Frito-Lay’s Dips – “Chip dip vs. Vegetable dip” - Case Study Free Essay, Term Paper and Book Report
We wanted to notify you that Ben Ball our Marketing Director and Ann Mirabito, our Product Manager, have been working diligently to satisfy shareholders expectations and led Frito-Lay’s Dips into a profitable product line with an excellent sales growth in the last five years. Frito-Lay's is the major competitor in shelf-stable dips with $135 million in sales and a 72% market share in the category. At our last executive meeting we had a discussion how Frito –Lay’s Dips could capture more profit. The executives were suggesting mainly two possibilities that can play a role to develop the brand further. One of the points was the idea to tap into a more aggressive promotion in the “chip dip” category. The other great suggestion was to develop the “vegetable dip” category based on our newly introduced sour cream-based dip.
We heard great arguments supporting both side. Since the meeting dissolved without resolution, Ann Mirabito was asked to give the “chip dip vs. vegetable dip” question further consideration and prepare recommendations for the next meeting.
Her recommendatio......
Word Count: 943
Page Count: 3.7 (250 words a page / double spaced)
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