The Problems and Contextual Analysis Higher cost than their competitors

Not as established as their competitors

Low market share

1.82

2.2Large Packet Cost (£)

Language- Simple, clean, understandable and generic

Design- Simplistic, bold and uncluttered

Language- Informative, informal generic English with a boring hint

Design- Cluttered and dark

Language – formal, elegant sophisticated

Design – traditional, posh and healthy

Brand Onion

SWOT Analysis Strengths: Hold high quality, strong image Control of entire production process Range of products- Including healthy variants Supplier Relations

Weaknesses: Premium price limits TA Competitors are v.well established Hold a v.low market share Lack of investment in marketing ventures allows competitors to drown out voice

Opportunities: Expansion of healthy products, obtaining government support Social Media and cost effective advertising to reach TA Exploit personalisation with batch cooking image English Eccentricity

Threats: Seriously competitive markets- larger companies hold shares Majority of products are high in fat and salt (unhealthy) Weather fluctuations with climate change can hinder production Uncertain crop produce

Mintel Crisp Category BreakdownGeneral and Positive Factors

Naturalness of the product- 35%

34% of crisp consumers pay more to support British farmers

New products hold strong appeal to 66% of adults aged 16-44

Emotional rewards from the eating of the perceived to be healthier crisps (especially Veg Crisps)

NPD Is essential in market, with 66% try new products

Negative Factors Campaigns run by organisations such the

NHS, the FSA and the BHF chip away at the unhealthy food markets

Health awareness is increasing year on year in the U.K, leading to crisp manufacturers repositioning their brand image

Tyrrells is one step ahead with the introduction of the veg crisps and popcorn, which appear to be healthier

General Market Share and Fluctuations

2013/14 2014/15-10

-505

10152025

Fluctuations Market Value %

0 10 20 30 40 50 60

Market Share % (2015) 4% market share in the UK and a +19.1%

change from 2013/2014 - 2014/2015 of value (Mintel, 2015)

Same volume from 2013/14 as 2014/15 at 5 million kg and 3% market of share volume (Mintel, 2015)

Tyrrells is the 4th leading crisp brand behind Kettles and above Seabrook Crisps in value

Kettle Chips

Tyrrells

8% market share, 7% share in volume

Net worth dropped by 5.5%

Walkers (Sensations) 55% of Market Share

Net worth dropped by 5.5%

Tyrrells Previous Marketing Win a tractor promotional offer, (Toucan 2014)

Result: 50,000 consumers entered the promotion. Contributed to brands year on year sales uplift of 36.5%

ISP Accreditation

Print ad in London by Wieden & Kennedy London and the south east of a £750k budget

Result: Increased awareness around Christmas time as. Reinforced entertainment crisp factor

Print campaign by 101 for Kettle Chips.

“Lovingly Created” with the packet of crisps placed in the environment of its flavour.

Shows “Craftsmanship”

Changed Packaging to emphasise flavour- boosted sales

UK Target Audience+ Altered Pen Portrait British eccentric people aged 18-35 They are culture oriented Spend time with friends when eating crisps ‘Packvertising’ shows images of good old

England, appeals to tradition hunters Emphasises on English eccentric

personalities and views The bold and adventurous (trend is to be

alternative to the masses) Social Media Posts interacting with TA

PEN PORTRAITSophie is a married mother of two who lives in Kent, she holds a managerial position at an insurance company. Sophie is 34 years old and is often very busy at work and doesn’t have much free time to spend with her friends and family, but when she does she likes to spend a bit more than she usually would effectively ‘treating’ herself to what she feels like. She is British and goes the extra mile to support local farms.

Sophie does her weekly shopping at either Morrison's, Waitrose, or M&S. She believes as she works hard she should be able to spend her grocery money on more expensive supermarkets as the quality will be better, and this will allow her to be the best mother, focusing her shopping on her children and husbands needs. Sophie usually watches BBC news for her info on politics and other current events. She does this so she knows what she’s talking about when discussing with her friends, and therefore wont look ignorant to certain topics.

