Download Hubba Bubba

Hubba Bubba
Professor: Dawit Eshetu
Students: Nathan Ottaviano
Mariya Morozova
Background of Hubba Bubba
The William Wrigley Jr. Company was founded on April 1, 1891, originally selling
products such as soap and baking powder. Then, William Wrigley Jr., the founder, began
making chewing gum with baking powder. Hubbla Bubba was the first bubble gum produced
by this company and acquired vogue in a flash and now is produced all over the world. It
includes soda, bubble gum, and squeeze pouches, but the main flavours based on fruit. The
name comes from the phrase “Hubba Bubba” which was used by soldiers during World War II
to express approval.
Hubba Bubba as a product
Hubba Bubba develops different flavours every year and now it has a lot of them:
UK: strawberry, original called “Outrageous Original”, and apple.
Australia: cherry, cola, peach, strawberry, lime, pineapple, apple, orange, grape and
watermelon.
Croatia: lime, berry, cherry and generic fruit.
Germany: cherry and cola.
Norway: orange, apple, strawberry, cola and liquorice.
Canada: strawberry, grape, orange and blue raspberry.
Other flavours: lemon, cream soda, tropical, salty liquorice, and chocolate strawberry.
Hubba Bubba is available in chunks, rolls of bubble gum tape, plastic jugs of crystals, boxes
of tiny gumballs and stuffed with candy.
Marketing mix:
Product: Hubba Bubba chewing gum has been around for a long time and although there has
been new flavours and the quality sustains to be high. So, the company is trying to meet
customer needs.
Price: It is reasonably cheap and there is a lot of chewing gum in one package.
Place: You can buy Hubba Bubba in a convenience store, grocery or supermarket in more
than 180 countries around the world.
Promotion: The advertisement is done by online promotion, commercials and billboards.
Target Audience
Chewing gum has introduced itself as an everyday product, almost a need to some
people, in all age categories. They wakeup, partake in their daily routine then off they go
whether it be work or somewhere else. One thing most of these people have in common is
that they will be carrying around a pack of gum. Gum does not discriminate. People of all
ages, different sexes, and different ethnicities will chew some brand of gum. The market for
gum is of huge populations because of its simplicity. Chewing gum also presents health
benefits to the body. Gum reduces stress and tension, contributes to weight loss, improves
oral health, as well as improving digestion.
Hubba Bubba, under the brand of Wrigley is a brand of gum that is more targeted to a
younger audience. To be more specific, male and female ages ranging from 10-15. The ling
of Hubba Bubba bubblegum is unique in a sense because of their packaging as well as the
shaping and colors of each gum. The packaging is very bright in color as well how it is
designed (Shown in Figure 8.6). The font size and style on the packaging catch the eye of a
younger audience because of the “bubbly style”. The coloring of these packages is what also
catches the eye of children that want some sort of treat. These bright colors, like pink, red,
and lime green seem to attract young consumers that will beg the gatekeeper to purchase this
pack of gum. Not only does the packaging seem to attract a younger audience but their
commercials are aimed towards attracting these younger children. The commercials are
actually cartoons that speak in basic english. Children find these commercials hysterical or
very interesting because of the cartoon effect it plays in their mind. They automatically relate
to it because of the every day cartoons they may be viewing. Another huge factor of this
audience would be word of mouth. Theres nothing more a child loves then to show off
something to their friends, in this case being our new line of Hubba Bubba. All the children
that heard or saw this product will take interest and go home and bug their parents to buy it or
walk to the cornerstore to purchase our product.
Our target audience is all depended on our packaging and commercials. Hubba Bubba
is a brand that is seen as a “fun gum” for children due to the various flavors and how you can
buy each package. They have the traditional five piece packages, as well as rolls of gum that
are 6 feeth in length that look like measuring tape (Shown in Figure 8.7). This brand was
created under Wrigleys name so that children would have a gum of their own.
Figure 8.6
Figure 8.7
Advertising objectives
inform, persuade and remind
The main objectives of the advertising can be grouped as follows:
1. Informative: the aim is to build primary demand. It can be appropriate in:

communicating customer value

telling the market about new products

explaining how the product works

building demand and company image

suggesting new uses for a product

informing the market of price change

describing available services and support

correcting false impressions
The example of it is the first TV advertisement with a Western theme that ended with
the slogan, “Big bubbles, no troubles” that made Hubba Bubba a brand.
2. Persuasive: attempts to increase demand for an existing product.

