Availability of Varied flavors
Pringles is available in more than 40 flavors all around the world, which gives the customers of Pringles a wider variety of choices over its competitors. (Taquitos) Some of the flavors are shown in Figure 1.
Ability to identify customer preferences and exploit them successfully
Pringles has been successful in providing the right product flavor to the right customers all around the world. Thus For example Prawn, cocktail, wasani and curry flavors are only available in the United Kingdom and the Republic of Ireland. Example of such segmentation of customers depending on customer preferences of different regions in figure 2.
Hence Pringles has the strength of identifying the correct markets and exploiting them successfully. (Diamond Merger Report,2011)
Innovative products
There has been higher investment on research and development for developing on innovative products. Examples of some successful innovations are :-
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Mobile app ‘The Pringles Crunch Band’ (Mintel, 2014)
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Pringles Tortillas made of corn not potatoes, with the iconic Pringle shape but thicker, they’re available in different flavors such as Original, Nacho Cheese and South-western Ranch. (Askew, 2012)
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Sharing packs (190g)
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Snack-size packs (40g)
Value For Money
Pringles has a main strength over their competitors, which is “value for price”. Thus creating a good brand image over its competitors. (Blogander,2006)
For example, this can explicated by Figure 3, which is compared with Pringles strongest competitor in the United Kingdom – Walkers (Lays).
Unique distinctive packaging , advertising and promotions compared to competitor
Unique promotional campaigns & activities are provided. For example, Synergy with FOX “buy 2 can get a movie”,Christmas’ themed campaigns: Turkey and Sausage & Crispy Bacon flavor. (Mintel, 2012)
Promotional activity done through the packaging. This can be clearly seen by the musical related promotion: Speaker in the Pringles can, with MTV and V Festival. (IPA, 2012)
Even the Packaging is used for multipurpose tasks. The cylindrical can has been used for ; storing tennis balls, Wi-Fi antenna, storage box for small clothes and objects etc.
Owned by Kellogg
Kellogg is said to be a leading snack brand organization. Listed #54 on the Forbes Global 2000, list for the most innovative companies of 2013 (Forbes 2014).
This improves brand recognition within the market for Pringles and thus gains a much higher advantage over its rivals.
For example; kellogg's has a much potential of spending on market research for new product developments etc. However Pringles if independently operated might not have enough funds to invest in such costly & quality researchers. Thus Pringles gets advantage of its Holding Company.
Another instance would be the possible centralized control within Kellogg. Pringles as a sub business can get expertise advices at crucial times from such expertise managements.
National & Global Exposure
Due to the extensive distribution network, Pringles is sold in more than 140 countries. Thus the availability of Pringles is high for its customers. (Kellogg annual report, 2012)
A wider market is reached which can be seen by the $1.4bn (approximately) Pringles sold annually.
Consumer awareness is also greater due to the international exposure. Evidences can be taken by the awareness through social medias such as facebook, twitter.
Length of operation
Has been operating in the snack market industry for more than 45 years retaining customer loyalty. (Kellogs Annual Report, 2012)
Operating for such a long time has the added advantage of knowing the market conditions very well, flexibility for different circumstances with years of experience, acts as a threat for new entries in the snack market due to the fact that Pringles is a well established business in the savory snack market, etc.
Worldwide brand recognition
Maintenance of international quality
