You are the Vice- President of Marketing for Frito Lay Canada. You have just completed a market research study of the Canadian market and discovered some interesting information about the Canadian consumer.
Canadians are snacking more frequently.
Snacking is the fasting growing segment in Canada.
Potato chips are the fastest growing snack item.
Flavors are the key reason why consumers are eating more chips.
Baby Boomers are a target market for chips.
Baby Boomers want more gourmet unique flavors and healthier options.
Baby Boomers have disposable income and are shopping at smaller upscale grocery stores.
Baby Boomers like to snack, however need to watch their consumption intake.
Objective:
To develop a new product plan for the introduction of a product to satisfy the Baby Boomer consumers needs. Your report must include the following:
1. Products brand name and a detailed description of the product.
2. The marketing plan must identify the elements of the marketing mix:
3. Price- recommend a pricing strategy and why?
4. Place - where will you sell the chips and why?
5. Promotion - List the three top promotional ideas to focus on your target market and why you selected these elements.