New cash register zone concept by Wrigley

According to Csaba Vajdahunyadi, sales director of Wrigley Hungária Kft., the market leader in the chewing gum category, the time has come for them to further enhance the scope of co-operation with their retail partners in the role of category captain. Wrigley has been present in Hungary for 15 years and holds a market share of 85 percent in terms of value. Traditional dragée gums in packs of 10 account for 70 percent of the total market in Hungary. Orbit Professional® which helps in whitening teeth represents the premium “blister” type in the Wrigley assortment, while the „Envelope” packaging belongs in the super premium segment. Menthol flavour remains the most popular among consumers, accounting for 75 percent of total sales. The lifecycle of fruit flavours is significantly shorter, with innovations launched every two years on average. Orbit® is not only the leading brand in the chewing gum category but among sweets as well. It has a market share of over 50 percent in terms of value in the chewing gum category. Its primary brand message is mouth care, with the micro granulates of the Orbit Professional® and Orbit White® sub-brands, while Orbit for Kids® is intended for children. Increasing brand loyalty even further is a primary objective, especially in regard of the Airwaves® and Winterfresh® brands. Providing an answer to all emergencies has become the primary brand message of Airwawes® which accounts for nearly 20 percent of sales in the chewing gum category. Winterfresh® has achieved a market share of almost 10 percent. Wrigley not only provides POS tools for use in the cash register zone but also helps in optimising this area. As all their products belong in the impulse category, the cash register zone is just as important for Wrigley as it is for retailers. According to the new Wrigley concept, the cash register zone is treated as “hot spot”, an entirely special category within the store. As a result, they undertake to work out a comprehensive solution with the retail partner which is aimed at maximising sales and profit is this area. One of the key elements of the concept is minimising out of stock periods. The concept is based on the idea of dividing the cash register zone into strips where different chewing gum products are placed. The horizontal shelf of the Wrigley display at eye level and the vertical line nearest to customers are the most valuable places where the best selling items should be placed. Brand and flavour are the top two considerations for customers which means that brand blocks should be formed. Special displays are also offered by Wrigley which support this concept. Wrigley is to launch a new segment in Hungary with its „BAG” packaging. The most popular flavours of the three brands will be available in pouches (with 21 or 25 gums) in the cash register zone, at a more favourable unit price than in the past. Pouches can be closed hermetically which allows gums to stay fresh for longer. The complete Orbit® assortment is also to be renewed this year, while Airwaves Tube is a unique innovation in the Hungarian market, available in packs of 20.