topic marketing analysis of pringles

This Pringles Sour Cream & Onion is categorised as a consumer product because it is purchased by the final consumer for personal consumption.. Pringles Sour Cream & Onion are categorised

FPT UNIVERSITY- CAMPUS CAN THO

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Individual Assignment [MKT101] TOPIC: MARKETING ANALYSIS OF Pringles

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Cần Thơ, 06/2022

TABLE OF CONTENTS

1 Introduction 1

1.1 Company background 1

1.2 Different products/brands marketed by the firm/company 1

2 Product Strategy 3

2.2 Product & Service Decision 3

Product & Services Attributes 3

Branding 3

Packaging 4

Labeling 4

Product Support Services 4

3 Pricing Strategy 4

3.1 Factors Affecting Pricing Decision 4

Value based pricing 4

New Product Pricing Strategies 5

Product Bundle Pricing 5

4 Place Strategy 6

Marketing Channels/Distribution Channels 6

5 Promotion Strategy 7

5.1 Design/create a poster 7

6 Critiques of the strategies and recommendation 8

6.1 Product 8

6.2 Promotion 8

7 What marketing lesson you learn 9

8 Content citation and references 10

1 Introduction

1.1 Company background

Pringles is a potato and wheat-based stackable snack chip brand, as well as a saddle-shaped potato crisp brand The brand logo is prominently displayed and features a figure with a huge bushy mustache The Kellogg's Company owns Pringles It was established in 1906 Pringles are saddle-shaped potato chips Kellogg's Firm is a large international food company with a relatively solid business model Kellogg's Company is

a multinational corporation Pringles is marketed in over 140 countries and generates over $1 billion in income each year Pringles come in a variety of flavors, but the classic

is the most well-known Original, Sour Cream and Onion, Cheese, BBQ, Hot and Spicy, and Cheese and Onion are the typical tastes Pringles are packaged in a distinctive aluminum-coated can The chip can was created to avoid crushing and to keep Pringles intact and uniform for the consumer Pringles was a snack that took a lot of effort to create and perfect, as well as a lot of time to prove to customers and creators, but it eventually became a highly famous and well-known snack

1.2 Different products/brands marketed by the firm/company

Fruity Snacks are one of Kellogg's Company's different products; a fruit snack is

a sugary processed food marketed to parents as a snack for children in the United States, similar to gummy candies, Krave, chocolate cereal, and so on Telma developed the concept of chocolate-filled cereal in Israel Eggos; frozen waffles; it also makes a variety

of pancakes, French toast, and egg and cheese breakfast sandwiches with ham or sausage Pop-Tarts are toaster pastries with a sweet filling sandwiched between two layers of thin, rectangular pastry crust Corn Flakes, Special K, and Frosted Flakes provide breakfast cereal; Eggo provides waffles; Cheez-It provides cheese crackers; and Nutri-Grain provides baked breakfast bars

Question 1: Copy content about situation of marketing success or failure in a real

company Please describe the situation of marketing success or failure in a real company you know (In real life or search on the internet or other source)?

Bacon-flavored potatoes for Ramadan?

The Tesco store on Liverpool Road (London) displayed Pringles potatoes flavored with bacon with the message "Ramadan Mubarak" - this is the Muslim fasting month

In fact, things are even worse when this store is not far from Whitechapel - one of the largest mosques in Europe, so it is easy for them to see this embarrassing display shelf, right after all both products were taken down and Tesco had to admit its mistake

Question 2: What does this marketing situation relate to in which contents in principles

of marketing course?

- Strategy 4P

2 Product Strategy

2.1 Product Classification

This product category comprises consumer goods, industrial goods, and other market offers This Pringles Sour Cream & Onion is categorised as a consumer product because

it is purchased by the final consumer for personal consumption Convenience products, shopping products, specialty products, and unsought products are the four sorts of consumer products Pringles Sour Cream & Onion are categorised as convenience products since they may be purchased frequently and quickly by consumers Pringles Sour Cream & Onion is also sold in a variety of places, including 99 Speedmart, 7-11 convenience stores, Tesco, and others, making it easy for people to buy The price of this product is reasonable for customers, and the company who makes it, Kellogg's, spends a lot of money on mass advertising on television, newspapers, radio, and magazines to promote their products so that they can compete with competitors example Lay's, Mister Potato, Twisties, and many others

2.2 Product & Service Decision

Product & Services Attributes

Because it is 42 % potato, Pringles Sour Cream & Onion is a high-quality product It also has a high feature value due of its unique look, and each piece of potato crisp is well-seasoned to ensure that it tastes nice and does not leave customers feeling greasy The bottle is round to make it easier for the customer to hold

Branding

Pringles Sour Cream & Onion's brand name and logo are attractive and unique This allows customers to easily identify their products and differentiate them

from competitors The brand name also indicates the product's quality and consistency The brand name and trademark help to protect the unique features of products

Packaging

Pringles Sour Cream & Onion is packaged in a tubular paperboard can This allows the user to easily grip the goods To keep the goods fresh, the package includes a foil-lined inside and a resealable plastic lid The brand name and logo are also printed on the Pringles Sour Cream & Onion packaging

