APPENDIX 45
Supplementary memorandum from Abbott Mead
Vickers BBDO (OB 90A)
At the meeting on Thursday 13 November, the
Committee requested further information on the Walkers crisp advertising
campaign in relation to market share and year on year market growth
trends:
The Gary Lineker campaign was launched in 1995.
The attached chart details the year on year
volume growth for crisps and snacks since the Linekar campaign
launch. Since 1995, year on year market growth has been steadily
slowing, and is now in decline.
The attached chart also details market share
for Walkers and its competitors. Since 1995 Walkers market share
has grown steadily at the expense of key competitors KP, Golden
Wonder and Private Label.
On the basis of this evidence, it would appear
that Walkers' growth is a result of stealing share rather than
increasing consumption. Advertising, along with a host of other
factors that affect sales, such as pricing, promotion, distribution
etc, will have contributed to creating this preference for the
Walkers brand over the competition.
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