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Transcript of Doritos
For 47, years Frito-Lay has provided Doritos, an alternative to the potato chip, targeting young adults and children
Achieve Marketing Enhancement
Primary Marketing Objective
Originally named H.W. Lay & Company
Started by C.E. Doolin
In 1961, the Frito Company and the H.W. Lay Company emerged to become Frito-Lay Inc.
Plans to extend its targeted market
Marketing and Product
Points of Difference
Past Sales Revenue
Five- Year Projections
Evaluation and Control
Core Competency and Sustainable Competitive Advantage
Place (Distribution) Strategy
Director of Operations
VP of Marketing
Director of Research
Director of Sales
Available and popular in many countries
Numerous sizes and flavor variants
Advertising in less common markets to increase sale
Potential to reach primary and secondary targets
Changing food snack preferences
Growing popularity of restaurants
Limited Target Market
Perception of being unhealthy
Advertising not as effective