Premium Essay

Marketing Strategy of Pringles


Submitted By saadmuhammad87
Words 873
Pages 4
Sunderland Faulty of Business & Law Undergraduate Programmes

MKT306 Marketing Strategy

Assignment February 2009/10

Please read all instructions and information carefully. You are required to submit your work within the bounds of the University Infringement of Assessment Regulations. Your assignments must be handed in to the University of Sunderland Learning Resource Centre with an accurately and clearly completed Assignment Cover Sheet.

Learning Outcomes Assessed:

Upon successful completion of this module, students will be able to:

• Knowledge 1. Explain the nature of marketing strategy and its significance for the organisation 2. Assess the drivers and factors affecting the choice of marketing strategies 3. Evaluate appropriate models and techniques that aid the strategic marketing process 4. Analyse contemporary marketing issues and problems in a strategic context

• Skills 1. Apply research skills 2. Demonstrate interpreting advanced information and marketing data handling skills 3. Assess communications skills to develop effective relationship marketing

Title: Individual report

Weighting: 100%

Module Assessor: Stephen Storey

Issue Date: February 2010

Hand-in Deadline: 2.00pm Monday 17th May 2010

Word Count: 2500 - 3000 + Appendices


This assignment is a single report in two parts. (As a guide only; each part should form approximately half of the final report)

a) Investigation and analysis
Individually, choose an organization, either producer and/or brand owner, who is involved in the marketing of foodstuffs in the area of FMC (Fast Moving Consumer Goods), excluding frozen foods and fast food restaurants, Investigate and evaluate their marketing strategy using contemporary marketing tools and techniques however this may be illuminated using

Similar Documents

Premium Essay

Assignment 4

...ASSIGNMENT 4: MERGER, ACQUISITION, AND INTERNATIONAL STRATEGIES BY TANYA BROWN STRAYER UNIVERSITY PROFESSOR KRISTINA BARNES BUSINESS ADMIN CAPSTONE March 3, 2014 For the corporation that has acquired another company, merged with another company, or been acquired by another company, evaluate the strategy that led to the merger or acquisition to determine whether or not this merger or acquisition was a wise choice. Justify your opinion. Since the 1900, Kellogg Company has always been passionately committed to serve people all over the world nutritional cereal brands to help meet their dietary needs. The company's major main aspect is the manufacturing and marketing of on-the-go cereal and conveninence foods that include crackers, toaster pastries, cookies, cereal bars, fruity gummy snacks, and frozen waffles and vegetables. They are known for their diversified product lines under the brand names such as Famous Amos, Rice Krispsies, Corn Pops, Pop-tarts, Fruit Loops, Eggo, Frosted Flakes and much more. Their products are manufactured throughtout 17 countries and then marketed in more than 180 countries. The Kellogg Company bought over Priangles for an estimated amount of $2.7 billion from Procter and Gamble. Kellogg had announced that their agreement for acuiring Procter and Gamble's Pringles food label for $2.7 billion US dollars like sale of brand towards Diamond Foods was terminated because of ongoing accounting scandals as well as the change...

Words: 1684 - Pages: 7

Premium Essay

Pringles Marketing

...2 Methodology pg.3 Overview of Pringles pg.3 Product  Definition of Product pg.4  Product Life Cycle pg.5-6  Branding pg.7  Packaging pg.8-9 Price  Importance of Price pg.10  Pricing Methods pg.10-11 Promotion  Methods of Promotion pg.12-14 Place  Methods of Distribution pg.15-16 Conclusion pg.16 Bibliography pg.17 Introduction My name is choco. I am currently studying business at Waterford. As part of my Marketing Practice Module I am required to select a product and analyse the Marketing Mix in relation to the product. The product I have selected is Pringles. I chose to do my project on Pringles as they have a very interesting packaging design and they are one of the leading providers of potatoes crisps. Firstly I will present an overview of Pringles then I will examine the Marketing Mix used by Pringles. There are four elements of the Marketing Mix, these are, Product, Price, Promotion and Place. In the product section I will define the Product Life Cycle and determine where Pringles are positioned on the Life Cycle. I will then examine Pringles brand name and the packaging that...

