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Wrigley Company has the reputation of providing quality products to its customers for a long time. It is a widely known for its popular chewing gum in the global market. In the past five years, Wrigley has revamped its aging, disparate IT systems and processes. To make it possible, it has chosen SAP. According to company sources, the new SAP CRM solution helped the company to streamline its operation to a great extent.

With the candy prices in the US decreasing, the company moved into new confectionery categories. Hence, it required more promotional and seasonal trade attention. Wrigley preferred to keep trade spending lower than average. It invested in a large field force and strong consumer marketing.