Gaurav Pratap SinghSchulich School of Business

APPLYING NETNOGRAPHYPRINGLES : A CASE STUDY

Once you pop you cant stop

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

*Source http://pringlesfan.pr.funpic.de/picturedlistflavours.htm, http://wikibin.org/articles/list-of-pringles-products.html

Key Steps

Step 1: Definition of Research Questions, Social Sites or Topics to Investigate

Step 2: Community Identification and Selection

Step 3: Community Participant-Observation and Data Collection (Ensure Ethical Procedures)

Step 4: Data Analysis and Iterative Interpretation of findings

Step 5: Write, Present and Report Research findings and/or Theoretical and/or Policy Implications

Key Steps for Pringles

Validate the hypothesis about brand’s attributes

Official communities – facebook, YouTube, blog, twitter and brand mentions as captured by social media tools

No participation in the community, except as an observer and focus on online archived data and fieldnotes

Trends observed in the community engagement which was further validated by secondary research

Basic findings presented at the end with suggestions for P&G corporate HQ

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.

Channels Observations

8.95 million fansAverage: every entry has 2000 likes and 500 commentsActive discussion sectionNo engagement post April 2010Unofficial P&G policy as there are issues created by real time engagementNo engagement post April 2010Content is only 3 YouTube videos

10 videos, 95 Subscribers, 57000 viewsActive comment sectionNo engagement post March 2010Only 2 images uploaded till date

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Online Sentiment

Closer LookObservation Insights

Several –ve statements as shown by tools

Closer identification revealed all these were +ve statements about the brand

Very high concentration of neutral comments

These users are cruising, their activity can be converted to Geeking or bonding

Brand values are reinforced Brand has stayed relevant and consistent over time

Conversion

Building

Geeking/Bonding

CruisingTo 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