Pringles – Meet the pringles Essay Sample

Whitestrips also debuted as a new product in 2001.

A.G. Lafley is appointed Chairman of the Board, while Pampers Bibsters, Charmin Freshmates, Eukanuba Dental Defense, and Torengos remain as products.

P&A;G acquires Clairol from Bristol-Myers Squibb Company, a global leader in hair coloring and hair care products with approximately $1.6 billion in worldwide sales. Pringles, a brand of potato chips, was introduced in October 1968 and derived its name from a list of Cincinnati street names beginning with the letter "P", compiled by the brand in the late 1960s.

The trade name found appeal in the alliterative sound of Pringle Avenue, located in Finneytown, a suburb of Cincinnati. The first Pringles were packaged in a cylindrical metal can with a reddish cover. National expansion occurred in May of 1975.

Throughout the 1970s and 80s, there were various types of spirits and assortments that were introduced and phased out. However, the most significant development took place in September 1996, when P&G introduced Fat Free Pringles that contained their Olestra fat replacement. Now, Pringles is available in different flavors and varieties like regular, reduced-fat, and nonfat, including the original flavor.

Barbecue, sour cream and onion, pizzalicious, salt and vinegar, and currylicious.

P & A ; G has achieved success by offering superior products, maintaining high performance standards, implementing unique competitive strategies, and having a strong sense of integrity among their employees. The ultimate goal is to enhance shareholder value through comprehensive operation, investing, and funding activities.

P & A's strategy involves channeling resources towards internal growth and strategic acquisitions. This strategy is continually being adjusted to adapt to the opportunities and risks presented by the global market. By focusing on areas

where they can drive growth and create opportunities, the company has achieved success due to their unwavering commitment to growth. P ; G's mission is centered on increasing the value of their shareholders' investment.

One way they achieve their commercial success is by increasing gross revenues, controlling costs, and making wise investments. They believe that in order to offer quality and value to their customers and clients, they must supply safe and wholesome products.

The aim is to maintain Pringles' market share and establish Currylicous as a profitable french fries product within a year while adhering to high standards of unity, economic efficiency, and environmental sustainability. Increasing brand awareness among target groups by 30% through marketing efforts is another goal, with the successful planning and implementation of marketing strategies as outlined in this plan. P&G's core competence is its ability to provide a new, unique, and high-quality potato chip, ensuring sustainable competitive advantage.Our goal is to create an exceptional product line using Pringles' unique ingredients that will captivate and delight modern taste buds. We aim to effectively produce and distribute these potato chips to customers while adhering to P&G's high quality standards.

To translate these core competencies into a sustainable competitive advantage, P;G will collaborate closely with key suppliers and distributors in order to establish the relationships and alliances needed to meet our customers' high taste standards. This section outlines the annual marketing and product objectives for Pringles.

The marketing goals of Pringles are centered around its brand strength and revenue generation through market expansion and product diversification. The company aims to increase brand awareness and customer engagement through in-store promotions, vouchers, and publicity campaigns in their current

markets while also pursuing opportunities in new markets such as the low-calorie segment and introducing new "world flavors". Additionally, Pringles plans to launch new products such as the curry-flavored Currylicious and other innovative extensions. The target market for Pringles includes individuals classified as middle class in the United States, with virtually anyone falling within this category being a potential consumer.

Pringles employs market segmentation to target specific markets, with a focus on consumers under the age of 18 who still live with their parents and rely on them to purchase products. This younger demographic is a key market segment for Pringles.

Pringles aims to increase brand awareness among the 18-24 age group, who are likely to be college students, new employees or moving away from home. The brand is still focusing on a younger demographic.

In this section, Pringles aims to gain recognition and loyalty for its brand among consumers aged 25-34 who are established in their careers and beginning families. Within this segment, loyalty has already been established.

Pringles is targeting an established market of loyal consumers who are between the ages of 35 and 49. These individuals are frequently consuming Pringles products. Similarly, for consumers who are 50 years old or older, Pringles is also targeting another group of loyal customers.

