Answered: 1. Why would the brand run this sales…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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1. Why would the brand run this sales promotion, rather than just introducing the new flavor straight to the marketplace? 2. Could this campaign help increase brand engagement overall? 3. Other than short-term sales, what other marketing goals could this campaign have for the brand?

Transcribed Image Text:Background to the student activity Pringles is a snack brand owned by Kellogg's, and is sold in over 140 countries. Most students would know this brand as it comes in a can and the chips are stacked. Here are some of their flavors: Pringles Orgind Pringle pringles Pringles BBQ Wars T Favo WIN S10,0001 Pringleo Original Pringles Sour Cream& Pringles Salt & Vinegar Pringles WHAT'S THE FLAVOUR? Onion Flavour Pringles BBQ Pringles Mingles WHAT'S THE FLAVOUR? GUESS TO Pringlese Spaghetti Bolognese Flavour WIN $10,000! Pringles Korean BO Flavour In 2020 in Australia, Pringles ran a sales promotion built around WTF = what's the flavor? Here is their padckaging for this promotion. As can be seen, the packaging is black-and-white, giving no particular due to the flavor inside. Mr Pringle on the logo looks puzzled. And the caption at the top of the packaging reads "what's the flavor? Guess to win $10,000. Therefore, it has been designed as a competition-based sales promotion.

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