Promotion

P romotion is used to get the companies product or service known to the public the different methods of promotion are:

• Sales promotion

• Public relations

• Sponsorship

• Advertising

Walkers use Advertising on TV and on billboards. They also do sponsorship the walker’s stadium for Lester city football Club Sales promotion is also used as another method that of promotion by giving free sample at supermarkets when they get new flavours out and also putting prizes in there packets e.g. pogs and money. Walkers dose not do public relations as a promotional method.

Advertising

• T V adverts- On the adverts that walkers produce they use lively music and brightly coloured images to keep the people watching it interested in what their selling. Also having an appearance of Gary linger in their adverts help to make budding footballers or fans of his watch more attentively. Humour is also used affectively in there adverts to keep the tone of the commercial upbeat and interesting.

• Magazine adverts- in these walkers used a range of brightly coloured pictures to attract the attention of the reader. Also Gary Linger a former footballer for Leister city is a well none celebrity icon and so using him in there adverts as a mascot will attract the readers attention even more and hopefully encourage people to buy their crisps. Also the information people need about the product is written on the packets e.g. less saturated fat!

• Promotional activities- Walkers uses promotional activities in supermarkets to attract the customer to buy their product, by making them think that they have found a bargain. They use BOGOF (buy 1 get 1 free) to do this. Also there are other deal the company does such as 20% extra free on some of their bags so that when the consumer sees the free part it makes them feel go about their purchase because there getting more for there money.

Data information sheet of questionnaire produced.

This is a chart that shows how many people new that Gary lingerers the celebrity endorser for walkers Even though there is a large number of people who knew that Gary was there spokes person (61%) but of the 39% that don’t they could be losing customer. I suggest that they could use a more well known person to promote their crisps for example David beckan that way more people will know about their crisp and be more inclined to buy them.

Strengths of Walker’s promotional material:

• The diversity of there adverts e.g. different stories told in there TV ads and magazines.

• The celebrity backing them up (Gary Linger) will lead to a lot more publicity than they could get on there own.

Weaknesses of Walker’s promotional material:

• Personally I think that walkers have no weaknesses in the way that they promote their crisps because it has worked affectively for as long as they have been in business.

I recommend to walkers that they continue with there methods of promotion and to maybe try and target a different group of people e.g. use a more famous celebrity to indorse there product this will make people want to watch and see the different adverts that walkers produce. But they should only do this if they can afford it with no threat of their profit going down.

Place

Walkers distribute there crisps in supermarkets using free sample and the purchasable packets also. They are also sold in smaller corner shops and magazine stands as single packets. This is good because it means that walker’s product is being sold in a number of different types of areas.

FMCG stands for Fast Moving Consumer Goods and the types of outlets their products are sold in are retail outlets such as businesses which sell food and clothing.

Walkers were available in all outlets this shows that walkers are well known and how a large amount of their products sold. Their competitors such as Pringles don’t sell their product in all outlets so this means a greater number of people buy walkers rather than Pringles which is a benefit for walkers.

People that I have asked using primary research the majority of them said they buy walkers mostly from super markets the second most places in which people buy walkers is from newsagents. This research has been done buy asking all age groups and distributed equally between male and female members of the community. (See appendix)

Strengths of walker’s distribution strategy

The fact that their product is sold in all different types of places and shops is a strength because it mean that more people will buy there product and will be more aware of it, even if they weren’t planning on buying any crisps, the fact that there in most store means that more people will see them and think um I would like to buy some crisps. And also the fact that walker’s crisp has remained so long as a popular crisp must mean there right in what there doing in the way it distributes its product. Another strength that walkers has is that there are so many competitor that are in the crisp business so that mean that sometimes a company may slip behind on what’s the newest thing out there, but walkers has I think manages to maintain a reputation as one of the best crisp company’s.

Weaknesses of walker’s distribution strategy

Walker’s doesn’t have very many weaknesses because the walker’s brand and distribution is very good with, I don’t think any faults.

Recommendations

I think that walkers has done a good job to hit every marketing place available but I think that one thing walkers could do is to higher people to hand out free samples of there newest crisp to the public in grocery store because even if the person was not intending to buy any if they tried them then they might have second thoughts and think “yum there good I think I might buy some more”. This way walker’s will gain more customers in grocery store.