Walkers Crisps | Retro TV Ads Walkers Crisps commercial from 1989. History In the 1880s Henry Walker moved from Mansfield to Leicester to take over an established butcher’s shop in the high street. Meat rationing after World War II saw the factory output drop dramatically and the company looked at alternatives to make use of the wasted capacity. With potato crisps being increasingly popular with the public, managing director R.E. Gerrard helped the company shift focus and began hand-slicing and frying potatoes. Present day Jon Walkers is now owned by Frito-Lay, which in turn is a subsidiary of Pepsico. It is still a significant presence in Leicester and sponsor Leicester City football team’s stadium, the Walkers Stadium. Gary Lineker, formerly a Leicester City footballer, is now the face of the company, starring in most of their advertising campaigns. The official website states that an estimated “11 million people will eat a Walkers product every day”. The company employs over 4000 people in 15 locations.

In 2000, Walkers’ 1995 advert starring Gary Lineker was named the 9th best television commercial of all time, in a poll conducted by The Sunday Times and Channel 4. In February 2006, Walkers changed their brand label and typeset. They also announced they were to reduce the saturated fat in their crisps by 70%. They once again changed their packaging style in June 2007, rather similar to the logo used from 1998- 2006. As of late 2006, the company has added nutrition values on the front of the Walkers crisps packets. Many of Walkers brands were formerly branded under the Smiths Crisps name. This comes from the time when Walkers, Smiths and Tudor Crisps were the three main brands of Nabisco’s UK snack division with Tudor being marketed mainly in the north of England and Walkers in the south. After the takeover by Pepsico the Tudor name was dropped and the Smiths brand has gradually been phased out in favour of Walkers.

The only products currently retaining the Smiths brand are Salt & Vinegar and Ready Salted Chipsticks, Frazzles and the “Savoury Selection”, which includes Bacon Flavour Fries, Scampi Flavour Fries and Cheese Flavoured Moments. In 1997, Walkers became the brand name of the Quavers and Monster Munch snacks. In 2002 Walkers bought Wotsits from Golden Wonder. In 2007 Walkers launched Sunbites, a range of crisps made using wholegrains. Notably, Walkers package their cheese and onion crisps in blue packets, and salt and vinegar in green. This is the opposite to most other crisp manufacturers, such as McCoys Crisps and Golden Wonder’s traditional livery. The Smith's Snackfood Company - iSnare Free Encyclopedia The Smith's Snackfood Company This article needs additional citations for verification . Please help improve this article by adding citations to reliable sources . Unsourced material may be challenged and removed.

(July 2014) May 13, 1932; 84 years ago (1932-05-13) in Australia Founders .au The Smith's Snackfood Company is a British-Australian company best known for its potato crisps . It is owned by the American multinational corporation , PepsiCo . The company produces and markets various snack foods . [1] Smith's Snackvend Stand is the branch of the company that operates vending machines . [2] Contents Smiths by country United Kingdom Smith's Potato Crisps Ltd. was formed by Frank Smith and Jim Viney in the United Kingdom after World War I. The firm started in Cricklewood , London , reputedly in Smith's garage. In 1927, after buying Jim Viney's share of the business, the company expanded into a factory in Brentford , London, which was enlarged in 1930. During the depression, Smith travelled to Australia to expand the business. The company nearly went under during this time and had to be propped back up by a small number of visitors and investors. The company bounced back and expanded its brands, aided with the help of advancing technology.

[3] Smiths was later owned by biscuit company Nabisco , BSN and finally sold to American company PepsiCo in the 1990s. Subsequently, Pepsico withdrew the brand, in favour of popular British brand Walkers , which had been heavily marketed in a campaign using ex-footballer turned television presenter Gary Lineker . Many of the products previously owned by Smith's became labelled as Walkers, although there are still several Smith's branded crisps. Australia After establishing the product and name in the UK, Frank Smith moved to Australia to set up the business there. [4] Smith's Crisps were first manufactured in Australia in 1931 with an associate, George Ensor, in leased premises in Sydney's Surry Hills . They were originally made in 20 gas fired cooking pots, then packed by hand and distributed by Nestle confectionery vans. [5] Smith's Potato Crisps sold its early crisps in three penny packets, 24 to a tin. "Twist of salt" sachets were included before pre-salting had been introduced. In March 1932, Smith's Potato Crisps Ltd.

went into voluntary liquidation as a result of the Great Depression . However, three months later, George Ensor tendered for the business put up for sale by the liquidators, and on 13 May 1932, Smith's Potato Crisps (Australia) was formed with the UK Smith's Company holding a majority interest over minor shareholders. Growth after World War II was rapid, so a continuous cooker process was introduced to replace the individual cooking pots and in 1960 the production of a one shilling pack for cinemas and a box pack for four shillings was initiated. In 1961, Smith's introduced its first flavoured crisp - chicken. It was a very popular flavour, influencing most competitors at the time to adopt a Chicken variation. Other flavours released were Original (Pre-Salted) and Salt & Vinegar. Seven years later, Associated Products and Distribution Pty Ltd (APD), partnered with PepsiCo beverages Ltd , which had built up a significant snack food company that sold chips and nuts and bought a 41.5% share of Smith's Potato Crisps (Australia)'s parent company.

