Case Study - Pringles Guess The Flavor Campaign
Purpose
The purpose of this assignment is to explain the process of selecting an appropriate segmentation approach and deciding which customer segments to target for marketing activities, assess how the marketing mix (the 4 P's) is used to target customers, and recognize the role of packaging and labeling in the marketing of a product. Once you complete this assignment you will complete MLOs 5.4, 6.2, and 6.5.
Instructions
In this exercise, read through the situational overview below. Using the information presented in Module 6, answer the following questions. Your answers should use a 12 point font, be double spaced, and use APA formatting to cite references on the last page of your assignment (if you use any external sources). It should be submitted as a Word or PDF document.
Situational Overview
Pringles is a global brand owned by The Kellogg Company that boasts a variety of flavors. Some of the flavors are traditional chip tastes, and many products within the Pringles family have bold, unique flavor profiles that spark the interest of consumers. To engage consumers with the product, the company issued a campaign in the summer of 2019 where special generic packaging without an indication of flavor. Consumers were asked to submit guesses about what flavor they thought the product was, and by entering the contest, they were eligible to win $10,000 if they guessed correctly. The advertisement for this promotion is in the image below.
pringles mystery flavor that people guess to win $10,000
Answer the following questions:
What impact do you think this campaign had on Pringles sales? Why?
What aspects of marketing promotion do you see demonstrated in this campaign?
What is the purpose of running a promotion like this versus introducing the new flavor directly into the market?
What channels would be best to run this advertisement through? Why?
What specific demographic of people would be most engaged with this campaign? Why?
Would you buy the product and guess in hopes of winning $10,000 while risking not liking the flavor? Why or why not?
I attached the image talked about in the assignment.
Case Study - Pringles Guess the Flavor Campaign
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Case Study - Pringles Guess the Flavor Campaign
The campaign is likely to have increased Pringles’ sales. Product promotions tend to increase purchasing levels among old consumers. In addition to this, they attract new consumers (Drewniany & Jewler, 2013). Similarly, award campaigns on products attract new and old consumers alike. The prospect of winning an award does, however, have a more significant impact than product promotions hence an increase in Pringles’ sales.
The aspect of marketing promotion demonstrated in the Pringles campaign is sales promotion. Sales promotion involves using marketing communication techniques for a limited time to increase consumer demand (Dahlén & Törn, 2008). An example of a sales promotion is contests.
The primary aim of running such a promotion is to increase the company’s sales. As long as the campaign is in effect, more consumers will become interested in the product for the chance of winning $10,000. The secondary aim is to introduce a new flavor into the market. Consumers tend to stick to their t...
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