Labeling

The Pringles Sour Cream & Onion packages include product labels such as the brand name, logo, ingredients, and corporate information For example, the product's brand name and logo written on the packaging make it simple for buyers to identify their products

Product Support Services

Customers can contact the company through their hotline as one of the support services Customers can also contact the company by email if they are having difficulties with their goods

3 Pricing Strategy

3.1 Factors Affecting Pricing Decision

Value based pricing

Pringles' marketing strategy makes use of human natural behavior This is due to the fact that this strategy has the potential to improve their company's sales and profits In its market, Pringles sold a variety of potato chip flavors and tastes Pringles will always add more different flavors of potato chips through the value-added pricing method to spark customers' interest to try the new product, and they will willingly purchase it even if the price of Pringles is increasing or the price is reasonable for their products Furthermore, when different brands of the same product and price are selling in different supermarkets, consumers will try to buy one because the price is set based on the buyer’s perceptions of value rather than the seller’s cost With a normal price and a combination of quality and good service at a fair price, it can attract more customers to purchase its products in the market

New Product Pricing Strategies

Market Penetration

Pringles will be using market penetration pricing strategies to determine the price of their new product To use this strategy, the market must be highly price sensitive, so that a low price results in increased market growth Price changes will not improve the medical status, but discounts will reduce income and harm customer perceptions of the product's basic value, especially among parents and young consumers Although adolescents are indifferent about product quality, they will still go for a lower-cost option As a result, Pringles continues to follow its previous pricing strategy of delivering competitive prices to a growing part of this target demographic while ignoring safety concerns

Product Bundle Pricing

In order to attract more customers, Pringle's corporation often combines multiple varieties of their products and bundles them at a lower price Pringles, for example, used

to give a disco speaker as their unique marketing product of the year When customers spend two Pringles or more, they received a disco speaker As a result, many customers were willing to buy Pringles in order to acquire the disco speaker Furthermore, Pringles can combine two bottles of Pringles Potato Chips and offer a reduced price for the set of Pringles because the prices must be lower than the original pricing when customers purchase two bottles of Pringles in the market Most of the customers will feel valued and better after they buy a set package of Pringles Potato Chips

4 Place Strategy

Marketing Channels/Distribution Channels

Marketing channel act as a system of marketing institutions that improve the physical flow of goods and services from supplier to consumer who buys it for personal use or business use The roles of marketing channels is to reduce the number of channels transactions so that it saves transportation cost, adjust the industry gaps in the product categories by specific arrangement,and standardize trading exchange and ease the buyers and sellers to do research

The function that need to perform by channel members to complete a transaction are: Gather and distribute important resources and information that are needed Seek and keep in contact with potential buyers

Create and promote convincing offer communications with potential buyers Based on buyers needs and demand shape the product that fits the buyers needs Achieve a price agreement and other aspect of the order in order to transfer ownership or possession

Transport goods and sorting goods to buyers

Acquire and use monetary resources to cover the cost of channel work

Bear the risk of carrying out the channel work, whether it is high risk or low risk

5 Promotion Strategy

5.1 Design/create a poster

According to the poster above, Pringles has promised to continue producing the sour cream and onion flavor as long as consumers continue to consume it

The company uses posters to advertise their products because the product can be outstanding within the design of the poster and reduce costs at the same time We can see that the background colour of this poster is yellow, and there are other illustrations on it, which make the poster seem brighter and more attractive to the customer The slogan itself, which is "Once you pop, the fun won't stop!", is a very persuasive sentence that can attract customers by bringing the meaning of cating the chips will bring a lot of traffic Besides, using posters as a way of promotion is much cheaper than advertising it on the screen and radio, but it reaches the same target The process of making posters is simpler than making advertisements on radio and television The cost normally only includes printing and designing However, making an advertisement on television or radio may need bits of people and sources For example, a model, a photographer, a make-up artist, and so on It needs more planning and cost to finish the process With this poster, Pringles

is able to promote their products in an inexpensive manner and attract new customers in order to increase demand

6 Critiques of the strategies and recommendation

6.1 Product

The traditional design of the container is inconvenient for the consumers even though its shape is easy for the consumers to carry A lot of customer complain about that the crisps often break after open and this causes the container not fully fill with the crisp It is not hygiene to take crisps by their bare hands Pringles can overcome this problem by adding

a plastic tray (Figure 3.1) in the container to store the crisps and prevent the crisps from breaking at the same time Besides, it also can prevent dirty hand People no need to take chips by placing their hands inside of the container, they just need to pull out the plastic tray

(Figure 3.1)

6.2 Promotion

Besides, the Pringles company seldom has promotions to attract more customers, such as offering free gifts Pringles can offer a promotion that will attract their target audience The targeted customers are children and teenagers They have to design a promotion that

is suitable and more attractive to their target customer They can give a trail either in a container or in packaging with a different flavour that is attached together with the original product Their packaging must be attractive and creative The design of the container can depend on the recent festival or collaboration with other brands, such as cartoon movie characters like Frozen, Angry Bird, or something else They can also give their customer a birthday gift, such as a free Pringle's voucher or a greeting card They can redeem the gift at any store that sells Pringle’s products This method of promotion will let their customers feel valued and appreciated