Social Media Content Nalysis

7/29/2019 Social Media Content Nalysis

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Submitted By :Chandan Khandelwal (U112020)

X a v i e r I n s t i t u t e o f M a n a g e m e n t , B h u b a n e s w a r

5th

March

13


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Table of Contents

Serial No. Topic Page No.

1 The story of Pringles

2. Classification of Comments

3. Theoretical basis for classification

4. Data derived from Analysis of comments

5. Inferences Drawn

6. Recommendations

7. References


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The Story of Pringles:

Pringles is a brand ofpotato- and wheat-based snacks originally developed by Procter &

Gamble. Pringles are sold in more than 140 countries and have yearly sales of more

than US$1 billion. Pringles brand potato crisps were first sold in the United States in October

1968, and distributed internationally by the mid-1970s. On February 15, 2012, the KelloggCompany agreed to buy Pringles for $2.7 billion.

Pringles is advertised in the United States, the United Kingdom, Canada, Australia andthe Republic of Ireland with the slogan "Once you pop, the fun don't stop", along with theoriginal slogan "Once you pop, you can't stop".[19]

Throughout its history, Pringles uses its advertising campaigns to compare their products tobagged chips. The Pringles logo is a stylized cartoon caricature of the head of a male figure(commonly known as "Julius Pringles") designed by Louis R Dixon, with a large moustacheand parted fringe(until 2001, the character had eyebrows and his bow tie framed the productname).

Pringles come in many flavours. Standard flavours include original, salt and vinegar, sourcream and onion, cheddar cheese, ranch dressing, barbecue, and loadedbaked potato. Someflavours are distributed only to limited market areas. For example, prawn cocktail, spicycheese, wasabi, Smokey bacon, and curry flavours have been available in the UnitedKingdom

Classification of comments :

Comment Classification

crispilicious M1 +Ve

Crunchtasticly Crisp. M1 +Ve

Eating 2 tins in 5 mins :) M1 +VEhot & spicy pringles are the best M1 +VEi like sour cream and onion and cheddar!!! M1 +VE

im currently wating the thai sweet chilli ones lol M1 +VE

makes me happy sour cream and onion flavor mmmm :)M1 +VE

mouth watering goodness M1 +Ve

non greasy hands M1 +VeORIGNAL and sour cream ofcorce I mean who doesn't lovePringles M1 +VE

Sour cream and onion are the first ones I've triedand will always be the best. Refreshing in some sort of way M1 +VE

SOUR CREAM my all time fav....yumyumyum... M1 +VESweet Tia chilli M1 +VE
http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Potatohttp://en.wikipedia.org/wiki/Wheathttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Kellogg_Companyhttp://en.wikipedia.org/wiki/Kellogg_Companyhttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Republic_of_Irelandhttp://en.wikipedia.org/wiki/Pringles#cite_note-18http://en.wikipedia.org/wiki/Pringles#cite_note-18http://en.wikipedia.org/wiki/Pringles#cite_note-18http://en.wikipedia.org/wiki/Logohttp://en.wikipedia.org/wiki/Fringe_(hair)http://en.wikipedia.org/wiki/Flavorhttp://en.wikipedia.org/wiki/Salthttp://en.wikipedia.org/wiki/Vinegarhttp://en.wikipedia.org/wiki/Sour_creamhttp://en.wikipedia.org/wiki/Sour_creamhttp://en.wikipedia.org/wiki/Onionhttp://en.wikipedia.org/wiki/Cheddar_cheesehttp://en.wikipedia.org/wiki/Ranch_dressinghttp://en.wikipedia.org/wiki/Barbecuehttp://en.wikipedia.org/wiki/Baked_potatohttp://en.wikipedia.org/wiki/Prawn_cocktailhttp://en.wikipedia.org/wiki/Wasabihttp://en.wikipedia.org/wiki/Wasabihttp://en.wikipedia.org/wiki/Prawn_cocktailhttp://en.wikipedia.org/wiki/Baked_potatohttp://en.wikipedia.org/wiki/Barbecuehttp://en.wikipedia.org/wiki/Ranch_dressinghttp://en.wikipedia.org/wiki/Cheddar_cheesehttp://en.wikipedia.org/wiki/Onionhttp://en.wikipedia.org/wiki/Sour_creamhttp://en.wikipedia.org/wiki/Sour_creamhttp://en.wikipedia.org/wiki/Vinegarhttp://en.wikipedia.org/wiki/Salthttp://en.wikipedia.org/wiki/Flavorhttp://en.wikipedia.org/wiki/Fringe_(hair)http://en.wikipedia.org/wiki/Logohttp://en.wikipedia.org/wiki/Pringles#cite_note-18http://en.wikipedia.org/wiki/Republic_of_Irelandhttp://en.wikipedia.org/wiki/Australiahttp://en.wikipedia.org/wiki/Canadahttp://en.wikipedia.org/wiki/Kellogg_Companyhttp://en.wikipedia.org/wiki/Kellogg_Companyhttp://en.wikipedia.org/wiki/United_Stateshttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Procter_%26_Gamblehttp://en.wikipedia.org/wiki/Wheathttp://en.wikipedia.org/wiki/Potatohttp://en.wikipedia.org/wiki/Brand


