Case | HBS Case Collection | October 2000

Procter & Gamble Italy: The Pringles Launch (A)

by Roy D. Shapiro


Procter & Gamble's (P&G) Pringles potato chips have been a very successful brand. This case reviews the development and first launch in the United States, then in markets around the world. Italy is one of the last countries where Pringles will be launched. Should P&G Italy employ the successful launch strategy used throughout Europe or devise its own?

Keywords: Globalized Markets and Industries; Brands and Branding; Marketing Strategy; Product Launch; Emerging Markets; Product Development; Adoption; Value Creation; Pharmaceutical Industry; United States;


Shapiro, Roy D. "Procter & Gamble Italy: The Pringles Launch (A)." Harvard Business School Case 601-070, October 2000.