Example two walkers

777 views
661 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
777
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Example two walkers

  1. 1. WALKERS CRISPS - MARKETING MIXBYM.R. WALKER
  2. 2. CONTENTS• Background• Segmentation• Product• Price & Place• Promotion• Summary/Conclusion• Questions
  3. 3. BACKGROUND• Established in 1948• Owner was a butcher inPost World War 2Leicester• Biggest Crisp producer inthe UK holding 47% of themarket
  4. 4. 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.
  5. 5. PRODUCT• Different flavours• Ranges aimed at allage groups.• In 2006 announcedreduction of fats by70%
  6. 6. 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.
  7. 7. PROMOTION• Promotion key to success• Gary Liniker• Indian women- traditionaldancing• Promotional offers• 70% reduction saturatedfats
  8. 8. 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

×