1. Executive Summary
This 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 put
into 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 experienced, broad base of interests and knowledge
-Extensive experience and success within snack product marketing
In conclusion, the promotion and launch of the product line extension will help meet
the needs of customers, provide an additional choice in the Pringles portfolio and become a
profitable venture for P&G.
2. History and Product Line
Established 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.
A.G. Lafley becomes President and Chief Executive. Procter & Gamble and Institutional Venture Partners launch reflect.com, 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.
New breakthrough product introductions...