PGBM127 Marketing Assignment Sample
Module code and Title: PGBM127 Marketing Assignment Sample
Part 1: Case Study – The Walkers
1.1. A brief overview of the company
“Walkers Snack Foods Ltd.” is one of the leading manufacturers of snack and potato chips in the UK. The firm is a subunit of PepsiCo, Inc and it produces approximately 11 million packets of potato chips regularly. Walkers have more than 15 manufacturing sites in the UK. In the initial stages, Henry Walker, the founder of the company, was selling meat pies in Lancaster in the 1880s.
In 1912, the firm started a sideline business, as the acquisition of meat was difficult due to the post-war economy. The firm started making potato fries in 1948 and initiated introducing onion and cheese flavoured varieties. In 1980, Walker grew to be a £1 billion industry in the UK. PepsiCo acquired “Smith Foods from BSN” and “Walkers crisps” for $1.35 billion in 1989. Smiths and Walkers merged in 1993 and the firm was renamed “Walkers Snack Foods” in 1994.
In 2000, Walker expanded their business to Ireland and started its operation in the country with more than 3,000 employees (Walkers, 2022). Since then, the enterprise has found many exotic flavoured snacks such as “Fish and Chips flavour fries”, “Thai Lemongrass”, “Chinese Spare Rib flavours” and “Chicken Tikka Masala”.
The organisation launched a campaign named “Bring me Back” reintroducing several flavours such as “Beef and Onion”, “Cheese and Chive”, “Toasted Cheese flavours” and “Barbecue flavours” for a limited period of time. The mission of the firm is to create beauty and health products that are consumer-centric earning the loyalty of the consumers.
1.2. Marketing mix
The core offerings of the company are potato crisp with regular flavours such as “Cheese & Onion (blue)”, “Prawn Cocktail (pink)”, “Ready Salted (red)”, and “Smoky Bacon (maroon)”, and “Salt & Vinegar (green)”. Additionally, flavours such as “Worcester sauce (purple)”, “Beef & Onion (brown)” and “Marmite (black)” are also popular among the young generation of the UK. The firm also introduces innovative products in order to celebrate special occasions and promotional activities (Smith et al. 2019).
For example, “’Winners – Salt and Victory” was launched to celebrate the win of Lancaster City in the “Football Premier league” in 2016. The “needs and wants” of the consumers of the company are segmented into seven categories as Fairness, alternatives, empathy, friendliness, control, time and adequate information regarding the products. On the other hand, the “Jobs-to-be-done” theory helps in highlighting the “requirements of the consumers” that are not yet fulfilled.
Figure 1: 7Ps marketing mix (Source: Anjani et al. 2018)
The utilisation of the 7Ps marketing mix assists the company in addressing the demand of the consumers. The firm has a wide range of products that are available at affordable prices. The promotional activities of the firm are mainly focused on digital marketing techniques and due to the immense growth of the Internet, the enterprise has successfully acquired a strong base of consumers (Davies et al. 2021).
The company provides adequate information with physical evidence regarding the products that satisfy the needs of the consumer to gain knowledge regarding the ingredients of the snacks. People refer to the consumers who are the focus of the enterprise. The company has created superior consumer services in order to assess the concerns of the customers.
The enterprise has expanded the consumer service department in order to increase the alternative options and to empower the consumers. The employees are directed to provide valid information to the consumers and solve their concerns swiftly.
The consumer service also collects data from the consumer to assess the performance of the products and the demand of the consumers (Parnell and Brady, 2019). The operational process of the firm is consumer-centric and the firm has many manufacturing sites to provide products all over the UK.
1.3. Market orientation
Due to the unprecedented impact of COVID-19, the requirements of the consumers have shifted towards healthier options of snacks. The average “frequency of consumption of snacks” has remained the same; however, the “total volume of consumption” has increased significantly (Tajvidi and Tajvidi, 2020). During the pandemic, the “sales of snacks” have immensely grown. In recent years, 70% of the young generations prefer processed snacks to homemade meals.
However, the prolonged lockdown period has altered the opinions of the consumers regarding their snacking behaviour. 54% of adults have inclined towards healthier alternatives for snacks and they are concerned regarding the ingredients of the crisps. The people of the UK are shifting towards processed snacks that are rich in omega-3 and vitamin C and D (Nicola et al. 2020). In order to align with the current market demands, Walkers initiated to make half of their products to be healthier by reducing calories by 2025.