Over the next 20 years, other takeovers and new products (including Twisties and Burger Rings brands) drove growth. PepsiCo took over the company in 1998. In 1990, the APD name was replaced by CCA Snackfoods. In 1998, the Smiths Snackfood company was Australia's largest producer of salty snack foods. It was acquired in August of that year, by Frito-Lay the second largest producer of salt snack foods in Australia, which is owned by PepsiCo . To prevent the Australian Competition and Consumer Commission (ACCC) from intervening for unfair trading practices Frito-Lay divested a range of brands, manufacturing facilities, including plants in Western Australia , South Australia , New South Wales and Victoria . The package was named Snack Brands Australia and was sold to Dollar Sweets Holdings . In that package included the brands sold were CC's , Cheezels , Thins and Samboy . Despite Australians using the term "chips" for crisps, Smith's called their product crisps until as late as 2003. They are now labelled as Smith's Chips.

[6] As of 2010-2011, portions contained in "large" bags of Smith's Snackfood products have diminished, down from 200g to 175g. [7] Products Wotsits – originally manufactured by Golden Wonder; now sold under the Walkers name Previous products Ruffles – Crinkle Cut potato chips French Fries – Small crisp potatoes straws similar in appearance and taste to french fries - now owned and manufactured by Snack Brands Australia Thins – Thinly sliced potato chips - now owned and manufactured by Snack Brands Australia Smiths Jackets – Manufactured during the mid-1980s, these were crisps where the potatoes had not been peeled, leaving potato skin around the edges. There was an advert which featured dancing potatoes singing "We want to be jackets" in falsetto voices, and the slogan "So good, every potato wants to be one". Twists – Manufactured during the 1970s, these were available in Cheese & Onion, Salt & Vinegar, and Ready Salted.

Monster Munch – still manufactured, under the Walkers name Frazzles – still manufactured, under the Walkers name Quavers – introduced 1968, now sold under the Walkers name Tubes – manufactured during the 1980s and available in Lightly Salted and Salt & Vinegar flavours (there was also a variation of them in the early 1990s called 'Tuba Loops', in Ready Salted flavour). Fangs – cheese and onion flavoured snack in shape of fangs, manufactured in the 1970s Bones – salt and vinegar flavoured snack in shape of bones, manufactured in the 1970s Claws – bacon flavoured snack in shape of claws, manufactured in the 1970s Bats – manufactured in the 1970s Ribs – manufactured in the 1970s Salt and Shake – still manufactured, under the Walkers name [9] References Walkers Crisps - The Full Wiki The Full Wiki More info on Walkers Crisps Wikis Walkers Crisps: Wikis Advertisements Note: Many of our articles have direct quotes from sources you can cite, within the Wikipedia article!

This article doesn't yet, but we're working on it! See more info or our list of citable articles . Top rankings for Walkers Crisps 176th (Redirected to Walkers (snack foods) article) From Wikipedia, the free encyclopedia Walkers Frito-Lay A pack of Walkers "Salt and Vinegar" crisps Walkers is a British snack food manufacturer operating mainly in the United Kingdom and Ireland and to a lesser extent on the European continent. They are best known for manufacturing crisps . Contents 5 External links History In the 1880s Henry Walker moved from Mansfield to Leicester to take over an established butcher 's shop in the high street. Meat rationing after World War II saw the factory output drop dramatically and the company looked at alternatives to make use of the wasted capacity. With potato crisps being increasingly popular with the public, managing director R.E. Gerrard helped the company shift focus and began hand-slicing and frying potatoes. Present day Walkers is now owned by Frito-Lay , which in turn is a subsidiary of PepsiCo , with the current logo a derivative of the North American Lay's logo.

