A Case Study: Pringles Packaging and Brand Building Analysis

This project presents an analysis of Pringles packaging, examining its role in brand building for the P&G company. The study delves into various aspects of packaging, including its impact on sales, consumer behavior, and brand image. The project includes a literature review that identifies the importance of packaging and explores related challenges. The methodology incorporates both primary and secondary research methods to gather data on packaging's influence on brand building. The analysis covers thematic analysis of the data collected and provides a conclusion with strategic recommendations to maintain a hygienic environment and improve brand promotion. The overall structure of the project includes an introduction, literature review, methodology, data analysis, and conclusion with recommendations, providing a comprehensive overview of the subject matter.

To analyse role of packaging in
building a brand of product: A
case study of Pringles (P&G).

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................4
1.1 Background.......................................................................................................................4
1.2 Rationale of the study.......................................................................................................6
1.3 Research aims and objectives...........................................................................................6
1.4 Analysis and framework...................................................................................................7
1.5 Significance of the study..................................................................................................7
1.6 Structure of the Dissertation.............................................................................................8
CHAPTER 2: LITERATURE REVIEW.........................................................................................9
Theme: To identify the role of packaging in building of the product....................................9
Theme: To identify the importance of packaging. ..............................................................10
Theme: To analyse the impact of packaging on branding....................................................11
Theme: To identify the challenges related to packaging, faced by the company ................13
Theme: To recommend ways or strategic measures to maintain a hygienic environment...14
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................16
3.1 Introduction ...................................................................................................................16
Research philosophy: ...........................................................................................................16
Research design:...................................................................................................................16
Research approach:...............................................................................................................16
Research strategy:.................................................................................................................17
Data collection:.....................................................................................................................17
Sampling:..............................................................................................................................18
Data analysis.........................................................................................................................18
Ethical consideration............................................................................................................18
Validity and reliability..........................................................................................................19
CHAPTER 4: DATA ANALYSIS................................................................................................20
4.1 Introduction....................................................................................................................20
4.2 Thematic Analysis .........................................................................................................20
CHAPTER 5: CONCLUSION & RECOMMENDATIONS.........................................................37
5.1 Conclusion......................................................................................................................37

Recommendation..................................................................................................................39
REFERENCES .............................................................................................................................42
APPENDIX ...................................................................................................................................45

CHAPTER 1: INTRODUCTION
Title : “To analyze the role of packaging in building a brand of the product: A case
study based on Pringles (P&G)”.
1.1 Background
Business organizations uses broad variety of marketing techniques to increase their sales,
gain market share, attract new buyers and also helps to retain existing customers. Marketing
activities includes product design, packaging, product pricing, distribution, product placement,
advertising and a variety of promotional activities (Aning, 2015). Food and beverage industries
are always considered the best quality of materiel and brand packaging design. For an example
P&G, American multi-national consumer goods corporation headquartered in downtown
Cincinnati. They are personally concern about the hygiene factors and personal care. Moreover,
the main aim of the articles to express the role of packaging on the brand of product, that is most
necessary for the organizations (Packaging design as a Marketing tool and Desire to purchase,
2018). Nowadays, competitive environment and high quality of services has changed due to
person lifestyle and self-service. According to firms or an organization, packaging is the first
promotional attractive tool through consumers get attract.
Consumer market has been increasing in rapid manner. Number of new competent has
comes with new product and services (Conrad and Thompson, 2016). In order to stand up in the
competitive market, company needs to evaluate new approaches and models to retain the
customer attraction and goals. One of the most distinct marketing tool that has become most
wanted in products that is packaging and product design. These two are the role play for the
company stability and growth. Present research will be based on Product Packaging pf
“Pringles”. It is an American brand of potato and wheat based stackable snack chips owned by
Kellogg's. Its original names is Pringles Newfangled Potato chips. This product has been sold in
more than 140 countries and besides, it is the fourth most popular snack after Lay's, Doritos and
Cheetos according to 2012, results. This snack originated by P&G who fist sold this product to
consumers with the best quality and designs in 1967. In the context of packaging it is the
container of a product that safe product from dirt and other unhygienic factor. Packaging is the
necessary component in the food products specially those who get spoiled in fast mode. For
organizations this factor has always been most considerable in term to maintaining good quality

