[소비자행동과 광고] 프링글스 마케팅전략(영어)

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레포트 > 경제경영계열
2011.09.23
35페이지 / pptx
2,100원
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게릴라 마케팅 레포트

[소비자의사결정, 소비자선택] 소비자 의사결정과 소비자선택

[소비자행동] 온라인 커뮤니티를 활용한 마케팅 전략

[광고심리] 의사결정과정(Decision Making Process)

[소비자심리학] 소비자 심리학

마케팅전략 성공사례 & 심층 고객조사로 마케팅에 성공한 사례

마케팅 경영전략 P&G 피앤지 페브리즈 브랜드 성공 요인 분석

[독후감] 포지셔닝 책을 읽고 나서

P G P G 회사 소개 한국 P G 연혁 글로벌 P G 연혁 P G 유럽 전략 P G 유럽 조직

소개글

[소비자행동과 광고] 프링글스 마케팅전략(영어)에 대한 자료입니다.

1.Introducing

2.Present
Marketing Strategy

3.Understanding
Market condition

4.Marketing Alternatives

본문내용

a brand of potato and wheat based snacks originally developed by Procter & Gamble(A.k.a P&G). First sold in the U.S in October 1968, and distributed internationally by the mid-1970s. Pringles are sold in over 140 countries and have yearly sales of over US$1 billion . In April 2011, P&G agreed to the $2.35 billion sale of the brand to Diamond Foods of California, more than tripling the size of Diamond's snack business

Reasons of answer

Positive respondents;
Impressive sound
Make me to purchase Pringles

Negative respondents;
Do not feel tasty at all
Cannot understand content
Lack of colorful feelings
Violent images
Not presented the variety of Pringles product
Need something more than the ‘Crisp’ sound

1. Portable container
2. high brand loyalty of consumers
3. Various kind of flavors
4. Highly addictive flavor
5. Advanced quality & brand differentiation (Character, Container)
6. Efficiency of production process – Accumulated manufacture experience

Stimuli hedonic by showing someone who eating Pringles tasty

Introducing Pringles Lite which has relatively low fats – We can appeal consumer who don’t eaten Pringles because of the high-fat nutrition

Compare Pringles with nitrogen charged package – We can appeal consumer who has negative attitude against nitrogen charged package, and persuade that buying Pringles is reasonable.

Combine Pringles with luxurious image that showing consumer ‘Pringles has high brand value’, emphasize attitude ‘Pringles is deserve to buy’

Target media: Movie magazine, University magazine

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