Wrigley found Eclipse chewing gum in August 1999. In early 2000, Paul Chibe became senior marketing manager for the breath freshening portfolio, which contained Eclipse of Wrigley.
Wrigley's Eclipse Gum Managing Brand Adolescence Case Solution
With dissatisfactory first-year performance of the brand, Chibe must take actions to turn Eclipse around. His endeavor was to use the opinions from other Wrigley executives and from marketing research data to decide if Eclipse might be turned around or if it should be left.
PUBLICATION DATE: March 12, 2015 PRODUCT #: KEL885-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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