Orbit Marketing Mix (4Ps) & Marketing Strategy
Marketing strategy of Orbit through marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion).
Orbit Product Strategy:
Orbit is a popular chewing gum, which is widely available and is a global brand. The Orbit chewing gum brand differentiated itself from the existing chewing gums with its “sugar free” property. The brand also promoted the health factor in the gum by claiming to reduce tooth decay by 40% by stimulating saliva production when the gum was chewed. The brand has several variants as a part Orbit targets those in between the age of 18-35 years, health and fashion-conscious people. The product comes in blister packs of 6 pieces. It has unique packing and designs that creates point of differentiation. It however shares the Indian market with Perfetti’s Happydent and Center Fresh.
Image: Wikimedia
This concludes the product strategy in Orbit marketing mix & strategy.
Orbit Price/Pricing Strategy:
Below is the pricing strategy in Orbit marketing mix strategy:
Orbit is priced very low despite the good quality & packaging. The blister packaged gums, 6 in a pellet, is priced at ₹5 in India and the bottle is priced at ₹ 30.
According to the company’s top level officials, in any product where the end consumer price is fixed, any change in the raw material price has a bearing on the Balance Sheet of a company. Being a sugar-free gum, other sugar gums do impact the overall picture. Although the company is holding prices, it is trying to generate greater efficiencies internally. Orbit chewing gum also considers the pricing of its competition.
Orbit Place & Distribution Strategy:
Following is the distribution strategy in the Orbit marketing mix:
Orbit chewing gum, owing to its parent company, is widely available and very well distributed. Although the demand for sugar free products is touching heights world-wide, India still is a laggard in the race. But the good thing is the demand for the same is picking up gradually. Because of this reason, the brand has low penetration in the market. To counter this and grow in the market, there are two ways, either increase the consumption or increase penetration or both.
So the company decided to increase the consumption of Orbit in the metro markets from 6 pellets per person per year and also increased penetration in the rural India by making the good available at small and large kirana stores, Paan shops, educational campuses, etc.
Orbit Promotion & Advertising Strategy:
The promotional and advertising strategy in the Orbit marketing mix is as follows:
Orbit chewing gum brand is promoted across various media channels. The company’s promotion strategy has been unconventional yet successful. The journey can be studied in phases. In the phase I, it adopted the “Absurdism” concept in advertising to promote the brand. Absurdism is using bizarre concepts and hyperbole to promote the brand which increases its visibility. For Orbit White, the ad uses the protagonist Dr. Bhatawdekar and the heroine is a cow. The jingle says, “Yellow Yellow Dirty Fellow, White White Orbit White”. In the next phase, the company worked with cricket, partnering eight franchisees during IPL and communicated the gum being a cool accessory. In the third phase, it positioned itself as being for health conscious consumers by reducing tooth decay. The next phase saw the product being placed as assuring gleaming teeth and in the next being certified by IDA. In the sixth phase, Deepika Padukone endorsed the product. Then they tied up with the Force India Formula 1 team as official partner. All this was done with consumer’s eyeballs in mind. Hence this completes the marketing mix of Orbit chewing gum.
About Orbit Chewing Gum:
Wrigley Company is an American chewing gum company founded on April 1, 1891 in Chicago, Illinois. It is wholly owned by Mars, Incorporated. It is the largest manufacturer and marketer of chewing gum in the word.
Orbit is brand of sugarless chewing gum from the Wrigley Company. Wrigley India, formed in 2004, made its debut in India through its Orbit sugar free chewing gum, the first chewing gum in India that has the Indian Dental Association (IDA) certification.
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