The firm has invested nearly £35 million to reform its products and introduce healthy snacks in the local market. The parent company, PepsiCo has announced that they are trying to reduce the percentage of salt in the potato crisps (PepsiCo, 2022). In 2022, Walkers have introduced new products that have 45% fewer salts and it has been widely popular among the adults in the country.
1.4. Impact of advanced technology
In recent years, the companies in the FMCG industry have incorporated the trends of industry 4.0 that facilitate the use of smart machines in operational processes. The “cyber-physical system” is the core of industry 4.0 that utilises advanced control systems with embedded software and incorporates “IoT or the Internet of Things” (Li et al. 2019). Walkers have utilised the technology to facilitate “autonomous decision making” and collected additional data to create appropriate promotional strategies for the products.
Additionally, MarTech technologies have enabled the firm to execute its offline and digital marketing strategies adequately. Other company such as Amazon has integrated MarTech in order to advertise their product and wide range of services through digital platforms (Amazon.com, 2022). MarTech technologies have facilitated the use of automation in digital marketing strategies by assessing the data of the FMCG industry.
Apple is using strategies of industry 4.0 to modernise its value chain in order to reduce the manufacturing time of the products (Apple, 2022). Industry 4.0 integrates the communication with the consumers and facilitates the transformation of the SC model.
Part 2: Individual Business Report
2.1. Executive Summary
The report discusses the marketing strategies and utilisation of advanced technology of “Walkers Snack Foods Ltd.” The analysis of market trends highlights the opportunities of the market regarding Gen Z and major market trends. The recommendations are based on the STP analysis that provides an insight into the proper digital marketing techniques.
Consumer persona documents the characteristics of Gen Z that help the firms in introducing healthy alternatives to the snacks. Additionally, the recommendations discuss each aspect of the 7Ps marketing strategies and mapping of the consumer journey. The cognitive journey of the consumer discusses the CJM theory that provides a deeper understanding regarding the engagement of the consumers.
2.2. Introduction
The study depicts the recent market trends regarding digital marketing attained by a UK-based company named Walkers. In this regard, there has been an analysis of the segmentation, targeting and positioning strategies adopted by the company through the digital platforms. Moreover, facts related to the customer persona of the company have been analysed with the help of a detailed structure of the “customer journey mapping” related to the concerned company.
The analysis of market trends of Walkers has been done by reviewing the past records of the organisational structure and marketing strategies. It also helps in understanding the preferences of customers regarding the products and services provided by Walkers.
2.3. Market Trends Analysis
Based on the market analysis of Walker’s company, it has been analysed that the company makes good utilisation of the digital platform for promoting its food and beverage products. The company has the opportunity to grow and expand its business on the global platform through digital marketing. Walkers has launched a digital competition for its customers namely “Do us a flavour! Win a packet”. In this competition, the company instructed its customers to suggest new flavours as per their taste requirements.
The customer who will suggests the most attractive flavour would be declared the winner and would be provided with £50,000 prize money along with 1% of all the future sales attained by the company (Peter and Dalla Vecchia, 2021). This is a unique marketing trend in order to attract more customers to the products offered by the company.
The Gen Z customer analysis of the company depicts that the younger generation is more attracted to the food products of the company. Moreover, the company targets a middle-income audience in order to increase its sales by offering a reasonable pricing structure for its products (Nabieva, 2021). The competitor analysis of the company demonstrates that many newly emerging food and beverage companies are creating challenges for the company to maintain its reputation on the global platform.
The companies named Brakes McCoy’s Crisps and Pringles Group are the major competitors of the company and customers are attracted to these companies in recent times (Brake.co.uk, 2022). In order to beat the level of competition, the company is improvising its online portals and providing the nutritional details of food products in order to grab the attention of more customers. The key market trends of food and beverage products depict the extreme usage of advanced technologies for the advertisement of products. The company utilised renowned celebrities as their product influencers.
