start from the market study and strategy. The focus of paper is network design, channel partner selection and merchandise management.