Targets
The main target market for the firm is local consumers to experience potato foods and snacks in its finest in the region. The secondary target market are business stakeholders such as supermarkets, who have sustained the growth of the ‘snacks’ industry through their continued patronage. Specifically, the demographic profile of the market to Walkers will be the all-aged generation of customers, from the 1 to any age bracket. The potato snacks has been served in various ways thus making the market rather varied as well. It is also proposed that the target market on this context would also include the younger generations. A need to cater to a specific demographic has spawned the need to acquire a competitive advantage with the rest of the players in the market.
Market Segmentation
The market can be segmented into three target populations:
· Local Individuals: people of UK that loves eating potato snacks in different flavours.
· Families: a group of people, either friends or a group of nuclear relatives who love eating snacks together.
· Movie Goers: people that are spending their times in movie houses and loves eating potato snacks while watching their favourite movies.
The Walkers’ customers are individuals between the ages of 2 and 50, making up 53% of UK. Age is not the most defined demographic of this customer base; all age groups including kids less than 10 years of age can enjoy Walkers’ Potato Snacks since they are made based in prescribed healthy diet.
Combining several key demographic factors, Walkers arrives at a profile of the primary customer as follows:
- Families who love eating potato snacks.
- Young professionals.
- Potato snack lovers who patronise the excellent potato food flavours.
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