Words: 3987 - Pages: 16

Premium Essay

Crm Cause Related Marketing

...Definitions of CRM “the process of formulating and implementing marketing activities characterized by an offer from a firm to contribute to a designated cause when customers make purchases” (Varadarajan and Menon, 1988: 60). Despite being broadly accepted, this definition has been widened through the years with the contributions of other authors. Specifically, it was in the mid-90’s when Kotler and Andreasen defined CRM as “any effort by a corporation to increase its own sales by contributing to the objectives of one or more nonprofit organizations” (Kotler and Andreasen, 1996: 304). Two years later, Business in the Community, an organization which develops CRM programmes in the UK, stated that CRM programmes were a commercial activity in which companies were linked to social causes for mutual benefit (Business in the Community, 1998). And one year after, in 1999, Pringle and Thompson stated that CRM was “a strategic positioning and marketing tool which links a company or brand to a relevant social cause or issue, for mutual benefit” (Pringle and Thompson, 1999: 3). This statement widened the contributions made until that date, stating for the very first time that CRM was a strategic marketing tool and therefore a long-term strategy. What was more, and according to these authors, “the distinctive characteristic of the true Cause Related Marketing is longevity. Charity promotions are by definition shorttermist both in the actual period during which they...

Words: 5091 - Pages: 21

Free Essay

Diamond Food Scandal

...Diamond Foods Financial Fraud Scandal Adrienne M Somers David F McCormick Acct 320 February 27 2012 In April 2011, Diamond Food Inc (DMND), the nation's largest walnut processor and maker of Emerald nuts announced plans to buy Pringles from Proctor and Gamble for $1.5 billion in stock (Reuters, 2012). This move was part of the company's aggressive growth strategy to become a leader of the snack food industry. Former chief executive officer, Michael Mendes, and former chief financial officer, Steven Neil, spearheaded this effort. However, plans were postponed as questions arose about two large payments that were made to walnut growers in August of 2010 and September 2011 for $20 million and $60 million respectively. An internal audit of the financial records found that these payments were improperly booked into the wrong accounting period, which artificially reduced the company's costs, and boosted earnings in that period making the company look more profitable than it actually was. It is a technique known as earnings management. Because of the probe, Michael Mendes and Steven Neil were removed from their positions as CEO and CFO (Dalai, 2012). The financial records for 2010 and 2011 were found to be unreliable meaning that would have to restate their financial results for both these years. This scandal caused Diamond Foods Inc shares to fall by 40 percent. It seriously damaged the reputation of the company and the trust of their shareholders. It also ruined any chance...

Words: 2374 - Pages: 10

Premium Essay


...BINGO Since its launch period in March, 2007, BINGO as a brand has been though a lots of ups and downs. Both Branding and sales and Distribution aspects of marketing for BINGO have been explored and matured to a large extent. Though the product itself is considered to be in a growth stage with a market share of 16% in the branded snacks food category, it has been successful to a large extent in creating the required Brand recall for the category INDIAN SNACK INDUSTRY: Snacks are a part of Consumer Convenience/ Packaged Foods segment. Snack is describes as a small quantity of food eaten between meals or in place of a meal. Snack food generally comprises bakery products, namkeen, ready-to-eat mixes, chips and other light processed foods. According to Ministry of food processing, the snack food industry is worth Rs 100 billion in value and over 4,00,000 tonnes in terms of volume. Though very large and diverse, the snacks industry is dominated by the unorganized sector. According to a survey almost 1,000 snacks items and 300 types of savouries are sold across India. The branded snacks are sold at least 25% higher than the unbranded products. Though there is no particular time for snacks, normally they are consumed at teatime. There is large no. of varieties with specialities from all regions, which have gained national acceptance. The industry has been growing around 10% for the last three years, while the branded segment is growing around 25% per annum to stand at Rs.6000-Rs...