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yum yum yum yum yum M1 +VEyum...? M1 +VE

Yummy !!!!!!!!! M1 +VE

alllllllll yummmmmmmm:)) M1 +VE

BBQ :) M1 +VEbbq once I pop I can't stop lol M1 +VE

BBQ sauce :) yummy..... it gets my taste buds going! M1 +VE

bring back tiger prawn and cruched garlic mmmmmmmm M1 +VECooltop10 pizza and cheese M1 +VECreamilious! M1 +Ve

creamyness !! M1 +Ve

crispy M1 +Ve

Crunchiness M1 +Ve

curvy crispsM1 +Ve

I am eating original right now! M1 +VEI got rost turkey pringless did any boady have rost turkey M1 +VEi like the ORIGINAL FLAVOR....YUMMY!!!!! M1 +VE

it gets my taste buds going,waters my mouth,fills mystomach and makes me fat! :) M1 +VEI've popped it so can't stop it yum M1 +VEMax Logan Crunchy M1 +Ve

Oh my goodness, my mouth is actually watering and I haven't put apringle in my mouth! Texas BBQ makes me a little greedy and Ihave to remind myself that there is more than me in the house :) M1 +VE

Original is always the best. Kinda Classic ;) M1 +VE

Ready salted waters my mouth M1 +VE

red one , i love its taste :)) M1 +VE

Ricas Ummmmm ...... M1 +VErunchiness :)))) M1 +Ve

Salt & Vinegar!! Makes my lips tingle :D LOL M1 +VEsalt and vinegar M1 +VESour cream and onion because the are lush M1 +VE

sour cream and onion for me and if the shop has none, BBQ M1 +VEsour cream and onion waters my mouth M1 +VE

sour cream and onionjunkfoodgasm in mouth :D M1 +VEdiarrhea M1 -Ve

Expensive :'( M1 -VEmakes my breath stink :P x M1 -VE

Not Enough Room Ta Put Ya Hand In. M1 -Ve

STILL CANT GET MY FUCKIN HAND IN!!! M1 -Ve

258523 calories.:( :( M1 -Ve

flavorful crunch M1 -Veheart attacks M1 -Ve


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Mcgill And disk that destroys your tongue with flavor M1 -Ve

MY HAND CAN'T FIT IN ITT!!! :'( M1 -VE

The flavour I love burns my lips, I can't eat any for acouple of days after I've had some :) xx M1 -VE

Any kind of flavor but Pringles :) M2 +VEdlicious M2 +VEevery of them, goddamn they're delicious :D M2 +VEHappines! M2 +VEHappiness _^ M2 +VEHeaven M2 +VEHeaven :) M2 +VE

I love you pringles...... M2 +VEI wish my though all:))) M2 +VElove

M2 +VEPerfect (: M2 +VEpleasure M2 +VEPringles+ Me= happy :) M2 +VEPringles+You=PERFECT (until you have eaten to much) M2 +VESalt & Vinegar ! ? M2 +VESome amazing sh*t;) M2 +VEsour cream and onion yummm M2 +VETEXASSSS BBQ :) M2 +VEThe Addictive Originals 8) M2 +VE heaven for about 5 mins :) M2 +VE?????? ?????? pringles+you = very happy :).... M2 +VEAddicted :) M2 +VE