The company is still a significant presence in Leicester and sponsor Leicester City football team's stadium, the Walkers Stadium . Gary Lineker , formerly a Leicester City footballer, is now the face of the company, starring in most of their advertising campaigns. The official website states that an estimated "11 million people will eat a Walkers product every day". The company employs over 4000 people in 15 locations. In 2000, Walkers 1995 advert starring Gary Lineker was named the ninth best television commercial of all time, in a poll conducted by The Sunday Times and Channel 4 . In February 2006 Walkers changed their brand label and typeset . They also announced they were to reduce the saturated fat in their crisps by 70%. [1] They started frying their crisps in SunSeed oil, a variety of sunflower oil, claiming the oil's higher monounsaturated fat content made it healthier than the sunflower oil which they used previously. [2] They once again changed their packaging style in June 2007, rather similar to the logo used from 1998–2006.

Nutrition information has appeared on the front of Walkers crisps packets since 2006. Many of Walkers brands were formerly branded under the Smiths Crisps name. This comes from the time when Walkers, Smiths and Tudor Crisps were the three main brands of Nabisco's UK snack division with Tudor being marketed mainly in the north of England and Walkers in the south. After the takeover by Pepsico the Tudor name was dropped and the Smiths brand has gradually been phased out in favour of Walkers. The only products currently retaining the Smiths brand are Salt 'n' Shake , Salt & Vinegar and Ready Salted Chipsticks , Frazzles and the "Savoury Selection", which includes Bacon Flavour Fries, Scampi Flavour Fries and Cheese Flavoured Moments . The six finalists of the "Do Us A Flavour" campaign In 1997, Walkers became the brand name of the Quavers and Monster Munch snacks. In 2002 Walkers bought Wotsits from Golden Wonder . In 2007 Walkers launched Sunbites, a range of crisps made using wholegrains.

[3] In July 2008 Walkers launched its "Do Us A Flavour" campaign, challenging members of the public to think up a unique flavour of crisp. In January 2009 six flavours were picked and released as special editions, available until May 2009. During this period, consumers could vote on their favourite and the winner would become a permanent flavour. The winner of the competition was Builder's Breakfast by Emma Rushin from Belper in Derbyshire . [4] In summer 2009 Walkers launched its premium Red Sky brand of "all natural" potato crisps and snacks. [5] Notably, Walkers package their cheese and onion crisps in blue packets, and salt and vinegar in green. This is the opposite livery to most other UK crisp manufacturers, such as Hula Hoops , McCoys Crisps , Tayto and Golden Wonder .

Product lines 25g (formerly 27.5g) "Multipack" Bags 40g Sensations (Thai Chilli & Chicken Thyme Flavours only) 50g (formerly 55g) "Grab Bag" Bags, produced primarily for the pub trade 95g Bags (Sensations Thai Sweet Chilli only [RRP 99p]) 120g Bags (Cheese & Onion [RRP 99p]) 160g Big Bags (Sensations Share-It Bags) 300g Sharing Bag (Available around Christmas Time only) The 50g bag size for the pub trade was produced following a survey by Walkers regarding the average size of a social group in a pub, and the average number of crisps people would take when a bag was passed around; on average, the purchaser should be left with the same weight of crisps in their Grab bag after passing it around their friends as would be found in a standard 34.5g pack. Other types of snack food Chipsticks Poster: A View to A Kill.

looking for info on it (Page 1) - James Bond Memorabilia, Collecting & Clothing - Absolutely James Bond Re: Poster: A View to A Kill. looking for info on it I would say that you're both right, as this extract from Wickipedia explains: Many of Walkers brands were formerly branded under the Smiths Crisps name. This comes from the time when Walkers, Smiths and Tudor Crisps were the three main brands of Nabisco's UK snack division with Tudor being marketed mainly in the north of England and Walkers in the south. After the takeover by Pepsico the Tudor name was dropped and the Smiths brand has gradually been phased out in favour of Walkers. But it was Smiths Crisps back in 1985.

BOND MISCELLANY Smiths Potato Crisps; I Love Scampi Flavour Fries, I Love Crispy Tubes, I Love Square Crisps from the Badge Collectors Circle Archive Smiths Potato Crisps; I Love Scampi Flavour Fries, I Love Crispy Tubes, I Love Square Crisps 0/5 (0 votes cast) 1444 views Smith's Potato Crisps Ltd., was formed by Francis Leigh Smith in the UK after World War 1. the firm started in Cricklewood, London, reputedly in Smith's garage. Smith's was later owned by Nabisco and finally sold to PepsiCo in the 1990s. Subsequently PepsiCo withdrew the brand, in favour of Walkers. Type: Button Badge Solid metal back with hook under pin Year: Internal and external analysis of Walkers crisps Internal and external analysis of Walkers crisps Published: Last Edited: 23rd March, 2015 This essay has been submitted by a student. This is not an example of the work written by our professional essay writers. The first section of paper will introduce the background information of PepsiCo Inc.

