Question: Kellogg school of Management Case Wrigley's Eclipse Gum : Managing Brand Adolescence (KEL 885) Analyse the case Wrigleys Eclipse Gum: Managing Brand Adolescence 1. What

Kellogg school of Management Case Wrigley's Eclipse Gum : Managing Brand Adolescence (KEL 885)

Analyse the case Wrigleys Eclipse Gum: Managing Brand Adolescence

1. What are the potential problems with Eclipse?

2. For each of the potential problems you identified in Question 1, what information would enable you to verify that it was the reason for the underperformance of Eclipse?

3. Should the brand be abandoned? If not, what actions should be taken to address Eclipses problems and get it back on track?

Note: Interpret and use data given in the Tables (see The tables provided in the case)and analyse the same based on the company's marketing mix strategies

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