Marketing Management.docx - Running head MARKETING...

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Running head: MARKETING MANAGEMENT :PRINGLES TO-GO 1Marketing Management: Pringles To-GoName:Institution:
MARKETING MANAGEMENT: PRINGLES TO-GO 2Marketing Management: Pringles To-GoExecutive SummaryThis paper is a report about Pringles-To-Go, one of the Pringles products owned by the Kellogg’s company. The report focuses on the marketing strategies of Pringles-To-Go by exploring the current marketing conditions, as well as the appropriate measures put in place by the company in order to increase its market shares. The marketing strategies discussed in this report include the product strategy, distribution place strategy, promotion strategy and the pricingstrategy and financials. This report also discusses a SWOT analysis of Pringles in order to identify the strengths, weaknesses, opportunities and threats of Pringles-To-Go. This helps in conducting a critical evaluation to determine the effective strategies to be established in engagingconsumers and creating brand awareness.
MARKETING MANAGEMENT: PRINGLES TO-GO 3ContentsExecutive Summary...................................................................................................................................2Introduction...............................................................................................................................................4Targeting, positioning and segmenting....................................................................................................4Product strategy.........................................................................................................................................5Place(Distribution) Strategy.....................................................................................................................6Pricing Strategy and Financials................................................................................................................7Promotion Strategy...................................................................................................................................8SWOT Analysis..........................................................................................................................................8Strengths................................................................................................................................................8Weaknesses.............................................................................................................................................9Opportunities.........................................................................................................................................9Threats..................................................................................................................................................10Conclusion and Recommendations........................................................................................................10References.................................................................................................................................................11Appendix..................................................................................................................................................12
MARKETING MANAGEMENT: PRINGLES TO-GO 4IntroductionPringles-To-Go is a brand of a stackable snack made from wheat and potato. This productwas initially called Pringles Newfangled Potato-Chips and it is owned by Kellogg’s. Pringles-To-Go are sold in many countries and it is one of the most popular brands of salty snacks in the world. The success of this brand has been enhanced by the company’s effort in promoting brand positioning in the hearts of consumers who cannot resist consuming the product due to its appealing nature. Notably, the international market for Pringles is quite large and it still has a younger demographic in the United States and Canada. Pringles’ new product in the market is Pringles Savory Sauces. This is a great-tasting product and it is much easier and convenient to use. It is one of the most delicious snacks that attract consumers. Consumers can now choose from Ranch, Cheddar Cheese, Spinach and Artichoke or French Onion flavors accompanying any preexisting Pringle chip flavor. The packaging of Savory Sauces facilitates in gaining the competitive advantage due to the product’s convenient use.Targeting, positioning and segmentingThe packaging of Pringles-To-Go has increased the product’s convenient use. The can used in the packaging of Pringles-To-Go has been perceived as the perfect solution for salty snack consumers who are looking for a compact container that is easier to handle and use then the traditional Pringles can. The can in which Pringles-To-Go is packaged is designed to fit in a car’s cup holder. The can also expands easily, hence allowing for easier access to the product

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