1-To what degree does the product align with the current trend of healthy living? How does the family life cycle work into the discussion?
The current trend of healthy living is in the limelight due to the health consciousness of the customer in the food market. The company management is looking forward to aligning the products (snacks) with the different health trends. For Instance, in snacks, the inclusion of natural onion and French flavor is a perfect example of the alignment, which is ultimately triggered by the family life cycle. Instead of putting artificial flavors in the products, the management has decided to come up with the original flavors to create a good impact on the customer health. Healthy living has been justified due to the trends of increasing the life cycle through organic products. Thus, some organic flavors in the products for the customers are good to let the customers make decisions for their health. Family life cycle works into discussions because people a have created the perceptions that snacks are original and these can provide the health benefits for both, short and long run. When competing in the food market, different competitors are trying to make healthier products to position better in their minds. Obviously, due to original flavors or raw materials in products, the children, young adults, and teen will eat these products and increase the lifespan. Thu, the company can introduce the original tastes differentiated from its competitors to get competitive advantage in the market (Kerin & Peterson, 2013).
2-What is involved with successful branding? Explain how solid brand management and positioning would impact this product.
The best thing that the management of the company has considered with the passage of the time is the value for the customers. The value for the customers has been created to contain a good and a high brand image. For Instance, the company focused on what customers care when eating and made the decisions in both, production and marketing process accordingly. In the research and development process, the company wanted to come up with the products such as snacks with multi-grains. This consideration hit the customer appeal very hard, as they were expecting these products in the market for the company. Thus, the intense research and development and customers’ values are involved in the successful branding in the competitive snack food market. So It is necessary for the company to focus on continuous research and development to meet the increasing demands of the customers (Gillespie & Hennessey, 2010 ). The solid brand management seems to be quite visible in sun chips multigrain snack product. This is a fact that the positioning would impact this product. The main intention was conducting the surveys to understand the customer perceptions, responsiveness, and assertiveness in the competitive market. Interestingly, the company wanted to position the product through appropriate health information, which was related to the positioning process, and ultimately, it was also linked with the solid branding management. Of course, the management created the value, which justified the solid brand management. Solid brand image will be helpful for the company to capture more customers as compared to its competitors (Ferrell & Hartline, 2013 ).
3-Based on your assessment, has Frito Lay identified the most appropriate target market? Include your rationale. Would you suggest an alternative or additional target market?
According to my assessment and insights, derived from the case study, I realized that the Frito Company has identified the right target market. It has been revealed that the response from the customers was visible a regarding the sun multigrain snack. Almost 90 million households, including teen, children, and adults were the target customers in the competitive market. In addition, these customers at that time were quite responsive. They contained the brand awareness and assertive to have these snacks. Interestingly, this was the right customers for the company because they use to have quality taste and flavors, which were never experienced before, initially, when conducting the advertising and promotions, the company targeted the customers, which contained the age 18 to 34. Moreover, later on, the management worked out to find the customers under the age of 18. It made the target market strategy appropriate for the company, which resulted in massive sales and revenues. Concerning the alternative or additional target market, the company may concentrate on baby snack along with some original flavors. The company can come up with several baby segments regarding the age to depict an effective targeting in the competitive market. It seems imperative for the management to integrate with the new trends in the market to identify the target customers and make appropriate decisions, which can create the impact on both, the sales and profitability. The company must search for an additional or new target market to reach more customers to get more revenues (Ferrell & Hartline, 2013 ).
4-Are the Sun Chips multi-grain snacks a sustainable new product addition to the Frito-Lay product line? Think about whether it aligns with Frito Lay’s overall product-marketing strategies. Include some level of discussion on the competition and industry.
Sun Chips multi-grain snacks a sustainable new product addition to the Frito-Lay product line. The product marketing strategy of the company is integrated with the Sun Chips multigrain snacks. The overall product marketing strategy of the company is to produce high quality and differentiated products in the low process for the customers. Through low prices of the product, assists the management to stimulate the sales and demonstrate a better placement. The most important thing is to make the product prominent in the food market surge. In the product marketing, positioning and promoting are two major aspects. For Instance, Almost $22 million advertisement and merchandising expenditures are held to promote the product. Relative to the competition and industry, branding is a significant factor for the company. It does not seem that the product marketing strategies of the company align with the Frito Lay’s (Kerin & Peterson, 2013). In the tough competition, local and regional companies produce the immense range of snack products every year. They focus on the advertising and promotions for better positioning and branding. The competitors are developing new target segments by increasing the product line. However, in this competitive market, the biggest strength of the Frito Company is the health consciousness, which seems unique and additional factors in the product marketing strategy. Definitely, this product is sustainable because healthy trends are emerging and people are coming closer to the companies, which assess the health needs of the customers in an effective manner. However, with the passage of the time, Frito can be considered more sustainable through the alignment with the new hearth and food market trends. It is essential for the company to align all products marketing strategies with Frito Lay’s and Sun Chips (Gillespie & Hennessey, 2010 ).
References
Ferrell, O. C., & Hartline, M. (2013 ). Marketing Strategy, Text and Cases. Cengage Learning.
Gillespie, K., & Hennessey, H. D. (2010 ). Global Marketing. Cengage Learning.
Kerin, R., & Peterson, R. (2013). Strategic Marketing Problems: Cases and Comments, 13th Edition 13th Edition. Upper Saddle River, NJ: Pearson Hall.
+447462439809