Assignment Module 6-Case Frito Lay Sunchips

Running head: FRITO-LAY, INC: SUN CHIPSTM MULTIGRAIN SNACKS Frito-Lay, Inc: Sun ChipsTM Multigrain Snacks Karen D. Nicosia impressive canon 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 develop multigrain chips since the proto(prenominal) mid-seventies after commercialiseing query entrap that consumers wanted nutritious snacks, because in 1974 the company launched to the market Prontos, a multigrain chip that was not really a prominent success, hence withdrawn from the national market in 1978 (Kerin & Peterson, 2009). However, Frito-Lay knew that a healthier option was challenge to consumers and that this healthier option had halal time to be introduced, alone the market was not nominate for it yet (Kerin, Hartley, & Rudelius, 2009). Product research and development continued during the mid(prenominal)-eighties with The Harvest but in the early 1980s some(prenominal) market tests failed leading for marketing to introduce in the mid 1980s different flavors, flavor argument extensions, on their tralatitious snacks like Cool Ranch Doritos and low-fat versions of potato, corn, and tortilla chips (Kerin & Peterson, 2009).

In 1988 and with the arguing pacify of multigrain products, marketing research studies conducted consumers testing for about 10 months, show that consumers wanted a multigrain rectangular chip with ridges and unrivalled sample (Kerin & Peterson, 2009). Moreover, further research established that multigrain p roducts were perceived by consumers as healt! hier option and considered for everyday snack, the conclusion was (Kerin & Peterson, 2009). The master(prenominal) idea is to introduce assorted flavors of multigrain chips that are appealing to consumers and would stimulate an prospect to develop a new product lines with line extensions in prescribe to increase revenues, profits, and maintain the lead in the snacking persistence (Kerin et al, 2009). Frito-Lay is a worldwide...If you want to get a liberal essay, order it on our website: BestEssayCheap.com

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