Marketing Analysis of Pringles

This report “Marketing Analysis of Pringles”, aims to analyze the comparison of the brands in terms of the target market and the 4P of marketing. Promotional areas and the methods that are used to represent the differences in the business values are analyzed regarding the business’s long-term plan.

On May 31, 2012, Kellogg’s officially acquired Pringles chips for 2.695 billion dollars as part of a plan to grow its international snack business. The acquisition of Pringles makes Kellogg’s the 2^nd largest snack firm across all over the world.

KP Snacks introduced Pop Chips which is better in the industry of snacks as it uses the best quality ingredients to create the crave-worthy terms. it reached sales of 6.5 million dollars in the year 2008 and riches to 375 million dollars in the year 2013. With the use of a strong and creative strategic flow of resources, the snack industry easily creates better guidance as they are required to maintain the business forms.

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Target market:

Table 1Target Market as comparative analysis.

Target market.	Pringles.	Pop chips.
Age.	18-25 years.	18-50
Gender.	Male and female (teenagers and young adults)	Male and female (teenagers and adults).
Personal disposable income.	At least 100 dollars.	150 dollars.
Social class.	Lower level or middle level.	Lower or middle social class.
Level of education.	Any secondary educational degree.	Any degree or study level.
Family lifecycle.	Individual or family-owned.	Individual.
Lifestyle.	Independent.	Independent.
TV programs they watch.	Movies.	Exploring shows, newsies, and action movies.
Hobbies.	Watching exploring shows, gardening, etc.	Reading, learning, painting.

So, the target market of the company evaluates that Pringles and Pop Chips both are different brands that target the entire market of the global era. The adults and teenagers are targeted by both brands help to explore particular areas.

The level of interest and the disposable income of the business are also the most creative parts that will raise the business planning gearing the instant change. These particular elements will suffer to get higher consistency.

Watching the exploring shows and maintaining the best guidance, the business values are stable one that increases the business roles. The evaluation of the core target and the business forms that deal with the creation of the organized forms, the current strategies are strongly attached.

Through the evaluation of the target market and the referral areas regarding the instant decisions, the business consistency is stable. The target market of both brands represents the segmentation and the positioning of the company as the broad initiatives.

Product or brand:

Levitt’s model of brand:

According to Levitt’s model of brand, Pringles chips have a saddle shape that is mathematically known as the hyperbolic parboiled. These are grilled shrimp chips that exist in pink colors. Pringles uses one of the best designs of packaging. The climbers are made of paperboard a type of cardboard denser which is highly durable.

The packaging of pop chips is very simple because it offers various colors and the design of the chips represents the company’s ability. It grieves the different shapes of the chips as offered in the broad areas. This model is based on the idea of a product as the satisfaction level.

For example, according to this model, Pringle’s original brand strategy was based on the functional benefits of the product. The fact that they don’t break easily are stacked in the tube or the taste as better than the traditional potato chips. Pop chips also develop the new ideas that address the consumer companies about the broken or great and stale chips.

Different at a functional or emotional level:

Both Pringles and the pop chips have the emotional level of value in which the ability of the target market to regulate attention and behavior while beefing interest in the entire range of the sensations. Sharing attention with others leads to the basic terms of maintaining the possible actions or success values.

Brand values of the company:

The brand value of Pingles is referred to as the unnasty genius which is a snack that is shaped like the universe itself. It is a perfectly stackable hyperbolic paraboloid that hugs the lounge and delights the overall tastebuds. On the other hand, the Pop Chips brand value consists of better for you that will increase the business success and maintain the business decisions regarding the instant change.

Brand personality:

According to the brand personality, Pringles chips and pop chips both have a great brand personality that depends on the sincerity, excitement, competence, sophistication, and ruggedness.

Among all the concepts and the sub element of the brand personality, Pringles falls in the excitement category because it is trending chips that shows the excitements of the customers. It is a cool or exited brand that relate with the unique or the broad eras of the planning regarding the independent or the contemporary eras of the success.

The pop chips are the brand that falls in the sincerity term as the brand personality because it is done to earth and the honest brand that puts so many efforts to improve the entire practices. There is a cheerful or friendly environment that wants to be created by the pop chips with the brand’s personality.

Aaker’s brand personality framework:

According to Aaker’s model, brand awareness, perceived quality, brand association, and brand loyalty are the main terms that analyze these brand’s differences.

