Week of the 20th October

TOWS analysis to create critical success factors. We did this in a group to maximise the ideas brought forward.

TOWS ANALYSIS THREATS

T1: Governed by many UK food laws about food hygiene, sustainability and business practice.

T2: Stigma around unhealthy eating and healthier options becoming more of a threat.

T3: Restrictions on advertising junk food to children.

T4: Disease/Pests to crops

OPPORTUNITIES

O1: Packaging – development of recyclable packaging.

O2: Use of social media for advertising- cheap and reaches large volumes of potential customers

O3: Whole company based in UK eliminates issues in communication.

O4: Continually developing new products which appeal to consumers, e.g. Do Us a Flavour

WEAKNESSES

W1: Products not tasting how intended.

W2: Their crisp packets aren’t biodegradable.

W3: Some of the new flavours made contained meat and therefore not suitable for vegetarians.

T2 & W1: Production of vegetable crisps or popcorn (which are associated with being healthy and a premium product), but at Walker’s prices (mid-range prices therefore making Walkers vegetable crisps a competitor with premium crisp brands and healthy foods)

Briggs, H. (2013). 

CSFs

W2 & O2: Development of biodegradable packaging. To overcome the problem of packets not being biodegradable, Walkers could try to develop an appropriate biodegradable packaging material.

Sustainable Brands. (2008).

O4 & W3: During the development of new products, ensure all are suitable for vegetarians. This is important as a large proportion of the market are vegetarians, and if this is advertised, it would appeal to a wider market.

Hickman, M. (2013).

STRENGTHS

S1: The product doesn’t contain food colourings.

S2: Walkers own a 56% market share in the crisp market.

S3: All products used are British

S4:Packets are widely recyclable.

S5: The crisps are celebrity endorsed.

CSFs

S5 & T3:  Use of celebrities well know by both children and adults for advertising, therefore advertising isn’t aimed directly at children, but will still appeal to children. This will overcome the obstacle of restrictions of advertising junk food to children by using celebrity endorsement.

Boyland, E, et al.(2013). 

CSFs

S2 & O2:  Walkers is a large company therefore can take advantage of social media advertising. This will make it easier for Walkers to promote new products cheaply and easily.

Ibrahim. M. (2013).

S4 & O1: If Walkers make customers more aware that their crisp packets are widely recycled, this could become a way to combat the issue of their packaging not being biodegradable. If more customers recycle, the need for biodegradable packaging is reduced.

Environmental Sustainability Report. (2007).

We ordered our CSFs in order of importance.

1. S4 & O1

2. T2 & W1

3. W2 & O2

4. O4 & W3

5. S2 & O2

6. S5 & T3

Bibliography:

Boyland, E., Harrold, J., Dovey, T., Allison,M., Dobson, S., Jacobs, MC., & Halford, J.. (2013). Celebrity endorsement encourages children to eat junk food. Food choice and overconsumption: The effect of a premium sports celebrity endorser.. Available: http://news.liv.ac.uk/2013/03/08/celebrity-endorsement-encourages-children-to-eat-junk-food/ http://www.liv.ac.uk/media/livacuk/food-security-network/documents/Gary,Lineker,poster.pdf. Last accessed 26th October 2014.

Briggs, H. (2013). Crisps: Is classic potato losing its appeal?. Available: http://www.bbc.co.uk/food/0/22540908. Last accessed 26th October 2014.

Environmental Sustainability Report. (2007). 1st ed. [ebook] Pepsi Co International, p.22. Available at: http://www.pepsico.com/Download/PepsiCoUKEnvironmentalSustainabilityReport.pdf [Accessed 26 Oct. 2014].

Hickman, M. (2013). Not suitable for vegetarians: Walkers’ new potato crisps range uses real ingredients – including meat. Available: http://www.independent.co.uk/life-style/food-and-drink/news/not-suitable-for-vegetarians-walkers-new-potato-crisps-range-uses-real-ingredients–including-meat-8513660.html. Last accessed 26th October 2014.

Ibrahim. M. (2013).http://www.brandrepublic.com/news/1207807/walkers-launches-garys-great-ingredient-hunt-online-game/. Available: http://www.brandrepublic.com/news/1207807/walkers-launches-garys-great-ingredient-hunt-online-game/. Last accessed 26th October 2014.

Sustainable Brands. (2008). Pepsi Plans Greener Packaging for Quaker, Walkers Brands. Available: http://www.sustainablebrands.com/user/10996#. Last accessed 26th October 2014.

Week of the 12th October

This week we focused on creating a TOWS analysis.

