Post on 15-Nov-2014
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Group 20: Brittany, Carolina, Chris, Katherine & Maggie
Frito-Lay, Inc.
The Frito Company• Started in 1932 by
Charles Elmer Doolin• Started in his mother’s
kitchen
H.W. Lay & Company• Started in 1931 by
Herman Lay• Sold potato chips out of
his car
• Merged in 1961 to form Frito-Lay, Inc. • Then merged with Pepsi-Cola Co. in 1965 to
form PepsiCo. Inc.
Karen Weber-Mendham
Christina Abu-Judom
Tyler Raineri
Voting Option 1
#HashTagYourVote
Vote On Facebook
Voting Option 2
Txt Ur Vote
Voting Option 3
Do Us a Flavor Campaign• The campaign was
launch on July 20, 2012 with a pop-up store in Times Square so consumers could taste test 20 of the potential flavors.
• Selected to spark awareness
• “Word of mouth” advertising
Do Us a Flavor Campaign
• Two-way interaction with customers established with voting and entry submissions
• “Flavor Showdowns”• Grand prize: 1 million dollars or 1% of the 2013 net
sales of winning flavor
Do us a Flavor Campaign
Sponsored by Target Stores which ran a sweepstakes
for a chance to win a trip to L.A. and meet and
greet with Eva Longoria
Do us a Flavor International Success
• First create-a-chip contest in the U.S.• Lay’s has ran similar, successful contests in 14 other
countries including Serbia (Chipsy), Egypt (Chipsy), and the U.K. (Walkers)
Idea Generation
Idea Screening
Concept Development
Business Analysis
Market Testing
Commercialization
New Product Development
Idea Generation
• Combination of any 3 ingredients
• Lay’s Brand has 44 flavors of Lay’s and trying to add its 45th
• The campaign has put the idea generation into the hands of the consumers by letting them submit and take ownership of their flavor creation
New Product Development
• Between July 20-Oct 6 2012, submissions were collected
• Chose finalists Feb 12, 2013
• Used consumer votes in concept development stage inherently defining attributes of the proposed new flavors
Consumer Behavior
Snacking Trends• Salty vs. Healthy• Consumers are
replacing one meal with a snack
• 57% of Americans choosing lower sodium
• Lay’s America’s #1 chip
Consumer Behavior
Newest Trend: Bizarre Flavor Chips• Lay’s “Do Me a Flavor”
campaign had nearly 3.8 million submissions
• Meeting consumer demand with odd flavors
• Decision-making power• Traditional product
preferred• “Don’t fix it if it’s not
broken” belief
“Bagging” It Up
• Lays took a risk using this marketing strategy for the first time in history
• Successful because it got people involved – got them interested
• Voting ends May 4th 2013
Trivia-
Hope you were paying attention
• How many flavors does Frito-Lay have?• When did Frito-Lay merge?• How many ways are there to vote and what are they?