David A. Aaker Professor of Marketing Strategy at University of California at Berkeley.
Table of contents
The report that is presented is based on integrated marketing Communication plan for introducing new flavor of Pringles potato Chips Product i.e. Pringles pizza. The theme of the report is to present an integrated marketing communication plan regarding Pringles-pizza potato chips from year 2008 to 2009. The report will first highlight the background of the company in terms of its establishment, its product range, operations and location of business. The report will then give an overview of the product that has been selected for IMC plan and the target market that has been selected for communication purpose. Further, this report will then outline the positioning strategy that will be adopted for Pringles-pizza Chips. Consumers’ response hierarchy will also discuss during this report. The report will then explain which of the 6 IMC mix will be adapted for this specific product and how the two selected support media will be used and integrated to maintain consistency in communication. The second section of this report includes which 2 selected support media will be used along with its pros and cons. Further, it will discuss that how the two selected support media is going to help in achieving IMC objectives for Pringles and outlined creative strategy will be also presented at the end of this report.
2.Brief description of the company, product and the main consumer target market. a.Provide a brief background of the company in terms of its size, scope of operations, product range, when established, where located etc. (5 marks) 200 words Background
Pringles is a U.S based brand of potato chips produced by Procter & Gamble. Pringles are sold in nearly over 140 countries and have yearly sales of over one billion dollars (ACNielsen, 2001). Pringles were first sold in the United States in October of 1968; they were not rolled out across America until the mid-1970s. (Procter & Gamble UK, 2007). As per its patent, it was invented by Alexander Liepa of Montgomery, Ohio, United States, (a suburb of Cincinnati). In 1990-92, Pringles went global launching in UK, Australia, South Africa and Germany. According to P&G official website Pringles were originally known as Pringle's Newfangled Potato Chips, but the name was changed for introduction to the national market. Procter & Gamble chose the Pringles name from a Cincinnati telephone book, selecting Pringle Avenue in Finney town, Ohio for its pleasing sound. Pringles comes in several flavors, and occasionally the manufacturer produces limited edition runs. The product containers are often, but not always, labeled as such. Some flavors may be distributed only to limited market areas. Seasonal flavors, past and present include: Katsup, chili cheese dog, and Cajun. Pringles is also available in regular and light varieties as well as several flavors, including Original, pizza, BBQ, Sour Cream & Onion, Ketchup, Cheddar Cheese and Salt & Vinegar (P&G website, 2008)
b.Description of the product (2 marks) 80 words
Pringles-pizza is made from potatoes that have been cooked, mashed, dehydrated and then reconstituted into dough. Every Pringles are cut into a uniform size and shape, then packaged in air-tight canisters designed to extend their shelf life. As stated, Pringles comes in a variety of section of flavors but the section of flavors that has been selected for this report is the spicy flavored known as Pringles-pizza. This report will be only focusing Pringles Pizza. The general Ingredients of which are Dried Potatoes, Vegetable Oil (contains one or more of the following: Corn...