Strengths

  • The product doesn’t contain food colourings Walkers. (2014).
  • Walkers own a 56% share in the crisp market. Briggs. (2013).
  • All products used are British. Walkers. (2014)
  • The crisps are celebrity endorsed. Redmon. (2013).

Weaknesses

  • Products not tasting how they are intended. The Hub. (2014).
  • Their crisp packets aren’t biodegradable. BBC News. (2010).
  • Various new flavours made contained meat and therefore not suitable for vegetarians. Hickman. (2013).

Dom, Rhiannon & Sally

Threats:

  • Governed by many UK food laws relating to food hygiene, sustainability and business practice. WSF Ltd v Coventry City Council 1998. Consumer Crime. (2001).
  • Stigma around unhealthy eating and healthier options becoming more of a threat. Naish. (2013).
  • Restrictions on advertising junk food to children. Advertising Standards Agency. (2013).
  • Disease/Pests to crops. Bawden. (2014).

Opportunities:

  • Packaging – development of recyclable packaging. Packaging BR. (2010).
  • Use of social media for advertising cheap and reaches large volumes of current and potential customers. DeMers. (2014).
  • Whole company based in the UK, eliminating communication issues. PepsiCo. (2014).
  • Continually developing new products appealing to consumers, e.g. Do Us a Flavour. Walkers. (2014).

Adam & Natalie

Bibliography:

Advertising Standards Agency. (2013). Children and Advertising.Available: http://www.asa.org.uk/News-resources/Hot-Topics/Children-and-advertising.aspx#.VEph8PnF_T8. Last accessed 18th Oct 2014.

Bawden. (2014). Potatoes could be off the menu as crop pests threaten UK. Available: http://www.independent.co.uk/environment/potatoes-could-be-off-the-menu-as-crop-pests-threaten-uk-9697916.html. Last accessed 18th Oct 2014.

BBC News. (2010). Walkers experiments with crisp packets made of potatoes. Available: http://www.bbc.co.uk/news/uk-england-leicestershire-11501357. Last accessed 18th Oct 2014.

Briggs. (2013). Crisps: Is classic potato losing its appeal?. Available: http://www.bbc.co.uk/food/0/22540908. Last accessed 18th Oct 2014.

DeMers. (2014). The Top 10 Benefits Of Social Media Marketing.Available: http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing/. Last accessed 18th Oct 2014.

Green. (2010). Response from Walkers. Available: http://myzerowaste.com/2010/06/response-from-walkers/. Last accessed 18th Oct 2014.

Hickman. (2013). Not suitable for vegetarians: Walkers’ new potato crisps range uses real ingredients – including meat. Available: http://www.independent.co.uk/life-style/food-and-drink/news/not-suitable-for-vegetarians-walkers-new-potato-crisps-range-uses-real-ingredients–including-meat-8513660.html. Last accessed 18th Oct 2014.

Naish. (2013). Eating one pack a day is like drinking FIVE LITRES of cooking oil a year: The frightening truth about crisps. Available: http://www.dailymail.co.uk/health/article-2305983/Crisps-Eating-pack-day-like-drinking-FIVE-LITRES-cooking-oil-The-frightening-truth-crisps.html. Last accessed 18th Oct 2014.

Redmon. (2013). Snack Food, Star Appeal. Available: http://www.psmag.com/blogs/news-blog/gary-lineker-walkers-potato-chips-crisps-celebrity-ads-54114/. Last accessed 18th Oct 2014.

The Hub. (2014). Walkers Crisps Taste Test – October 2014. Available: http://www.outofhomepr.co.uk/index.php?option=com_zoo&task=item&item_id=355&Itemid=67. Last accessed 18th Oct 2014..

Packaging BR. (2010). Walkers trying to develop chips packaging from potato peels. Available: http://recyclable.packaging-business-review.com/news/walkers-trying-to-develop-chips-packaging-from-potato-peels. Last accessed 18th Oct 2014.

PepsiCo. (2014). UK locations. Available: http://www.pepsico.co.uk/our-company/uk-locations. Last accessed 18th Oct 2014

Walkers. (2014) Are your crisps produced in England or in other countries?. Available: http://www.walkersanswers.co.uk/#!/health-and-nutrition/walkers-crisps/cheese-onion. Last accessed 18th Oct 2014.

Walkers. (2014). Do us a flavour. Available: http://corp.walkers.co.uk/#!/home/walkers-crisps/cheese-bacon. Last accessed 18th Oct 2014.

Walkers. (2014). Do Walkers crisps contain any MSG?. Available: http://www.walkersanswers.co.uk/#!/health-and-nutrition/walkers-crisps/cheese-onion. Last accessed 18th Oct 2014.

