Global Marketing Strategy Proposal

Assignment Brief

In this project/report you will have the experience of developing a global marketing strategy for a British snack foods company planning entry into India or China. You will be required to develop a project proposal for the company. You will select a specific product/brand and assume that you are the management team for that product/brand. Your product/brand should NOT be marketed in that country yet.

Sample Answer

Global Marketing Strategy Proposal: Walker’s Crisps Entry into India

Executive Summary

This report outlines a global marketing strategy for Walker’s Crisps, a leading British snack brand, to enter the Indian market. The proposal focuses on market analysis, target audience, marketing mix adaptation, and implementation strategies. The goal is to establish brand awareness, adapt products to local tastes, and achieve sustainable market growth while maintaining Walker’s core brand identity.

Introduction

Global expansion requires careful consideration of cultural, economic, and regulatory factors. India, with a growing middle class, increasing disposable income, and a youthful population, presents a significant opportunity for snack food companies. Walker’s Crisps has not yet entered India, making this a strategic first-mover opportunity. The report develops a marketing strategy that addresses product adaptation, pricing, distribution, and promotional activities suitable for the Indian market.

Market Analysis

Economic and Demographic Factors: India’s population exceeds 1.4 billion, with a substantial percentage under 35 years. Rising urbanisation and increasing disposable income have created a strong demand for convenient and packaged snack foods.

Cultural Considerations: Indian consumers prefer a variety of flavours, often favouring spicy and tangy tastes. Vegetarian options are particularly important due to dietary habits, and local festivals influence consumption patterns.

Competitive Landscape: The snack market in India is highly competitive, with established players such as Lays, Bingo, and Haldiram’s. Walker’s must differentiate itself through brand heritage, quality, and unique flavours.

Regulatory Environment: Compliance with Indian food safety regulations (FSSAI) is essential. Packaging and labelling must meet local requirements, including nutritional information and ingredient transparency.

Target Audience

Walker’s target market in India will primarily be:

• Age Group: 15–35 years

• Urban Population: Cities like Mumbai, Delhi, Bengaluru, and Hyderabad

• Lifestyle: Young professionals and students seeking convenient, tasty, and premium-quality snack options

• Behavioural Traits: Brand-conscious, socially active, and open to trying international snack brands

Marketing Mix Strategy

Product:

• Introduce classic Walker’s flavours, with India-exclusive variants such as Masala, Tangy Tomato, and Spicy Chilli.

• Offer vegetarian and halal-certified options to cater to cultural preferences.

• Packaging will be resealable and suitable for retail and convenience stores.

Price:

• Premium pricing strategy to position Walker’s as a high-quality imported snack brand.

• Promotional pricing and bundled offers during festivals to encourage trial.

Place (Distribution):

• Launch in urban supermarkets, convenience stores, and online grocery platforms.

• Partner with major e-commerce retailers like Amazon India and Flipkart.

Promotion:

• Digital marketing campaigns targeting social media platforms (Instagram, YouTube, and Facebook).

• Influencer marketing to engage youth and build brand credibility.

• Participation in food festivals and sampling campaigns to increase awareness.

• Advertising campaigns highlighting Walker’s British heritage and quality.

Continued...