and sales. Innovative packaging give advantage to compete with their rival firms. Product
packaging must attract new customers towards the product sale.
Company Review
Present study will be based on Pringles that is of P&G product, it is the most branded and
popular company. That is famous of better opportunity and growth. Without the help of
consumer support company cannot take the product in long run. Buyers having different desires
and goals with the product price, packaging, designing and taste in the context of food and
beverages (Depecik, Everdingen and Bruggen, 2014). This is the most leading factor that is
adopted by the P&G company. It is basically a multinational company of America. They
ensuring for 175 years for their safety of people who use their product and services. In the
context of Pringles, in mid 1950's American are most likely to have or consuming $350 million
worth of potato chips in a year. In the context of Pringles, buyers are not happy and satisfied with
quality, taste and packaging. Overall, P&G is the worlds the largest producer of frying potato
chips industry. In order to enhance the promotional tool of the product. Most of the P&Gers
develop new product design, size, taste and packaging through which chips get safe from
breaking. That is the reason shape of the chips are of cylindrical and of saddle shape. This is the
overview of the Pringles that is sold by P&G.

1.2 Rationale of the study
Consumers are not liked Pringles due to its taste, packaging and size and shape. Overall,
it has been seen by researcher that overall impact are giving negative impact on the company
brand. In spite of that, Packaging play a crucial role to protect product image. For that, company
needs to be attentive towards the marketing promotional concept. Present study discussing the
role of packaging in the context of branding. In the context of consumer preference and
consumer buying behavior are the major issues (Fournier, Breazeale and Avery, eds., 2015). That
also helps to maintained the better opportunity and goal that helps to take the better advancing
growth. In spite of this factor some other things are also given major impact on the product
packaging that is all about the nature of fact. Before, taking product into market organization
should measure the current consumer demands and preferences. This process will helpful for
companies to make better innovative strategic plan. Overall, study will present the different new
roles and important aspect of packaging. That helps to build a company brand or product
popularity as well. Overall, background or scenario of this study will explain the importance of
hygiene factor and the role of consumer as well.
1.3 Research aims and objectives
Overall, study will be taking the crucial role of product labeling and packaging concept.
In order to take this study further, researcher explain the need and what are the outcomes from
this research. It represents the importance or role of packaging in the context of product brand
(Jones and Slater, 2014). It gives new methodologies and research that helps to understand the
more knowledge and growth. There are some objectives and aims that would be taken by
investigator throughout the study.
Aims: To analyze the role of packaging in building a brand of the product: A case study of
Pringles (P&G).
Research objectives
 To identify the role of packaging in building of the product
 To identify the importance of packaging.
 To analyze the impact of packaging on branding.
 To identify the challenges related to packaging, faced by the company
 To recommend ways or strategic measures to maintain a hygienic environment.

Research questions
 What is the role of packaging in protecting the brand image of product
 Does the role of packaging is crucial for promotional activities that influence sales
 Does the role of packaging helps to meet the challenges faced by the company
 What are the impact of packaging on branding of product and services
1.4 Analysis and framework
The researcher will gather the information of the study on in order to take the concept of
packaging in the context of brand role. Researcher will present the data based on primary and
secondary research. Researcher will undertake the different approaches and concept to
explaining the role of packaging in the context of product Pringles. It brings new changes and
give outcomes from new development growth (Khan, 2014). It also summarizing the importance
of marketing promotional tools and their importance in product branding. Such as packaging
helps to protect the consumer product, promote the brand image, facilitation of storage etc. In
pursuance to the former, information shall be gathered through primary and secondary sources.
On the basis of survey questionnaire with the respondent. Overall, it reflects the different aspects
of data and information. On the basis of following the research aims and objectives.
1.5 Significance of the study
Study or research has been helped to identify the role of packaging in product branding. It
helps to make the quality level of the product that has been proved profitable for the
organization. This research has presenting the importance of product packaging in the context of
Pringles. Overall, it presents the overall aspect of the product packaging and marketing
promotional activities. This makes the target goals specific and demanding (Lieberman, Lee and
Folta, 2017). Study outcomes helps to improve the packaging role that must be required for the
food industry to make over some innovative changes in packaging to get new market value and
consumer attraction.
Overall, the result of the study will be most useful for companies to clear the role and
importance of products and product packaging. In spite of that, it will also fruitful for researcher
to get the new knowledge of the research goals and objectives. Study also gives importance in
the context of consumer perception of product quality at the point of purchasing. Overall, study
giving the overall aspect of product packaging.

