Overview:
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.