2 b)
The core market in Italy was identified din the age group of 13-17 as compared to that in US and Germany as 18-44 because US and Germany are countries which has most of its population in the higher group as compared to that in the other countries.
In Italy Pringles had a larger proportion of it market in The junior age group because elf the fact that children in Italy had a greater decagons making power as compared to that in US where parents were more dominating and parents have more word than their children
But this was not the case in Italy were children were given much more importance and parents were more concerned about their children need, wants and demands.
The difference was also because of the eating habits of the people in both the countries. Italy had a major bulk of hedonist i.e. the people why were more concerned about their eating habits.
Italy is known for its cuisines. Italian cuisine goes with the saying that “Italians live to eat while the rest of the world eats to live”. Italian cuisine is famous for its regional diversity, variety of tastes, and is known to be world popular cuisine because of its flavor and tastes.
It is characterized by simple food, and generally has only four to eight ingredients.
Truffle and variety of soups are an important cuisine as well as cheese, wine are also major part of the cusinine.Expresso coffee is also an important Italian cuisine.
Pasta with different range of flavor, and Veneto (special sea food), polenta (served with rabbit meat), piedmont (made of chesses), Lazio (potato dish) are also important Italian cuisine. “Our objective was not merely a document management system,” Planalp says. “Rather,we needed a data-driven solution for managing complex data structures and end-to-end work processes.”
Another interesting fact was the packaging of Pringlles, which was generally liked by the young people. It had a can peaking in the form of tube which could also be used for drinking
Young people were fascinated by Pringles because it was fun to eat; its crunchiness and .texture were liked by the young people mad it was also a mean to escape boredom.
In USA,decision making power was generally on the part of parents i.e. higher age group, they decided what their child should eat or not. And for this Pringles focused on the higher age group, so that through them they cold reach the younger people. Moreover in USA people children were not much fascinated by the concept of snakes and they world prefer Sweet snakes as compared to the salty one.” P&G’s CEO wants P&G “to be known as the company that collaborates – inside and out – better than any other company in the world” P&G’s strategy and e-business focus is three-fold: “one-to-one communications, real-time and predictive business intelligence, and ‘virtualization’ of business processes.”
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Answer 3
Italy had a very peculiar eating habbit culture as compared to the other nations, Products which were very success full in other nataions, failed in Italy because of the peculiar nature of the contrypeople.Various US products like Kellogs, pepsi cola sodas, nesface instant café had been a major failure in Italy.
So the marketing strategy developed for launching the product in Italy had to be different from that in any other country. It was essential to do a concise study of the eating habbits, lifestyle trends and study of the various age groups before launching Pringles on large scale. “Our customer is everyone, everywhere,” says Parker. “Kids of all ages enjoy them.”
The issues were local traditions, the target group was mother a children and this was the same done by the other big brands also before launching of their product in Italy but it failed. So they had to think twice before deciding any stagey that it should be traditional launch or the same as done for US countries.Emanule Calando was bit concerned about this has could not decide what should be the appropriate strategy for the launching of Product because of the peculiar state of mind of Italians. The launching decisions came from common exhibits. “I think we have tremendous customer loyalty, and it’s the result of 65 years of brand equity, starting with a one-of-a-kind taste treat,” explains Stan Parker, senior vice president of marketing
So the greater scope for them was to target the mother children group a these were the group who were fascinate door eating snaks, Children felt that they it put them in different state of mind, They felt that the Pringles were more than potato chips, spicy and easy for time pass and recaretion.They cloud enjoy crunching and mother were targeted so that they cloud also be attrite dot this munch which would in turn affect the eating habbit of their children
So the launching strategy in terms of retail pricing, distribution, strategy, advertisement and the use of media for this launch was done by keeping in mind these two age groups.
REFERENCES:
1) Procter and Gamble: Our history. (2006). Retrieved February 6, 2006 from:
http://www.pg.com/company/who_we_are/ourhistory.jhtml.
2) Procter and Gamble Annual Report. (2005). Retrieved February 6, 2006 from: http://www.pg.com/investors/
annualreports.jhtml.
3)Form 10K Procter & Gamble Co. (2006, January). Retrieved February 2, 2006 from http://biz.yahoo.com/e/060130/pg10-
4)The Procter & Gamble company. (2006, January). Reuters Fundamentals.
Profile. (2006). Retrieved February 1, 2006, from: http://finance.yahoo.com/q/pr?s=PG
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