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WALKERS CRISPS - MARKETING MIXBYM.R. WALKER
CONTENTS• Background• Segmentation• Product• Price & Place• Promotion• Summary/Conclusion• Questions
BACKGROUND• Established in 1948• Owner was a butcher inPost World War 2Leicester• Biggest Crisp producer inthe UK holding ...
SEGMENTATIONS• Geographic- Primary Market inGreat Britain and Ireland.• Demographic- Appeal to any agegroup, sex or race.•...
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 ...
PROMOTION• Promotion key to success• Gary Liniker• Indian women- traditionaldancing• Promotional offers• 70% reduction sat...
SUMMARY/CONCLUSION• In my opinion marketing mix extremely effective• Product – 70% reduced saturated fats timely andingeni...
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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

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