The Sun-Chips Multigrain Snacks product line appeared to the consumers eyes as a healthier society was just beginning to take shape. It was developed to provide alternative snacking to the aging baby boomers (Kerin, R., & Peterson, R. 2013). At this period in time, the marketing aspect of the family life cycle for Frito Lay was to impact the 18-34, with expansion to the 49 age bracket (Kerin, R., & Peterson, R. 2013). The family life cycle for healthy snacks or to touch all life cycle stages, would be an affordable alternative to a salty snack. Quick thoughts for the stages, single stage, quick, cost effective and saw their parents eat them, newlyweds have extra money before they have kids, they also will be more aware of what they and their kids eat once they have kids, full nest stages will be looking at staying healthy as well as saving money, Sun Chips can fill that gap. There are many theories to successful branding for products or companies. I remember that a professor in my undergrad mentioned that audience, being unique, being passionate, being consistent, being competitive and leadership (UNC, 1995). These factors are not a secret formula, you want your audience to have knowledge of your product, you want it to stand out, and your product should be passionate aligned with your audience, have consistent branding, be competitive in the segment group and most of all have people who can lead the product/brand thru the life cycle. Brand management and positioning for
A brand is what can either attract people to you or make people avoid you; people would identify you by the brand you portray. One can communicate their brand through actions and words. “It is essential to understand that wherever we are, in whatever we do, we are all building our brand”.
According to Keller(1993) the effective brand positioning gives a brand a competitive advantage or “unique selling proposition” that determines a reason why consumers are buying this product or service (Keller, 1993). Similarly, Kay (2004) argues that brand’s strength depends
Frito Lay's Sun Chips turned out to be a decent other option to its customary snacks. Through looking at the historical data of the company’s performance and the Sun Chip’s performance it can be concluded that Frito Lay should diversify this line of healthier products as it does for its normal products, through constantly meeting the changing customer demands and hence develop the Sun Chips chain into a total factor health option.
Development for the product now under the Sun Chips brand picked up in 1988. Consumer testing found a few variations of the Sun Chip that were perceived by test markets as both healthy and as “everyday snacks” -- a factor necessary to the long term success of the snack. Ultimately, they had to wait until the right time to release the product. The market was slowly gaining health consciousness as baby-boomers matured and desired healthier alternatives to their snack foods. Early
Brand strategy is of upmost importance when it comes to customer visualizing a company. Branding is critical to the company as well as the product. The company brand embodies what the company is about,including the product (Hatline, M.D. & Ferrel, O.C., 2014). Branding provides the company with leverage when it tries to enter new markets Whether that be new locations or new product offerings (Douglas, S. P., Craig, C. S., & Nijssen, E. J., 2001).
Branding is one of the most important aspects of any business structure. Your brand is meant to increase the competiveness against your company. “your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates
What position does branding hold in the minds of the customers compared with competition? Branding is a strategy used by marketers to differentiate products and companies in order to build economic value particularly for the consumer and the brand owner. A strong brand in most cases inspires customer loyalty that leads to high sales of products. Given that, Microsoft that represents a series of owns Xbox One video games has introduced the strategy of branding in order to remain viable in the market.
The new product line of Sun-Chips™ Multigrain snacks will benefit from the excellence of Frito-Lay’s sales performance along with the current trend of
Successful brands build successful products when the product is one that the consumer desires as opposed to needs. Companies selling these types of products must put additional effort into marketing activities like brand
Branding is your reputation. Branding is about building a name for yourself, showcasing what sets you apart from others, and describing the added value you bring to a situation.
Branding in a business is important as it shows the reputation of the business. The importance in the buyer’s behaviour can affect the businesses sales, as it can increase or decrease their sales. Consumers are responsible factor for the sales of any products or services, so when a new product is being released in the market, understanding consumers buying behaviour becomes very essential. The business has to study and understand the
Frito-Lay uses Product focused process strategy for its food manufacturing operations in terms of process.
Hopefully you built a good foundation when you launched your brand. If you have lived with a strategic brand message for any amount of time, you should have some data to draw from to determine what has worked and what needs to be updated. The core message of your brand, the intended emotional appeal of your design and messaging, the uniqueness and eye-catching aspects of your packaging, and overall effectiveness of your labels in communicating all of this in mere seconds to busy and distracted shoppers.
A product strategy is a road map to marketing a particular product. A sound product strategy takes into account several things: what buyers is the product aimed at, what is the goal for the amount of market share to be achieved, what the profitability goals are, and how the product will be marketed to those potential customers. A large part of a successful product strategy is branding. A branding strategy positions the product in the market and helps it gain market share. Branding creates the image of the products features and benefits in the consumers mind and differentiates it from its competitors in the buyers mind. More than describing the product itself, branding should evoke an emotional response.
Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.