The reason behind this is the extensive fan following of celebrities who can attract the younger generation to the products offered by the company (Peter and Dalla Vecchia, 2021). Moreover, the company introduces new flavours for its beverage products on a regular basis in order to retain the attraction of customers and provide them with improved taste. The company also organises campaigns for promoting healthy and tasty beverages that could meet the nutritional requirements of customers.
2.4. Recommendations on Segmentation, Targeting and Positioning
The firm is altering half of its products in order to align the innovations to the demands of the global market. The recommendations for the enterprise are categorised in STP analysis that provided insight regarding the effective marketing strategies.
Figure 2: STP analysis (Source: Sukma et al. 2019)
Segmentation
The firm needs to concentrate on categorising the target market into various groups in order to create appropriate segmentation of the local market. The market segmentation needs to focus on consumers who are concerned regarding the nutritional products and consumers who are indifferent regarding the nutritious values of the snacks (Nieto et al. 2022).
The company needs to provide products for both consumer segments to enhance its reach to the consumers. Furthermore, the organisation can also create a different segmentation of vegan consumers and provides them with vegetable-based snacks.
Targeting
The enterprise needs to target the young consumer segment, as the young people are generally more attracted to snacks. The young people are inclined towards snacks rather than traditional meals due to the cheaper rates. The snacks provide them with faster alternatives to homemade meals at affordable prices. The company needs to provide a clear and concise list of ingredients in order to facilitate transparency regarding the production process of the snacks.
Positioning
Walkers have positioned its products to meet the demands of the adult consumers as the adult citizens capture the majority of the consumer base for the firm. Additionally, the firm needs to lower the prices of the products in order to align with the economic position of the core base of consumers (Cieslik et al. 2018). The “sales of the snacks” have relatively slowed down due to the altering buying patterns of consumers in the lockdown period.
The enterprise needs to address the “healthy needs of the consumer” and promote its product adequately in order to gain the attention of the consumers. On the other hand, the incorporation of “green strategies” in the operational processes can improve the brand image of the company and assist in gaining a large base of consumers.
2.5. Customer Persona
“Walkers Snack Foods Ltd.” has identified the needs of Gen Z customers with the help of a proper STP strategy. Now the main matter of concern for the company is to find the detailed nature of its customer base to develop the marketing mix. The STP discussion shows that the company is mainly targeting adult citizens to sell its products. Therefore, the company needs to consider a lot of things before planning any new market strategy. Gen Z customers have certain characteristics such as the internet and the digital world being an integral part of their life (Kunisch et al. 2020).
The generation likes information travelling fast and wide which means they always want to stay a step ahead. The main reason behind this tendency is that they have been raised in a comparatively more progressive society. All these factors have an impact on their decision regarding the purchase of products or services. The characteristics of Gen Z customers are closely related to their socio-economic background. Based on this background, the generation can be divided into different groups. Hence, “Walkers Snack Foods Ltd.” needs to identify its own set of target audiences.
Figure 3: Buyer Persona canvas (Source: Petre, 2018)
The first persona is known as digital natives who know how to access the required data whenever it is required. World changers are the ones who show interest in sustainability and clean energy as they generally belong to a world that is on the verge of extinction due to climate change. The next one is the adventurers who love to travel around the world and help a company to develop a strong marketing campaign.
The next one is an important one which is known as entrepreneurs. These members of the Gen Z generation are moving to new ideas because of the population explosion and limited resources of jobs (Petre, 2018). There are some other types of Gen Z customers also such as gaming fans, influencers, and fashion-forward. “Walkers Snack Foods Ltd.” has understood that its target Gen Z consumers are the digital natives as they continuously seek new ideas and look for data in online sources. Therefore, the company needs to make a marketing strategy based on its characteristics
2.6. Recommendations
Traditionally, snacking is considered an unhealthy habit and avoided by a large number of consumers in the FMCG industry. However, in recent years, the buying patterns of the consumer have altered significantly to a healthier lifestyle. The impact of COVID-19 has changed the behaviour of the consumers and they are looking for vegan and healthy alternatives to traditional snacks (Mazzucato and Kattel, 2020).
