Pringles Competitor Analysis

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1. Industry overview, company overview, product overview, major competitors:
Pringles is a “brand of potato and wheat based stackable snack chips owned by the Kellogg Company”. (CHAPMAN, 2011) Pringles is a unique product in terms of shape and taste. It is sold worldwide and there is a huge customer base of Pringles around the globe. Especially the young generation loves to enjoy the crispy Pringles. “Pringles is an iconic $1.4 billion dollar global snack brand with strong consumer equity. It is number 2 Global potato chip & crisp company. It has an attractive and balanced geographic profile with presence in 140 countries. Its product portfolio includes the core Pringles potato crisps in a canister, product line extensions that features different compositions and flavors and Pringles ‘Stix’, a recently introduced cracker
Stick”. (DIAMOND, 2015) Moreover, Pringles has highest sales in “United States, United Kingdom and Germany”. (DIAMOND, 2015)
Major competitors of Pringles are Lays, Doritos and other brands that manufacture and sell potato chips.
Kellogg currently owns Pringles. “Kellogg Company (also Kellogg 's, Kellogg, and Kellogg 's of Battle Creek) is an American multinational food manufacturing company headquartered in Battle Creek, Michigan, United States. Kellogg 's produces cereal and convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles, and vegetarian foods. The company 's brands include Froot

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