Barbaque drives me crrrrrrrrrrrrrrazzyy!! M2 +VEdeliciagasm M2 +VEEce hot & spicy M2 +VEEternal happiness tht last for a day M2 +VE

every of them, goddamn they're delicious :D M2 +VEFat, but happy :) M2 +VE

FUNTIME M2 +VEHagit ? Anit Only the Original M2 +VEHey can you give me some Hula-Hoops please? ;) M2 +VE

highly addictive M2 +VE

hot & spicy pringles are the best M2 +VE

i like sour cream and onion and cheddar!!! M2 +VE

I love only the XTREME flavours... M2 +VEInfinite joy M2 +VE

it make stephie to feel good and sexy M2 +VE

It makes a Sad day better. M2 +VE


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It taste so gooD M2 +VE

just ate a whole tube of Texas BBQ In 10 mins.....I really need to force myself to stop this...its un healthy BUTSOOO GOOD M2 +VE

ma all time favrt... M2 +VEmakes me happy sour cream and onion flavor mmmm :) M2 +VE

Mine is really sour but lovely M2 +VE

My favorite is the pizza! Holy shit its just amazingno words can describe it ? M2 +VE

ohhhh.....yummm!..:) M2 +VEoriginal lik me =D M2 +VE

Orignal " !!! M2 +VEPara para paradise M2 +VEPara Para Paradiseee :) M2 +VE

porn & onion flavour...... M2 +VEPringles + me = (pringles tube - Pringles) M2 +VE

pringles + me = bliss M2 +VEPringles + Me = Fun =) M2 +VEPringles + me = Good times ? M2 +VE

pringles is the chizel!!!!!!! M2 +VE

puckers my mouth, sticks my tongue to the roof of my mouth, M2 +VESatifaction M2 +VE

simply the best M2 +VE

Sour cream and onion =9 M2 +VE

SOUR CREAM my all time fav....yumyumyum... M2 +VE

squeezes my eyes shut as well as make them water and furrowsmy brows. How's that for the salt and vinegar! :P M2 +VE

The Addictive Originals 8) M2 +VEThe original !!! M2 +VEvery happy girl :) M2 +VEWats rost turkey like pringless people M2 +VEWhite Heaven M2 +VE

BOOOMMMM!!!!!!! Xplosion.....crazy....energy.....adventure.....ALL IN A CAN!!!!!! M2 +VEbulshit M2 -VEcrap M2 -VEcrapas hell M2 -VEMakes me wanna kill !?! ~.~ M2 -VEnomanly M2 -VEPoop time M2 -VE

Sounds like the wife kicking off... M2 -VEA mess M2 -VE


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bloodasty M2 -VEdisgusting M2 -VEEatzyawrbrainsout INSANE M2 -VEExplosive diarrhea and new pants. M2 -VE

fucKD UP M2 -VENone of ur flavours r hot these days M2 -VEnotfordieters :D M2 -VEPringles + you = addiction :( M2 -VEunreachable M2 -VEfrustration when you can't get to the last few! M2 -VE

Never enough for me :'( M2 -VEpringledazi M3 +VEpringlefantabulous M3 +VE

Pringletastic! M3 +VEpringly M3 +VEPRINGOD M3 +VErivvlingly pringletastic M3 +VEwow! M3 +VEYou was second @Ludwig :L Pringalicious M3 +VE[ (:{ ) ]


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Theoretical Basis For Classification:

I checked into the Pringles community on Facebook and analysed the many comments postedthere by people around the world. The main aim was to classify the comments in one of thesix possible categories.

M1 Positive(Physical/tangible):- Comments which indicated some positive physical ortangible benefits that the user got from using the product

M2 Positive(Psychological):- Comments which indicated some positive psychologicalbenefits that the user got from this product

M3 Positive(Social) :- Comments which indicated some positive social benefits ,abelongingness to the Pringles community or a likingness to being associated with Pringles.

