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Task 4
- Discuss the following statements. Your response can be no longer than 2,400 characters including spaces.
Task 5

In 2014 Them Hansen founded Wally and Whiz. Wally and Whiz is a private limited company that sells high quality wine gums.

Their concept or goal for their wine gums is that is should be able to be enjoyed by everyone.

This is huge reason for why their products are vegan, contains no artificial flavours and colors and is free of lactose, gluten, and gelatine.

With their product being this way, they can sell their product to whomever, no matter what kind of religion or beliefs the consumer has.

Making their Wine gums this way is what differentiates them from other more traditional wine gum producers/companies.

Making their product honest and available and edible for everyone is not their only focus though.

Kristian Them Hansen the founder also wants Wally and Whiz to be as sustainable as possible, and he wants the company to reduce their impact on the environment as much as possible.

The company are constantly working towards their product being as environmentally and socially responsible as possible.

So basically, they have a lot of focus on their CSR. An example could be that customers can return to their stores with empty plastic boxes, to reduce waste.

Wally and Whiz want to be regarded as a high-quality brand, and a way they make their products taste and feel high quality is for example their way of making tastes.

Wally and Whiz have worked together with Michelin star chefs to create tastes that are truly unique and tasteful.

In the spring of 2018, the company moved to Jonstrup near Værløse, and this is a workplace for 25 people.

From here, the gourmet wine gums are sent out to Germany, England, the Middle East, South Africa and several other countries.

Wally and Whiz want to be the leading and preferred high-end gourmet brand worldwide, and they have a 2023 plan that is working to do so.

In 2015 Wally and whiz had a deficit of 348000 DKK. In 2019 however they had a profit of 1.35 million DKK.

This shows that the company is moving in the right direction, as they have also increased their equity from 422,000 to 1.15 million in the same amount of time.


When looking at Wally and whiz’ marketing mix it can be analysed that they are quite narrow. They don’t have any other product lines other than their wine gums.

They are however deep when it comes to varieties. With them having over 20 variants of flavours and packaging. Having 20 variants for one product line is quite deep.

Wally and whiz market themselves under only its own brand. Developing a brand profile is associated with several advantages for a company.

It achieves an independent profile and the opportunity to build brand loyalty with end-users.

It does not seem as if Wally and Whiz want to make anything other than wine gums, so marketing under own brand is the perfect strategy to increase recognition and brand loyalty.

It could be argued that Wally and whiz’ brand type is Line extension as they increase their assortment via different varieties of flavours and packaging, but always having the wally and whiz logo on their products.