Moreover, Gen Z is purchasing snacks that have low sugar, and salts and are based on vegetable products. The UK government have introduced new regulations on nutritious labelling on food and drink products to promote healthier lifestyle and control instances of obesity in the UK (Prause et al. 2021). “Walkers Snack Foods Ltd.” is trying to integrate the interest of Gen Z by introducing new products, as Gen Z comprised 53% of the total population of the country.
| Marketing Mix | Recommendations (Marketing Mix) | Justification of how the trends meet Gen Z customer needs | Marketing theory supporting the recommendation |
| Product | Healthy snacks and green packaging | Healthy and vegetable-based snacks | Communication mix evaluates the regulation and public relations prior to the promotion of new products |
| Price | Affordable pricing | Highly affordable | Porter’s five forces analyses several factors in establishing appropriate pricing strategies |
| Promotion | Digital and email marketing | Easy access to information regarding the products | Ansoff matrix helps in assessing the market before introducing new products |
| Place | UK | Easily accessible from online and physical stores | Pestle analysis aids in examining the external environment of the company |
| Process | Green SCM | Fulfil the environmental regulations | SWOT assists in optimising the internal process of the company |
| People | Young generation | Fulfilment of requirements of Gen Z | Balanced scorecard enhances the engagement of the consumers |
| Physical Evidence | Improved consumer experience | Expressing concerns and providing important feedback | Maslow’s hierarchy of needs facilitates the understanding of consumers’ requirements |
Table 1: Recommendation (Source: Self-created)
Product
- Recommendation: Walkers needs to promote their initiation of green packaging in order to reduce waste and introduce the healthier products to provide proper resolution to the younger consumers.
- Justification: The theory provides an overview of essential tools that can increase the effectiveness of communication with the existing consumers. The communication mix enables the use of digital and email marketing techniques in order to increase the sales of the snacks.
- Theory explanation: The application of a communication mix can facilitate direct marketing and the inclusion of public relations that can increase the sales of the product and improve the brand image (Papadimitropoulos, 2020). Public relations provide opportunities to use the media in order to advertise the product of the company. [Refer to Appendix 1]
Price
- Recommendation: The price of the snacks needs to be affordable in order to attract the lower segment of the consumers, as well as the Gen Z. The analysis of porter’s five forces can help the organisation in assessing the cost of production in order to establish a proper pricing segment that can gain the company sustainable profits.
- Justification: The firm can gain knowledge regarding the appropriation of the suppliers in order to acquire raw materials and synchronise the demand of the consumers to evaluate the demand for the products (van Tulder et al. 2018). The evaluation of the market demand can help the company in creating proper prices
- Theory explanation: Porter’s five forces assess various elements such as possibilities of new entrants, power of the suppliers, prospects of substitute products, rival forces and power of the buyers. [Refer to Appendix 2]
Promotion
- Recommendation: The provision of authentic information can gain loyalty from the existing consumers and solidify the market position of the company.
- Justification: Ansoff matrix can evaluate the market demand in order to create a proper marketing strategy that can provide authentic information regarding the products to Gen Z consumers (Malter and Rindfleisch, 2019).
- Theory explanation: The use of the Ansoff matrix can be beneficial for the company in order to analyse the development of new products and the market penetration of the local market. The firm can diversify its product to acquire various segments of the market and develop market space for its new products as well.
Figure 3: Ansoff matrix (Source: Sukma et al. 2019)
Place
- Recommendation: The market of the UK is lucrative and has a huge demand for snacks in the young generations. Walkers can use the PESTLE analysis in order to analyse the information regarding the benefits and the challenges of the UK.
- Justification: The political and economical aspects can provide the enterprise with information that can be effective in creating a proper digital marketing strategy (Riemer and Schellhammer, 2019).
- Theory explanation: The PESTLE framework can help the company in integrating social and technological aspects of Gen Z that can make the product of the company readily available in the physical and online stores.
Process
- Recommendation: The establishment of the green SCM can help in reducing the pollution in the production process.
- Justification: The incorporation of green initiatives can attract the attention of consumers and can enhance the brand image.
- Theory explanation: The application of SWOT analysis is appropriate in order to assess the strengths and weaknesses of the firm to include the new technology to reduce the production of carbon in the process. The analysis can highlight the threat and opportunities of the market that can enhance the digital marketing techniques of Walkers (Rajković et al. 2021).
People
- Recommendation: The Company needs to identify and evaluate the needs of the young consumers, as they are more interested in the snack manufacturers.
