1. WALKERS CRISPS - MARKETING MIX
BY
M.R. WALKER

2. CONTENTS
• Background
• Segmentation
• Product
• Price & Place
• Promotion
• Summary/Conclusion
• Questions

3. BACKGROUND
• Established in 1948
• Owner was a butcher in
Post World War 2
Leicester
• Biggest Crisp producer in
the UK holding 47% of the
market

4. SEGMENTATIONS
• Geographic- Primary Market in
Great Britain and Ireland.
• Demographic- Appeal to any age
group, sex or race.
• Psychographic- Butcher running
factory in Post World War 2
Leicester.
• Behavioural- Loyal customers, on
average 11 million packets sold
per day in UK and Ireland.

5. PRODUCT
• Different flavours
• Ranges aimed at all
age groups.
• In 2006 announced
reduction of fats by
70%

6. PRICE AND PLACE
• Price range between £0.50 to £3.00
• Price increase in line with inflation
and rest of the market
• Product available in almost all
Supermarkets, convenience stores
and pubs.

7. PROMOTION
• Promotion key to success
• Gary Liniker
• Indian women- traditional
dancing
• Promotional offers
• 70% reduction saturated
fats

8. SUMMARY/CONCLUSION
• In my opinion marketing mix extremely effective
• Product – 70% reduced saturated fats timely and
ingenious
• Remains affordable
• Potential to drive into 22nd century as market leader
• Diversity in advertisements and promotion