Page 84 - Tyrrells Flip Teaching Guide

Milner however, recognised that customers were the same

the world over and as such could be attracted to Tyrrells
chips without great marketing adjustment for country

cultural norms.

2: Analyse the Market

Chase carried out extensive market research which to all
intents manifested in rapid growth. He recognised that the

customer wanted a tasty, nutritional, organic product and

were willing to pay a premier price in exchange for it.

3. Analyse the Competition

The general market for crisps was declining so Chase

pursued the premier chip segment as this was neglected by
the main industry players.

4: Research distribution

Chase sought high end independent outlets. After his
experiences with some supermarkets, he tried to tightly

control the supply chain excluding supermarkets such as

Tesco. Although he recognised the value of exports, he did

not actively seek them.

Milner extended distribution recognising the value of the

supermarkets and the international market and rapidly
abandoned Chase’s reservations.

5: Define Marketing Mix

Understanding the Marketing Mix

Price: premium pricing