소개글
[소비자행동과 광고] 프링글스 마케팅전략(영어)에 대한 자료입니다.
목차
1.Introducing
2.Present
Marketing Strategy
3.Understanding
Market condition
4.Marketing Alternatives
본문내용
a brand of potato and wheat based snacks originally developed by Procter & Gamble(A.k.a P&G). First sold in the U.S in October 1968, and distributed internationally by the mid-1970s. Pringles are sold in over 140 countries and have yearly sales of over US$1 billion . In April 2011, P&G agreed to the $2.35 billion sale of the brand to Diamond Foods of California, more than tripling the size of Diamond's snack business
Reasons of answer
Positive respondents;
Impressive sound
Make me to purchase Pringles
Negative respondents;
Do not feel tasty at all
Cannot understand content
Lack of colorful feelings
Violent images
Not presented the variety of Pringles product
Need something more than the ‘Crisp’ sound
1. Portable container
2. high brand loyalty of consumers
3. Various kind of flavors
4. Highly addictive flavor
5. Advanced quality & brand differentiation (Character, Container)
6. Efficiency of production process – Accumulated manufacture experience
Stimuli hedonic by showing someone who eating Pringles tasty
Introducing Pringles Lite which has relatively low fats – We can appeal consumer who don’t eaten Pringles because of the high-fat nutrition
Compare Pringles with nitrogen charged package – We can appeal consumer who has negative attitude against nitrogen charged package, and persuade that buying Pringles is reasonable.
Combine Pringles with luxurious image that showing consumer ‘Pringles has high brand value’, emphasize attitude ‘Pringles is deserve to buy’
Target media: Movie magazine, University magazine