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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.
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