Words: 1057 - Pages: 5

Premium Essay

Marketing - Kelloggs India

...Introduction: U.S based Kellogg’s is a world leader and the most successful cereal manufacturer in the world. Kellogg’s entered India in 1994 and it took them a good 15 years for stability in the Indian markets facing initial problems and trying to change the Indian consumer’s mentality about the morning breakfast About the assignment: (Refer Appendix 1) Growth strategy by Kellogg’s in India: Kellogg’s were successful to create a need for the product which was never a necessity for an Indian household. We will now discuss how the company managed to establish themselves with a dominant market share in the Indian market. 1.) Ansoff Matrix Ansoff Matrix was introduced to address the corporate strategy of the future. It delivers the perspective of growth options on the horizontal level and introduces the possibility of diversification. (Kotler, Berger & Bickhoff, 2010) Market Development: Market Development is capturing new markets with your existing products or services. (Lester, 2009) In a new market or to a new consumer, it will be a quiet a task to have them to believe in your product on launching (Meldrum, M & McDonald, M., 2007) especially, when a country is so fond of their traditional recipes. With the help of extensive market research Kellogg’s found out that there was no breakfast cereal trend in the Indian market. Hence they launched their flagship...

Words: 3792 - Pages: 16

Premium Essay

Bingo Research

...the most popular flavor of Bingo chips in the market amongst the sample chosen. Wafer and Snack industry are a very minor part of the food processing industry as the snack sector is largely unorganized. For this a survey was conducted in GREATER NOIDA where respondents were asked to fill a questionnaire The data was collected and analyzed to obtain conclusions This report carries an introduction of the company profile, detail of the methodology followed detailed data analysis and the results so obtained with the variety of graphs along with given. Table of contents S.No | TOPICS | 1. | Acknowledgement | 2. | Overview about the snack industry | 3. | SWOT analysis of snack industry | 4. | Company Profile | 5. | Strategies followed by ITC | 6. | Literature Review | 7. | Research Objectives | 8. | Research Design and Methodology | 9. | Data collection | 10. | Data analysis method | 11. | Analysis and Interpretation | 12. | Findings and Conclusion | 13. | Bibliography | Acknowledgement Every study requires a guidance of someone who is working in that field. Firstly I would...

Words: 3366 - Pages: 14

Premium Essay

A New Approach to Innovation

...CONNECT & DEVELOP: A NEW APPROACH TO INNOVATION AT PROCTER & GAMBLE Written by Larry Huston (vice-president for innovation and knowledge) and Nabil Sakkab (senior vice-president for corporate R&D) in 2006 PREMISE Procter & Gamble launched a new line of Pringles potato crisps in 2004 with pictures and words—trivia questions, animal facts, jokes—printed on each crisp. They were an immediate hit. In the old days, it might have taken us two years to bring this product to market, and we would have shouldered all of the investment and risk internally. But by applying a fundamentally new approach to innovation, we were able to accelerate Pringles Prints from concept to launch in less than a year and at a fraction of what it would have otherwise cost. Here’s how we did it. Back in 2002, as we were brainstorming about ways to make snacks more novel and fun, someone suggested that we print pop culture images on Pringles. It was a great idea, but how would we do it? One of our researchers thought we should try ink-jetting pictures onto the potato dough, and she used the printer in her office for a test run. (You can imagine her call to our computer help desk.) We quickly realized that every crisp would have to be printed as it came out of frying, when it was still at a high humidity and temperature. And somehow, we’d have to produce sharp images, in multiple colors, even as we printed thousands upon thousands of crisps each minute. Moreover, creating edible dyes...

