BUSINESS DOMINANCE

Greymouth Evening Star, 8 July 1931, Page 8

BUSINESS DOMINANCE

A STRIKING EXAMPLE. Strange as it may seem, at one time the Chewing Gum field was dominated by a firm other than Wrigleys, who were handling merely about two per cent of the total volume of business. This opponent of Wrigley’s decided to cut down his advertising—a. costly mistake for him, as Wrigley, quick to recognise and seize an opportunity, strained every nerve to get money for advertising. Despite subsequent efforts on the part of the competitor who soon realised his mistake, Wrigley secured the dominant position in the Chewing Gum field—a position he holds in every country where Chewing Gum is sold—a position he freely admits is due in a great measure to advertising.

“It is true enough that millions and millions of people buy and like my gum, and that advertising is not go ing to induce them to buy substantially more than they are buying now,” says William Wrigley Jr., Chairman, William Wrigley Jr., Company. “When I started to advertise, the object was to get them to buy, and like, this gum; and I advertise now to keep them constantly reminded that they like it. If 1 should proceed with a lesser advertising programme, my sales would dwindle in proportion. If I should stop advertising entirely and depend upon the momentum that already has been created, the chances are I soon would be a. very small factor in the gum business, if not out of it entirely.”