Published by MBA Skool Team, Last Updated: October 05, 2017
Marketing Strategy of Pringles analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Pringles marketing mix, help the brand succeed.
Pringles marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Pringles Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Pringles Product Strategy:
The product strategy and mix in Pringles marketing strategy can be explained as follows:
Pringles potato wafers are a global brand of chips available in several flavors to customers across many countries. Pringles offers snack chips, wheat and potato based, which are packaged in a distinctive cylindrical can. Pringles offers around 34 different flavors in the US as a part of its marketing mix product portfolio. Further, the flavors are segmented in 7 categories., Favorites, Tortillas, Loud, Xtra, Lighter Side, Limited Edition, and Stix. These categories have been formed based on parameters such as calorie content, similarity in taste, etc. Pringles chips have longer shelf life than other chip brands and is convenient to use in terms of handling of the product by the consumer as it has a light and neat packaging. The product is available in three sizes - small packs, medium packs, and large packs as per the requirement of the consumer. Further, Pringles chips can be easily stored in the container after opening for later use thus extending the shelf life.
Pringles Price/Pricing Strategy:
Below is the pricing strategy in Pringles marketing strategy:
Pringles always keep in mind competition offering when it looks at product pricing.
As compared to its competitors, Pringles is priced higher as they have a higher perceived taste and quality among the consumers and better packaging quality. Thus, Pringles follows a premium pricing in its marketing mix as the costs of producing the chips are low but high price levels are maintained to encourage favorable perceptions among the consumers in terms of quality of the product and they appeal to the higher end of the market.
Pringles Place & Distribution Strategy:
Following is the distribution strategy in the Pringles marketing mix:
Pringles was introduced in USA by Kellogg’s. Later on, as it gained popularity and it was introduced at a global level in various countries. As Pringles is owned by Kellogg's it utilizes the same distribution network. The product is mass- marketed internationally through a warehouse based distribution network which involves the products stored in a warehouse after manufacturing after which it is transported to retailers using a network of distributers to achieve high sales with low prices as they realize higher service levels and cost efficiencies. Pringles are available in 140 countries through grocery stores, supermarkets, convenience stores, shopping centers, departmental stores etc.
Further they are also offered in various college and school stores as well.
Pringles Promotion & Advertising Strategy:
The promotional and advertising strategy in the Pringles marketing strategy is as follows:
Pringles has always focused on extensive advertising and marketing. The product packaging has been done based on the flavor of the chips which appeals to the consumers. Pringles are promoted through advertisements such as TV advertisements, Outdoor advertisements, newspaper and magazine ads, celebrity endorsements with their value proposition of 'Once you pop, you can’t stop'. Also, frequent sales promotion takes place through coupons, price reductions, special deals, free samples etc. The brand also manages its public relations through various event sponsorships and charity events. Further Pringles also undertakes several interactive campaigns involving the consumer such as TasteTracks campaign in effort to compete with its competitors such as Lays which frequently engages its customers. Hence this gives an insight about Pringles marketing mix.
Pringles is an American potato chip brand owned by Kellogg's which is sold in over 140 countries. The brand was initially founded in 1967 and marketed by Procter and Gamble in the US but was later sold to Kellogg's in 2012. Pringles brand originated to address the consumer complaints about the quality of the chips and the presence of air in the bag. To address the issues, the product was developed in the form of saddle shaped potato chips which could be consistently stacked on top of each other.
Pringles is the second leading potato chip brand in the US after Lays with a market share of 9.6%. Its main competitors include PepsiCo subsidiary Frito-Lay, which targets the same set of customers, Pop chips, Cape Cod Potato Chips etc.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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