Marketing Case Problem Solving Essay Example | Topics and Well Written Essays - 750 words

Marketing Case Problem Solving - Essay Example The dips are marketed along with the Frito Lay’s Brand name which is household to other various salty snack foods and is nationally recognised. There are a variety of dip flavours and these account for various percentage sales depending on their popularity. Vegetable dips are popular and are located everywhere in the supermarkets. On the other hand, popularity of cheese dips for instance was in response to growth of Mexican food phenomenon spreading across the country. A close analysis of the case study reveals that the current strategy used for marketing dips is a joint effort where they are promoted under the umbrella of Frito Lay’s brand name which is known across the spectrum and is very popular with the consumers. The dips are not marketed as single entities since these often play an accompaniment role to other meals. The majority of Frito Lay’s dips were sold in supermarkets though a smaller percentage was sold through small grocery stores, service stations as well as other different private institutions. Their current sales and distribution strategy is time consuming where the sales person/distributor will perform all the tasks from unloading to packing the shelve as well as approving in store merchandising. The marketing strategy was product oriented which was also innovative. The merchandising location next to salty snacks is another marketing strategy that is employed by Frito Lay’s Dips. For most part, dips are jointly promoted together with Frito Lay snacks as these are complimentary products. In most cases, dips are not consumed alone but they often go along with another meal or as desert after a meal. Aggressive marketing of these as single entities can be costly and can result in the loss of customers since they may end up being confused as a result of the numerous varieties of dips on offer. Whilst it cannot be ascertained which is more popular between chip and vegetable