Marketing strategy - Pringles

Angela L.

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Marketing strategy - Pringles

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Themes

Pringles marketing strategy, snack industry, Procter and Gamble, Kellogg's, stagnant market, innovation, market shares, ESA European Snacks Association, market penetration, SWOT analysis, packaging, competition, processed food risks, target, turnover, communication campaigns

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Abstract

Known by all and greatly favoured at aperitif time, Pringles is the most widely consumed cracker on festive occasions of all kinds. Pringles is a commercial brand launched by Procter & Gamble, originally under the name "Pringle's" in 1967. While at the time they contributed to the diversification of the group's activities, Procter & Gamble decided in 2012 to sell its sole agri-food subsidiary at Kellogg's, in order to refocus on other activities. We will see that the savory aperitif (PSA) market in which Pringles operates is a stagnant market, but by innovating it is always possible to meet unmet needs. However, Pringles, with its salted chips with ever more diverse tastes, has stood out and become the leader in this segment by holding 52% of the market share.

The savory aperitif products (PSA) market
1. Pringles and its market
2. SWOT Analysis of Pringles and Procter & Gambles
3. The weight of Pringles on the shelves of supermarkets
4. The communication of Pringles in the world of PSAs
Target
1. Description of the target
2. Potential target
3. Pringles positioning
4. Qualitative study
The objectives of Pringles
1. Breakdown of the PSA market by segment
2. The price study
3. The estimated turnover
4. Promotion and communication campaigns
The product
1. Product Description
2. The ranges
3. The packaging approach

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[...] Everyone can find "their" box of Pringles there. An excellent ability to identify consumer preferences and exploit them successfully: As mentioned earlier, Pringles is marketed in a multitude of different flavors and has been successful in delivering the right flavor to the right customer at the right place in the world, depending on the preferences and consumption habits of the populations of the countries concerned. For example, shrimp cocktail (with a sweet and sour flavor) or curry tastes are only available in the UK or Ireland, while Pringles Flamin Chili Sauce is only available in Latin America. [...]

[...] Pringles must also work on its composition to remove in the future anything that could be harmful and therefore harmful to the brand, especially as regulations tend to tighten for public health concerns. Finally, Pringles can also work with partners to make aperitif time offers. The market is growing and still has a bright future ahead of it. Sources https://britanniahasni.wixsite.com/pringles/strengths https://www.slideshare.net/AllisonKeaton/final-pringles-plansbook https://slideplayer.fr/slide/10260669/ https://www.pimido.com/marketing/marketing-produit/etude-de-marche/analyse-concurrentielle-tuiles-pringles-135947.html https://www.electroziq.com/apercu-du-marche-chips-de-pommes-de-terre-mondial-2019-2026-pepsico-shearers-pringles-kettle-brand-better-made-31397/ http://pechealliance.com/chips-de-pommes-de-terre-des-etudes-de-marche-2015-2019-et-lavenir-previsions-2020-2027/ https://www.lsa-conso.fr/l-annee-des-tuiles https://fr.openfoodfacts.org/produit/5053990101832/pringles-original text = List% 20des% 20ingr% C3% A9dients 3A, E471)% 2C% 20maltodextrin% 2C% 20sel. [...]

[...] The aperitif market has become hyper-competitive with an ever-growing choice and a variety of products such as verrines, vegetable platters, sharing boards which are nibbling away market share in the salted snack cracker segment. While the weight of brands remains evident, private labels still have nearly 34% of the market share, which is not negligible. Especially since the two main buying criteria are: 1 - taste for 35% of French people - price for 30% of them. Then, followed by quality and appearance. [...]

[...] Generally speaking, the target audience remains teenagers and young adults, but Pringles is aimed at all "snacking" enthusiasts as well. A. Description of the target Adolescents and young adults (18-25 years) are the main targets. Indeed, children or aged 17 and under have a strong influence on purchasing decisions when it comes to snack-type products. For its classic range, the secondary target is adults. With its Pringles - XTRA range, the brand also seeks to reach lovers of spicy products, while its range in 40 grams format can be adapted to children because the format is reminiscent of "pocket" formats to slip into their bags and backpacks. [...]

[...] Others claim that it destroys all the authenticity of savory appetizers. If we eat crisps, we know that it is not the best for us, fewer calories, or less fat out of 3 women admit that they would be in favor of a lighter range or one with more "healthy" ingredients because they pay attention to their health. All the more so as eating habits have changed in recent years, which inevitably influences manufacturers in the sector. III. The objectives of Pringles Breakdown of the PSA market by segment In 10 years, the market for savory aperitif products has jumped by 50%. [...]

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