Frito Lays Chip

Targeting is a method of examining the market segments and follow all or any of the following 3 types: undifferentiated, multisegment (differentiated) and concentration (niche) (Palmer, 2009). Selfridges’ products diversity means its target include both men and women aged >25 years belonging to the high-income group whose interest is fashion and luxury. Thus, Selfridges’ targeting can be said to be concentration (niche); however, due to its prime locations, Selfridges also attracts general public including families, singles and tourist. Therefore, in that aspect, its targeting strategy is differentiated.

PepsiCo faces two very different companies in its most recent potential acquisition. Carts of Colorado is a designer, manufacturer, and merchandiser of mobile food carts – not directly in the food services industry, they do cater to a large corporate customer base along with PepsiCo that includes Coca-Cola, Burger King, Dunkin Donuts, and Mrs. Fields. Alternatively, California Pizza Kitchen is a casual dining restaurant with 25 locations in eight states, typically located in affluent areas.

Problem Statement: Should Frito-Lay’s, the sales leader in the shelf-stable dip category, take an aggressive approach promoting its “chip dips”, or pursue the vegetable dip category?

Tootsie Roll’s simple strategy is to be (and remain) a top-quality producer and distributor of Tootsie Rolls and other candy products, in an industry where it currently has 2 to 3 percent of market share. Specifically, the company has determined to specialize, almost entirely, in hard candies (such as Tootsie Pops and Blow Pops) and chewy candies (such as Tootsie Roll, Frooties and Flavor Roll), and it currently maintains a 50 percent market share in this unique segment. The success of Tootsie Roll in the U.S. for the past 19 years is attributable to the strong consumer awareness of the company’s brand name and brand loyalty. Over time, Tootsie Roll has neither diluted the quality of its products nor failed to

At the time Frito-lay was losing sales. They explained that they were unable to sell to the baby boomers, huge chunk of consumers. Risky knew that people’s taste buds changed as they aged, that explained why they were unable to sell to the baby boomers. They discovered that they enjoyed salty snacks. Riskey realized that they were eating more of what they ate at a younger age. His theory was that baby boomers would skip more meals, therefore; getting hungry through the day and causing them to eat more snacks. The company stopped creating more snacks and started to get consumers to buy more. As a way to make you buy more they developed a item known as vanishing caloric density, which tricks the mind into eating more without feeling

Frito Lay, a division of PepsiCo Inc, has just purchased the Cracker Jack brand from Borden Inc. The company is a worldwide leader in the manufacturing and marketing of snacks, with products such as Ruffles Potato Chips, Fritos Corn Chips and Doritos found among its product mix. These well known company brands have seen it capture over 50 percent of the retail sales, and company officials envisage Cracker Jack can only but add to the richness of its product line and profits. Borden, because of its strategic decision to concentrate resources elsewhere, discontinued aggressive

Frito Lay Incorporation is a brand name that branches off of Pepsi Co. Frito Lay Inc. is a brand which it specializes, markets, manufactures, and sells potato chips, corn chips, and snack foods. Frito Lays primary snack food that carries the brand name is obviously the Fritos corn chips, and the other leading products are Doritos and Tostitos tortilla chips and Cheetos cheese flavored chips. Depending on the region some snacks are more popular than others, for example Lays and Ruffles are demanded more in other countries. Frito Lay is a company that strives to serve the "best snacks on earth, but also protect the earth." As a company, they are committed to making sustainable products by reducing, reusing, and recycling. They believe their

Cracker Jacks sales will represent a tiny part of the Frito-Lay’s business currently, however the chances are high to get the numbers high from this division if proper decisions are made. Frito-Lay is the leader in the US market concerning market share and sales volume. So they can use their advertising and marketing experience to uplift CJ. CJ should be marketed as a stackable treat which is healthy as of natural ingredients like popcorn. Marketing researchers should focus on the small children as the target market as well. By launching the different sizes and convenient packages to the customers so that they can grab it and go rather than having a box. The CJ should be made available to as many stores as possible by utilizing the same direct store delivery channels. A careful analysis has to be done to change any features like gifts in each bag and the flavor of the CJ, because that is the major point of CJ and most of the customers are attracted because of that particular features.

Thus, Frito Lays faces a delicate yet smooth opportunity to work towards improving its brand image by proper marketing of a new line of healthier products to meet the growing customer

Frito-Lay is a national brand and a worldwide leader in the manufacturing and marketing of snack chips. Frito-Lay accounts for 13 percent of sales in the US snack food industry. Frito-Lay’s

WrapRoundTM is a wholesale company that designs and sells an revolutionary auxiliary tool for one of the most popular food in the world: a disposable and easy-to-use case for burritos. The product of WrapRound™ will have wide appeal to a worldwide market, including various restaurant franchises and individual customers. The objective of The WrapRound™ is to build a brand in food casing industry and to build solid and lasting partnerships with our target fast food franchises, such as Chipotle, Qdoba, Taco Bell and Baja Fresh, as a supplier. We have a business partner, China Qianhe Packagings Manufacturing Corporation, who manufactures and transports our product to the U.S. on a monthly basis. WrapRound™ will then deliver the product to our contracted

Chipotle is the leader in the fast casual market, with over 1,900 locations, $3.21 billion in annual revenue, and the ability to serve up to 300 customers an hour. It has innovated the restaurant market by providing reasonably priced scratch-made meals, containing local ingredients, all within the confines of a pleasing aesthetic environment (Chipotle Mexican Grill, Inc., 2014; Kaplan, 2011). To reach its success, the firm utilized architectural innovation by stealing components of various types of restaurants already in existence. The company appropriated its rapid meal preparation methods from fast food chains such Subway and Quiznos, adopted its provision of quality food from more upscale casual Mexican restaurants, and implemented a locally based supply chain similar to that seen at many local farm-to-table establishments. This convergence of different properties came together right as the millennial generation was coming of age and demand higher quality, natural, and locally sourced ingredients in meals that could receive quickly. The company has also attempted to utilize an incremental innovation approach by removing all CMO ingredients and testing new foods such as breakfast items, soup, and chorizo sausage (The Associated Press, 2015; Peterson,

Geographic – According to Kotler and Keller (2012), geographical segmentation involves dividing the market into smaller geographical units like regions, states, nations or neighborhoods. For PepsiCo, its market is not highly geographically segmented as people from any geographical unit can purchase its products. The company markets and sells its products both domestically and internationally through its six recognized segments or regions including: Frito-Lay North America, Quaker Foods North America, North America Beverages, Latin America, Europe and Sib-Saharan Africa, and Asia, Middle East and North Africa regions. While the company targets both urban and rural areas, it makes more sales in big cities that are densely populated.

Frito-Lay uses Product focused process strategy for its food manufacturing operations in terms of process.

1. TARGET MARKET: As discussed, target market is a group of potential customers in which a company directs its marketing efforts. A company should always anticipate consumers’ needs and work towards fulfilling these needs. It is one thing to identify your “target market” and another to satisfy them. Walmart’s credo is, “save money, live better” this summaries their target market, the lower-middle class and the poorer. (Low income consumers). Walmart is the only retail