Procter & Gamble: the Pringles Launch
Procter & Gamble Italy: The Pringles Launch
1. A brief introduction of the situation presented in the case
Procter and Gamble (P&G) was founded in 1837 in Cincinnati, Ohio, USA. The innovative strategy & intimate understanding of consumer needs, made this small family-run to become one of the world´s most important consumer goods businesses. In 1980 became a truly global company investing in news companies and expanding its presence internationally. Around 1999 more than 300 brands in 140 countries generating total sales more than 38 billion dollars and provide jobs to 110,000 employees, …show more content…
In USA, UK and Germany the target market was the children ranging from 13 -17 years old were heavy users, in Italy were children form 5 -12 years old. Despite this, GBU Guidelines proposed the following: * Target group for EU countries were 13 to 44 years old * Target group for UK and Germany were 18 to 44 years old and for Spain and Italy were 13 to 44 years old * Communication target aimed individuals responsible for purchase with children ranging age from 5 to 17 years old.
Another important issue is the food trend because it showed some important characteristics of the market that could confirm GBU guidelines and asses the right time to enter the Italian market. The findings are the following: * Presence of snacking boom, mainly by morning consumption among young people and adults * Increasing consumption away from home * Strong preference of sweet snacks * Growing demand for salty products * Three segments of consumers: * Hedonists: heavy salty snacks consumers concentrated in younger ages * Health freaks: concentrated in young adult age (but declining) * Followers: concentrated in adult age groups, low consumption but growing