Burt’s Chips

Introduction

In 1997, decided to start their own chip making business, after they could only find tasteless crisps. After settling in Kingsbridge, Devon, they installed an old chip fryer they found and worked out how to cook chips. Having moved to larger premises in Plymouth, Burt’s Chips now sell approximately 6.5 million packets of chips each year. Figure 1, overleaf shows a timeline of how Burt’s Chips were created.

Now that Burt’s have imported new equipment from the USA, they are now working on the successful development of a new low-calorie chip with authentic green chilli flavour. This new chip is baked, using less oil than frying, and contains less salt.

This report will outline a Marketing Mix for the launch of this new and exciting product for Burt’s Chips using the “4 P’s” of Marketing:

• Product – creation and development of the product; highlighting the benefits of the new product;

• Price – using pricing strategies to attract buyers; it may be suitable to introduce the new product at a low price, later increasing the price gradually until reaching the normal price;

• Place – e.g. distribution of the product; and

• Promotion – advertising, sales promotions, public relations and selling. E.g. advertising on websites, posters, newspapers and magazines.

This is an essential part in satisfying consumers’ wants and the organisation must decide which mix is best for its product.

It is important for Burt’s to move into the healthy eating market for low-calorie snacks as nearly all other snack manufacturers,