M1 Negative(Physical/tangible), M2 Negative(Psychological) and M3 Positive(Social).Theseare the respective negative counterparts of the three classifications mentioned above.

Data Derived from analysis of comments:

In total, we categorised 170 comments. The breakup is given below)

Inferences Drawn :

M1(Physical/Tangible)

For Pringles, being in the business of selling potato and wheat based snacks, thephysical/Tangible aspect of the utility it gives to its customers is of prime importance.

26.5% of the comments analysed- reiterated the fact that Pringles gave its buyers some sort ofa physical/tangible benefit. This was majorly based on the product s attributes, such astastiness, crispiness, munchiness , creaminess,etc.

However, 6.4% of the comments indicated that there were some negative tangible benefitsalso from consuming Pringles Many termed the snacks as greasy, salty, unhealthy and

something which could make one fat ,have high cholesterol or get high blood pressure. 8.5%is a healthy number which cannot be ignored, Even more so, because the consumer these

Positive Negative

M1(Physical/Tangible) 45(26.5%) 11(6.4%)

M2(Psychological) 67(39.4%) 19(11.2%)

M3(Social) 22(12.5%) 6(3.5%)

Total 134(78.82 %) 36(21.18 %)


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days is becoming extremely health conscious. If this perception grows, then this could meanbad publicity for Pringles and it might lose its market share if consumers switched tohealthier options in the snacks category.

Pringles,coming out with a healthy, low fat variant of its product is a step in the right

direction . But still lots more needs to be done.M2(Psychological)

About 39.4% of the comments indicated that Pringles gave its customers some positivepsychological benefits too. Apart from the physical benefits, the psychological benefits arevery important too. When a customer thinks about Pringles, it is the feelings, emotions, joyetc. that he perceives either before or while consuming them that keeps Pringles a special

place in his heart. So it is essential for Pringles, to arouse such positive vibes from customersas it also helps to form a long term attachment with the customers.

Some of the adjectives that people used to describe Pringles were, awesome, amazing,delicious, fantastic, incredible, Excellent, Wonderful, etc.

Considering that the maximum no. of comments are of this category, Pringles is doingperfectly fine in this aspect.

11.2 % of comments were of a negative psychological impact. This hits that the mention ofthe product Pringles instills strong negative emotions amongst the users. Some of the

adjectives described were disgusting, boring, frustrating, complicated, regret, etc. Thesereactions are a cause of concern but you also have to see that the percentage is very less andyou just cannot satisfy every customer completely.

M3 (Social)

A no of28% of the comments reflected the peoples attachment to Pringles and how theywant to remain attached to the product. This is important because people start associatingthemselves with Pringles and hence remain loyal to it. There is fewer switching of products.They have an affinity towards the various flavours offered. They also came up with variousinnovative terminologies describing Pringles(like Pringalicious, Pringletastic,etc, ) whichshowed their association with the brand. Its a healthy sign as these groups of people also

promote the product through word of mouth publicity.

A very minute, 3.5% of the comments hinted at a negative social response. Its a very smallpercentage to be seriously worried about as in such a large group of respondents, there isbound to be some wholl be unhappy, many times even without logical reasoning

Overall, I feel Pringles is doing pretty good as far as its representation on FB is concernedand is generating just the write buzz amongst the online community

Recommendations:

Increase the size of the can Decrease the calorie content of the chips and come up with more variants . Make the product available in more Stock Keeping Units Change in pricing structure could be helpful in order to attain more customers.


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Focus on streamlining the operations so that vendors dont run out of popular flavourscan help them to save their customers.

In non US markets Pringles can follow the strategy of focusing on local flavours ifrequired. It would enhance its customer base.

References:

http://en.wikipedia.org/wiki/Pringles http://www.facebook.com/Pringles?ref=ts&fref=ts
http://en.wikipedia.org/wiki/Pringleshttp://en.wikipedia.org/wiki/Pringleshttp://www.facebook.com/Pringles?ref=ts&fref=tshttp://www.facebook.com/Pringles?ref=ts&fref=tshttp://www.facebook.com/Pringles?ref=ts&fref=tshttp://en.wikipedia.org/wiki/Pringles

Social Media Content Nalysis

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