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Global Markets Final Exam: The Pringles Launch
Introduction to Italy In order to ensure a successful launch for Pringles in Italy, Proctor and Gamble (P&G) needs to tailor their marketing strategies to the culture of Italy. While experiences from Pringles launches throughout the world can be helpful, there is no guarantee that Pringles can achieve the same level of success in Italy. P&G has a very unique and popular product in Pringles, but it will require a correct marketing strategy focusing on Italian consumers in order to be successful.
Italy is clearly different from other European countries. Some large brands that are popular throughout Europe, such as Nike, have become extremely popular in Italy. Certain brands such as Nutella and Vespa have achieved this level of success only in Italy. On the other hand, some U.S. leading products such as Kellogg cereals and Pepsi-cola sodas achieved success throughout Europe, but not in Italy. This demonstrates that just because P&G’s marketing strategy has worked in other European countries, it doesn’t mean that its current strategy will work in Italy.
Italy vs. Europe
P&G’s management should look at Pringles launches in other European countries to help prepare for the Italian launch. At the same time, they need to recognize that Italy is very different from these other countries. P&G first achieved success in the U.K. and Germany, countries where consumption patterns were similar to those in the North American market. Pringles began to expand into the southern European market as well, where launches in Spain and Greece both achieved success. In southern Europe, consumption patterns were entirely different. Rather than grabbing market share for the snack market, these countries required Pringles to try to modify the consumption habits of consumers. For example, Italy eats a larger percentage of their meals at home (77% for lunch, 90% for dinner) compared to the US (< 50%). This clearly translates into
Introduction to Italy In order to ensure a successful launch for Pringles in Italy, Proctor and Gamble (P&G) needs to tailor their marketing strategies to the culture of Italy. While experiences from Pringles launches throughout the world can be helpful, there is no guarantee that Pringles can achieve the same level of success in Italy. P&G has a very unique and popular product in Pringles, but it will require a correct marketing strategy focusing on Italian consumers in order to be successful.
Italy is clearly different from other European countries. Some large brands that are popular throughout Europe, such as Nike, have become extremely popular in Italy. Certain brands such as Nutella and Vespa have achieved this level of success only in Italy. On the other hand, some U.S. leading products such as Kellogg cereals and Pepsi-cola sodas achieved success throughout Europe, but not in Italy. This demonstrates that just because P&G’s marketing strategy has worked in other European countries, it doesn’t mean that its current strategy will work in Italy.
Italy vs. Europe
P&G’s management should look at Pringles launches in other European countries to help prepare for the Italian launch. At the same time, they need to recognize that Italy is very different from these other countries. P&G first achieved success in the U.K. and Germany, countries where consumption patterns were similar to those in the North American market. Pringles began to expand into the southern European market as well, where launches in Spain and Greece both achieved success. In southern Europe, consumption patterns were entirely different. Rather than grabbing market share for the snack market, these countries required Pringles to try to modify the consumption habits of consumers. For example, Italy eats a larger percentage of their meals at home (77% for lunch, 90% for dinner) compared to the US (< 50%). This clearly translates into