Within this market, there are loyal customers who consistently purchase Pringles products due to their established brand loyalty. However, existing potato chips flavored with curry have not been successful in replicating the unique taste. The newly introduced Pringles potato chips flavored with curry, under the label "Currylicious," offer an exceptional taste that sets them apart.

The merchandise named Currylicious stands out as being more unique

than other bing products due to its rich and creamy curry flavor. The name of the product also helps in marketing as it directly relates to the benefits of the product. Additionally, the Pringle-series motto, "Once You Pop You Can’t Stop," implies a desire for more of the product.

The merchandise bundle's color aids in identifying the placement of the merchandise within the Pringles-series. Each merchandise in the series has a unique appearance that is easily recognizable. Currylicious stands out due to its deep-yellow packaging, which strongly aligns with its flavor.

Focusing on healthier products contributes to the overall conception of Pringles. The situation analysis commences by presenting a concise SWOT (strengths, weaknesses, opportunities, and threats) analysis to provide an overview of Pringles' current environment.

Following this introduction, the assessment delves more deeply into various aspects such as the industry, competitors, the company, and consumers.

Below is a tabular representation of Pringles' SWOT analysis which outlines both internal and external factors contributing to their market opportunities. The analysis highlights Pringles' strengths including their experienced management team, competitive product line, global marketing presence, and ongoing research and development efforts to explore industry trends and innovate accordingly. The SWOT analysis also identifies potential opportunities for Pringles in the form of growing markets for specialized cultural foods and healthier food products.

One possibility is that consumers have a high income, which allows them to prioritize convenience over cost. This trend is becoming increasingly important not just in the United States, but also across many countries worldwide. While Pringles boasts several strengths, its size could be a liability as it may lead to loss of focus or internal conflicts.

Pringles needs to be

cautious of various threats such as the ease of duplication of its product line, intense competition in pricing, and the risk of its existing products becoming outdated due to technological advancements. On the other hand, the company's strengths include experienced management with a broad range of knowledge and interests, although their large size could lead to conflicting interests. The unique product line is also a positive factor for Pringles.

The taste experience is enjoyable. Although the new Currylisious product is convenient, it lacks an established customer base. Cheaper snack options can be made by generic brands. Diversifying marketing efforts and having global awareness may cause loss of focus. The workforce should be more culturally diverse.

Possible struggles may arise from having a diverse range of locations, which could result in difficulty with maintaining focus. The finance department boasts of high gross revenues and growing sales, which have led to a big capital base. However, high disbursals may cause problems with balancing cash-flows for such a large operation. Additionally, outsourcing production has resulted in low costs and liabilities in the manufacturing department, but may also lead to a loss of control and quality standards. The research and development department constantly strives to research trends and reinforce creativity, but could become too focused on existing products. External factors such as the market for healthy and specialized foods provide opportunities, but there may be challenges regarding higher prices that limit access for lower income consumers. Finally, having a distinctive name gives us a competitive edge.

Regarding markets, merchandise and packaging lack complete patentability and can be reproduced by competitors. The utilization of technological tools such as Internet advertising through banner ads

and keywords can boost sales. Increased computerization in manufacturing and ordering processes can also enhance efficiency. However, computer disruptions caused by viruses and hackers may lead to reduced efficiency, prompting the need for constant updates to keep up with more advanced competitors. Consumer income is currently high.

Convenience is highly important to the US and there is a very elastic demand. Additionally, there is competition that is close to pure and the legal/regulatory constraints are high.

S. Food ; Drug Administration standards have eliminated overnight rivals in the snack food industry. The majority of single bite food manufacturers experienced a rise in snack food sales throughout 2002. According to a study conducted on members of the Snack Food Association, 66% observed an increase in sales.

In 2002, a 7% increase in sales was reported, and this is expected to rise in 2003, with 90.5% of respondents predicting an increase in sales. The industry is currently experiencing a trend towards healthy snack products, with a significant focus on promoting healthier options. Among these healthier options, the market for healthy fries is large and growing, being popular among both American and international consumers.

Recent technological advancements have created many opportunities in the market. Pringles has introduced a new low-calorie product, resulting from new research, leading to even healthier French fries. Additionally, Internet technology has revolutionized the promotion process.

