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MSc in International Business Management, MSc in Financial and Business
Management
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PATRICIA HARRIS
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Kingston University
TABLE OF CONTENTS
EXCUTIVE SUMMARY ................................................................................................................................................................ 3
EXCUTIVE SUMMARY
This report provides a marketing plan for solving the declining market share of Pringles, the UK's second-biggest
brand in the bagged snacks sector, after critically evaluating the Brand Health Check article of Pringles in 2005.
This Brand Health Check article draws attention to the fact that the problem that all snack brands are facing,
not only Pringles in particular, is the growing number of health-conscious consumers concerns; as sales of
Pringles have slipped 9% during 2004 (Bokaie, 2005).
The marketing plan will point out all aspects for the revitalization of Pringles such as targeting the market,
positioning and key changes or marketing mix. It finds out that the remedy for the Pringles problem is the
structural reorientation of business activities which focus on packaging changes and build physical evidence for
customers awareness about health issue.
In summary, recommendations for this marketing plan include:
Targeting strategy
Positioning strategy
Improve Pringles image by identifying the gap of market between Pringles and its
competitors, about the various types of flavours and its tasty characteristic
Marketing Mix
No change for the traditional logo; use simple packaging design as usual; explore
new products ingredients which will solve health issues; create some new different
types of package with the original ideas; keep its suitable pricing as before; distribute
mostly in grocery stores and retailers; some effective marcomms strategy; build good
physical evidence
Because of basing on theoretical perspectives and assumptions, this marketing plan will not avoid the limitations
and shortcomings.
the adults. However, this can become a marketing strategy which needs to be considered carefully; because the
adults segment is not a primary target market, whereas youth customers have been always the main
consumption of Pringles so far. Therefore, the advertisement should include all the demographics. Also coming
up with fruit based flavours is a good idea as it will help the consumers to make an image of the brand as a
healthy snack.
Other research about Pringles health problem
Indeed, according to Painter (2009), it is clear that Pringles contains GMOs (Genetically Modified Organisms)
which is not good ingredient for health. Therefore, as mentioned in Fabers article (2006), it can be suggested
that Pringles should focus on changing its ingredients such as using organic and umami. This solution will be
described in detail below on the marketing plan for the revitalization of Pringles.
and most diversity of potato chips and stands far beyond to their main crisps competitor, Walkers Sensation,
which has been mentioned in Brand Health Check article above (Bokaie, 2005).
PACKAGING STRATEGY
Aside from the health problem, brand packaging is still the most advantages of Pringles and children are
specially attracted by the unique designs and variety of Pringles. There are so many different ways of creating
a new design for Pringles product with colors, pictures which based on the teenagers tastes from different
nations, cultures and so on. For example, the diversity in flavour and packaging of Pringles will continue to
focus on the Japanese youth market because Japanese children really loved the eye-catching product (Now
thats nifty, 2011).
Various forms/ flavours
of Pringles
Bacon & Cheese Potato
Bacon Ceaser Salad Sounds pretty good
Barbecue
Images
Philly Cheesesteak
Garlic Seafood
Seaweed
Images
Figure 4a: Example of the different types and various flavours of Pringles (Now thats nifty, 2011)
Besides, in order to promote the product, Pringles can give an opportunity for a lucky consumer, whom will
receive a hidden message that been put inside the random Pringles can, to customize the Pringles package. A
young consumer, then, can upload a picture (e.g. portrait) and order Pringles online and that picture would
appear on the cylindrical packaging of the product.
Furthermore, the common problem of Pringles packages is usually in a circular cylinder form to protect the
potato chips. These cases make it difficult for consumers to eat at the same time since the left over chips are
deep inside the cylinder case. As follow the customers needs on consuming a Pringles can as convenient and
easy (Brand packaging, 2004), there is some new idea for Pringles to improve their packaging. As making twoside way to open its can (two opening caps on both side), consumers can eat the last chips in the Pringles
bottom easily. The figure 4b shows the new packaging design for Pringles can.
Figure 4b: Idea for Pringles packaging with two-way opening (own visualization)
Besides, with modern technology, another design for the can of Pringles may consist of buttons to take each
crisp (e.g. with actuators using spring, pressure and vacuum), when you push to the button it gives you one of
the crisps each time. By doing this, there will be no hardship to take any crisps in the can as could be seen
from the figure 4c.
Figure 4c: Pringles package with pushing button to take out Pringles chips easily (own visualization)
Another packaging strategy, which has always been assessed as the good tactic, is to add some extra gifts or
hidden awards inside the product to surprise the customer. Children specially love special events. Therefore,
Pringles can even prepare different packaging for different countries based on their festivals and the occasions
and so on. This will help young consumers to relate themselves to the product or the brand. Adding to this
point, Christmas holiday will be coming soon as one biggest event of every year, Pringles can put some
surprises under the bottom of the can and also can change the brand name as P-Jingles Bells which has
sound related to Christmas time. When the kids finish the last chips of P-Jingles product, they can discover
and explore a secret prize.
Figure 4d: Attractive interface of the Pringles official website nowadays Products (Pringles, 2013)
PRICING STRATEGY
The price change will not improve the situation of health issues but discounting may reduce profit and also
lose the belief of customers, here might be parents of young consumers, about the core value of product. It is
true that teenagers do not think about the price as much as adults do; however, they always prefer cheaper
products. Hence, Pringles still keeps the pricing strategy as before to have affordable cost which covers a
larger number of this targeting market, not to solve the criticism about health. Pringles ought to come up with
various seasonal offers and quantity offers which make the teenagers buy more and turn into brand addiction
of Pringles.
