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Mr. Saran Yu Want to Miss Valley 09002120 Fri drug output President Rak09014106.Frito-Lay, Inc.Sun Chips Multigrain Snacks.Frito-Lay, Inc is the field of snack foods. Which has many brands on the market.Mid-1990, Dr. Dwight R. Riskey, research vice president of marketing and newproduct called Frito-Lay product management team Sun Chips Multigrain Snacksattend today's meeting aims to prepare the rice offerings. senior management of the company. About the future of the brand.Sun Chips Multigrain Snacks is a snack sliced from Tha Whole-wheat, corn, rice,flour and oatmeal. A little salty. And lightly sweet. The smoldering in the mouth.Products Snack chips use less salt in the market using Canola oil or sunflower oilfor frying. Apply to less than 50% saturated fat compared to other types of fryingwith oil. And no chlorinated Leste The Coral. As with the management of Frito-Laythat it was "reflective of a superior standard."

This product has been available in test market for Ja 10 months in urban areas of Minneapolis-St. Paul and Minnesota, although the response of customers to bevery popular Riskey and his team know that they presented the informationobtained from the evaluation of the test market. Will be able to attract seniorexecutives of the Frito-Lay.

To decide on the selling Ja Sun Chips Multigrain Snacks, it must ensure that salesmust be in the Top-level requirements because the product during the productionof a new home. Creating a new brand. And pioneered a new type of snacks.Require substantial investment. Financing decisions. Depending on whether theproduct will be able to live sustainably.

Product marketing strategies.1. Grow by Frito-Lay brand by expanding the product line.2. To create new products based on customer needs.3. Develop products for the fast-growing snack4. Na success to the international market.With the high competition of the snack market. Features over 650 species in themarket from competitors, both inside and outside the country. Experience andfailure to issue a new product called Sun Chips Prontos an example of thecompany in 1974, apply to have enough information for investment decisions.Mr. Saran Yu Want to Miss Valley 09002120 Fri drug output President Rak

09014106.Were free from the selection available in. Minneapolis-St. Paul and Minnesotabecause they can be reflective of the total market sales (USA) has.Market testing plans.Product strategy.

Ja Sun Chips are selling two French Onion flavored with Natural and size of product is the size Doritos 7 and 11 ounce and 2.25 ounce sizes with a trial.Pricing strategy.

Ja selling price with Doritos.Strategy, advertising and promotion.

Advertisements on TV by a group of potential customers in this advertising is thatpeople aged between 18-34 years old 34-49 years who are willing to get your

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order is already healthy. People aged 18 years lower than it usually consume thisproduct from the house. (Did not buy myself).

The coupons in the newspaper to get a free trial size products. Or purchase anormal size in the special reduced rate.Sales strategy and organization selling Ja.

Through Store-door delivery system of Frito-Lay, which functions of the senderand sales are included together.Sun Chips will be sold through. Supermarkets, tea shops, convenience stores.And other retailers.Considered for production.Multigrain products require technology which is composed of existing products.Need to invest in new production lines. The production capacity efficiently checkfor 1 million pounds per year in two flavors and three sizes according to markettesting.

Test marketing budget.

The budget for advertising and promotional marketing test is equivalent to 22million dollars in Ja selling across the country.70% of budget used during the first 6 months in test market.Mr. Saran Yu Want to Miss Valley 09002120 Fri drug output President Rak09014106.

The results of market testing. The response of the consumer is monitored by an independent researchorganization from the beginning of the test market. Independent data from beingsent to Frito-Lay category includes purchases every month. Such as trial andpurchase behavior, moderate And hurting sales of the product was in test

market. Types of purchases.Data from the independent states that the coupons have important effects ontrial and purchase of approximately 90% of purchases from supermarkets andconvenience stores. Released after 10 months in the test market sales of 2.25ounce size by 15%, 7 ounce size is 47% of sales, selling 11 ounce size 35%, ataste French onion 45%, Flavor Natural 55%.Rate of first purchase and acquisition of moderate1 in 5 families in the test market of the product was used 41.8% of this group willhave to buy moderate Number of times purchased Sang approximately 2.9 times

the average amount per transaction is the first 6 ounce purchased Sang topurchase approximately 13 ounce at a time.Competition with the original product.Although sales of Sun Chips will impact sales of older products, especially JeanDoritos, the company earnings to paint more.

The results of market testing.Senior management of Frito-Lay will use the information presented Riskeydecisions for the future of marketing in Sun Chips Multigrain Snacks, he shouldrecommendation.1. To be tested for another six months. Or expanding existing test strategies or

improve slightly.2. For free from Sun Chips Multigrain Snacks available in national strategy,

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similar to that used in the test market or improve slightly.Mr. Saran Yu Want to Miss Valley 09002120 Fri drug output President Rak09014106.Planning decisions.1. If Riskey also apply to product testing. Competitors may be the same productout before apply to Frito-Lay waste the opportunity to market the rice.2. If it will expand the test market, or selling decisions free from across thecountry. Be sure to check there are sufficient production. And require a highcapital to increase production capacity check.3. When I compare the data of researchers O'Grady's potato chips, which hadsales in the first year to $ 100 million to Frito-Lay Chips Multigrain Snacksproducts with better results than bad. Can apply to decide whether to check thenumber of production capacity is how muchStrategy decisions.1. The statement of $ 30 million on advertising products for brand awareness.

2. Add extra large (ie size 15-ounce) so that per capita consumption ratesincrease The price per ounce was the size 11-ounce.3. Add a new flavor like mild cheddar to increase purchasing Sang per annumand a variety of clients.