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Pringles Meet The Pringles Essay

3538 words - 14 pages

1. Executive SummaryThis marketing plan provides a written analysis of the trends, consumer demands and markets in the snack industry and the implementation strategy Procter & Gamble (P&A) plans to putinto action when launching a new product extending on the current Pringles line. The key success factors of this marketing plan are:* Growing market for low-calorie (healthier) products and exotic tastes:-The market for healthier snack products, and especially low-calorie products has great potential-The market for potato chips is not new, yet has a strong customer demand for multi-choices and is therefore open for expansion of new products-Younger generation has built a strong "snack-culture"* Unique new product:-Introduction of a new exotic taste/image-Unique production process (calorie-free cooking oil - Olestra)-Strong brand identity-Product Line Unique, tastes good, competitive price, and convenient* Management:-Management experienced, broad base of interests and knowledge-Extensive experience and success within snack product marketingIn conclusion, the promotion and launch of the product line extension will help meetthe needs of customers, provide an additional choice in the Pringles portfolio and become aprofitable venture for P&G.2. History and Product LineEstablished in 1837, The Procter & Gamble Company began as a small, family operated soap and candle company in Cincinnati, Ohio, USA. Today, P&G markets more than 250 products to more than five billion consumers in 130 countries.2000A.G. Lafley becomes President and Chief Executive. Procter & Gamble and Institutional Venture Partners launch, the first interactive, personalized beauty company. The U.S. FDA approved 5 mg Actonel (risedronate sodium tablets) for the treatment and prevention of postmenopausal osteoporosis (PMO) and glucocorticoid-induced osteoporosis (GIO). Procter & Gamble, the inventor of Actonel, and Aventis Pharmaceuticals will market the drug collaboratively.2001New breakthrough product introductions include Crest Whitestrips, Pampers Bibsters, Charmin Freshmates, Eukanuba Dental Defense and Torengos. A.G. Lafley is elected Chairman of the Board. P&G purchases the Clairol business from Bristol-Myers Squibb Company. Clairol is a world leader in hair color and hair care products with about $1.6 billion in worldwide sales.PringlesPringles were launched in October 1968. The name came about in the late 1960s, when the brand made a list of street names from a Cincinnati phone book that began with "P". Pringle Avenue in Finneytown (a Cincinnati suburb) was available for trademark, and its alliterative sound appealed to the brand. The first Pringles were packaged in a tall, cylindrical metal can with a red wrapper. National expansion was in May 1975. Many different flavors and varieties came and went in the 1970s and 80s, but the most significant breakthrough occurred in September 1996 with the launch of Fat Free Pringles with P&G's...

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