and then followed the company mission and vision. Then PepsiCo UK & Ireland division is focused and further narrowed down to Walkers Crisp, the snack food product line of the division. The next section is the market situation analyses which identify the market size and growth in UK snack food industry followed by the external analysis conducted in the form of PESTLE. Subsequently, the internal analysis of Walkers Crisps and its competitor which consist of McCoy's Crisps and Pringles is conducted to highlight the competitive advantage of Walkers Crisps. Last section covers the market segmentation; targeting and positioning of Walkers Crisps in UK with the recommendation on Walkers' Crisps marketing strategy as well as its implications on the division illustrated in forecast budget. Table of content 27-29 Company Background PepsiCo, Inc. is the world leader in convenient snacks, foods and beverages. The corporation is founded in 1995 by Donald M. Kendall, President and Chief Executive Officer of Pepsi-Cola and Herman W. Lay, Chairman and Chief Executive Officer of Frito-Lay, through the merger of the two companies (PepsiCo Inc., 2010). Over the years, PepsiCo, Inc.

continues to make effort to increase company portfolio by expanding market in different countries which resulted nearly 200 countries are selling products under the corporation. PepsiCo is now a listed company on the Dow Jones North America Sustainability Index and Dow Jones World Sustainability Index (PepsiCo Inc, 2010). 1.1 Management Overview Figure Business Units of PepsiCo As illustrated in Figure 1, the four main divisions of PepsiCo are PAF, PAB, PepsiCo Europe and PepsiCo Asia, Middle East & Africa (AMEA). PepsiCo UK and Ireland (PUK) is classified as PepsiCo Europe division. Under the leadership of Richard Evans, President of PepsiCo UK & Ireland, Walkers achieved its highest-ever market share and the brand was re-established as a British icon (PepsiCo UK & Ireland). "Walkers" has been core brand of PUK and mainly manufactured in United Kingdom and Republic of Ireland. Walkers is also the UK's favourite crisps brand which owned by Frito-Lay which its current logo a derivative of the North American Lay's logo.

Currently, Walkers Crisps hold 47% share of the UK crisps market (Net Resources International, 2010). 1.2 Financial Situation In overall, PepsiCo grew 5 % in net revenue on a constant currency basis as compared to 2008 which was upset by the unfavourable economy condition. PepsiCo American Foods dominant 48% group net revenue. PepsiCo American Beverages and PepsiCo Europe fell 7.5% and 2.4% respectively. However, PepsiCo Asia, Middle East & Africa (AMEA) grew 9% which increase the total net revenue of the group (PepsiCo, 2009). According to the annual report, PepsiCo Europe snack food volume in last year declined 1% as compared to 2008 with 6% growth. Walkers in the United Kingdom declined at a low-single-digit rate which is caused by macroeconomic challenges. Source: Annual Report 2009 2.0 Mission Statement 2.1 Mission The mission of PepsiCo is to be the world's premier consumers' product company focused on convenient foods and beverages.

"We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity" (PepsiCo Inc., 2010). 2.2 Vision PepsiCo's vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company (PepsiCo Inc., 2010). 2.3 Value PepsiCo stressed on the commitment of delivering sustained growth through empowered people acting responsibly and building trust (PepsiCo Inc, 2010). 2.4 Goals Non financial Goals 1. To reduce water consumption in global by 20 percent per unit of production by 2015. 2. To grow savoury snack and liquid refreshment beverage market share in the top 20 markets. 3. To develop a group of leaders who better understand how to work more cohesively at the global level in multidiscipline teams. Financial Goals 1.

To improve brand equity scores for PepsiCo's 19 billion-dollar brands in top 10 markets. 2. To grow savoury snack and liquid refreshment beverage market share in the top 20 markets. 3. To grow the company's nutrition businesses from $10 billion to $30 billion in the next decade. 3.0 Market Situation 3.1 Market Size and Growth According to Key Note, the UK snack foods market in terms of retail sales has a strong of 8.4% was seen between 2008 and 2009 as manufacturers passed on steep rises in commodity costs for items such as potatoes, sunflower oil and nuts. The total value of the market has increased by 12% between 2005 and 2009 to reach £2.39bn. Potato snack gained 85% of UK snack foods market followed by other savoury snacks and snack nuts (MyCompanyPR, 2010). 3.2 Market Trend High demand in safety and healthy foods Consumers demand in safe and healthy snack food is an emerging trend.

