• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Netnography on Pringles
 

Netnography on Pringles

on

  • 3,579 views

This is a Netnography analysis of Pringles intended to serve as an example and holds no business relevance herein. ...

This is a Netnography analysis of Pringles intended to serve as an example and holds no business relevance herein.
Please use this to supplant your readings and pass on the knowledge and learning to others.

Statistics

Views

Total Views
3,579
Views on SlideShare
3,578
Embed Views
1

Actions

Likes
1
Downloads
83
Comments
2

1 Embed 1

http://www.slashdocs.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

12 of 2 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Netnography on Pringles Netnography on Pringles Presentation Transcript

    • Applying Netnography
      Pringles : a Case Study
      Once you pop you cant stop
      Gaurav Pratap Singh
      Schulich School of Business
    • A case study
      Pringles
      Once you pop, you cant stop?
      emotional attributes:
      sociability, irresistibility and fun
      functional attributes:
      Tastes better, non – greasy and great can
      Innovative : 192 flavors till date* in over 140 countries
      Key challenge, widespread geographic presence will inhibit detailed analysis.
      Does our customer still think the same?
      Will validate above through a Netnography study
      Research 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
    • Key Steps
    • Key Steps for Pringles
    • Insights
      As of 13th February, 2011
    • Data Analysis
      Coding
      Country, sentiment, type of product, nature of activity
      Noting/Memoing
      Abstracting and computing
      Grouped above coded data to create a semblance and pattern
      Checking and Refinement
      Further analyzed above data to create information
      Generalizing
      Some Pringle flavors are not available globally
      Consumers associate the brand with popular culture and make it relevant to the era, this has helped the brand reinvent itself
      Theorizing
      Pringle’s packaging has kept abreast with changing times and cultural demands
      Innovation in flavor demonstrates good consumer insights
    • Official Initiatives
      Analysis: Not much effort to engage official Pringles community, except on facebook.
      YouTube and facebook comments provide useful research insights.
    • POPLore - Share the love
    • Online Sentiment
    • Closer Look
    • Conversion
      To
      increase
      engagement
    • Key Insights
      Pringles should be manufactured in India as high import duty is impacting penetration
      Sour cream and onion seems to be the favorite flavor (globally)
      Pringles Exchange Program: different fans exchanging flavors found in their part of the world
      Scope of bundling exotic flavors at a premium for consumers to try them out as a limited edition run
      Leverage insights from analyzing latest online consumer data to make limited edition runs
      Launch Pringles Dips – consumers want it
      Consumers love the non-greasy aspect of Pringles
      Increase 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 brand
      Pringles Cans – 5.4 million search results
      Innovative uses help build the fun aspect of the brand
      Used to store paint rollers to prevent them from drying up
      * Source www.pringleperfection.org
    • Findings
      Yes, initial hypothesis about Pringles stands tall.
      emotional attributes:
      sociability, irresistibility and fun
      functional attributes:
      Tastes better, non – greasy and great can
      Innovative : 192 flavors till date* in over 140 countries
      Facebook is a proven channel for the Pringles community
      Stimulates the consumption and keeps the conversation going
      Presence of insiders help build the community
      Key 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
    • Questions
    • Thank you
      Robert V. Kozinets, Netnography – Doing Ethnographic Research Online, [London: Sage, 2010]
      Official Pringles community
      And the FORCE