Assignment Module 6-Case Frito Lay Sunchips

Running head: FRITO-LAY, INC: sunlight CHIPSTM MULTIGRAIN SNACKS Frito-Lay, Inc: Sun ChipsTM Multigrain Snacks K ben D. Nicosia Grand canyon University Marketing Management MKT-450 Instructor: Eric Freeman kinfolk 25, 2010 Frito-Lay, Inc: Sun ChipsTM Multigrain Snacks Executive Summary Frito-Lay, Inc has been have multigrain chips since the early 1970s aft(prenominal) commercialiseing research entrap that consumers treasured nutritious snacks, consequently in 1974 the company launched to the commercialize Prontos, a multigrain chip that was not rightfully a prominent success, indeed withdrawn from the national grocery in 1978 (Kerin & Peterson, 2009). However, Frito-Lay k bare-assed that a better option was appealing to consumers and that this fitter option had halal time to be introduced, exactly the market was not nominate for it still (Kerin, Hartley, & Rudelius, 2009). Product research and ripening continued during the middle(prenominal)-eighties with The Harvest but in the early mid-eighties some(prenominal) market tests failed leading for marketing to introduce in the mid 1980s different piquantnesss, flavor line extensions, on their traditional snacks like Cool scatter Doritos and low-fat versions of potato, corn, and tortilla chips (Kerin & Peterson, 2009).

In 1988 and with the inclination placate of multigrain products, marketing research studies conducted consumers interrogation for about 10 months, channelize that consumers wanted a multigrain angular chip with ridges and incomparable judge (Kerin & Peterson, 2009). Moreover, further research naturalized that multigrain products were perceived by consumers as healthier option and considered for insouciant snack, the conclusion was (Kerin & Peterson, 2009). The main belief is to introduce assorted flavors of multigrain chips that are appealing to consumers and would create an candidate to develop a new product lines with line extensions in prescribe to increase revenues, profits, and observe the lead in the snacking pains (Kerin et al, 2009). Frito-Lay is a worldwide...If you want to larn a full essay, assure it on our website: Ordercustompaper.com

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