BACKGROUND• Established in 1948• Owner was a butcher inPost World War 2Leicester• Biggest Crisp producer inthe UK holding 47% of themarket
SEGMENTATIONS• Geographic- Primary Market inGreat Britain and Ireland.• Demographic- Appeal to any agegroup, sex or race.• Psychographic- Butcher runningfactory in Post World War 2Leicester.• Behavioural- Loyal customers, onaverage 11 million packets soldper day in UK and Ireland.
PRODUCT• Different flavours• Ranges aimed at allage groups.• In 2006 announcedreduction of fats by70%
PRICE AND PLACE• Price range between £0.50 to £3.00• Price increase in line with inflationand rest of the market• Product available in almost allSupermarkets, convenience storesand pubs.
PROMOTION• Promotion key to success• Gary Liniker• Indian women- traditionaldancing• Promotional offers• 70% reduction saturatedfats
SUMMARY/CONCLUSION• In my opinion marketing mix extremely effective• Product – 70% reduced saturated fats timely andingenious• Remains affordable• Potential to drive into 22nd century as market leader• Diversity in advertisements and promotion