Approach:

Relevance TAGS® methodology helped in understanding the DNA of brand Pringles in S Korea, what attributes the brand was associated with, and which of these brand associations were positively helping in the performance of the brand. We compared these perceptions with the competitor brands and found the core areas of positioning where the market leader was outperforming others. We also looked into spontaneous consumer needs and expectations, and how far each competitor brand was fulfiling them and by what distance.
This allowed us to identify positioning gaps, where Pringles could improve its perception and build a stronger differentiation. 
We also analysed the overall potato snacks category, the consumption moments and the occasions and the attitudinal difference between heavy and light consumers, to pin point on key areas for action.

We ended with specific recommendations on particular positioning aspects, that seemed to be stalling the progress of Pringles as a brand. We also provided guidelines on aspects to build upon, to improve the brand’s image and increase consideration level, two critical steps in becoming the market leader over the next five years.