Well ensure Pringles grabs a disproportionate share of eyeballs

Written by Lalitha Srinivasan | Updated: Mar 25 2014, 06:15am hrs
Sangeeta Pendurkar, managing director of Kellogg India, is fine-tuning the company's marketing strategy for its global snack brand Pringles in India. With this move, the company is now entering the R11,000-crore branded snacks sector in India. Priced at R120 (a can), the brand will be sold in 15,000 stores in 35 cities. In an exclusive interview with FE's Lalitha Srinivasan, Pendurkar talks about the company's growth plans. Excerpts:

After acquiring Procter & Gambles Pringles two years ago, Kelloggs is now distributing it in India. Why now Whats the rationale behind the move

Worldwide, Kellogg plays in the two categories of breakfast and snacks. In India, we have been in the breakfast cereals business for two decades now. We acquired Pringles two years ago to bolster our snacks portfolio globally and are now integrating it with our distribution system in India. Leveraging our strong distribution network in supermarkets, we intend to strengthen the presence of Pringles in top 35 cities.

How are you positioning the brand Pringles in Indian markets What about your pricing strategy

Pringles is a youthful and energetic brand that engages with Young India. The brand aspires to be an integral part of the fun moments in the consumers life. We have launched a novel 110 gm can for the Indian market, priced at R120.

Tell us about your marketing and advertising strategy for Kellogg India's snack business.

The Pringles consumer is young and fun-loving. The brand will connect with this consumer at key relevant touch-points where we can activate the brand. Since potato wafers is an impulse category in India, we are investing significantly in activating the brand at the point of purchase to ensure that Pringles grabs a disproportionate share of eyeballs. We will be doing extensive sampling across regions to drive trials with consumers. We have launched the brand in India in two flavours Original and Sour Cream & Onion. Globally, Pringles has sampling, trial generation activities and activation at relevant touch-points at the heart of its advertising approach. We will continue on similar lines in India and bring the brand alive at the POS and various other key touch-points with the consumer.

Is Kellogg India planning to acquire Gujarat-based Balaji Wafers to extend its product portfolio in India

We keep evaluating potential opportunities from time to time. As and when something materialises, we will announce it.

Do you plan to foray into other branded packaged foods categories too

Worldwide, Kellogg is the leader in the breakfast category, and Pringles has a strong presence in the potato wafers segment. Mirroring the global portfolio, we have entered the snacking portfolio in India with Pringles. Our first step is to launch Pringles in India. We will evaluate the performance of the brand before deciding on new launches.