Ch 6 mini case_ Zombie Skittles Thriller

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School

University of Washington *

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Course

486

Subject

Marketing

Date

Feb 20, 2024

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docx

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Uploaded by DukePantherPerson793

1. How does Mars Wrigley make “old” Skittles new again for Halloween? = Mars Wrigley reinvents "old" Skittles for Halloween with creative variants and limited- edition goods. For Halloween, Mars Wrigley made a few minor design adjustments to sustain consumer interest in the product:These candies come in a unique container, and some of the Skittles have peculiar flavors that taste like bits of decay or strange scents like garlic or faint meat undertones. They made Zombie Skittles, for instance, which had certain candies with unusual tastes and a distinctive, menacing-looking wrapper. The goal of introducing such items is to pique consumers' attention and create a sense of excitement, particularly among younger consumers who enjoy surprises. Customers were intrigued by the peculiar taste of the new Skittles, just as expected. The enthusiasm resulted in social media interaction, which is effectively free advertising for the product. The brand uses social media competitions, such as the #DareTheRainbow initiative, to entice consumers to talk about their experiences with the new Skittles. This attempts to sustain customer interest in the original Skittles product while also generating talk about Skittles. 2. Why does it take two years for a candy manufacturer to prepare for Halloween? = Mars Wrigley takes two years to be ready for Halloween because of the substantial preparation required for a candy maker. To start, Mars Wrigley polls customers to find out what they like. After that, food scientists work to develop recipes for new items by experimenting with different formulas. Then, in order to guarantee the candy's success, the marketing team creates strategies, and retailers place their orders months before Halloween. Furthermore, in order to guarantee timely availability for Halloween, businesses must submit orders months in advance. Mars Wrigley is able to develop and promote novel, enticing items that suit the tastes of its customers because to this prolonged timescale. The extended time of preparation enables the creation and introduction of novel items, efficient marketing plans, and cooperation with merchants to optimize sales throughout the Halloween season. In order to maximize the influence of the Halloween season on candy sales, it also gives stores enough time to create displays and promotions. 3. Describe the Skittles in terms of volume and variety. Based on your description, what type of process do you recommend for the production of Skittles? = A continuous flow production strategy could be advised given the demand and popularity of Skittles. With the installation of a Skittles manufacturing line and the ability to produce vast quantities of candy efficiently while handling various flavors at once, this method has resulted in a considerable investment in the candy factory located in Yorkville, Illinois. This indicates that a large manufacturing scale will be required to satisfy the Halloween season's needs. A continuous or batch manufacturing method with the capacity to transition between flavors effectively would be advised, given the range of Skittles tastes and the requirement for flexibility in producing new seasonal versions like Zombie Skittles. To accommodate a variety of tastes and adapt to shifting consumer preferences, the production process needs to be flexible and dynamic. For standardized,

high-volume items continuously flow production ensure cost-effectiveness and uniformity. 4. Why does Mars Wrigley work closely with retailers? = In order to take advantage of Halloween, which is a crucial time for candy sales, Mars Wrigley works closely with shops. Mars Wrigley is able to comprehend market trends, plan marketing initiatives, and guarantee that their products are prominently exhibited by working together with merchants. Together, the firm and merchants design striking store displays that capitalize on the fervor of an expanding adult generation that enjoys Halloween celebrations. During the eight-week Halloween season, a tight relationship with merchants is necessary to enhance exposure, increase foot traffic to stores, and improve sales by luring shoppers inside. Both parties profit from this partnership, which gives shops the chance to enhance foot traffic and confectionery sales to their establishments while also allowing them to take advantage of increasing client visits. This partnership helps Mars Wrigley and its store partners have a successful Halloween season by guaranteeing that their goods are prominently displayed, drawing customers.

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