1.6 Structure of the Dissertation
Chapter 1: Introduction: in order to take the first chapter of the study has been presenting the
overview of the whole study, concept and brief knowledge of the aims and objectives. Moreover,
introduction of the chapter will take the study further with some brief introduction of all the
study. Under which they are explaining the small brief of product packaging and its role in
product branding. In spite of that, researcher has given overall study aims and objectives they
will cover in the study as well.
Chapter 2: Literature Review: In continuation with second chapter under which investigator
will take the critical analysis of the concept, that helps to enhance the overall understanding of
the concept. Under which, researcher will critical the role of packaging in building of product.
Besides, it also provides some challenges or factors through organization get affected in terms of
gaining the market satisfaction (Rangappa, 2017). Overall, it brings new outcomes on the basis
of different data and goals.
Chapter 3: Research Methodology: Research methodology is the essential segment of the
dissertation to take over the techniques and methods. Under this scholar will work on different
approaches and strategies to take study further. Third chapter will consider methods such
primary and secondary. Data methods quantitative and qualitative. Overall, it brings new ideas
and methodologies to present data.
Chapter 4: Data Analysis: In order to take research further, scholar takes the data through
different respondents and analysis into statistical manner. This chapter will take the all data into
interpretation in order to take actual output and relevant matter of fact. Data analysis shows the
collected data into perfect manner. That represents the actual productive manner of fact.
Chapter 5: Conclusion & Recommendation: In order to take the research in ending stage.
Apart from that, it takes better presenting level and promotional activity goals. Apart from that, it
will take better opportunity and goal. Moreover, this brings new way of learning and methods to
take the best approachable (Schill, Lentz and Schill, M. 2017). Overall, it brings new opportunity
and growth that affect business level and position level of growth. From the basis of analysis
process that helps to take the better opportunity and task making performance.

CHAPTER 2: LITERATURE REVIEW
Theme: To identify the role of packaging in building of the product
According to Sedlacekova, (2017), Product Packaging helps to attract customers attention
in terms of particular product or brand. It enhances the brand image and quality. That attracts
new product and services. In spite of that, packaging gives better influencing goals for
companies to take new opportunity and goals. That helps to review the overall, process or things.
It is the primary function is to protect the product against potential damage while
transforming, storing and selling. It gives better opportunity and growth in order to meet the
better objective and goals Package design adds value to the services that makes the best
productive and business association. According to consumer point of view that makes the proper
implementation process or needs that makes process easier and growth. Overall, it brings product
packaging and essential goals.
As per the view of Shah, Laverie, and Davis, (2017) Product essential features that helps
to promote the essential activities and growth level such as Design, colors, font, text and graphics
have an important role in product growth. Overall, it brings new opportunity for company to
satisfy with their customers. The role of packaging is more essential and required in the grocery
and food industry. Besides, the another role of packaging is on the level of growth that helps to
create new opportunity and growth. It helps to take the company market into the new level
Moreover, packaging of the product will also play a major role in terms to communicate product
information to consumers. Overall, it brings new clear cut level of things that promotes level of
growth. Overall, it brings new opportunity and growth for the company that helps to take over
from the activity and growth. On the contrary, Product packaging also impact negative in the
context of company growth. Overall, packaging also harm the company image that makes the
insufficient environment for the company. It brings new opportunity that helps to control the new
things and opportunity growth level. Overall, it brings new matter of fact that brings new
opportunity and matter of fact. Product damage or packaging damage will make company image
down and decreasing in terms of new approachable level of growth. Overall, brings new
opportunity and matter of fact. Overall, quality of work that, makes the necessary changes and
matter of opportunity level suggested by Steenkamp, (2017). Besides, damage to the packaging
can also have a detrimental effect. That is on the nature of fact. Overall, it brings new challenges
for company to handle the consumer dissatisfaction approach.

