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Walkers case study: generating growth in a declining market

Product Type: Market Research Report
Published by: Datamonitor
Published: April 2007
Product Code: R313-21593
Description
Introduction

This report on Walkers forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. Each case study provides a concise evaluation of a company that stands out in some area of its strategic operations.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge Identify specific areas for operational improvements Capitalize on the knowledge of experienced companies when entering a new niche or market
Table of Contents
DATAMONITOR VIEW

CATALYST

SUMMARY

ANALYSIS

Introduction Walkers Sensations' initial success has waned, leading to numerous relaunches 'Posh' crisps promotion leads to high initial sales The trend for healthier snack foods pushes chips to the background Brand success following second relaunch will depend on the credibility of its new health claims Walkers Baked targets male consumer with better-for-you potato chips Tougher regulations impinge on Walkers brand, which reacts with larger healthy snack portfolio Walkers Baked are targeted specifically towards men Brand launch backed by significant R&D and marketing spend Despite healthier format, Walkers Baked still faces kids' marketing restrictions

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst



List of Figures




Figure 1: Walkers Sensations have been relaunched twice with new flavors and healthier ingredients

Figure 2: British Heart Foundation's campaign was designed to highlight the unhealthy make-up of potato chips
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