- Justification: Addressing the needs of GenZ can increase the base of the customers and enhance the sales of the products.
- Theory explanation: The utilisation of a balanced scorecard can effectively increase communication with the consumers. The theory aligns the internal process, financial resources and the consumers to create a precise online marketing strategy (Happonen et al. 2020). [Refer to Appendix 3]
Physical Evidence
- Recommendation: The firm needs to facilitate improved consumer experience in order to enhance loyalty among the stable consumer base.
- Justification: The loyalty of the consumers increase the base of Gen Z in acquiring the services of the company
- Theory explanation: Maslow’s hierarchy of needs can help in evaluating the requirements of the consumers that can help the company in creating an improved consumer service. The firm can use this framework to establish digital assistance for the consumers that can provide greater reach (Lock, 2019). The relationship of the stakeholders significantly improved due to the positive outlook of the company.
2.7. Customer Journey Mapping
Customer journey mapping, also known as user journey mapping, refers to the companies making a customer journey map. The map defines the customers’ interactions with the organization. The main reason behind companies creating a customer journey map is to help the business see from the perspective of customers. “Walkers Snack Foods Ltd.” can gain insights into common issues that customers face with the brand and improve those with the implementation of proper strategies.
The customer journey mapping is done in two steps, namely, the potential customer touch points are mapped out in the first step and in the second step, and the company creates user journeys across several touch points to serve each buyer persona (Ritzer and Miles, 2019). As an example, the Gen Z consumers of “Walkers Snack Foods Ltd.” may take a little time to find out about a new product and purchase those as they are aware of the digital world and interact with social media constantly.
The case is completely different for a millennial buyer persona as they do thorough research about a product before purchasing it. In order to develop a customer journey map, “Walkers Snack Foods Ltd.” needs to include the customer experience at each touch point of the journey map. These touch points may include the actions of the consumers and the way the company responds to that action.
Figure 4: Customer journey map (Source: Self-created)
“Walkers Snack Foods Ltd.” has felt the importance of the customer journey mapping to serve its Gen Z consumers as the expectations of customers can be known in a better way by developing a strategic approach with the help of the journey map. The company can optimize the customer experience by developing a better customer journey mapping. The mapping is important for all types of enterprises irrespective of their sizes.
In the constantly developing global market, the expectations of customers are also with time. In another aspect, it is seen that 84% of customers around the world feel that they need to be treated as humans rather than a number by companies to win in the market (Yildiz, 2021). Hence, “Walkers Snack Foods Ltd.” needs to give special importance to providing its customers with a personalized experience.
2.8. Detailed Customer Journey Map
A customer journey map visually represents the customers’ experience with the company. With the help of this map, an organization can tap the potential customers with feelings such as confusion, frustration, and any actions that they can take before purchasing anything. “Walkers Snack Foods Ltd.” needs to plan its customer journey map tailored to its products and the needs of Gen Z consumers. The customer journey map can help a company with increased customer engagement and eliminate issues in business.
“Walkers Snack Foods Ltd.” has identified its buyer persona and even planned to develop a customer journey map (Yildiz, 2021). However, the most important thing that the company now needs to focus on is considering marketing touch points and identifying customers’ cognitive journey. Companies consider the emotional connection of their consumers to make a customer journey map. From this perspective, “Walkers Snack Foods Ltd.” has done a buyer persona research and identified the Gen Z audiences to be target customers. Therefore, it needs to consider the emotional connection of these audiences to make a proper customer journey.
The company can make the map by tapping its cognitive journey with a brand. Adult citizens are more reluctant to use social media and the digital world for making any purchase decision. Furthermore, whenever they purchase any product for the first time, it is more evident that they would purchase that again (Petre, 2018). Therefore, “Walkers Snack Foods Ltd.” needs to provide a personalized product experience to the Gen Z audience groups. On the other hand, the company needs to continuously tap the touch points of the map as they keep changing.
Figure 4: Customer Journey map (Source: Kunisch et al. 2020)
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Appendix
Appendix 1: Communication mix
(Source: Papadimitropoulos, 2020)
Appendix 2: Porter’s five forces
(Source: Sukma et al. 2019)
Appendix 3: Balanced scorecard
(Source: van Tulder et al. 2018)
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