According to Report, there been a high proportion of consumers interested in natural and healthful food and drinks increases, so will sales of products with naturally nutritionally rich and quality calorie content. Manufacturers of snack foods reducing salt and fat content in their foods through the introduction of 'light' and low-fat variants to respond to health issues. Emphasis has been placed on the use of more 'natural' ingredients, as well as on baked, rather than fried goods (MyCompanyPR, 2010). The trend is more distinct when UK government has imposed restrictive food and drink nutritional labelling regulations as to control the obesity population in the country. Global media influence consumers' choice Consumers buying behaviour change in a way of becoming active information seeker on the food nutritional and calorie content before purchase decision is made. The availability of Internet allows consumers have greater access to products information around the world. Thus, more and more snack manufacturers share their product nutritional label in their official websites for consumers' references. Consumers embraced ethical product On the other hand, more people are inspired to buy food that has minimal impact on the environment. This shows that consumers' product evaluation work more than just the tastiness or quality but take consideration of the food product's packaging and manufacturing process.

Therefore major marketers and retailers are increasingly tapping into this trend by offering more ethical products, upping their corporate responsibility efforts through energy-efficient "green" facilities and sustainable business practices, and increasing their associated cause-related marketing efforts (Packaged Facts, 2010). According to Mintel's Global New Products Database (GNPD), in between 2005 and 2010 to date, there have been 17,208 food and drink products launched in Europe that make some claim towards being ethical. Between 2005 and 2009, Mintel identified a 963 per cent increase in product launches in the category, from 445 products in 2005 to 4,732 last year (Decision News Media SAS, 2010). Mintel comments thatÂ the key shift in the focus of 'ethical' products: from animal-friendly toÂ environment-friendlyÂ products is a sustainable factor for many snack manufacturer in rebuilding brands.

3.3 External Environment Analysis 3.31 Political Environment UK practices the integration of three government departments on food labelling policy which are Food Standards Agency (FSA), Department for Environment, Food and Rural Affairs (Defra) and Department of Health. FSA has the responsibility for food safety aspect in nutritional labelling in Scotland, Wales and Northern Ireland. In England, Department of Health responsible for nutritional policy and Defra become responsible for country of origin labelling and various other types of food labelling not related to food safety, and food composition policies in England. 3.32 Economic Environment The economy of United Kingdom is in the recovery stage after having a severe recession in 2009. The GDP growth of UK in 2010 quarter two remain unrevised from the increase of 1.2% published last month (Office for National Statistics, 2010). Consumer disposable income is medium low as the household consumption expenditure rose slightly rose by 0.7% in latest quarter. A rise in world commodity prices for grocery product have indirectly increase food price. PepsiCo UK Walkers is in the disadvantage position due to an increase in operation cost and engage in price war to attract more market share.

3.33 Social Environment Obesity is the major health problem of the UK nations and healthy eating is one of the trends in food and drink sectors in UK. Consumers actively scrutinize the ingredients and nutritional labelling as a way to choose the right snack foods. PUK Walkers Brands respond to the change of consumer preference toward healthy snack by using Sun Seed oils to cook their crisps in order to reduce saturated fat content of the crisps. Walkers also provide a front-of-pack Guideline Daily Amount (GDA) label to inform consumers about the amount of energy and key nutrients provided in a portion of the product, and the contribution they make to the GDA for that nutrient (PepsiCo UK & Ireland, 2010). 3.34 Technological Environment According to ITU, 82.5% of the population in UK are Internet user. Most popular sites visit overall among UK Web user are Google, YouTube and social network visits have climbed from about 10% of all UK site visits to 11.88% of the total (eMarketer Inc., 2009). PUK Walkers Crisps has adapted to the surfing trends and connect consumers through social network.

Last year, Walkers Crisps launched a "Do us a Flavour, Pick us a winner" campaign which uses electronic vote via mobile,Â FacebookÂ or email was successful to 'capture the heart of the nation' inviting the public to create the next great flavour of Walkers Crisps (Enzo Annunziata, 2009). Year ITU Source: Besides snack manufacturers start to embrace green technology on their production. PUK adapted to the change by upgrading Walkers brands with eco- friendly packaging by using starch derived from potato peelings to make chips bag, thus helping save on costs by recycling potato by-products (TFTS - Technology, 2010). 3.35 Legal & Regulatory Environment UK government has been imposing restrictive regulatory pressure on food safety. The Food Safety Act 1990 is one of the main food laws in UK by preventing food business from rendering food injurious to healthy (Section 7) and selling to the purchaser's prejudice any food which is not of the nature or substance or quality demanded by the purchaser (Section 14).

