P/M/294. A marketing program development for introduction of Walkers Crisps into the UK market

This paper presents a marketing program for introducing Doritos Go Snacks to the UK market. In order to assess the feasibility of such the program, firstly the offering was positioned in the market by highlighting the particularities of the Product, of the Branding, Packaging, Price, Consumer Profiles, Distribution channels and of the Promotional activity. Next, the strategic analysis was performed through PEST and SWOT analysis. Third, the current marketing strategys evaluation was made by the use of §Porters Five Forces framework. The core strategy was determined and recommendations for market segments and for a market coverage strategy were outlined. Next, the monitoring process was performed with highlighting the Key Performance Indicators, the Financial Perspectives (income and the income affecting factors) and the customer perspectives. Finally, the marketing program was developed with an application of the §3Ps (Product, Price, Place) framework and the budgeting calculations. In the conclusion, the author infers the potential perspective for Walkers snacks at the UK market by stressing on the advantageous points of the whole marketing program.