Increase customer preference for the company's services

increase customer loyalty to the company

encourage customers to switch from using a competitive company

convince customers to use products of the company now and in future

change customer's perception
3. Reminder: has the task to have a specific target audience during a specific period of time.
The goal of it is to show an advertisement in order of reminding about the existing product.

Remind customers about where they can buy a product

remind customers of the existence of the company

remind customers about unique features that company can offer
Advertising Budget
Budgeting will often vary in price depending on a few factors. Length of the commercial,
which channel your commercial will be aired on, and the time of day contribute to the final
cost of your commercial. Hubba Bubba is mostly targeted to a younger audience so we have
to take that into factor. Most children go to school for the day usually from 8pm-3pm.
Anytime after 3pm would seem like a valid time to air a commercial for Hubba Bubba. We
plan on showing this commercial more than once per day, usually between 4pm and 6pm.
Most children will often watch television after school as well as after dinner. Airing this
commercial on the Family Channel will be best because the target market is between the
ages 2-15
. Typically a television commercial for 30 seconds will cost around $8,000 on this channel.
Our commercial is fifty seconds long so we will be paying around $16,000 for each time it is
shown on television.
We will also be able to advertise the company throughout the internet via different
websites that will reach our target audience. Online advertising costs will often vary based on
the web site we want to advertise on. The more page views, traffic, and hits that the page
gets, the more the website will charge for advertising on their site. The sites that we would be
interested in advertising on are YouTube.com as well as family.ca. Both of these websites
incur heavy traffic flow that will help to promote our product. For this reason the advertising
will cost much more. YouTube gets over a million hits per day on their website. Full-page
ads will roughly cost $100,000 per day. We would only be looking for a half page banner
which would cost about half. Family.ca targets various viewers. Family.ca does not get as
many page hits as YouTube therefore resulting in a lower advertising cost between $25,000$35,000 per day.
Media
Where to place the advertisement? The examples of media are television, radio, magazines,
newspapers, yellow pages, direct mail, internet, outdoor and many others. Each of them has
its own goal and background that specifies in particular kind of audience.
Our group decided to do a commercial that we can place on TV and on the Internet.
TV
Advantages

Allows businesses to rich a wider,
Disadvantages

Cost

more captive audience.

Multiple ads on a long term schedule
Use of several mediums to promote a

Brief
product or business.

Lack of attention by viewers

Name awareness of the business

Sound and emotion for effect

Target specific audience

Ability to portray image and brand
personality
Internet
Advantages
Disadvantages

Low-cost

Advertising overload

Determining the right target audience

Scope

Everyone has access

Misconceptions

Ability to update ads

Instant gratification
Although TV and Internet have some disadvantages, they reach a wider audience as
opposed to the print media. The television advertising is usually considered the advertising
that matches all organizations, though even the small businesses can benefit from it. Internet
advertising uses the World Wide Web for the purpose of attracting customers to buy their
products and services. Looking at these points, we decided to place our advertisement in
these two kinds of media.
Bibliography
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http://m.wrighley.com/
http://www.ciao.co.uk/sr/q-hubba+bubba
http://www.wrigley.com/global/brands/hubba-bubba.aspx#panel-2
http://www.managementstudyguide.com/
http://www.publishyourarticles.net/knowledge-hub/business-studies/advertising.html
http://www.ehow.com/about_5076649_benefits-tv-advertising.html
http://uwmktg301.blogspot.ca/2010/03/advertising-objective-reminder.htmlh
http://www.ehow.com/info_7774979_much-television-advertising-really-cost.html
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