Company Overview:
Frito-Lay is a well-established family name recognized by most buyers for their favorite snack brands such as Nacho, Cheetos, and Lay’s. This British business was established in 1932 and has successfully entered many global markets and shown consistent development. But, in recent years, Frito-Lay recognized a need for a new marketing plan targeting a contemporary demographic that is health-conscious and digitally-savvy.
The Challenge:
Approaching the fresh century, Frito-Lay saw a slowdown in its development. There was growing concern among consumers about the detrimental qualities of snacks, and the traditional breakfast food market was becoming more and more saturated. Frito-Lay had to reevaluate its marketing strategy in order to create a brand image that may appeal to a contemporary crowd that values balanced diet in the face of changing customer objectives and fierce competitors.
Also, the company discovered that their traditional marketing strategies were becoming less effective as the majority of the world’s population was becoming more and more dependent on digital technology. They needed a fresh approach to catch the attention of a target market who spent the most time online.
The Strategy:
In 2019, Frito-Lay launched its new” Snackable Notes” marketing campaign. By combining meal time and home interaction, the aim of this plan was to target parents who are constantly on the go. Parents may create friendly notes on the presentation, making treat time a much-anticipated occasion for children.
Also, Frito-Lay decided to plug into the great online marketplace by incorporating user-generated articles in their marketing strategy. They organized a contest where customers were asked to submit their personal taste for chips. By allowing them to leave their mark on a cherished company, this strategy not only increased the interest of electronic consumers but also strengthened them.
Also, recognizing the growing problem for health, Frito-Lay started incorporating healthy and relatively healthy ingredients in their chips. They kept their dietary information about the new additions to the meals they had prepared. This approach gained popularity among their market members who are health-conscious.
The Benefits:
Frito-Lay’s modern marketing strategy was a resounding success. The” Snackable Information” battle found a home with busy families who liked the idea of writing personalized information for their kids on snack packs and saw an amazing increase in sales. The device taste competition’s user-generated content attracted a lot of attention and significantly increased their net visibility.
But, it was their genuine desire to improve the quality of their products. Most buyers must see a solution as healthy and nutritious before they can decide to purchase it, according to a research, and Frito-Lay successfully managed to convey this perception.
Learning Points:
In a digital and health-conscious earth, Frito-Lay’s case study highlights the necessity to constantly adjust marketing strategies. Traditional marketing strategies may no longer be effective in entice customers who are focused on healthy living and modern consumption.
Additionally, it emphasizes the importance of businesses striking a balance between enhancing product value and building lasting client relationships. Businesses may be ahead of industry changes and ensure their continued success in the world of business by adopting a consumer-centric strategy and actively engaging with customers.
This event research shows the importance of resilience and customer-engagement in a company. They serve as the foundation for creating a strong and sustainable model that can endure market fluctuations and satisfy changing customer needs.
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