In order to get a summary for the audit about the two Potato Snack Brand Pringles &Lays,we choose the CBBE Pyramid Model for analysis.
We evaluate the two brands from the following 4 aspects:brand identity,brand meaning, brand response and brand brand relationships.
Pringles
Owned by the Kellogg Company, Pringles is second popular chips brand among the world.Sold in over 140 countries ,Pringles’ name is familiar to the consumers all over the world. As a big brand in snack field ,Pringles has a very clean brand identity,a potato snack.
Pringles has 3 individual characters which make it special from other potato snack bran:1)the can,2)potato crisps(as we know it is made of dried potatoes),3)the Logo.According our survey about Pringles and LAY’s ,the answer for the question”The first three words come to you when mention Pringles”,the there characters establish Pringles’ brand, for an other word,they represent Pringles.An interesting thing is that we found most of our respondents wrote mustache for this question,so the logo for Pringles is really success!
From the result of the lovemark worksheets, Pringles get a really high mark in quality (average 1.24)but for the emotion part it does not do very well.Only 37% of our respondents chose hot for its’ empathy and 24%chose cold.As a potato snack ,Pringles pays a lot of attention to create the value as “everything with pop”and to create a unique fun for consumers.It is a good news that Pringles own a reputation of good quality,but people buy snacks because they want relax or enjoy themselves,not for the good quality (it not mean quality is not important).Pringles has a brand association for fun but this association is not strong enough.But Pringles has put a lot of efforts on social media or gamification to get more close to consumers in order to strong their brand value.
According to the promotion launched by Pringles,from the “Disco Speaker Promotion” to the”panEuropean APO Snow Winter Sports promotion” ,Pringles wants to create a relationships between consumers like “we together,create our unique fun”.But I think it still has a long way to go, beside the competitive with other snack brand,this kind of relationships seems to be not only suitable for Pringles,for example I can also create my unique fun with Apple.
Lay’s
“Do you know Lay’s” I think nobody say no,it ranks the fist of potato snacks category in the world,you could find Lay’s in all markets,even station,vending machine,everyone could know it at the first time,so it has a very clear brand salience.
Lay’s means what? It tells the public happiness is a kind of life attitude,the fountainhead of happiness comes from Lay’s relish, like “Food for the fun of it(2007)” “Lay’s,get your smile on(2006)” All the products were originally made of potatoes,salt,and oil with no preservatives added,it means healthy.What’s more,Lay’s has different style for different group.In order to adapt to customers from different countries,it insist on creating different flavors.
Customers like Lay’s,they could choose different flavors according to their habits,and they can eat in many ways,no matter what they are doing:do sport,join party,listen to the music...Especially when they look at the advertisings,Lay’s advertisings are very interesting,activity ,and customers realize that happy life comes easily with different styles as you want as you like.
No one can refuse happiness with good taste,Lay’s satisfies the customers’needs,of course customers like Lay’s,we can see Lay’s everywhere in our lives,happy events cannot lack Lay’s.What’s more,due to Lay’s long history and high quality,customers believe Lay’s,that’s why Lay’s has a luge number of customers all around the world.Lay’s success,it isn’t a accident,it is a wonderful brand planning that Lay’s did it step by step.
“Lay’s,wans some?”
writer:Tu jun,Shen Yuejun
Reference:
https://docs.google.com/forms/d/1JMz2k04h4zsaKOAAsZCREIG2PfyJ4Twe3XE3wPCXGNU/viewform (questionnaire done by us)
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