Solved: Justifying the brand, It's mostly air and I'm sure the chips themselves only cost $.50!", Marketing Management

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Justifying the brand

Problem: You are the brand manager for Frito Lay and you are at a party one weekend. As usual, people are talking about what they do for a living. The host complains to you that she paid $4.79 for the jumbo bag of Fritos she bought for the party. She asks, "How can you charge so much for a bag of chips? It's mostly air and I'm sure the chips themselves only cost $.50!" How would you justify the price to her?

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Marketing Management: Justifying the brand

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