Food companies that offence the Section 7 or 14 will be penalized with fine up to £5,000 per offence or a prison sentence of up to six months (Food Standard Agency, 2010). The Food Hygiene (England) Regulations 2006 is the food hygiene rules for all food businesses, applying effective and proportionate controls throughout the food chain, from primary production to sale or supply to the food consumer (Food Standard Agency, 2010). 3.36 Natural Environment According to Report of Department of Food and Rural Affairs (DEFRA), UK environment is improving as the serious incidents affecting water, air and land are dropping from year 2002 to 2008. However, climate change like drought has a huge impact in food production. PepsiCo UK & Ireland has taken initiative on reducing the carbon footprint in their manufacturing, distribution and packaging processes, and those of their suppliers. They switching to 100% British potatoes to lower food miles, reusing waste oil in biodiesel in their trucks as well as practice light-weighting of packaging.

As a result they achieved a 7% reduction of Walkers carbon footprint between 2007 and 2009 (CIB, 2010). Source: 3.4 SWOT Analysis of PepsiCo UK (Walkers Brand) Strength UK market leader in crisps Experienced management teams and board of directors. Strong manufacturing and distribution system Provide a variety of crisps flavours using familiar and natural ingredients Strong financial support from PepsiCo Inc. Launch the first Carbon Reduction Label Weaknesses Inaccuracy in product nutritional labelling Commodity price is inconsistent. Eating healthy snack is a trend High demand in environmental friendly processed food as in packaging Threat Snack viewed as unhealthy product Intense Competition Water stress and crop failure in region Volatile in foreign exchange rate Strength PepsiCo UK's (PUK) favour internally are its strengths of an experienced managements team and board of directors which give a clear direction of the selling strategy of Walkers Crisps. Besides, PUK and Walkers actively engage with carbon emissions reduction from its supply chain to packaging has scored the company a good reputation in the effort of preserving environments. Walkers brand uses healthy oil to fry or baked the crisps which suit consumers' demand of healthy snack food.

Walkers brand also gain competitive advantage of being the first product that launched Carbon Reduction label which other competitors could have takes time to imitate in future. Weakness The weakness of PUK is the sales volume of Walkers crisps is decreasing attribute to the consumers' negative perception of snack food. Walkers brand crisps have been engage with a number of problem and complaint about inaccuracy in nutritional label. In particularly, Walkers claimed their flavour is "suitable for Coeliacs" but not entirely gluten free (contains barley malt). Once consumers find the product labelling is misleading, they would not repurchase the item as it indicated the product is unsafe to consume. Nevertheless, the increase in commodity prices due to the disruption of unfavourable climate imposes high production cost to the company. Opportunity and Threat Favourable external factors include the rising demands of snack, food processing technological breakthrough in packaging which addressing the consumers' demand of environmental friendly product which start practising by competitors. Main threat of PUK is disruption of production due to adverse climate such as water stress will increase the crop failure. PUK Walkers crisps face intense competition from both direct and indirect competitors which would adversely affect its current market share in UK snack food industry.

United Biscuit Ltd and Procter & Gamble Company are the direct competitors of PUK whereas the indirect product competitors are Kraft Food, Nestle and Kellogg. 3.5 Competitors' Brand Situation (SWOT Analysis) The main competitors of Walkers Crisps are McCoy's Crisps and Pringles. The table below shows the SWOT analysis of these companies. Competitors Brands 21% Strength Dominance the young male market e.g. Slogan: 'the original and best crisp designed specifically for men and their distinctive tastes'. [ 2 ] Special flavours as compared to other e.g. curry flavours Consumers can control the proportion of salt and addictives in their snack Strong financial support from the group Wide manufacturing facilities Approach different group of consumers from children to adults Slogan: "Once You Pop, The Fun Doesn't Stop!" Unique canister packaging [ 3 ] and sealable lid Differentiation on crisps shape: a hyperbolic parabolic saddle shape Strong financial support form group Weakness Fail to approach female and children market Organisation less focus on the brand Inconsistency in campaign effort especially in social network.

Higher price as compared to other normal potato product Opportunity High demand in environmental friendly processed food as in packaging [ 4 ] Demands for exotic flavours snack is still high Able to approach different group of consumers Produce new flavours Market share widen by other non-potato snack product Market share widen by other non-potato snack Competitive snack market climate Engage in negative food issues: HVP Salmonella recalls [ 5 ] *the calculation of market share has included potato crisps, snack, and nuts. 4.0 Marketing Segmentation, Targeting and Positioning Segment base Modified source: Low income diet and nutrition survey by food standard agency Targeted groups The primary targeted is the youth which is from 13 year old to 24 year old. Low income diet and nutrition survey by Food Standard Agency reveal that 79% male and 86% female of this group consumed crisps and savoury snack. Older children and teens can be manipulated by the strong emotive messages in advertisements. The secondary targeted group is adult between the ages of 25 and 44. This group are medium snack consumers which has less budget constraints as compared to youth group. The frequent user of snack is working adult living in a fast moving lifestyle.