In summary, Pringles will adapt the market penetrating pricing strategy, in order to enhance their brand image
and the sales of the product. Pringles keeps the same price, depends on different nations and regions, as
before. According to My super market (2013), the figure 5a shows the similar and suitable price of Pringles
products in the UK.
Figure 5a: Similar and suitable price of Pringles products in the UK (My super market, 2013)
As mentioned in Brand Health Check article (2005), the strongest rival of Pringles is Walkers Sensations. It can
be seen from figure 5b, the price of Walkers potato chips seem to be lower than Pringles in the UK. However,
although Pringles is categorized as snacks its different image puts to brand beyond to that. Thus, Pringles
prices are not generally seen as expensive. In the light of these, Pringles price policy should remain stable.
Figure 5b: Price of Walkers potato chips in the UK (My super market, 2013)
Figure 6a: Attractive interface of the Pringles official website nowadays Home (Pringles, 2013)
Pringles can use of the image of the football players or athletes, as well as popular celebrities to attract this
market segment. In addition, using the image of an athlete can improve the mind of not only young customers
but their family and so on about health issues. According to Twentysix (2013), Pringles has created social
network pages such as Facebook, Twitter wherein every teenager who is football-fan can experience 3D digital
dance of Peter Crouch, a famous football-player. This marketing campaign was known as Pringoooals as a
phonetic pun of its name. The expected target predicted was 35% of fans but in fact, it actually catered 63%
which almost doubled the expected number.
In addition to this point, by keep following this promotion strategy, Pringles can also access more consumers
in all kind of market segment by doing commercials about not only people who work in the sports field but
also in the healthcare field. For example, a doctor eats a Pringles can improve the products value in the
customers mind. Because using the image of people who work in healthcare area can be physical evidence
about the guarantee of the product.
Figure 6c: A sample for advertising campaign using images of people working in the health sector
(own visualization)
Pringles will also come up with various ideas to promote their product by following other hobbies of young
people. Because teenagers nowadays enjoy their time with Youtube, Myspace, Vimeo and so on for listening
music or watching favorite movies therefore Pringles can make some applications on the Internet which has
Pringles logo on it (e.g. the music teen-lovers can download the songs and so on).
products have been found containing potassium bromate and some supermarkets in Guangzhou and Foshan
have withdrawn their goods because of this (China Retail News, 2008).
Figure 8c: This graph shows the comparison of compound annual growth rate (CAGR) between Pringles and
snacks sector overall (Euromonitor, 2009)
There are certain solutions can be implemented to raise the popularity of Pringles in China where they are not
successful. People in China generally buy Pringles made in China because of the healthy concerns. In addition,
in some places Pringles made in US might not be found because of the prohibition. In addition to this, Pringles
managers are facing with costing problem as they sell their products in China approximately two times costly
than the normal crisps price. If Pringles move their main factory to China to penetrate the Chinese market, it
will be useful for them as their products will be seen healthier and at the same time they will avoid the
distribution costs and import taxes therefore they will sell their products at much more less price. Secondly,
they may adjust their products according to Chinese culture specifically by trying to investigate the culture like
Kit-kats adaptation policy for Japanese market (Irvine, 2012).
Moreover, due to the fact that Pringles are mainly for young generations and because of Chinas one-child
policy, the average of peoples age older than the people in Europe and U.S.A, some adaptations might be
made. Commercials, for example, should focus on more family relationships and 3-people families may be
emphasized on making it more popular. In contrast, regarding to health issues, Pringles can be a lead of some
health campaigns to raise the awareness and make it clear that their products are not as unhealthy as it is
known. Finally, the entries to the parties around the universities in China, viz. Pringles-parties can be
arranged such as instead of buying a ticket, there will be a Pringles to buy to get in and once they have done
that it will be daily-basis routine for the students.
CONCLUSION/ RECOMMENDATION
Overall, it can be encountering much more difficulties to solve Pringles health issues if only based on the
solutions of two experts from "Brand Health Check" article. Pringles is a strong brand itself that understands
and adapts the markets changes easily therefore it will continue developing its prosperity.
RECOMMENDATION
TARGETING
Pringles is found to be suitable for all customers, but because of the criticisms of health
problems with all kind of snack foods that will not be solved in a short time, Pringles will
focus on the market segment, youth market in the moment
POSITIONING Pringles strongly focus on the competitive differences with its rivals on the diversity and the
specific characteristics of taste, and thereby repositioning itself and create the market gap
with its snack-food competitors
MARKETING
Product
PLAN
Strategy
Packaging
Strategy
Pricing
Strategy
Promotion
Strategy
Use the individual images (e.g. athletes, doctors) that affects young
customers
Place
Strategy
Physical
Evidence
Follow the promotion strategy, use the individual images (e.g. athletes,
doctors) that affects not only young customers but also other market
segments about health guarantee
Besides, by extending the area of operation, together with the power of globalization, Pringles can create
some new flavours which fit the taste of consumers in different regions or area, combining with the
reasonable prices.
Because there are some difficulties in doing survey and research, this report might not avoid the shortcomings
and limitations.
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