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Kettle Chips Marketing Audit

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Submitted By carinajones
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Brief Overview of Company

Kettle Chips UK (2010) explains that in 1978 “Cameron Healy founded Kettle Foods in Salem, Oregan, USA with the aim of providing high quality, naturally sourced products.” They then go on to tell how in 1987 Cameron discovered that the British loved crisps, encouraging him to establish Kettle Foods in the UK, one year later Kettle Foods in the UK was launched in Norfolk – in order to be as close as possible to potato growers. They also state how in 2008 they were not only “…the 6th fastest growing grocery brand in the UK but …also identified as one of the country’s Top 100 Grocery Brands (source: The Grocer).”
In 2010 Kettle Chips were acquired by Diamond Foods; whose food brands include Emerald snack nuts, Pop Secret popcorn and Diamond of California nuts. (The Oregonian, 2010)

Introduction

Kettle Chips managed to maintain their top position in the premium crisps segment, with an estimated 4% market share in 2010 of the total crisp market – giving them a total of 23.8% rise in value shares in crisps and snacks from 2008 to 2010. (Mintel Oxygen, 2011)
Mintel (2011) explains that although Kettle Chips maintained its lead as the only brand of size in the premium segment, competition is rapidly increasing from other companies such as Tyrrells and Walkers’ Red Sky, causing their sales growth to slow down in 2010.
Although Kettle Chips are an international brand this report will mainly be focusing on their UK business.

Approach

This report shall evaluate both the micro and macro environment in order to identify any trends that may affect the company’s marketing strategies. It shall also identify any opportunities that can be developed in to competitive advantages as competition seems to be becoming an issue.
All the data in this report will be secondary research. Quantitative data will be sourced from Mintel.
Comparative data

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