graduate pitch presentation BMP 1995

1. WALKERS FRENCH FRIES
December 1995
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2. THE MARKET
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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
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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
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6. THE SNACK MARKET
• Snapping at the heels of the crisp market
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7. THE SNACK MARKET
• Snapping at the heels of the crisp market
• Young profile
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8. Who Consumes Crisps & Savoury
Snacks by Age
Index
Source: Family Food Panel
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9. THE SNACK MARKET
• Snapping at the heels of the crisp market
• Young profile
• Diverse
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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
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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
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12. POSITIONING FOR FRENCH
FRIES
11-15 YEAR OLDS
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13. PATTERNS OF PURCHASE
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14. PATTERNS OF PURCHASE
• Bought mainly by mothers
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15. PATTERNS OF PURCHASE
• Bought mainly by mothers
• In Supermarkets
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16. PATTERNS OF PURCHASE
• Bought mainly by mothers
• In supermarkets
• Brought into the home for children
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17. VARIATION BY BRAND
Multiples/Brought into Home Impulse/Eaten out of Home
Quavers French Fries Doritos
Frisps Monster Munch
Hula Hoops
Skips
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18. POSITIONING FOR FRENCH
FRIES
A snack purchased by parents, mainly mothers, and
bought back into the home for their children.
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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
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AGE

20. WHO ARE WE TRYING TO
INFLUENCE DIRECTLY
THROUGH ADVERTISING?
11-15 year old children
Their mothers
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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
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22. THE LIMITS OF NAG POWER
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23. THE LIMITS OF NAG POWER
• Kids express a portfolio of likes
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24. THE LIMITS OF NAG POWER
• Kids express a portfolio of likes
• (Dis)approval of mother is factor
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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
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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
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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
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28. Creative work
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36. MEDIA
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37. MARKETING OBJECTIVES
• Position French Fries as a take-home snack
• Make French Fries the definitive snack for 11-
15s
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38. TARGETING
The Consumer The Purchaser
Kids 11-15 Their mums
Split Target Audience
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39. ROLE FOR ADVERTISING
KIDS
BRAND IDENTITY
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40. ROLE FOR ADVERTISING
KIDS MUMS
BRAND IDENTITY WITNESS POPULARITY
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41. ROLE FOR ADVERTISING
Simultaneous targeting
KIDS MUMS
BRAND IDENTITY WITNESS POPULARITY
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42. ROLE FOR ADVERTISING
Simultaneous targeting
KIDS MUMS
BRAND WITNESS POPULARITY
IDENTITY
Pester Power
+
Mums Choice
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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.”
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44. WHY TV?
• Impactful
• Emotional appeal
• Ideal medium to mould around people’s lives
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45. WHY OUTDOOR?
• Impactful
• High Penetration
• Build Frequency Cheaper
Slots Neatly into the Lifestyle of Target Audience
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46. WHY PRESS
• Trade
• National: Teaser
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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…
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49. STRONG WEAK
Midlands London
-Down weight Outdoor -Up Weight Outdoor
Scotland/South
-Up Weight TV Coverage
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50. CONCLUSION
• “Life is what is important, media fits in around life”
• Our media execution has matched the current media
climate
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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
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