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