Frito Lays Dips: Marketing Management
MKTG 471 Marketing Management: FALL 2002
CASE ANALYSIS: DISCUSSION QUESTIONS
Ch.4 : Frito Lays Dips : Pg 107
Q.1 How would you characterize the dip category in general?
Q.2 How might the dip category be segmented?
Q.3 What is Frito Lays Competitive Position within the segments it pursues?
Q.4 What sales volume and market share(s) will be required of the dip line to preserve its profit contribution given budgeted promotion expenses?
Q.5 What are the pros and cons of focusing attention on the “chip dip” segment?
Q.6 What are the pros and cons of focusing attention on the “vegetable dip segment?
Additional Suggested Readings for this case:
a) Edward M. Tauber, (1988) “Brand Leverage: Strategy for Growth in a Cost-controlled World” Journal of Advertising Research, Sept-Oct, pp.26-30
b) Peter H. Farquhar et.al. (1992) “Strategies for Leveraging Master Brands”, Marketing Research, Sept., pp.32-43.
*******************************
Ch.5 : Proctor and Gamble, Inc: Scope : Pg.173
Q.1 What significant changes have occurred in the Canadian mouthwash market in the last three years?
Q.2 How would you evaluate the performance of scope in the past three years?
Q.3 What are the pros and cons of the options available for scope?
Q.4 Prepare a Marketing plan for the forthcoming year.
*******************************
Ch.6 : Cadbury Beverages, Inc: Crush brand : Pg 249
Q.1 How would you characterize the carbonated soft drink industry in the US?
Q.2 How would you describe the changes in the orange category during the period 1985 to 1989? What can be learned from these changes?
Q.3 What is Cadbury Beverages relative competitive position in the U.S. soft drink industry? In the orange categody?
Q.4 Based on your assessment of the soft drink industry, the orange flavored category, and the competitive situation of Cadbury beverages and orange crush, what is your recommendation for positioning orange CRUSH?
Q.5 What objectives should be set for
CASE ANALYSIS: DISCUSSION QUESTIONS
Ch.4 : Frito Lays Dips : Pg 107
Q.1 How would you characterize the dip category in general?
Q.2 How might the dip category be segmented?
Q.3 What is Frito Lays Competitive Position within the segments it pursues?
Q.4 What sales volume and market share(s) will be required of the dip line to preserve its profit contribution given budgeted promotion expenses?
Q.5 What are the pros and cons of focusing attention on the “chip dip” segment?
Q.6 What are the pros and cons of focusing attention on the “vegetable dip segment?
Additional Suggested Readings for this case:
a) Edward M. Tauber, (1988) “Brand Leverage: Strategy for Growth in a Cost-controlled World” Journal of Advertising Research, Sept-Oct, pp.26-30
b) Peter H. Farquhar et.al. (1992) “Strategies for Leveraging Master Brands”, Marketing Research, Sept., pp.32-43.
*******************************
Ch.5 : Proctor and Gamble, Inc: Scope : Pg.173
Q.1 What significant changes have occurred in the Canadian mouthwash market in the last three years?
Q.2 How would you evaluate the performance of scope in the past three years?
Q.3 What are the pros and cons of the options available for scope?
Q.4 Prepare a Marketing plan for the forthcoming year.
*******************************
Ch.6 : Cadbury Beverages, Inc: Crush brand : Pg 249
Q.1 How would you characterize the carbonated soft drink industry in the US?
Q.2 How would you describe the changes in the orange category during the period 1985 to 1989? What can be learned from these changes?
Q.3 What is Cadbury Beverages relative competitive position in the U.S. soft drink industry? In the orange categody?
Q.4 Based on your assessment of the soft drink industry, the orange flavored category, and the competitive situation of Cadbury beverages and orange crush, what is your recommendation for positioning orange CRUSH?
Q.5 What objectives should be set for