Overall, packaging is the medium between customers and company that express the
company quality, value and actual brand in terms of positive manner. In the context of Pringles
its role in packaging is the best quality, taste and saddle shape of chips. That attract consumers
towards them. On the contrary, packaging or taste become the reason of Pringles failure, that
gives negative impact in terms of making good task and approachable behavior.
Stowell and Kawar, (2017) argues that the best method to enhance the product image or
competitive advantage in an overload consumer goods market. Besides, lack of productive
packaging will lead the work effectively. Packaging is the most impact full making task that
affect business opportunity and growth making task performance.
Theme: To identify the importance of packaging.
According to van Ooijen and et.al., (2016) packaging defined quite simple as an extrinsic
element of the product. Packaging is more important for the company to introduce new
challenges and matter of fact to explaining the proper implementing process or goals (Open
Innovation: Pringles Print, 2010). The main concept behind Pringles was its crisp innovation.
P&G has been always given innovative concept that helps to take the customer attraction level
towards the organization level.
Product packaging of Pringles was such a manner that helps to keep the safe chips from
breakage. On the other side, packaging quality of the product should have capacity to store data
according to such a wounder full manner. Apart from that, it brings new opportunity and growth
that helps to take the approachable task making process that helps to gain the better quality level.
It makes brand impressive and unique. Sustainability of packaging helps to grow the
nature of fact that represent the best approachable target oriented task. Some features should
contain in the product packaging for example, company should make sure that product packaging
is Eco-friendly, product packaging style must be in form renewable sources. Besides, the most
ensuring part is that packaging that, they must be hygienic and protective for consumer. Along
with that, it brings new opportunity or growth in terms of making good public image. Overall,
target things makes the process clear and approachable.
On the basis of Wintrob, (2016) review packaging is the integral marketing strategy that
represent the glamorize a product in order to attract the consumers. Such like Pringles, Pringles
are the most wanted and acceptable snack in earlier days before they selling by Kellogg's which
is the again famous food manufacturing company. Pringles packaging helps to make the product

and make better services or level. Moreover, this brings new matter of fact that helps to control
the best approachable matter of fact. Overall, it brings new level of growth. It also helps to
enhance the brand awareness and gives more information to consumers in the context of
company brand image. It also helps to take the brand forward and take the best approachable
decision making approach. Packaging also important for product identification. For example
Pringles packaging is more innovative and productive that will help to control the approachable
task making approach suggested by Aning, (2015). It is also very important to connect the strong
bond between customers and company.
Theme: To analyse the impact of packaging on branding
On the basis of Conrad and Thompson, (2016) Brand and packaging are the main
elements of a product. Packaging design is an important factor to build brand's image and
identity. Packaging is perceived as a group of activities that are concerned with design,
production and filling a container or wrapper of the product in a way that the product can be
protected, stored, transported, identified and marketed successfully and efficiently.
Illustration 1: Pringles Packaging style
Source : Open Innovation: Pringles Print, 2010

Many B2B companies says that packaging is not really important as the customers places the
order through their cataloger, or they don't need a package to sell products on a retail shelf On
the basis of Sedlacekova, (2017). But package not only offers the selling purpose instead it
serves four other functions all which influence how a brand is recognized Expression of brand
identity or brand identification Every brand has its own printing, pattern and distinctive design
that supports the brand strategy and unique materials may help the users differentiate a brand in
the vast market. Packaging of a product should create a brand's value with focus on the target
consumer. It must be viewed across the entire marketing mix of the organization. Building
relationship Packaging builds a relationship between a brand and a user sometimes long after the
sales.
On the basis of Sedlacekova, (2017) A positive user experience can increase the loyalty
of the brand and increase number of users for the particular product. Communication Good
packaging makes it easier to find the information. If necessary information is difficult to find
then the packaging or even the product will be out of the user's expectation level. Physical
Protection The main impact which makes a perception about the brand is depended upon the
condition and appearance of the packaged product when it reaches the consumer. Unique
packaging design must not sacrifice function for the sake of making it stylish. Effective
packaging may attract new customers but keep existing ones away from competitors
On the basis of Rangappa, (2017) Brands must always find the balance between current
users and appeal to new users. Packaging communicates new brand positioning thereby creating
a perception in the consumer's mind. It can set products a part from the competition and helps in
defining the product. Consumer expects a high quality packaging for an expensive product.
Practicality is yet another concern as it is important. The cost of packaging is at the end beard by
the consumer at the end. For increase in packaging expenditures to be cost effective it must get
translated into higher sales. Packaging must also stick on to its intended use,if intended function
of the product is forgotten while designing the packaging the product could fail. Packaging offers
a opportunity to both consumers and B2B markets to influence the final user and customer brand
perceptions. It can work to create and maintain a brand's competitive advantage suggested by
Shah, Laverie, and Davis, (2017). There are factors like cultural, social, personal, psychological
which affect the consumer buying behavior and the branding of a particular commodity. Good
packaging always has a positive effect on the sale and marketing making them successful.