As consumers ache become more aware of the force an dropsical diet can have, socio-cultural views in the United Kingdom have moved towards foods with lower levels of salt, fat and sugar. This has had a big impact on convenience and in particular snack foods such(prenominal) as crisps. PepsiCo who own the UK?s leading crisp brand, ?Walkers Crisps? is such a company and experienced a sales outrage of 6.6 % in 20051 when compared to the previous year. This is a loss of £28.6 million and as Mike White, the President of PepsiCo?s International Division, explains this loss resulted in the closure of a factory:?A fall in crisps sales and changes in snack habits have ca apply the closure of our Widnes make up with the loss of 540 jobs?.2This caused PepsiCo to adopt a consumer ? centred marketing approach, where they identified that consumers treasured lower amounts of saturated fats and salt in their snacks. They then well-tried to minimise these amounts by changing the ingredients and the way in which the crossroad was produced to make it more appealing to the consumer. Once this had been implemented a large scale marketing campaign was launched which concentrated on the improvements to the product and make this information freely accessible to pull ahead the trust of its consumers.
Along with this PepsiCo also undertook a ?stay raiment? initiative consisting of the distribution of Pedometers and be a founding portion of the I.S.B.A., which further developed the sentiment that eating their product did not make you unhealthy.
Using this marketing approach indicates that PepsiCo have used a differential competitive outline, as they have made a conscious effort to ensure that their product seems healthier than any other crisp producing competitor. By using this strategy PepsiCo aim to increase sales by encouraging the idea that...
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