When Sophie finally has time off from work and family to do as she pleases, she’ll often go out to restaurants with her friends. She also likes shopping to reward herself for her hard work. She often likes to have some wine with her friends usually with a snack so her and her guests have something to enjoy that isn’t as filling as a full meal.

She enjoys outdoor activities too usually with her children/husband and pet dog talking their pet through a walk in the woods and she will sometimes meet her other friends and walk their dogs together while having a chat.

Primary Research

Primary Research- Interviews

Name - Anna Foster Age - 20 Gender - Female Occupation - Waitress

Name - Mark Burden Age - 24 Gender - Male Occupation - Accountant

Name - Jeremy Burden Age - 54 Gender - Male Occupation – Treasurer

Points Of Parity

Not bought often, not loyal

Buy into other crisp brands

Main flavours- Cheese & Onion, Sea Salt, Vegetable crisps

Find the brand to be upmarket and posh

Love flavours and packaging

Think the brand will struggle to differentiate

Important that the product is British

Audience feel Tyrrells isn't unique enough

Primary Research- Shelf Observation Tyrrells are positioned on the center

shelf, and heavily outnumber other crisps

New and original flavours are featured

“Packvertising” communicates brand image

In ASDA there are no Tyrrells products

Heavy presence of walkers sensations and kettle

Large quantity of lesser known, up and coming brands

Own brands

Lack of Tyrrells Large amount of Kettle Chips Own brands as well as cheaper

alternatives Kettle positioned on middle shelf

Tyrrells positioned on middle shelf Large variety of flavours Kettle has a large presence Walkers sensations are on bottom shelf but

hold a large presence

Primary Research- Purchase Observation

Age (Approx.) Gender Tyrrells? Other Luxury Crisps?

Other Product

40s F N Y Sensations

50s F Y (multi) N -

30s M N N Peanuts

40s F N Y Kettles

30s M Y N -

50s M Y N -

20s F Y N Crackers

30s F N N Popcorn

60s F N N Peanuts

40s F Y (multi) Y Kettles

30s F N N Popcorn

40s M N Y Sensations

50s F Y (multi) N -

20s F N Y Store Brand

30s M N Y Kettles

Primary Research- Intended Outcomes

Our primary research was designed in order to fill the gaps that secondary research could not provide

The interviews allowed for us to gain an insight into the current target audience of Tyrrells and establish the formed associations between the brand and the consumer

This research has shown us that the need for personalisation is key in order to convey the image of Tyrrells remaining as a small, caring company, rather than a huge conglomerate who compromises quality for profit.

Smart Objectives

Increase the domestic share of market by 5% by January 1st 2017, increasing rivalry with kettle chips, overtaking them to become 3rd.

Increase awareness of healthier variants of crisps in all markets by 15% by the end of the 6 month campaign.

The client (Tyrrells) wants these following criteria to be emphasised in our campaign: Englishness, Quirkiness and their entertainment factor. These factors drive their sales both in the U.K and in other foreign markets.

Audience Profiling, Strategy and Tactics

StrategyDemographicAge: 18-35 (Middle aged)Social level: Middle class (ABC1) especially B and C1Income level: Average to above average £30,000 - £55,000Life stage: Younger individuals and couplesFamily circumstances: Married with childrenEducational profile: Finished Sixth Form and/or University

Segmentation and TargetingPsychographic

Personal interests and values: Natural foods, suburban lifeLifestyle values: Modesty,

Conservative, Patriotic, and Educational Lifestyle choices: Drinks alcohol,

indulges in treatsAttitude towards culture: Patriotic,

enjoys new taste experimentationAttitude towards category:

Entertainment food to present to guestsPersonality: Modest, Mature, English

eccentric

GeographicPlace where consumers live: South East England, London, Kent and SurreyPlace where consumers work: (ABC1) Jobs (Manager, supervisor etc.) some (C2DE) Farmers (Country and community jobs)Place where consumers socialise: Shopping centres, Cafes, Pubs, Restaurants, Friends homes, and other public areas

Geo-DemographicExamples: Upper class, which relates to people on packagingLondon and South East most wealthy areas in England (Barclays, 2011) therefore more disposable income

Behavioural How people have engaged with the

organisation: Social media such as Facebook, enter to win competitions

Usage occasion: Snacking and TreatsPurchasing channels: Supermarket,

Convenience, impulse channelsLevel of usage: 28% 2-6 times a

week, 26% 1 time a weekCommunication preferences : Mobile

phone, Social media, Newspaper/Magazine.