Convenient snack become the instant meals for working adult who has less time on cooking their own meals. MarVariety of flavours ket Positioning of Walkers Crisps Figure Perceptual map of Walker Crisps Walkers Crisps is benefited in the sense that positioned itself to be a healthy crisps which provides variety of flavours. Figure 2 shows that Walkers Crisps closest competitor is in house brand Doritos, and other competitors' brands like Pringles Chips and Kettle Chips are far below its because consumers perceive them as fattening and homogenous in term of flavours. In term of crisps flavour, McCoy's Crisps is the closest competitor of Walkers attributed to its uniqueness of crisps flavours which keep most innovative consumers buying on it. 5.0 Marketing Objectives (SMART) To increase the market share of Walkers Crisps in UK market. To increase the sales volume of Walker Baked by 30% from 2010 to 2012. Walkers to remove all artificial flavour enhancers, colours and preservatives, by 2012 (PUK Health Report).

50% of savoury snacks to be baked, or include positive nutrition*, by 2015. Increase availability of Walkers Baked by 25% by 2012 for consumers' on-the-go. Trial marketing campaigns to transition consumers who have high per-capita consumption of savoury snacks to healthier alternatives, from 2010 (PUK Health Report). 6.0 Marketing Strategy 6.1 Product Strategy As discussed earlier in market situation analysis, consumers' healthy eating demands are the key focus of PepsiCo UK in snack foods industry. PUK is recommended to remain focus its competitive advantage on producing healthful snack with healthy oil with eco-friendly packaging. Out of the five product extension under Walkers brands as shown in Table 1, PUK should undertake brand building of 'Walkers Baked' because it's contain less than 70% fat content which believe to meet consumers' demand of healthy snack food. Table Walkers Brands Crisps Source: #/our-range Potato crisps that cooked in Sun seed Oil which contained lower saturated fat.

Ready salted, Cheese & Onion, Prawn Cocktail, Salt & Vinegar, Roast Chicken, Smoky Bacon, BBQ Rib, Steak & Onion, Marmite, Tomato Ketchup, Pickled Onion, Worcester Sauce Walkers Light Source: #/our-range/walkers-lights Potato crisps that is deliciously light, 33% less fat than ordinary crisps and under 115 calories. Cheese & Onion, Sea Salt & Cracked Black Pepper, Simply Salted, Sour Cream & Chive Walkers Max Deep ridge potato crisp, which gives more crunch and fuller flavour. Chargrilled Steak, Cheese & Onion, Paprika, Cheeseburger Walkers Baked Source: Crunchy potato crisp that oven baked twice and contained 70% less fat than other Walkers crisp. Mango Chilli, Cheese & Onion, Bacon & Cheddar, Sour Cream & Chive, Ready Salted, Salt & Vinegar Walkers Extra Crunchy Potato crisp that sliced thicker, cooked little longer and crunchier than regular Walkers.

Simply Salted, Salt & Malt Vinegar, Cheddar & Sour Cream, Sweet Chilli Chicken, Flame Grilled Steak 6.2 Promotion Strategy Key promotion programs that PepsiCo UK is recommended is featuring in sponsorship of home event (treasure hunt), collaborative promotion with cinemas and social network advertising. Sponsorship of "Walkers' Baked Treasure Hunts" PepsiCo UK will be sponsoring a charity event named "Walkers' Baked Treasure Hunt" which participants are encouraged to have minimum purchase of two packages of Walkers Baked. The group will also donate 1% of the revenue in each purchases of Walkers Baked to the Carbon Trust Fund. The event is intended to promote the significant of human role on preserving the Earth by reducing the carbon emission. Besides, it could facilitate sales of Walkers Bakes and re-emphasize the environmental friendly brand image of Walkers. Collaborative promotion with cinema People tend to associated snack food with entertainments like watching movie. Therefore, PepsiCo UK should made strategic partnership with local cinemas like Cineplex, to enable the cinema to sells the Walkers brand crisps to the ongoing audiences.

In addition, Cineplex can work closely with Walker Crisps through screening the brands commercial and collaborate with movies freebies giving away promotion. Social Network Advertising Walkers Baked Fan Page will be set up as an arena to connect fans about the product. By recruiting fan can increase the popularity of Walkers Baked and fans will be constantly updated with the incoming events like 'Walkers Baked Treasure Hunt' and other seasonal promotions. Past events images will be uploaded to reconnect the existing fans. 6.3 Price Strategy Pricing of Walkers Baked vary according to place and size of the product. Pricing in petrol station and convenience store are fixed whereas the pricing of retail is varying depending on the special occasion (e.g. Easter Day) and competitors brand pricing. The price strategy of undertaken by Walker Baked includes psychological pricing which priced at £1.99 instead of £2 and competitors based pricing. 6.4 Place Strategy 'Walker's Baked' crisps will be mass distributed in most of the shops in petrol kiosk such as Shell and BP. Walkers brands snack vending machine in entertainment parks such as bowling centre and cinema as a way to increase consumers exposure to the product.

