Netnography on Pringles


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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.

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Netnography on Pringles

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