Pringles case study: diversifying a brand into multi-usage occasions

Publication Date	July 2008
Publisher	Datamonitor
Product Type	Report
Pages	10
ISBN Number	not applicable
Product Code	DAT12974

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£160.00
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Summary

Introduction

This report on Pringles forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It looks at how the brand is dealing with the declining growth of the UK potato chip market by diversifying into multi-usage occasions.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Content

Datamonitor View
Catalyst
Summary
Analysis
Pringles Intends To Break Out Of The Stacked And Canned Potato Chips Sector Into Other Formats To Target More Consumer Occasions
Pringles Made A Break With Tradition In 2007 With The Launch Of Single-Serve Bags Targeting The Convenience Sector
Pringles Pocket Pack And Rice Infusions Bite Size Target The Single-Serve Snack Market With 35g Bags
The New Bagged Chips Are Similar To Mini Pringles, Launched In 2005 In Bagged-Trays
The Company Has Focused On Healthier Product Launches In Recent Years
The Pringles Brand Was Relaunched In 2006 In A Lighter, Crunchier Format That Had 30% Saturated Fat Removed
P&G Launched Light Aromas In 2006, Featuring 33% Less Fat
Pringles Launched Rice Infusions In 2007, A Healthy Option Made Of Rice
The Range Was Publicized Via Word-Of-Mouth Marketing Among 'Key Influencers'
Pringles Has Also Been Targeting The Premium Sector With New Product Launches
The Company Has Also Targeted The Premium Sector With The Pringles Gourmet Line
A Premium Bagged Line Called Pringles Select Is Expected Later In 2008, To Compete Directly With Walkers Sensations
Pringles Has Utilized User-Generated Content To Help Market The Brand
A 2007 Promotion Invited People To 'Create Their Own Mini Hollywood Blockbuster', Staring Pringles, To Win A Trip To Hollywood
An Advert Aired On Christmas Day Was Created By A Pringles Competition Winner
Consumers Were Encouraged To Load Videos Of Their Football Skills To Win Prizes
Pringles Could Continue To Be A Strong Brand By Responding To New Consumer Trends
Appendix
- Case Study Series
- Methodology
- Secondary Sources
- Further Reading
- Ask The Analyst
- Datamonitor Consulting
- Disclaimer
- Table 1: Summary Of Pringles' Uk Launches
List Of Figures
- Figure 1: Pringles Launched Two Bagged Ranges In 2008 To Target The Single-Serve Snacks Segment
- Figure 2: Pringles Has Focused On Healthier Product Launches In Recent Years
- Figure 3: Pringles Gourmet Range Were Promoted With The Gourmet Guide To Pringling, Which Provided Party Tips From Tv Celebrities
- Figure 4: Pringles Select Come In Four Artisan-Style Flavors: Szechuan Barbecue, Parmesan Garlic, Cinnamon Sweet Potato And Sun Dried Tomato
- Figure 5: Pringles Has Utilized User-Generated Content To Aid Its Marketing Initiatives