BRANDING AND PACKAGING OF CHEWING GUM COMPANY A CASE STUDY OF WRIGLEY INDIA PVT LTD.

Dr. Sunil Kumar

Abstract


The study deals with the Wm. Wrigley Jr Company which is recognised as a leader in confections with a wide range of product offerings including gum, mints, hard and chewing candies, lollipops, and chocolates. The research deals with the branding and packaging of Wrigley’s India Pvt. Ltd. Research paper the private players in chewing gum industry in economy like India and the sampling Frame is the wrigley’s office at Okhla, Delhi. Researcher has used self-designed Questionnaire with a sample size of 50 so as to gather the information. The study combines both the primary and secondary data source and has formulated no hypothesis. The primary objective of the study is to measure the brand power and study the impact of branding in promotion. Project as a limited scope which is stated there in. The researcher has made keen efforts to gather and analyse the raw data, and thus, interpret it into the valuable information. Information is analysed and interpreted through the data collected via Questionnaire responded by the target audience. Keeping in mind the responses, major findings has been put forward and thereafter constructive suggestions and recommendations have been formulated by the researcher. Such suggestions and recommendations would help the company to overcome its loopholes in its working.

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ISSN : 2251-1547