Cracker Jack Essay

Frito-Lay Company / Cracker Jack

Michelle Dunagan

Bellevue University MBA652: Marketing Strategy

Dr. Doug Brown

April 5, 2015

Case Recap In 1932, C.E. Doolin owner of Frito Company creates is his Frito Co. and H.W. Lay establishes and begins his business producing potato chips. The two business owners (from two different states) collaborated in the 1940’s on a partnership that set them apart from all others snack foods industries. The Frito Co.

Availability (16 percent of consumers’ state the brand is not readily available where consumers frequently shop).

4. Kid preferred not particularly an acquired taste of teen or adults.

5. Product quality/value (11 percent state the product is too costly, box not plentiful).

6. Product appeal (11 percent state the product lacks of attraction for the quality of the product thus consumers do not like it).

7. Unhealthy (nine percent of consumers are health cautious thus less consumers’ purchase).

8. Other (25 percent consumers’ stated other opinion for disliking the Cracker Jack product/brand). Frito Lay also tested additional areas for its marketing plan which involves store locale, placement of the product within the store(s), comparison of the price and packaging ($1.69-box to $1.99 flex-bag (change made from eight ounce box to a seven ounce flex-bag), in addition to measuring the effectiveness of advertising and promotional cost. SWOT Matrix

Strengths:

• Restructure of the Cracker Jack (RTE) Brand

• Price changes that supports market value

• Availability of the brand

• Promoting brand through sports enlistment/endorsements.

Next, Frito-Lay can profit from current assets of the product by inventing new products in its snack food group. Finally, Frito-Lay use of resourceful acquirements would give associated food firms detailed selections of the product brand. Frito-Lay has previously entered the market with its historic and popular brand title, sales and supply structure and promotional marketing strategies; thus, the primarily opportunity would be given and entail a great deal of innovative philosophies and profits. Creating fresh products brands is an uncertainty in the market of snack food industries stemming from the lack of skills needed in related areas thus knowing the potential of well-ingrained rivals’. Build the brand base on the consumer loyalty and promote the brand, where it is visible, talked about, and results in recurring purchases and