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Sunchip Notes - Papers Online

Sunchip Notes

Frito-Lay, Inc.: SunChips

* How would you characterize the snack chip category and Frito-Lays competitive position in the category?

* Frito lay is 13% of sales in the US snack food

* 8 of fritolays chips are part of the top 10 most popular chips

* Frito lays sold $3.5 billion in 1990 out of $37 billion in US snack food sales

* 650 chips are introduced each year

* What specific challenges and risks does Frito-Lay face in marketing SunChips and what are their implications?

* Cannibalization of the other snack chips frito lay offers

* Extremely competitive market

* High new product failure rate

* What conclusions can be drawn from research SunChips' consumer ...

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of the test market results, what actions should Dr. Riskey recommend to Frit-Lay top executives? The case notes that he could recommend that:

The test market be continued for another 6 months in Minneapolis-St. Paul;

The test market be expanded to other geographical areas with the same introductory strategy or some modification (e.g., increase advertising/merchandising, add a larger package size, or some combination);

SunChips be readied for a national introduction with the same introductory strategy or some ...

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PAPER DETAILS

Added: 4/24/2012 01:21:19 AM
Submitted By: cornelia1207
Category: Business
Type: Free Paper
Words: 248
Pages: 1

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