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French fries presentation
- 1. WALKERS FRENCH FRIES December 1995 WWLC
- 2. THE MARKET WWLC
- 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. 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. THE SNACK MARKET WWLC
- 6. THE SNACK MARKET • Snapping at the heels of the crisp market WWLC
- 7. THE SNACK MARKET • Snapping at the heels of the crisp market • Young profile WWLC
- 8. Who Consumes Crisps & Savoury Snacks by Age Index Source: Family Food Panel WWLC
- 9. THE SNACK MARKET • Snapping at the heels of the crisp market • Young profile • Diverse WWLC
- 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. YOUNG OLD Soft Hard Weak flavours Strong flavours Basic flavours More choice and sophisticated flavours Shape or playfulness Well filled pack Shape, gimmick not so important They fill you up WWLC
- 12. POSITIONING FOR FRENCH FRIES 11-15 YEAR OLDS WWLC
- 13. PATTERNS OF PURCHASE WWLC
- 14. PATTERNS OF PURCHASE • Bought mainly by mothers WWLC
- 15. PATTERNS OF PURCHASE • Bought mainly by mothers • In Supermarkets WWLC
- 16. PATTERNS OF PURCHASE • Bought mainly by mothers • In supermarkets • Brought into the home for children WWLC
- 17. VARIATION BY BRAND Multiples/Brought into Home Impulse/Eaten out of Home Quavers French Fries Doritos Frisps Monster Munch Hula Hoops Skips WWLC
- 18. POSITIONING FOR FRENCH FRIES A snack purchased by parents, mainly mothers, and bought back into the home for their children. WWLC
- 19. 0 Years 5 10 16 DORITOS Self-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. WHO ARE WE TRYING TO INFLUENCE DIRECTLY THROUGH ADVERTISING? 11-15 year old children Their mothers WWLC
- 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 MUM Value for money/ What my other Special offer children like What I think he will like most WWLC
- 22. THE LIMITS OF NAG POWER WWLC
- 23. THE LIMITS OF NAG POWER • Kids express a portfolio of likes WWLC
- 24. THE LIMITS OF NAG POWER • Kids express a portfolio of likes • (Dis)approval of mother is factor WWLC
- 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. 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. 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. Creative work WWLC
- 36. MEDIA WWLC
- 37. MARKETING OBJECTIVES • Position French Fries as a take-home snack • Make French Fries the definitive snack for 11- 15s WWLC
- 38. TARGETING The Consumer The Purchaser Kids 11-15 Their mums Split Target Audience WWLC
- 39. ROLE FOR ADVERTISING KIDS BRAND IDENTITY WWLC
- 40. ROLE FOR ADVERTISING KIDS MUMS BRAND IDENTITY WITNESS POPULARITY WWLC
- 41. ROLE FOR ADVERTISING Simultaneous targeting KIDS MUMS BRAND IDENTITY WITNESS POPULARITY WWLC
- 42. ROLE FOR ADVERTISING Simultaneous targeting KIDS MUMS BRAND WITNESS POPULARITY IDENTITY Pester Power + Mums Choice WWLC
- 43. 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
- 44. WHY TV? • Impactful • Emotional appeal • Ideal medium to mould around people’s lives WWLC
- 45. WHY OUTDOOR? • Impactful • High Penetration • Build Frequency Cheaper Slots Neatly into the Lifestyle of Target Audience WWLC
- 46. WHY PRESS • Trade • National: Teaser WWLC
- 47. 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. £1,500,000 OUTDOOR WEEK WEEK WEEK 2/3 2/3 2/3 ADSHELS ADSHELS ADSHEL £400,000 2,000 2,000 S 1,000 PRESS TRADE RADIO £50,000 TIMES 1 WEEK WWLC
- 48. WHERE? • National Launch BUT… WWLC
- 49. STRONG WEAK Midlands London -Down weight Outdoor -Up Weight Outdoor Scotland/South -Up Weight TV Coverage WWLC
- 50. CONCLUSION • “Life is what is important, media fits in around life” • Our media execution has matched the current media climate WWLC
- 51. 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