Assignment Module 6-Case Frito Lay Sunchips

Running head: FRITO-LAY, INC: lie CHIPSTM MULTIGRAIN SNACKS Frito-Lay, Inc: Sun ChipsTM Multigrain Snacks K arn D. Nicosia Grand edict University Marketing Management MKT-450 Instructor: Eric Freeman folk 25, 2010 Frito-Lay, Inc: Sun ChipsTM Multigrain Snacks Executive Summary Frito-Lay, Inc has been forge multigrain chips since the early 1970s after(prenominal) commercialiseing research entrap that consumers cherished nutritious snacks, consequently in 1974 the company launched to the commercialize Prontos, a multigrain chip that was not sincerely a prominent success, therefore withdrawn from the national merchandise in 1978 (Kerin & Peterson, 2009). However, Frito-Lay k naked as a jaybird that a healthy option was appealing to consumers and that this healthier option had halal fourth dimension to be introduced, only when the market was not nominate for it soon enough (Kerin, Hartley, & Rudelius, 2009). Product research and ripening continued during the mid(prenominal)(prenominal)-eighties with The Harvest but in the early eighties some(prenominal) market tests failed leading for marketing to introduce in the mid 1980s different shots, flavor line extensions, on their traditional snacks like Cool cattle farm Doritos and low-fat versions of potato, corn, and tortilla chips (Kerin & Peterson, 2009).

In 1988 and with the inclination stay of multigrain products, marketing research studies conducted consumers interrogatory for about 10 months, showing that consumers wanted a multigrain rectangular chip with ridges and incomparable archetype (Kerin & Peterson, 2009). Moreover, further research schematic that multigrain products were perceived by consumers as healthier option and considered for chance(a) snack, the conclusion was (Kerin & Peterson, 2009). The main head is to introduce assorted flavors of multigrain chips that are appealing to consumers and would create an tantrum to develop a new product lines with line extensions in prescribe to increase revenues, profits, and exert the lead in the snacking patience (Kerin et al, 2009). Frito-Lay is a worldwide...If you want to abbreviate a full essay, magnitude it on our website: Orderessay

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