Words: 2136 - Pages: 9

Premium Essay

Education and Development

...Operations Manager at Management Paradise Institute: VIDYAVARDHINIS COLLEGE OF ENGINEERING AND TECHNOLOGYStatus: OfflinePosts: 7,050Join Date: May 2010 | MARKETING STRATEGIES BY HINDUSTAN LEVER - September 14th, 2010Marketing strategy adapted by HLL The company handed over the marketing for vim to O&M in Maharashtra and Andhrapradesh . O&M rural marketers adopted unique strategy in the initial stages to market the product in rural areas Maharashta and Andhrapradesh. As the marketers knew that it was the initial stage in rural areas and to provide a niche in the rural markets was difficult as the product itself was not available in this areas. First to target the market in rural areas they saw to it that the market which they are targeting was in the 2 to 3 km range from the highways because they knew it wont create sense to market the product in those areas which are away from the high ways as the product was not available in those areas.  The overall marketing was based on district-to-district level. They had thought to enter in other areas beyond the 2to3km range after making the product available to the initial targeted market.  So that it becomes easy for the marketers to introduce, as the product was available in the neighboring villages and the product becomes familiar to the people | COMPETITORSThe Procter & Gamble Company Company Profile  The Procter & Gamble Company (P&G) is a brand behemoth. Theworld's #1 maker of household products...

Words: 418 - Pages: 2

Free Essay

Frito Lay Backhaul

...SOUTHERN NEW HAMPSHIRE UNIVERSITY |Graduate School of Business | | | | |Program: |SNHU School of Business Graduate Program | |Course Title : |Marketing Strategies – MKT 500 | |Instructor: |Jeannemarie Thorpe | |Due Date: |Monday, January 26, 2004 | |Submission Date: |Monday, January 26, 2004 | |Type of Assignment: |Case Analysis (Final Review) | |Title of Assignment: |Frito-Lay’s Dips – 3rd Case Study (Selection of Best Alternative) | |Student Name: |Cevdet KIZIL | | ...

Words: 1119 - Pages: 5

Premium Essay

Celebrity Endorsement

...celebrity αnd to build the right celebrity endorsement concept. This study αims to investigate “Consumer buying behαvior on celebrity endorsement in women clothes industry” The objective of this project is to investigαte whether celebrity endorsement, αct αs α source of effective brαnd mαnαgement, hαve impαct over the purchαsing behαvior of customers, evaluαte αssociαted fαctors thαt contribute to the success or fαilure of the endorsement. The objectives of the research are: 1. To do α study  αnd αnαlysis αs to why αnd when  brαnds use celebrities αs endorses αnd whαt kind of risks αre involved 2. To identify the influence of celebrity endorsement on consumer buying behαvior. 3. To study celebrity endorsement αs a marketing communication strategy. The survey will be conducted in Greece αnd primary dαtα will be collected from consumers using structured questionnαires αnd αlso compαnies will be interviewed αbout their celebrity endorsement strαtegy. The reαson why I chose to adopt this approach is to be able to examine from two different αngles. One would be that of consumers and the other that of companies. By αpproαching the problem from these two angles it will give me a more complete view of the overall problem. Literature Review According to Hart (1998) literature review is αn essentiαl pαrt of the research for the reason that assists the...

Words: 3263 - Pages: 14

Premium Essay


...TEN MBA 57602 - Marketing Management Mid Term Project Nintendo Wii Introduction: The video game industry started in 1970 & by time it became a big business worth more than 10 Billion dollars annually (1). In 2006, Nintendo Co. evolved the market with it is new innovation “Wii” game console. Wii lunch changed the roles in the business industry & brought back Nintendo's ranking in the market to the top. In the following lines we will provide a brief analysis of the company, stakeholders & product in light of the marketing management models. 4 C’s Stakeholders Analysis: 1. Consumers: With strong & innovative vision from Saturo Iwata, President & CEO of Nintendo, the company deputed it is new product targeting all customers irrespective of age, gender & gaming experience (2). The new game has been used all over the world by every member of the family. In addition to the traditional segment of consumers composed of video gamers, Wii attracted women and elderly people as well to enable a whole family of all ages to enjoy the game together and jointly. It is a success story of transgenerational design (3). By introducing Wii as new way for keeping the physical competency, the game entered the health & fitness sector to find new customers. The business of diet related products in the United States exceeds 40 billion dollars annually (4), Wii eventually shared part of the pie. Diet specialized web sites provided special reviews to show how Wii can...

