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WALKERS CRISPS - MARKETING MIXBY
M.R. WALKER
CONTENTS• Background
• Segmentation
• Product
• Price & Place
• Promotion
• Summary/Conclusion
• Questions
BACKGROUND• Established in 1948
• Owner was a butcher in Post World War 2 Leicester
• Biggest Crisp producer in the UK holding 47% of the market
SEGMENTATIONS• Geographic- Primary Market in
Great Britain and Ireland.
• Demographic- Appeal to any age group, sex or race.
• Psychographic- Butcher running factory in Post World War 2 Leicester.
• Behavioural- Loyal customers, on average 11 million packets sold per day in UK and Ireland.
PRODUCT• Different flavours
• Ranges aimed at all age groups.
• In 2006 announced reduction of fats by 70%
PRICE AND PLACE• Price range between £0.50 to £3.00
• Price increase in line with inflation and rest of the market
• Product available in almost all Supermarkets, convenience stores and pubs.
PROMOTION• Promotion key to success
• Gary Liniker
• Indian women- traditional dancing
• Promotional offers
• 70% reduction saturated fats
SUMMARY/CONCLUSION• In my opinion marketing mix extremely effective
• Product – 70% reduced saturated fats timely and ingenious
• Remains affordable
• Potential to drive into 22nd century as market leader
• Diversity in advertisements and promotion