French fries presentation

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graduate pitch presentation BMP 1995

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French fries presentation

  1. 1. WALKERS FRENCH FRIES December 1995 WWLC
  2. 2. THE MARKET WWLC
  3. 3. What We’ve Done to Understand Your Business-Qualitative and Quantitative Research – Albermarle Market Research Usage & Attitude Survey – Mintel Market report 1994 – Retail Business reports, May & July 1995 – AGB Family Food Panel Survey – NMRA Infoscan – TGI, both adults and children – OPCS National Population Projections – Planning for Social Change 1995 – Conducted two research groups in Solihull • Mums with 2 children 5-15 • 12 year old boys WWLC
  4. 4. MAJOR PLAYERS*Walkers KP Walkers Crisps 29.85% McCoys 1.42% Quavers 4.04% Frisps 1.62% Monster Munch 2.13% Hula Hoops 4.67% French Fries 1.16% Skips 2.13% Doritos 3.31% Golden Wonder P&G Wotsits 2.51% Pringles 3.12% Nik Naks 1.25% Wheat Crunchies 0.86% *Value Shares of Total Crisps and Snack Market.(NMRA Infoscan) WWLC
  5. 5. THE SNACK MARKET WWLC
  6. 6. THE SNACK MARKET• Snapping at the heels of the crisp market WWLC
  7. 7. THE SNACK MARKET• Snapping at the heels of the crisp market• Young profile WWLC
  8. 8. Who Consumes Crisps & Savoury Snacks by AgeIndexSource: Family Food Panel WWLC
  9. 9. THE SNACK MARKET• Snapping at the heels of the crisp market• Young profile• Diverse WWLC
  10. 10. WHO EATS WHAT• Wotsits: 10 and under• Quavers: 10 and under, slightly older then Wotsits• Skips: 10 and under, with some appeal to 11-15s• Hula Hoops 10 and under, with some appeal to adults• Monster Munch: 11-16s, with much appeal to 10s and under• French fries 11-16s, with much appeal to under 10s, some adults• Frisps: 11-16s• Walkers: A broad spread• Doritos: 11+, with as many adults as children eating them WWLC
  11. 11. YOUNG OLD Soft Hard Weak flavours Strong flavours Basic flavours More choice and sophisticated flavoursShape or playfulness Well filled pack Shape, gimmick not so important They fill you up WWLC
  12. 12. POSITIONING FOR FRENCH FRIES 11-15 YEAR OLDS WWLC
  13. 13. PATTERNS OF PURCHASE WWLC
  14. 14. PATTERNS OF PURCHASE• Bought mainly by mothers WWLC
  15. 15. PATTERNS OF PURCHASE• Bought mainly by mothers• In Supermarkets WWLC
  16. 16. PATTERNS OF PURCHASE• Bought mainly by mothers• In supermarkets• Brought into the home for children WWLC
  17. 17. VARIATION BY BRANDMultiples/Brought into Home Impulse/Eaten out of Home Quavers French Fries Doritos Frisps Monster Munch Hula Hoops Skips WWLC
  18. 18. POSITIONING FOR FRENCH FRIESA snack purchased by parents, mainly mothers, and bought back into the home for their children. WWLC
  19. 19. 0 Years 5 10 16 DORITOSSelf-purchase/ Out of Home MONSTER MUNCH i.e Impulse Buys QUAVERS HULA HOOPS Bought by mums for home/ packed lunch i.e. Multi-buys FRENCH FRIES? WOTSITS SKIPS 0 years SKIPS 5 WOTSITS 10 16 SKIPS FRISPS QUAVERS QUAVERS WWLC AGE
  20. 20. WHO ARE WE TRYING TO INFLUENCE DIRECTLYTHROUGH ADVERTISING? 11-15 year old children Their mothers WWLC
  21. 21. What my 11-15 year old has told me he likes What I approve of/think is most What I like/my suitable husband likes MUMValue for money/ What my other Special offer children like What I think he will like most WWLC
  22. 22. THE LIMITS OF NAG POWER WWLC
  23. 23. THE LIMITS OF NAG POWER• Kids express a portfolio of likes WWLC
  24. 24. THE LIMITS OF NAG POWER• Kids express a portfolio of likes• (Dis)approval of mother is factor WWLC
  25. 25. THE LIMITS OF NAG POWER• Kids express a portfolio of likes• (Dis)approval of mother is factor• Mum’s perception of child preference can differ from reality WWLC
  26. 26. WHAT IS SPECIAL ABOUT THE FRENCH FRY?• Walkers brand name should be linked in• ‘Long and thin’ is central to identity• ‘Long and thin’ partly defines the manner of eating, which is also central• No two French Fries are alike WWLC
  27. 27. SUMMARY STRATEGY• Aimed at 11-15s• For mothers to bring into home• Avoid cannibalisation of Walkers brands• Directly influence both mothers and children• ‘No two French Fries are alike’ is key. Through the device of shape and eating ritual WWLC
  28. 28. Creative work WWLC
  29. 29. MEDIA WWLC
  30. 30. MARKETING OBJECTIVES• Position French Fries as a take-home snack• Make French Fries the definitive snack for 11- 15s WWLC
  31. 31. TARGETINGThe Consumer The Purchaser Kids 11-15 Their mums Split Target Audience WWLC
  32. 32. ROLE FOR ADVERTISING KIDSBRAND IDENTITY WWLC
  33. 33. ROLE FOR ADVERTISING KIDS MUMSBRAND IDENTITY WITNESS POPULARITY WWLC
  34. 34. ROLE FOR ADVERTISING Simultaneous targeting KIDS MUMSBRAND IDENTITY WITNESS POPULARITY WWLC
  35. 35. ROLE FOR ADVERTISING Simultaneous targeting KIDS MUMSBRAND WITNESS POPULARITYIDENTITY Pester Power + Mums Choice WWLC
  36. 36. MEDIA CLIMATE• Ad literate audience• Media choice is only set to increase in the coming years• Media therefore must be in a form which fits everyday life “Life is what is important, media fits in around life.” WWLC
  37. 37. WHY TV?• Impactful• Emotional appeal• Ideal medium to mould around people’s lives WWLC
  38. 38. WHY OUTDOOR?• Impactful• High Penetration• Build Frequency Cheaper Slots Neatly into the Lifestyle of Target Audience WWLC
  39. 39. WHY PRESS• Trade• National: Teaser WWLC
  40. 40. French Fries Media Timing Schedule April – December 1996 APR MAY JUN JUL AUG SEP OCT NOV DEC TOTAL BURST DRIP BURST T.V. 440 400 200 85.3% @ 78.8% @ 5.75 69.7% @ 5.2 O.T.S. O.T.S. 2.9 O.T.S. £1,500,000OUTDOOR WEEK WEEK WEEK 2/3 2/3 2/3 ADSHELS ADSHELS ADSHEL £400,000 2,000 2,000 S 1,000PRESS TRADE RADIO £50,000 TIMES 1 WEEK WWLC
  41. 41. WHERE?• National Launch BUT… WWLC
  42. 42. STRONG WEAKMidlands London-Down weight Outdoor -Up Weight Outdoor Scotland/South -Up Weight TV Coverage WWLC
  43. 43. CONCLUSION• “Life is what is important, media fits in around life”• Our media execution has matched the current media climate WWLC
  44. 44. CONCLUSION• In doing so, it has also met the marketing objectives for French Fries; • To position them as an in-home snack • To make them THE snack for 11-15s • To make them THE snack for 11-15s in the eyes of their mums WWLC

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