Pringles: El lanzamiento de una extensión de línea en España

A marketing and comercial strategy to win

0

0

IE code:
MK1-164
Language: Spanish
Format:
PDF
Nr. Of Pages:
13
Type of publication:
Case Study

Instructor support

A Teaching Note is available for this material.

Description

The case shows how the protagonist needs to work on two fronts: 1) with the European innovation team & 2) with the local trade team to ensure the best fit with customers, consumers and shoppers.

During the case, different questions arise: the name "Tortilla" (of potatoes?), the communication model, the distribution strategy, pricing and promo strategy, all this together or separately from Pringles potatoes?

It has been created for use in undergraduate and graduate programs (MBA, MIM, and Executive MBA) within Marketing and Communication sessions. A preliminary knowledge on the 4 P´s of marketing is needed.