Words: 2852 - Pages: 12

Premium Essay


...Procter & Gamble Co., also known as P&G, is an American multinational consumer goods multinational company headquartered in downtown Cincinnati , Ohio, United States, founded by William Procter and James Gamble, both from the United Kingdom, establishing Year 1837 Products Its products include pet foods, cleaning agents, and personal care products. Prior to the sale of Pringles to the Kellogg Company, its product line included foods and beverages. Global Operations: Our unique organizational structure offers the global scale benefits of an international company and the local focus to be relevant for consumers in more than 180 countries where our brands are sold. Our global operations keep us in touch with our local communities. And our strong governance practices ensure that we conduct our operations with consistently high standards and integrity. Manufacturing operations are based in the following regions: * United States * Canada * Philippines * Mexico * Latin America           Research and development Centers: | * Europe * China (31 wholly owned factories) and other parts of Asia * Africa * Australia | In Western Europe we employ around 3000 people with multicultural and scientific backgrounds in 8 Innovation Centers located in Germany, the UK, Belgium and Italy. R&D Asia (China-Beijing and Singapore). * Ariel laundry detergent * Bounty paper towels, sold in the United States and Canada (sold as "Plenty" in the United Kingdom) ...

Words: 413 - Pages: 2

Premium Essay

Unilever Versus P&G

...recognized brands that meet consumer needs and drive sustainable value to its shareholders. Currently, P&G operates in two unique segments: Beauty/Grooming and Household Care. It has completely exited the foods segment with the latest divestiture of Pringles. In comparison, Unilever operates in three different segments: Personal Care, Foods, and Homecare. In the past five years, Unilever has re-aligned its foods portfolio (with the divestitures of Lawry’s & Bertolli) while making major acquisitions in the Personal Care space (TIGI & Alberto Culver). For both companies, growth is the name of the game. P&G has committed to growing organics sales 1%-2% faster than the market while Unilever set a goal to double the size of its business in 10 years while reducing its environmental impact. To achieve their ambitions, both companies have articulated their corporate strategy within their annual reports (P&G Shareholder Report 2011, Unilever 2010 Annual Report). Today P&G’s strategy revolves around market development through innovation. Their process starts at identifying a consumer need and developing a product that solves the problem. Once the product and design are finalized, they leverage their complimentary assets such as marketing and distribution to launch. (Anthony, Video) Although a CPG’s value chain is more complicated and involved, P&G is extremely efficient from points A to Z. These synergies allow P&G to expand into related industries with relative ease. Historically, P&G...

Words: 1685 - Pages: 7

Premium Essay

Product Mix of Procterandgamble

...Submitted to Mr.Javedul Hossain Course Title Marketing Management Submitted By Sahar Enam Ahmad Student ID: 152000206 Submission Date: 24/8/2015 Submitted to Mr.Javedul Hossain Course Title Marketing Management Submitted By Sahar Enam Ahmad Student ID: 152000206 Submission Date: 24/8/2015 PRODUCT MIX PRODUCT MIX On footpath for Accurate method of product mix with example of leading consumer product company p&g PRODUCT MIX involves planning and developing the right type of product that will satisfy fully the needs of customers. A product has several lengths. These dimensions are collectively called product mix. Product mix for example may consist of * size and weight of the product, * volume of output, * product quality, * product design, * product range, * brand name, * package, * product testing, * warranties * And after sales services and the like. other effects of product mix Product Mix as Per Financial Dictionary The set of goods and services a company provides. Generally speaking, a company offering a wider product mix carries less risk but also usually has a lower profit margin. That is, the profit margin for a company like Wal-Mart may not be high, but so long as most of its products have strong sales, it is in no danger of bankruptcy. On the other hand, a company may only offer a few products; this is high risk because there may be low demand for the products, but specializing in a niche market can result in exceptionally...

Words: 1929 - Pages: 8