30 CHAPTER 1 INTEGRATED COMMUNICATIONSFurther reading
Argenti, P. and Forman, J. (2002), Th e Power of Corporate Communication: Craft ing the Voice
and Image of your Business. Maidenhead: McGraw-Hill Trade.
De Mooij, M. (2005), Global Marketing and Advertising: Understanding Cultural Paradoxes ,
2nd edition. Th ousand Oaks, CA: Sage.
Hofstede, G. (2003), Culture’s Consequences: Comparing Values, Behaviors, Institutions and
Organizations Across Nations. Th ousand Oaks, CA: Sage.
Hofstede, G.J., Pedersen, P.B. and Hofstede, G. (2002), Exploring Culture. Exercises, Stories
and Synthetic Cultures. Yarmouth, ME: Intercultural Press.
Kitchen, P.J. and De Pelsmacker, P. (2005), Integrated Marketing Communication: A Primer.
London: Routledge.
Kitchen, P.J., De Pelsmacker, P., Schultz, D.E. and Eagle, L. (eds) (2006), A Reader in
Marketing Communications. London: Routledge.
Mueller, B. (2004), Dynamics of International Advertising. New York: Peter Lang.
Schultz, D.E. and Kitchen, P.J. (2000), Communicating Globally: An Integrated Marketing
Approach. Lincolnwood, IL: NTC Business Books.
Usunier, J.C. and Lee, J.A. (2005), Marketing Across Cultures. Harlow: Pearson Education.
Wright, R. (2004), Business-to-Business Marketing. Harlow: Addison-Wesley.
Corporate Reputation Review , http://www.palgrave-journals.com/crr/index.html.
Industrial Marketing Management, http://www.elsevier.com/wps/fi nd/journaldescription.
cws_home/505720/description#description.CASE 1:
Walking the walk: how Walkers proved it can make any sandwich
more exciting
A new approach for a snack that has only
been communicating new flavours and
prize promotions for years
Walkers is the top snack brand in the UK, enjoyed by over
10 million people every day. In recent times, the brand’s
marketing approach has focused on the development of
limited edition flavours and price promotions. These have
been very successful at delivering short-term sales spikes,
but often have not delivered a sustained uplift. The brand
had lost its momentum in recent years. In 2002, newflavours sales were £20 million; in 2007 they were down to
£6.7 million.
In 2009, Walkers identified a new opportunity for
growth in the profitable ‘singles’ segment of the business.
Research showed that many consumers already had a latent
appreciation of a benefit: 60% of them agreed a packet of
Walkers would improve their lunchtime sandwich. Yet only
12% of sandwiches were eaten with an accompanying bag
of crisps at lunch. There was a huge opportunity to increase
this figure – getting more people to make a habit out of the
dual purchase of sandwich + Walkers at lunch. Not an easyM01_PELS3221_05_SE_C01.indd 30M01_PELS3221_05_SE_C01.indd 30 5/28/13 11:09 AM5/28/13 11:09 AM