Marketing Strategy For Frito Lay

Several marketing strategies are in place that set Chick-fil-A apart from the competitors. One of their key marketing strategies which is their well-known slogan, “Eat Mor Chikin”, they first introduced this June 1995 their first billboard stood in Atlanta with the eat more chicken cows, (Perreault, Cannon, & McCarthy, 2014, p. 591). It is one of the longest-running and one of the most successful advertising campaign in the United States (Perreault, Cannon, & McCarthy, 2014, p. 591). This slogan was created to entice customers to move away from the typical hamburger fast-food restaurant, and attempt something different from a strictly chicken restaurant. Some of the aspects of marketing strategies that are used by Chick-fil-A are not incredibly different than any other fast food restaurant in America. However, what does separate them is their Christian based beliefs. Chick-fil-A’s approach as a faith based and a giving company that strives to support our communities through charity. Some of the impressive opportunities that Chick-fil-A offers are it assists thousands of employees with fostering children, has a scholarship foundation set up called the WinShape Foundation established in 1984 to “shape winners” quoted from the video “Eat Mor Chikin” (Except on Sunday).

A target market is a group of customers a company has decided to ultimately aim its marketing efforts towards. Whole Foods has two different target market groups that regularly shop at their establishments. The first is the primary group that ranges in age between 22-40 years old men and women with college educations who care deeply about the sustainability of the earth and favor all-natural goods. These people truly believe in the entire brand experience and make shopping at a health food store a lifestyle decision.

The strategy was to offer low price in the market which led to setting the lower prices. Niche marketing was used in setting the prices to be offered for the different market segments. Products with market target specifications are availed. The low-cost strategy was applied to set up the budget of the firm. It would use the least possible production budget to cut the price of products. The combination of strategies assists in maintaining a key position in a market. Compete effectively with opponents.

The target market for Chick fil A during breakfast hours are adults and adolescents. The parents are mostlying working parents that are acomping their school age children. Some are also single adults with no children.

Chick-fil-A is one of the most recognizable fast food chains in America. Operating over 1,250 locations in 37 states and Washington, D.C., Chick-fil-A was founded in 1967 in an Atlanta, Georgia shopping center. The company is widely known for their famous “Eat Mor Chikin” advertising campaign which feature cows attempting to convince restaurant goers to switch to eating more chicken, ideally at Chick-fil-A restaurants. This theme has also introduced different marketing material such as clothing, merchandise, and calendars containing coupon offers. It has even won a national silver EFFIE award for its creativity and effectiveness in advertising. These advertisements have helped to drive Chick-fil-A in becoming a national brand. The company is a unique in many. What sets it apart from its competition is the way it surpasses industry norms through its balance between financial performance and ethical values.

Chick-fil-A has been growing at the enviable rate of roughly 13 percent annually. The senior vice president and chief marketing officer, Steve Robinson, said “the company have strong focus on operations to ensure they have what they need to grow same-store sales”.

The focused differentiation strategy largely depends on a buyer segment that seeks special product attributes (i.e. healthier food, lower comparative cost, quick service) and on the company's ability to stand apart from its rivals (Thompson et. al, 153). In its uniqueness, Zoës Kitchen has the ability to be different and had no national rivals emulating its format or menu.

Frito Lay Incorporation is a brand name that branches off of Pepsi Co. Frito Lay Inc. is a brand which it specializes, markets, manufactures, and sells potato chips, corn chips, and snack foods. Frito Lays primary snack food that carries the brand name is obviously the Fritos corn chips, and the other leading products are Doritos and Tostitos tortilla chips and Cheetos cheese flavored chips. Depending on the region some snacks are more popular than others, for example Lays and Ruffles are demanded more in other countries. Frito Lay is a company that strives to serve the "best snacks on earth, but also protect the earth." As a company, they are committed to making sustainable products by reducing, reusing, and recycling. They believe their

When Quiksilver announced the start of its women line Roxy in 1990, they defined the brand as a “fun, bold, athletic, daring and classy” brand for young women. Market segmentation is a crucial marketing strategy and Roxy utilizes the four bases that are commonly used for segmenting consumer markets including geographic, demographic, psychographic, and benefits sought segmentation. The geographic segmentation is ideally unlimited for the Roxy target market because the brand offers clothes for both warm and cold weather, however, it focuses mainly on the “beach lifestyle” and is generally more popular in beach towns. The demographic segmentation of the Roxy brand, is aimed to attract young women between the

The Costco strategy for getting into the wedding gown business is to have a set of touring trunk shows at its Western stores during the season where people are planning their weddings. Costco's typical pricing strategy is to undercut competition and make up for this with high volume sales. The company applies this strategy to the wedding gown business as well. Costco offers one of the lowest prices of any company on its wedding dresses. The company's business plan ensures that the details have been fleshed out, and that has led to the unique distribution strategy for wedding gowns.

Multinational companies opt to franchise as a way of expansion strategy (Siebert, n.d.). Chick-fil-A is dominant only in the US market. The firm has only ventured into the Canadian market in the airport of Calgary. Many United States Corporations have engaged in franchising in the United States as a form of the expansion strategy. Laws concerning franchising are neither strict in Canada. Our form of non-equity mode will be franchising, therefore our form of entry will be a small-scale entry. This will allow our company to get exposure in key locations and learn from Canadian consumers. The benefit to franchising at first is that it is less costly and less risky for the franchisor.

The organization I selected is Frito-Lay in Rancho Cucamonga, which has been a successful snack and food business since the company was first founded. Despite the company’s success, Frito-Lays job creation is weak. President Obama like many other Democrats perceived part-time jobs as the key to creating more jobs and the door to bettering the economy. Even though studies have shown that the economy is rising from the ashes, those studies are only showing apportion of the reality. Approximately 151,000 jobs were created in August and the national unemployment rate remained unchanged at 4.9 percent (Brainerd). But it would double if they included those part-timers that wanted full-time jobs. Frito-Lay is one of the companies of the many companies that has benefited from the recent changes since the company is only hiring part-timers and they are not providing any benefits to them. Yet, we employees are ready to bring up our issues and we are seeking for change.

In differentiation strategies, the emphasis is on creating value through sustainable uniqueness. This can be achieved through product innovations, superior quality, or superior service, which is then sustained and leveraged through creative advertising; brand-building and strong supply chain relationships. Another requirement for a successful differentiation strategy is that customers must be willing to pay more for the uniqueness of a product or service than the firm paid to create it. A differentiation strategy will lead to higher firm performance only if buyers value the attributes that make a product or service unique enough to pay a higher price for it or if they choose to buy from that firm preferentially. If

The focused low cost strategy purposed to create a price advantage for the company. Usually, a company that use this kind of strategy more focus on a specific market niche, offering products to a narrow market segment instead of a broad one. The company then aims to be the cheapest supplier in the particular niche but not necessarily in the overall market.

In general terms, marketing is all related to the places of buying and selling of goods and services to satisfy customers’ needs. Nowadays marketing is the most important issues for success of every business marketing is the activity, set of institution, and process for creating, communicating, delivering, and