Type: influencer is a possibility due to consumers recommending the products

to others, entertainment as word of mouth

TacticsProduct-Natural production-English local source-Personalisation-English cultural snack-Entertaining

Place-Supermarkets, convenience stores, and Impulse -Higher end supermarket chains and some working class

Price-Consumer isn’t price sensitive to an extent-Established prices in Supermarkets and convenience stores

Promotion-Print advertisements-IMC-New Packaging-New product tag-line-During summer

Target Audience and Positioning

Exploit Kettle chips weakness of American background

Personalisation- Coke name tag style

Emphasise on farm and freshness of product against Walkers

Positioning Statement

To: Crisp eaters who prefer high quality ingredients

Brand: Tyrrells are crisps

That: Are handmade in England and entertaining

Because: Tyrrells make fine English crisps from local Herefordshire potatoes, cooking them by hand in small batches as opposed to mass producing competitors, ensuring each crisp is different in order to entertain your taste.

Media Planning

Media Plan Total Budget £1 million

Month August September October November December January TotalSponsorship £240,000 £240,000Social Media £33,500 £10,000 £10,000 £10,000 £10,000 £10,000 £83,500Outdoor £80,000 £80,000 £80,000 £80,000 £320,000PR £25,000 £10,000 £10,000 £10,000 £25,000 £10,000 £90,000Print £43,500 £68,000 £43,500 £68,000 £43,500 £266,500Total £422,000 £168,000 £20,000 £143,500 £103,000 £143,500 £1,000,000

Kettle: (advertising agency used 101) small brand on advertising Expenses – Roughly £2 million a year, (£290K on print ad running from 31st

March – 23rd June) Newspaper Print Ad – The Guardian and The Times, as well as lifestyle

magazines including Delicious and Olive. TV Advertising

Tyrell’s - We will use: Print Publications advertising Social Media Outdoor and billboard advertising-

locations Sponsorship PR

Walkers: Huge brand on adverting using many mediums including fun, creative and modern techniques Expenses – Roughly spend £27 million a year TV advertising “Do us a flavour” competition Gary Lineker inside Vending Machine Social Media Print advertisement

Media Plan

16

The Creative

The Creative BriefCampaign DescriptionAn IMC campaign with the media outlets, sponsorship, social media, signage, PR, and print used promoting the entertainment and English eccentric factors of Tyrrells crisps Target AudienceCultural orientated bold and adventurous British eccentric people aged 18-35 who enjoy crisps as a social snack food and enjoy sharing with others Purpose and ObjectivesTo increase awareness of the Tyrrells crisps brandTo convey the brand as a personality Show the personal affiliations between the brand and the consumer

Style and ToneBritish and eccentricSimple yet informative and aesthetic with colour contrasting

BenefitsThe entertainment factors of Tyrrells Crisps. How and why they can increase the enjoyment of social events.

Animated Creative- Cinemagraph “Which Crisp are you?”

Print Creative- Colours Campaign

Print Creative- Veg Range

Tracking

Feedback Loop

Ad PlacementMonitor and

analyse 3 months

Is it working?

Yes

No

Re-Invest

Re-Evaluate

Print Publications Advertising: Interviews/focus groups of buyers that read this particular source. Also newspaper sales during campaign

Internet Advertising: Use of Google Analytics to measure performance of website and user behaviour

Signage and Billboard Advertising: Analyse sales amongst the area in which the ads were placed

Sponsorship: Engagement in the sponsorship, online articles, critics, and reviewers responses