Imc Plan for Pringles
'In revitalising the brand, the goal is not only to generate added sales levels but to have them based upon enhanced equity, a move which involves improved recognition, enhanced perceived quality, changed associations, an expanded customer base and increased loyalty.'
David A. Aaker Professor of Marketing Strategy at University of California at Berkeley.
Table of contents
1. Formal introduction
The report that is presented is based on integrated marketing Communication plan for introducing new flavor of Pringles potato Chips Product i.e. Pringles pizza. The theme of the report is to present an integrated marketing communication plan regarding Pringles-pizza potato chips from year 2008 to 2009. The report will first highlight the background of the company in terms of its establishment, its product range, operations and location of business. The report will then give an overview of the product that has been selected for IMC plan and the target market that has been selected for communication purpose. Further, this report will then outline the positioning strategy that will be adopted for Pringles-pizza Chips. Consumers’ response hierarchy will also discuss during this report. The report will then explain which of the 6 IMC mix will be adapted for this specific product and how the two selected support media will be used and integrated to maintain consistency in communication. The second section of this report includes which 2 selected support media will be used along with its pros and cons. Further, it will discuss that how the two selected support media is going to help in achieving IMC objectives for Pringles and outlined creative strategy will be also presented at the end of this report.
2. Brief description of the company, product and the main consumer target market.
a. Provide a brief background of the company in terms of its size, scope of operations, product range, when established, where located etc. (5 marks) 200 words
Background
Pringles
David A. Aaker Professor of Marketing Strategy at University of California at Berkeley.
Table of contents
1. Formal introduction
The report that is presented is based on integrated marketing Communication plan for introducing new flavor of Pringles potato Chips Product i.e. Pringles pizza. The theme of the report is to present an integrated marketing communication plan regarding Pringles-pizza potato chips from year 2008 to 2009. The report will first highlight the background of the company in terms of its establishment, its product range, operations and location of business. The report will then give an overview of the product that has been selected for IMC plan and the target market that has been selected for communication purpose. Further, this report will then outline the positioning strategy that will be adopted for Pringles-pizza Chips. Consumers’ response hierarchy will also discuss during this report. The report will then explain which of the 6 IMC mix will be adapted for this specific product and how the two selected support media will be used and integrated to maintain consistency in communication. The second section of this report includes which 2 selected support media will be used along with its pros and cons. Further, it will discuss that how the two selected support media is going to help in achieving IMC objectives for Pringles and outlined creative strategy will be also presented at the end of this report.
2. Brief description of the company, product and the main consumer target market.
a. Provide a brief background of the company in terms of its size, scope of operations, product range, when established, where located etc. (5 marks) 200 words
Background
Pringles