Brand awareness:

• Pringles Chips has used its packaging as a tool for brand awareness and overall loyalty through the limited edition of the designs.
• The key to pop chip’s resonance with consumers is its brand position as a healthier snack that uses the tagline of “be a bit good”.

Perceived quality:

• The original chips of Pringles are the masterpiece among the potato as well as ligand of snack foods. It gives a satisfying crunch.
• The quality of pop chips is highly satisfying due to the manufacturing process and entails the subjecting of potato starch regarding the higher temperature. It helps them significantly reduce the fat content as compared to traditional potato chips.

Brand association:

• Pringles gives the original brand strategy which is why its association refers to the function; and benefits of the product.
• Popchips rebrands its packaging and the entire strategies that will improve the entire image of the brand in the minds of the target market.

Brand loyalty:

• It is a loyal brand all over the world due to the unique packaging features and the added value to the customer experience.
• The study measures the brand sustainability across the penetration, equity, and feature relevance to the variety of popular areas of the business success.

Pringles chips falls in the loyalty of the brand across all over the worlds as developing the strong packaging and the relevance features. Popchips is also the brand that exist in the perceived quality category regarding the more purchasing power.

Price:

Market price:

Table 2Market prices.

Pringles.	A pack of 48 is 27.66GBP
Popchips.	Pack of 30 as 14.42GBP
Lays.	7.81GBP
Cheetos.	10.55GBP

Pricing strategy:

The pricing strategy of Pringles is higher as compared to the competitors due to its strong and perceived quality that will improve the business reuses and maintain the overall reputation of the firm’s success. By developing greater innovation and leading the best values, the business consistency is transformed to get the higher changes. there is a premium pricing strategy that is offered by Pringles.

On the other hand, the pricing strategy of Popchips is competitive and also focuses on the quality and the different flavors to improve the interest level of the business. Higher prices of Pringles mean they are best in the quality.

The company focuses on the strong and higher quality of the chips that will improve the business stability and maintain better performance regarding instant change. These activities will be transformed to get the better eras of success and maintain the most organized changes.

Place (Distribution):

Product of Pringles Chips are manufactured in the warehousing and the stores. After the process of manufacturing the Pringles are transformed into warehouses and super stores using the best distribution system, Pringles are available in 140 countries through grocery stores, supermarkets, convenience stores, departmental stores, etc. Pringles are also available on the e-commerce platforms.

On the other hand, Pop Chips is also a snack brand that has both direct as well as indirect distribution systems to improve business planning and maintain specific values regarding instant change.

The creative forms of the values directly proceed with the higher changes and maintain the best roles regarding the better eras of success. So, the direct or indirect distribution of the particular system directly increases the business obstacles and maintains the higher efficiency of the brands.

Promotion: Marketing Analysis of Pringles

In the past, pringles and Popson both companies used TV commercials and magazines for the promotion of their products. Now, pringles has always focused on the extensive advertising method. TV advertisement, outdoor advertisement, magazine ads, and celebrity endorsement are the best terms that increase the business values regarding instant change.

On the other hand, the promotional strategies of the pop chips are referred to as TV commercials, the use of social media platforms, and other techniques. Promoting through Facebook, Instagram, and other ones the entire strategies are followed up.

Both pringles and popchips are promoted also promoted on the physical stores or super stores. The use of social media platforms are also uses to promote the chips or snacks. The disco speaker shapes also evaluate the attention of the customers and raise their level of purchasing. Newspaper, magazines, ads in TV, and social media platforms are the promotion tools of the business.

Pringles also contains marketing campaigns that will improve the business roles and maintain the higher success of the business. The marketing strategies of both Pringles and Popchips are effective because the companies invest a lot of amounts in the promotional eras of the business terms.

To maintain the business performance and tackle sustainable values, the business competencies are strongly attached. Promotional areas of business planning are directly observed to track the higher consistency in broad decisions.

Conclusion and recommendations:

After comparing the pair of brands, it is analyzed that the target market, price, place, promotion, and product are referred to the business consistency. The evaluation of the marketing mix deals with the greater forms and the ability to introduce the company’s efforts.

The pricing strategies of these brands are premium which will improve the business plans and maintain greater and more valuable strengths. By building the unique packaging and maintaining the broad characteristics of the brand, the entire changes will proceed.

Pringles and Popchips both are snack food brand that has strong awareness and a market position in the global market. The companies invest millions of amounts in the entire reputation of the firm and the promoting of the strong brand’s position. The brands always focus on extensive advertising and marketing strategies. Each brand should improve its stability and the sources to attract new customers in the global market to remain the strong market Ps.