Strategic Marketing Plan of Frito-Lay

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Thrive Consultants
10, Hill Road, F-6/3
Islamabad, Pakistan
Anindita Mukherjee
Senior VP and Chief Marketing Officer
Frito-Lay North America
7701 Legacy Dr, Plano, TX

Dear Ms. Anindita Mukherjee,

We are pleased to submit you the report you requested on September 21, 2012. The report is entitled “Strategic Marketing Plan for Frito-Lay”. This report provides information of current and potential target market for Frito-Lay. This document consists and concentrates on the existing marketing strategies and recommends strategies to improve the current status of Frito-Lay.
After carefully analyzing all aspects we have come to know that Frito-Lay has a excellent market potential. By doing effective market research, we have devised several
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Meanwhile, that same year, Mr. Herman W Lay began his potato chip business by delivering snack foods in Nashville. The H. W. Lay & Company soon became one of the largest snack food company in the Southeast and Lay’s Brand Potato Chips is still America’s favorite snack. In 1961, The Frito company and H.W. Lay & Company merged to become Frito-Lay and accounted for 59% of the US snack chip industry. In 1965, Frito-Lay, Inc. merged with Pepsi Cola Company thus in resulting in PepsiCo. Up to date, Frito Lay developed and launched various snack food products and is known for its vast variety and quality of snacks.
Today Frito Lay and its 45,000 employees strive to deliver its founder dreams of the being a healthy and favorite snack Food Company in an environmentally friendly way. Frito-Lay is known for being a ‘Green Company’ because of its initiatives to safeguard the earth’s environment. For these outstanding efforts, the company has been given countless awards. Frito-Lay has also won Marketing Excellence Awards as well as Quality Management Awards. By this one can recognize Frito-Lay as a magnificent marketer and a great company which is growing day by day because of its effective marketing and operational excellence. (Anon., 2012)

Current products:
Frito-Lay is the world’s largest snack food company with sales comprising of 40 percent in

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