Pringles can reach a larger audience while targeting specific segments by using streamer and keyword ads. These favorable industry factors provide a great opportunity to introduce new healthy potato snack products. In the snack industry, there are various competitors, with Frito-Lay's, a PepsiCo product, being the largest in the market.

Pringles has

faced competition from new entrants for their client sections, but because there are no patent rights on new products and manufacturing, the competition has been relatively small-scale.

Several companies have attempted to gain a competitive edge by differentiating their products. Frito-Lay, in particular, has invested significant time and resources in research to create new products such as Doritos and other salted snacks. While this approach has benefited Frito-Lay, it has also provided an advantage for Golden Flake. Historically, Golden Flake has been prompt to imitate successful products that a rival spent millions of dollars researching.

Some smaller companies mentioned earlier have opted to differentiate their products by varying the types of spirits they provide, though they remain in the same market. The capital requirements appear to fluctuate based on the competition the company expects to face, posing a threat to potential new players.

Despite having little or no capital, numerous small companies in the United States have successfully established themselves as local businesses. An example of this is Golden Flake, which was founded by Helen Friedman in her cellar many years ago.

This scenario is unlikely to occur nowadays due to government policies and health regulations. Nevertheless, starting a food business on a small scale with minimal capital requirements is still possible. However, it may take many years and significant luck to compete directly with companies as large as Pringles and Frito-Lays. Start-up businesses may also face challenges in accessing distribution channels and bargaining with their suppliers. Nonetheless, such information could empower them to modify the bargaining power of their suppliers.

For a company like Pringles, there isn't much of an issue with this. They have implemented forward integrating, which

means acquiring ownership or control over distributors and retailers. In comparison, Frito-Lay owns over 848 tractors and 2,251 trailers.

In 1993, Golden Flake traveled more than 70 million miles across the country and has 41 manufacturing facilities in 26 states. The company distributes its full range of snack foods through a direct-store delivery system. These details enhance the company's influence and diminish the consumers' power.

The shops in the food market are holding a low level of potential for backward integration. Specifically, Frito-Lay and Golden Flake are the companies situated in the terminal.

The endeavor to acquire ownership or obtain greater control of a company's suppliers is aimed at potato french fries production rather than farming. Pringles has a large customer base thanks to the broad popularity of their potato chips. To effectively analyze the market and identify specific trends in the french fries industry, it is essential to segment the market. There exist two key trends.

There is a growing demand for healthier options and targeting specific cultural groups with merchandise that aligns with their interests, such as the Currylicious brand. To attract both men and a younger audience without excluding females, it is important to create products and advertising tailored to their preferences. For example, research has indicated that lighter potato chips like Pringle's Light (73%) are favored by Americans overall. Strategic Business Units (SBU), known as "stars," have great potential for future success, but require significant investment to fully develop.

If properly managed, Cash Cattle products such as Pringles "Pizzalicious" and "Sour Cream & Onion" can become a valuable source of revenue as the market expands. These products hold a significant market share in a mature

market and warrant the company's full attention in order to generate cash for investment in areas with high potential for growth. The classic Pringles original flavor is considered a Cash Cow product.

When it comes to direction, Question Marks, job kids, and wildcats present a challenge. However, as the market continues to grow, opportunities also arise. The low relative market share of Question Marks in SBUs means significant investment may be necessary if they are to be shifted to the left and achieve an increase in market share.

Marketing information suggests that the direction needs to decide if investing in Pringles “Cheese” would be better used to support other SBUs. This product is relatively new in the market and has low growth potential and market share, making it a "dog" in the company's product portfolio. However, it may not necessarily be a resource drain.

Pringles' products do not contribute positively to their profits. Empirical studies on international products' lifecycle changes suggest that Currylicious will follow a similar pattern. This means that it will take some time to measure the desired outcome of its launch.

Selling Plan: Procter & Gamble's latest selling plan revolves around a new line of flavorful salty bites, with one exciting addition being Pringles Currylicious - a curry-flavored Pringles. This unique product offers consumers a quality potato chip with the most authentic curry taste, making it ideal for those who crave this particular flavor. Currylicious will be launched nationwide in the summer of 2003, creating buzz among consumers and media. By introducing Currylicious, Pringles aims to attract curry fans to the salty snack market while providing them with a superior snacking experience.

