Netnography on Pringles
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The document discusses a case study of Pringles using netnography. It analyzes online consumer sentiment toward Pringles flavors, packaging, and marketing. Key insights found that sour cream and onion is a favorite global flavor, and consumers associate the brand with pop culture and innovation. Pringles' non-greasy packaging and ability to reinvent itself have helped sustain the brand. However, Pringles could better consolidate fragmented online consumer insights and increase engagement through official social media initiatives.
![Thank youRobert V. Kozinets, Netnography – Doing Ethnographic Research Online, [London: Sage, 2010]Official Pringles community And the FORCE](https://image.slidesharecdn.com/pringles-netnography-110215192252-phpapp02/85/Netnography-on-Pringles-15-320.jpg)
Netnography on Pringles
- 1. Applying NetnographyPringles : a Case StudyOnce you pop you cant stopGaurav Pratap SinghSchulich School of Business
- 2. A case studyPringles Once you pop, you cant stop? emotional attributes: sociability, irresistibility and funfunctional attributes:Tastes better, non – greasy and great canInnovative : 192 flavors till date* in over 140 countriesKey challenge, widespread geographic presence will inhibit detailed analysis.Does our customer still think the same?Will validate above through a Netnography studyResearch will focus on online archived data and fieldnotes to glean more insights*Sourcehttp://pringlesfan.pr.funpic.de/picturedlistflavours.htm, http://wikibin.org/articles/list-of-pringles-products.html
- 3. Key Steps
- 4. Key Steps for Pringles
- 5. InsightsAs of 13th February, 2011
- 6. Data AnalysisCodingCountry, sentiment, type of product, nature of activityNoting/MemoingAbstracting and computingGrouped above coded data to create a semblance and patternChecking and RefinementFurther analyzed above data to create informationGeneralizingSome Pringle flavors are not available globallyConsumers associate the brand with popular culture and make it relevant to the era, this has helped the brand reinvent itselfTheorizingPringle’s packaging has kept abreast with changing times and cultural demandsInnovation in flavor demonstrates good consumer insights
- 7. Official InitiativesAnalysis: Not much effort to engage official Pringles community, except on facebook. YouTube and facebook comments provide useful research insights.
- 8. POPLore - Share the love
- 10. Closer Look
- 12. Key InsightsPringles should be manufactured in India as high import duty is impacting penetrationSour cream and onion seems to be the favorite flavor (globally)Pringles Exchange Program: different fans exchanging flavors found in their part of the worldScope of bundling exotic flavors at a premium for consumers to try them out as a limited edition runLeverage insights from analyzing latest online consumer data to make limited edition runsLaunch Pringles Dips – consumers want itConsumers love the non-greasy aspect of PringlesIncrease awareness on innovative ways to serve Pringles* Tons of stories around how you can’t get your fingers inside the can, this can be effectively leveraged by the brandPringles Cans – 5.4 million search resultsInnovative uses help build the fun aspect of the brandUsed to store paint rollers to prevent them from drying up* Source www.pringleperfection.org
- 13. FindingsYes, initial hypothesis about Pringles stands tall.emotional attributes: sociability, irresistibility and funfunctional attributes:Tastes better, non – greasy and great canInnovative : 192 flavors till date* in over 140 countriesFacebook is a proven channel for the Pringles communityStimulates the consumption and keeps the conversation goingPresence of insiders help build the communityKey aspect: Strength of the brand has helped sustain the conversations online without much support from P&G. Tremendous potential in terms of consumers needs and wants remains untapped, which when leveraged will help increase sales volume.Challenge for P&G is to consolidate the fragmented knowledge present online in an easily accessible location for the community. It is recommended that Pringles Blog be leveraged for the same.Caution: Results are super toxic for any commercial use. This is just an academic exercise run as a test basis for demonstration purpose only.Pringles Cantenna
- 14. Questions
- 15. Thank youRobert V. Kozinets, Netnography – Doing Ethnographic Research Online, [London: Sage, 2010]Official Pringles community And the FORCE