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MKT 9124M –

1 assignment
st

research
DAREN MANSFIELD (DMANSFIELD@LINCOLN.AC.UK)
ACADEMIC SUBJECT LIBRARIAN
Assignment question
 How could the Pipers brand expand beyond crisps in the
international arena?
 Objectives:-
1. Examine Pipers current marketing activity and target
audience
2. What do you perceive Pipers stands for and what makes
the value of the brand?
3. Select a country with a view to expand the Pipers brand
beyond crisps, considering the culture of the targeted
customers
4. What considerations should be made within the
International Marketing arena?
http://www.piperscrisps.com/
• Pipers Crisps endeavour to create a niche
market in a struggling market, but “the market
is now flooded with gourmet crisps from
boutique manufacturers” (Bazalgette, 2010,
42)
• UK value sales of crisps, savoury snacks and
nuts slipped to £3.7 billion in 2016 (Mintel, 2017)
• According to Mintel (2017) 42% say they are
limiting their crisp consumption
• Savoury Snack market is very diversified
Lincolnshire farmer Alex Albone set up Pipers Crisps in 2004 and has
said: “As long as I live, I won’t sell to Tesco, Sainsbury’s, Asda or
Waitrose...People only visit the big grocery stores 1.2 times a
week…Why on earth would I want to stock my crisps there when
you’d only see them 1.2 times a week? I’d rather sell to the village
shop where you buy your daily newspaper; the café where you pick
up your morning cup of coffee; the sandwich bar where you buy
your lunch and the pub you head to for a pint in the evening. Those
small, independent businesses are passionate about what they sell. I
want to give them something unique to put on their shelves. The big
supermarkets change their buyers so often. It’s impossible to have a
relationship with them” (Bassett, 2008).
Resources & search tips

 Library.Lincoln.ac.uk > Find > Databases
 DATABASES: Euromonitor, Marketline, Mintel &
Warc.com
 ALTERNATIVE KEYWORDS: Consumer Packaged
Goods, Savory Snacks, Potato Chips, Potato
Crisps, Gourmet Crisps, Upmarket Crisps
 Examine similar foodie culture as UK?
1. Examine Pipers current marketing
activity and target audience
 Library.Lincoln.ac.uk > Find > Databases > FAME
(Financial Analysis Made Easy) > Results > Profit & Loss
(indicates health of company)
Target audience: flavours &
impression
http://www.piperscrisps.com/

Recruited
Agency: BrandOpus
2. What do you perceive Pipers stands
for and what makes the value of the
brand?
 Warc.com > Search Pipers Crisp Co (Case Study).
 Awards: Design Business Association, Gold, Design
Effectiveness Awards, 2016
 Redesign led to reduced manufacturing costs and
the creation of 44 new jobs, while the return on
investment after three years was 14,400% .
Research UK & Global savoury
snacks market
 Library.Lincoln.ac.uk > Find > Databases > Euromonitor > >
Packaged Food > Savoury Snacks > Statistics
Examine industry news and trends

 Library.Lincoln.ac.uk > databases > Mintel >
Crisps / Savoury Snacks /Potato Chips
 Report: Crisps, Savoury Snacks and Nuts - UK -
January 2017
 The DataBook section reveals in-depth analysis
about consumption, consumer attitudes and
behaviours
Mintel report > DataBook contains
Behaviours related to Crisps/Crisp-Style Snacks
 Behaviours related to crisps/crisp-style snacks
 Behaviours related to crisps/crisp-style snacks, by
demographics
 Behaviours relatedto crisps/crisp-style snacks - I am buying
less for my children than 12 months ago, by demographics
Attitudes towards Crisps/Crisp-Style Snacks, Nuts and
Savoury Snacks
 Attitudes towards crisps/crisp-style snacks, nuts and
savoury snacks
 Attitudes towards crisps/crisp-style snacks, nuts and
savoury snacks, by demographics
3. Select a country with a view to expand the Pipers
brand beyond crisps, considering the culture of the
targeted customers
 Euromonitor > Packaged Food > Savoury Snacks > choose country
For example: Savoury Snacks in
India (inc. forecast)
Search for country confidence
indicators
Library.Lincoln.ac.uk > Find >
Databases > Marketline
 Category segmentation
 Potato chips is the largest segment of the savory snacks market in
the Netherlands, accounting for 36% of the market's total value.
 Marketline > Netherlands - Savory Snacks
 Investigate similar brands: http://www.burtschips.com/

 https://www.tyrrellscrisps.co.uk
(owned by Amplify Snacks)
Check out Warc.com (databases >
Warc.com for Marketing news and trends)

4. What considerations should be made within
the International Marketing arena?

 Health consciousness
 Appropriate, viable market for brand such
as….?
Search journal databases
 ABI Inform: pipers crisps, crisps, rebranding launch,
real foodie market, brand image, gastropubs, etc
 Business Source Complete: potato crisps, crisps,
etc..
 Electronic journals: browse by discipline.
 Key journals / magazines: Campaign, Marketing
Week, Advertising Age, AdWeek,….
 Library.Lincoln.ac.uk > Advanced Search >
Advanced Search….
For instance, in AdWeek:
Library support…
 Marketing subject guide:
http://guides.library.lincoln.ac.uk/advertisingand
marketing
 I run a drop-in session from 10-11.30am every
Wednesday on the Ground Floor of the David
Chiddick Building
 As part of the Academic Writing Support team, I
also hold a drop-in session from 11-1pm every
Monday in the Learning Development room on
the Ground Floor of the Library
References
 Bassett, K. (2008). “You’ll never see Pipers Crisps in Tesco”.
Available from: http://realbusiness.co.uk/hr-and-
management/2008/06/24/youll-never-see-pipers-crisps-in-
tesco/ [Accessed 3rd October 2017].
 Bazalgette, P. (2010). Food And Drink - Gastronauts: The Taste
Test: Food And Drink - Gastronauts. Financial Times. 4th
December, 42.
 Marketline. (2017). Netherlands - Savory Snacks. 5th July.
 Mintel. (2017). Crisps, Savoury Snacks and Nuts - UK - January
2017.
 Warc.com. (2017). Pipers Crisp Co. redesign. Available from:
https://www.warc.com/SubscriberContent/Article/pipers_crisp
_co._redesign/106560 [Accessed 2nd October 2017].