Marketing Research and Marketing Activities

Marketing Research and Marketing Activities

Of

Walkers

Introduction

The business that I have chosen to write about in this Assignment is Walkers potato chips. Walkers were first thought of in 1948 during the Second World War by a man called Henry Walker, who was a butcher and also owned a butcher shop. As meat was put on rations during that time Mr Walkers’ shop was sold out of meat every day in the early morning, as the factory was only working a half-capacity Mr Walker pondered over a way to make better use of his shop and his workers. Then it came to his attention that potato chips were enormously popular with the public, so he thought he would give it a go. Today Walkers are Britain’s favourite crisp and the biggest crisp manufacturer, employing over 4,000 people in 15 locations.

Walkers also operates in Europe and America but under the name Frito-Lays, which is an American company formed by the formation of two successful companies the Frito company foundered by Elmer Doolin of San Antonio, selling corn chips and the H.W Lay company foundered by Herman W. Lay of Nashville, who sold potato chips, the merger took place in September 1961. After the merger of these two companies it was said that Frito-Lay was the largest snack selling company in the United States.

Frito-Lay Inc. and Pepsi-Cola announced plans of a merger of the two companies, and just as they planned

a merger was formed on the 8th June 1965, and from that point on the parent company of these two businesses is PEPSICO International. Today, Frito-Lay has over 15 $100million brands.

Walkers Crisp packets when they Walkers Crisp packets now

first were being produced.

Marketing Research

Walkers undertake a lot of market research, using a verity of methods. Of-course Walkers do not do all of this market research themselves in some cases they might find the need to hire outside assistance from a market research company, Green Books is a search engine that is able to help the company to find what elements are shaping the market sector. The market research companies mentioned above have a number of techniques that they can use to carry out market research, such as:

• Telemarketing

• Advertisement Effectiveness

• Brand