Besides, Walkers Baked crisps will be placed at the middle condola or shelve in hypermarket like Asda, Tesco and other convenient shops because consumers can pay more attention to products put at middle shelves as it is reach on hand easily. 7.0 Assumptions There will be no large fluctuation are made in the market. The company mitigates the exchange rate fluctuation through buying and selling forward in principal currencies of activity and aligning currency of cost with the currency of sales. The financial data of PepsiCo UK and Ireland is assumed to be included in operation review of PepsiCo Europe in PepsiCo Annual Report 2009. Sales and operating profit PepsiCo UK &Ireland is assumed to be the net revenue and operating profit of PepsiCo Europe Division respectively. Operating expenses in year 2009 is assumed to be 7% of the total sales.

8.0 Forecast and Implication Forecast Budget of PepsiCo Europe Division from 2009 -2012 Year Lays expands ‘Do Us A Flavour’ into year-long social media campaign - Digital Intelligence daily digital marketing research Lays expands ‘Do Us A Flavour’ into year-long social media campaign 16/01/2014 Lay’s is running a second campaign for its crowdsourced “Do Us A Flavour” ads, this time incorporating Instagram and Twitter, as Pepsico’s crisp brand looks to boost its reach on smartphones and tablets. Watch this case study from the previous US campaign: The Lay’s “Do Us A Flavor” campaign is primarily accessible through the campaign microsite which is optimized for both mobile and desktop devices. The brand is also running the campaign across other territories, including its Walker’s brand in the UK. The microsite lets consumers type in their flavour ideas or take a short quiz about their food preferences to create the perfect chip flavour. The competition this year has also been expanded to include three types of chips – original, kettle cooked and wavy.

“To gain scale and broaden the program’s reach, the ‘Do Us A Flavour’ program extends beyond Facebook this year,” said Chris Kuechenmeister, senior director of public relations at PepsiCo.’s Frito-Lay, Plano, TX. “New in 2014, the program will be housed on and will also leverage other social channels – all available via their mobile devices,” he said. Last year’s entries from the US included flavours such as "grandma's secret sauce" to "a favourite restaurant dish." The US campaign also includes a partnership with entertainer Wayne Brady, who will celebrate contest submissions in real-time on launch day through the creation of flavour-inspired digital content. Brady who became well-known for his improvisational talent on TV's "Whose Line Is It Anyway?" put his skills to the test by selecting consumer flavour ideas that are submitted to DoUsAFlavor.com and then shared on Twitter, and turning those submissions into comedic sketches and musical videos that will be shared through . "Food and flavor are such a natural passion point for people – when you think about it, everyone has a story to tell about a great meal or the first time they tried their favorite dish," said Brady.

"The hope is that by having some fun and celebrating these unique flavors, we'll help inspire even more delicious flavor ideas for America's consideration." Watch a sample of Brady's session here: Now through April 5, 2014, US fans can submit their flavor suggestions on , through Twitter (follow @Lays for details), on , through the Lay's Facebook Page or by using their cell phone to text FLAVOR to CHIPS (24477). To submit, fans will be asked to provide their name, flavour name, up to three ingredients, the chip style and a 140-character description or inspiration for their flavour. "Even though we could only pick one grand prize winner last year, the millions of delicious ideas submitted by fans demonstrated that we have only begun to scratch the surface of the possibilities we could bring to the snack aisle," said Ram Krishnan, vice president of marketing, Frito-Lay. "This time around, we're offering consumers even more opportunities to demonstrate and celebrate their creativity – and love of yummy flavors – throughout the contest.

We can't wait to see what America's taste buds will inspire next." Last year, Lay's Cheesy Garlic Bread, Lay's Chicken and Waffles and Lay's Sriracha flavored potato chips were selected as finalists, created and brought to store shelves, and then it was up to consumers to determine a winner. In May 2013, after millions of fan votes were cast, it was announced that Lay's Cheesy Garlic Bread flavored potato chips were America's favorite, and Karen Weber-Mendham, a children's librarian from Land O' Lakes, Wis. and the finalist behind the winning idea, took home the $1 million grand prize. Watch a previous US TV ad for 'Do Us a Flavour' here:

Question: Pepsico dropped the Smith's Crisps brand in favour of which other?
Answer: Walker's