This product has fewer calories

than its competitors, making it attractive to those seeking a healthier, reduced-fat option. It contains Olestra oil. The company prioritizes providing customers with easy-to-use, convenient packaging. They have introduced several innovations over the years, such as the industry's only tube-like french fries packaging and bite-sized portions ideal for school lunches.

Bite Stacks provide the irresistible taste and joy that children crave for, whether it's on the go, during a spell, or anytime they want to indulge in Pringles.

Pringles Crisps have specially designed 81 oz plastic single-serve baths that conform to their shape. The Currylicious Stacks come in 8-packs and 24-packs. The unique packaging is made to be lightweight, reclaimable, and easy to use with carton tubing that reacts to consumer preferences.

The packaging of Currylicious would feature a dark mustard-based color scheme, both in the color of the packaging itself and the natural colors of the ingredients. Market research suggests that the price point for the product should be $1.69, in line with other Pringles flavors but slightly higher than some competitors. Pricing may vary depending on location of purchase.

The following table displays the locations where the promotion scheme is offered, including convenience stores, vending machines, bars and restaurants, supermarkets or retail shops. The promotion scheme includes test markets at large public colleges (such as Virginia Tech) as well as free samples (Snack Stacks) distributed at athletic events, primarily soccer games, and in central campus areas of various educational institutions such as universities and high schools in the United States.

Various marketing tactics will be implemented to promote the new Currylicious flavor of Pringles:
- Coupons will be offered either directly on the product or as a bonus with

the purchase of another Pringles product. For example, buying a battalion Pringles will entitle the customer to a complimentary Snack Stack sample of Currylicious.
- In-store displays will comprise of signs, streamers, and unique Pringles shelving units showcasing the new flavored Pringles to be placed strategically throughout supermarkets for optimal exposure.
- Entertainment will also be provided, including games that offer free Pringle-branded backpacks featuring the Currylicious name along with the Pringles logo.

Currylicious has a target audience of teenagers and young adults between the ages of 16-29. One way to obtain it is by collecting a certain number of Pringles labels and participating in sponsored athletics and music events, such as "Aula. Salon del Auto".

Procter & Gamble's new brand of Pringles is being aggressively promoted through monolithic sampling efforts and outdoor-oriented point-of-purchase materials that encourage consumers to "experience the height of curry taste." The company plans to offer samples of the product at sports events and supermarkets across the US, and will allocate a similar budget to promote other Pringles flavors in the future. Pringles originally targeted a younger, health-conscious audience with its salty snack marketed as a healthier potato chip alternative with a superior taste compared to its competitors.

Initially, the marketing approach used for Pringles resembled the planned distribution method for Currylicious.

Distribution Plan: Currylicious shall be distributed via the distribution centers of Pringles. The distributor shall take it to grocery retailers, vending businesses, and convenience stores. The following distribution components can be classified as: Convenience stores.

Approximately 32% of the market is given to Kiosks and Gas Stations, while Peddling Companies receive 8%. Warehouse/Club Stores make up 5% of the market, with Super Markets and

Retail Stores holding the largest share at 55%.

We aim to boost our gross revenues by implementing a strategy to widely distribute Pringles and Currylicious to various university campuses. This will involve placing the savory snacks in vending machines and campus dining halls.

We have implemented installations for instructions and athletics events in order to increase brand awareness and promote customer loyalty among individuals aged 18 to 26.8. Additionally, monthly sales targets have been established for Pringles in each global economy for evaluation and control purposes.

The unique aspects of each global market will be considered when comparing the gross revenues of ActualPringles and Currylisious. Tactical marketing plans will be adjusted accordingly and the speed of the plan may change depending on Pringles' performance in markets that Currylisious enters. In order to cater to regional tastes, ingredients and/or the image of Currylisious may be altered, potentially increasing production costs.

Moreover, it will not only boost sales, but also enhance client satisfaction.