Walkers Snack Foods Ltd v Coventry City Council 1998. Consumer Crime. (2001). “My Lawyer said it was Legal”: Due Diligence?.Available: http://www.consumercrime.co.uk/site.aspx?i=ar3338. Last accessed 18th Oct 2014

Week of the 6th Progress

We focused on Micro and Macro factors of Walkers.

Dominic & Rhiannon looked at the Micro Factors.

Customers  – They get their customers involved by getting them interacted with the business by getting them to think of new flavour ideas. Walkers. (2014)

Employees – Pepsico train their employees to become leaders so that they can grow their career and make them more qualified. Pepsico. (2014)

Suppliers – Walkers grow their own potatoes in the UK. Walkers. (2014)

Shareholders – Walkers owned by Pepsico so they float under their name, shareholders would be happy as Walkers own 56% of the market share. PepsiCo. (2014)

Media – Walkers launched a ‘tweet to eat’ campaign, involving potential consumers on social media. Henderson. (2014).

Competitors – It showed that Walkers had the largest market share at 56% so there isn’t too much competition. Bainbridge. (2012).


MACRO FACTORS

ENVIRONMENTAL: Environmental impact is now more influential on consumer demand, meaning that businesses could gain a competitive advantage by improving the environment. Walkers experimented with crisp packets made out of potatoes to try to make them bio degradable. This was a unsuccessful venture. BBC News. (2010).

TECHNOLOGICAL: Due to the growth of social media businesses must adapt to make use of this resource, enabling them to advertise their product to the masses. Walkers “Tweet to eat” marketing campaign  Hepburn. (2014).

Sally


ECONOMIC: It is becoming increasingly difficult to make money and sustain a business within the UK crisps market. MINTEL. (2012).

SOCIAL: Making the consumer aware of the fact a business uses locally sourced ingredients is important. This is because customers prefer local foods but often don’t do research into sourcing. SERIO. (2008).

Adam


POLITICAL: Since Walkers was taken over by Pepsi in 1999, Walkers contribution to the UK tax bill was down by £10million from the previous year’s figure of £28million. Brooks. (2009).

LEGAL: Walkers followed food safety regulations by putting procedures in place to reduce the likelihood of physical contamination in crisp packets. Baines, et al (2007)

Natalie


Bibliography:

Bainbridge. (2012). Sector Insight: Crisps and salty snacks. Available: http://www.marketingmagazine.co.uk/article/1125674/sector-insight-crisps-salty-snacks. Last accessed 9th Oct 2014.

Baines, R.N., Davies W.P., Chadd, S., Manning, L. and Gregson, J. (2007). Deliberate contamination of modern food supply chains and the value of quality assurance systems. PROCEEDINGS OF THE INTERNATIONAL SYMPOSIUM ON FRESH PRODUCE SUPPLY CHAIN MANAGEMENT. 1 (5), 441.

BBC News. (2010). Walkers experiments with crisp packets made of potatoes. Available: http://www.bbc.co.uk/news/uk-england-leicestershire-11501357. Last accessed 9th Oct 2014.

Brooks, R. (2009). How To Save A Packet. Available: http://www.theguardian.com/business/2009/feb/05/tax-gap-walkers. Last accessed 10th October 2014.

Henderson. (2014). Get free Walkers crisps for tweets from bus stop vending machines. Available: http://www.pocket-lint.com/news/130565-get-free-walkers-crisps-for-tweets-from-bus-stop-vending-machines. Last accessed 9th Oct 2014.

Hepburn. (2014). Walkers Crisps: Tweet to Eat Vending Machine.Available: http://www.digitalbuzzblog.com/walkers-crisps-tweet-to-eat-vending-machine/. Last accessed 9th Oct 2014.

MINTEL. (2012). It’s Crunch Time for Crisps. Available: http://www.marketresearchworld.net/content/view/54/77/. Last accessed 9th Oct 2014

Pepsico. (2014). Development. Available: http://www.pepsico.co.uk/careers/why-work-at-pepsico-uk/training-and-development. Last accessed 10th Oct 2014

PepsiCo. (2014). Brands. Available: http://www.pepsico.co.uk/brands. Last accessed 7th Oct 2014.

SERIO. (2008). Understanding of Consumer Attitudes and Actual Purchasing Behaviour, with Reference to Local and Regional Foods.Available: http://www.serio.ac.uk/resources/files/Understanding%20of%20Consumer%20Attitudes%20and%20Actual%20Purchasing%20Behaviour.pdf. Last accessed 9th Oct 2014.

Walkers. (2014). Main website. Available: http://www.walkers.co.uk. Last accessed 8th Oct 2014.

Walkers. (2014). Q & A. Available: http://www.walkersanswers.co.uk. Last accessed 10th Oct 2014.