MARKETING PLAN FOR FRITO-LAY COMPANY

Frito-Lay Marketing Plan

Executive Summary

The main purpose of this marketing plan is to familiarize and define its industry , competition and its market viability . It is believed that through this , different tactics and strategies can be employed to increase the sales goals of the company in a given location

Frito-Lay is one of the leading manufacturers of the different snack products . In fact , they are considered as the largest company that sells these types of food products in the market of the United States It has under its wing more than

fifteen 100 million brands of products which include : LAY 'S (R , FRITOS (R , RUFFLES (R ) DORITOS (R CHEE .TOS (R , BAKEN-ETS (R , FUNYUNS (R , TOSTITOS (R , SUNCHIPS (R MUNCHIES (R , BAKED LAY 'S (R , WOW (R , OBERTO (R , ROLD GOLD (R GRANDMA 'S (R ) Cookies and Quaker Chewy Bars (R , Quakes (R ) and Fruit Oatmeal Bars (R (Frito Lay History , 2007

Marketing plays a pivotal role in the continuing domination of the company among the different snack foods available in the market Frito-Lay needs to maintain its different promotional strategies which includes local and international advertising in the different media forms which includes television , print outs , radio and billboards Likewise , through this plan loyalty on the brands of the company among the costumers needs to be strengthened . This can be achieved through product innovation based on the needs of the market . This of course spells costumer satisfaction

The company boasts a health and wellness ' program through is carefully developed products . It is able to answer to the different health concerns of the buying public . The company is committed on providing snacks which are great tasting and have different nutritional content . It makes use only of the best ingredients in the market . For its chips products , it makes use of a patented Frito lay potatoes . The manufacture of its ingredients are carefully monitored and managed by the company to ensure the highest standard of harvest

Frito-Lay also had initiated the research on the different cooking oils available in the market . It was able to use polyunsaturated oils instead of the conventional cooking oils to ensure the reduction of the fat content in its products . By the year 2003 , it had successfully converted to the use of non-hydrogenated oils . This means the complete elimination of trans fats in the chips . Research shows that an increase in the polyunsaturated fatty acids in the different food snacks helps in the reduction of coronary heart disease . Other variations in the ingredients produced different products that try to answer as many health concerns of the publics . These are listed in the company website (2007 , the products include

Ingredient variation and some examples

Seasoned products made without Porcine enzymes

BAKED ! CHEETOS (R ) Crunchy Cheese Flavored SnacksDORITOS (R ) Salsa Verde Flavored Tortilla Chips

FLAT EARTH (R ) Apple Cinnamon Grove Baked Fruit Crisps

Products Not containing Gluten

DORITOS (R ) Wild White Nacho Flavored Tortilla Chips FUNYUNS (R ) Onion Flavored Rings

LAY 'S (R ) Cheddar Sour Cream Artificially Flavored...