Pringles is the 2nd Global Potato Chip & Crip franchise and owns an iconic brand equity. Brand is sold in over 40 countries with a premium positionning outside the US borders. Besides, its success could be explained by its attractive margin structure.
Moreover, Pringles is an iconic $1.4 billion dollar global snack brand with strong consumer equity with attractive and balanced geographic profile with presence in 140 countries.
Product portfolio includes the core Pringles potato crisps in a canister, product line extensions featuring different compositions and flavors and Pringles “Stix”, a recently introduced cracker stick.
Pringles is Leader in brand awareness with the Top 3 sales countries in US, Germany and UK
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"$2 billion invested in brand building over the past decade has contributed to Pringles awareness and strength"
Strong equity in the social media space
Top 10 global brand on Facebook joining other iconic brands such as Coca-Cola, Starbucks and Disney with nearly 11 million likes with 70 -100 wall posts per day.
Pringles allows for user interaction and posting of material, giving users the chance to spread the brand to friends.
Some figures:
- 70 tweets per hour
- Highlights fan created videos for increased brand interaction
- Addresses fan questions by replying to fans' posts in multiple languages
Challenges for 2015 will be the gain of new market shares in Emerging countries such as Brasil, Turky, China, Russia, Thailand and mexico. According to forecast from 2010 and 2015, these countries will experience a growth rate of 7% in average
Pringles presence on social media: Pringles facebook page
Pringles opportunities in emerging markets
Gaëlle Soussan - 10/11/2013
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